TCEB Launches New MICE Policy for 2026 to Build Thailand's National Brand

Dr. Suphawan Terarat, Director of the Thailand Convention and Exhibition Bureau (TCEB), announced the organization's strategic direction for 2026 on February 5th at the Renaissance Hotel in Bangkok. The plan aims to grow the MICE industry by 10%, generating direct revenue of 163,000 million baht (92,000 million from domestic markets and 71,000 million from international markets), and increasing the industry's contribution to GDP from 1.65% to 1.77%. The strategy, named 'TCEB Go', focuses on three key areas: promoting ESG standards, developing data and innovation, and creating a fast-track approach to ease event regulations. The goal is to position Thailand as a 'Global-Asia's Trusted Gateway' by highlighting national strengths such as medical science, wellness, agricultural technology, biotechnology, food innovation, creative economy, advanced manufacturing, sustainable tourism, and digital technologies.