TCEB launches Thailand’s first digital MICE platform

Thailand, 28th May: The Thailand Convention and Exhibition Bureau (TCEB) launched “JerGan” (meaning “Let’s meet” in Thai), Thailand’s first digital MICE platform, under its MaxiMICE Thailand.

The “JerGan” application will connect MICE travellers with local businesses, to expand income distribution across the boarder MICE value chain. It will establish a MICE Behavioral Data Infrastructure to support more targeted and effective marketing strategies.

The platform will develop through three integrated pillars: 1) Data-Driven MICE Intelligence, transforming customer pain points into a Behavioral Data Infrastructure capable of driving actionable industry strategies; 2) MICE Ecosystem Connector, integrating venues, communities, food and beverage services, transportation, and local experiences into one connected ecosystem; and 3) MICE Economic Booster, expanding MICE traveller spending beyond venues into surrounding local economies and communities.

JerGan targets both Thai and international MICE travellers across three primary user groups: 1) International MICE Travelers, 2) Conference Organizers, and 3) Thai exhibitors participating in domestic trade exhibitions.

Dr. Jaruwan Suwannasat, Vice President of the TCEB, explained, “JerGan serves as a strategic solution that systematically addresses the evolving demands of MICE travellers. The platform enhances the overall MICE experience while enabling spending to flow more effectively across the wider industry value chain and related sectors. It also supports the sustainable growth of Thailand’s MICE economy and ecosystem. In addition, the platform provides venues and operators with valuable insights into traveller behaviour – including how delegates spend their time outside events and their pre- and post-event spending patterns. JerGan will therefore become a powerful data platform that can help shape more personalized and effective MICE experiences in the future.”