Meet in Thailand is the new global message launched by the Thailand Convention and Exhibition Bureau (TCEB) at IMEX Frankfurt 2025, where the initiative “Meet in Thailand: Your Success, Your Moment” made its official debut. This bold campaign is anchored by three key values aimed at driving higher value for global events held in the country.
Unveiled during a press conference on May 20, the announcement was led by Mr. Puripan Bunnag, Senior Vice President of TCEB, who shared insight into the future-forward strategy.
“TCEB is continuously focused on aligning with the evolving demands of the international business landscape,” Mr. Puripan explained. “We believe that hosting events in Thailand should not only meet expectations but significantly elevate return on investment and enrich the overall experience.”
The campaign introduces what TCEB calls the 3M approach: MaxiMICE, Meaningful, and Memorable.
This pillar emphasizes expanded possibilities for business events across Thailand. It includes improved access with new flight routes, rising destination cities, upgraded facilities, non-traditional venues, and a larger skilled MICE workforce. Additional support from the government and an increase in ESG-compliant service providers are shaping Thailand into an even more competitive events destination.
Sustainability is central to this value. TCEB is pushing forward with ESG-driven MICE practices. From low carbon MICE routes to certified green suppliers, Thailand offers a framework where every event leaves a purposeful impact. Events can now include activities that empower local communities, which are now actively engaged across every MICE City.
Thailand is reinforcing its global image as a place where events feel human, personal, and unforgettable. With cultural richness, hospitality, tech innovation, and creative industry partners, event organizers can create immersive experiences that blend business with culture, sustainability, and local storytelling.
During the press conference, TCEB also shared major milestones:
- 15 large events from Europe and the UK are confirmed to take place in Thailand
- All 8 major Bangkok exhibition centers will connect directly with the BTS and MRT by July
- Air France is launching direct Paris–Phuket flights in November 2025
- TCEB continues to provide event support packages for business and cultural festivals
Looking ahead, 2026 will be marked as the “MICE Celebration Year”. Thailand will host a series of global events including:
- International Horticultural Exposition 2026 (Udon Thani)
- World Congress on Pain
- Annual Meetings of the World Bank Group and IMF
- Global Sustainable Tourism Conference
- UFI Asia Pacific Congress
These major wins reflect international confidence in Thailand’s MICE ecosystem and ability to deliver world-class event experiences.
At IMEX Frankfurt 2025, TCEB is showcasing its full strength with 26 Thai exhibitors under the Thailand Pavilion (Stand A180). Meanwhile, the Pattaya Pavilion (Stand A190) is hosting four key participants.
To bring a cultural touch to the showcase, a daily performance from Thailand’s Isan region will be held, celebrating the northeastern culture ahead of Udon Thani’s hosting of the International Horticultural Expo in 2026. On May 21, a special networking reception will also spotlight Isan’s cultural and economic potential.
