TCEB Launches Aggressive MICE Strategy with Three New Projects: 'Maximize Thailand,' 'Net Zero Academy,' and 'Jergan' App
Thailand's convention bureau is launching three major initiatives to boost its MICE industry, including a strategy emphasizing experiential travel, a sustainability training program, and a new mobile app connecting event organizers and atte
TCEB is accelerating its MICE industry initiatives for the latter half of 2025, launching three major projects on the global stage. Dr. Suphawan Teerapattanakul, Director of the Thailand Convention and Exhibition Bureau (Public Organization), revealed that the organization will strategically position Thailand's MICE industry to maximize market share both domestically and internationally. Three projects will be progressively unveiled in May, with two debuts at IMEX Frankfurt 2026 in Germany and one domestic launch.
Project One: Maximize Thailand addresses the "modern MICE traveler trend" by prioritizing return on experience over return on investment. The initiative encompasses three dimensions: (1) Infrastructure and Connectivity—ensuring convenient and seamless travel access to events; (2) More Experience—partnering with stakeholders including the Tourism Authority of Thailand (TAT) and sustainable tourism development organizations to showcase unique regional characteristics; and (3) Economic and Environmental Impact—advancing toward Net Zero Carbon emissions, aligning with global standards now prominently featured at major European MICE venues.
Project Two: Net Zero Academy launches in Thailand through a Memorandum of Understanding with JMIC (Joint Meetings Industry Council), the primary international MICE industry organization. This training curriculum will equip Thai entrepreneurs and professionals with knowledge to reduce greenhouse gas emissions and achieve Net Zero Emission targets, enabling them to comply with international environmental standards effectively.
Project Three: The new "Jergan" mobile application, developed with multiple industry associations, creates a digital community platform serving all MICE stakeholders—travelers, organizers, and participants—across Thailand's regions. Piloting from Bangkok and surrounding areas, the app integrates MICE Connect data, community information, and service providers including hotels, convention centers, restaurants, and new attractions, facilitating seamless travel experiences.
