Thailand launches new brand

Thailand, 21st May: The Thailand Convention and Exhibition Bureau (TCEB) launched a new MICE brand, “MaxiMICE Thailand – From Potential to Exponential”, to reinforce the country’s position as a premium destination for business events and for advancing global agendas.

The new brand will transform events into exponential opportunities, generating lasting value and meaningful impact for industry players.

The new brand consists of three strategic pillars: MaxiMICE Your Convenience, MaxiMICE Your Experience, and MaxiMICE Your Impact. MaxiMICE Thailand will reflect Thailand’s capabilities, leveraging the country’s strengths in infrastructure, creativity, and support network, to create more impactful business events.

Dr. Supawan Teerarat, President of the TCEB, was quoted, “Today’s business events are no longer measured solely by attendance numbers, but by the quality of connections, outcomes, and long-term impact they create. As the world faces increasingly multidimensional challenges, business events must serve as platforms for collaboration, collective solutions, and actionable progress. Our study identified the key factors shaping successful meeting destinations today. The results highlighted Thailand’s operational reliability, strong business impact, and ability to deliver beyond memorable experiences. This inspired the development of our new brand, built around three strategic pillars.”