TCEB unveils strategic direction for MICE industry

Thailand, 13th February: The Thailand Convention and Exhibition Bureau (TCEB) has unveiled its roadmap to drive Thailand’s MICE industry in 2026, by launching the TCEB Strategic Direction 2026, “From Change that Matters to Impact that Lasts”.

The new strategic harnesses insights from global Brand research to transform Thailand’s core industry strengths into compelling national and regional value proposition. Key highlights will include advancing internationally recognised sustainability standards, strengthening data, intelligence and innovation as key marketing drivers, and enhancing regulatory flexibility through closer collaboration with related government agencies.

TCEB also unveiled its “TCEB Go” strategic into three implementation concepts:

·       Shift for Impact for international markets

·       Change for Growth for domestic markets and destination development, and

·       Meaningful Trust, which focuses on building confidence through recognised standards, services and tangible support system.

TCEB also targets a growth of 10% for Thailand’s MICE industry in 2026, targeting 29.4 million MICE travellers in total, with 28.2 million domestic travellers and 1.2 million international travellers. Total MICE revenues will be Baht 163 billion (US$5.16 billion), which includes Baht 92 billion (US$2.91 billion) from domestic travellers and Baht 71 billion (US$2.25 billion) from international travellers.