TCEB’s new vision and direction for MICE

Thailand, 4th September: New President of the Thailand Convention and Exhibition Bureau (TCEB), Dr. Supawan Teerarat, announced vision and a new direction to drive Thailand’s MICE industry forward under the concept of “Change That Matters”, aiming to make Thailand become a global MICE leader and establish Thailand as a trusted destination worldwide.

Dr Supawan’s vision for TCEB will drive Thailand towards becoming “Global-Asia’s Trusted Gateway”, which will be driven by four key strategies, GLOC:

·       Global Reach – focusing on building the destination’s brand, smart bidding for international MICE events, expanding foreign markets, and creating strategic partnerships to attract high-impact events to Thailand.

·       Local Strength – developing MICE City Clusters in 10 cities to add value and create flagship events that can elevate Thailand’s positioning on the global stage.

·       Organisation Transformation – transforming the organisation to support, including people transformation by fostering a culture of trust and psychological safety, moving towards data-driven digitalisation, and providing incentives/motivation for employees.

·       Capabilities Excellence – elevating TCEB’s role into a policy shaper, creating new industry standards, developing personnel to become ASEAN MICE experts, and driving innovation and sustainability within the industry.

In addition, TCEB’s commitment will develop Thailand’s competitive capabilities to keep pace with changing situation and internation challenges. Key focus will strengthen the Thail MICE industry ecosystem and increase MICE stakeholders, to enable the industry to achieve the shared goals.