20 May 2026: The Thailand Convention and Exhibition Bureau (TCEB) unveiled “MaxiMICE Thailand – From Potential to Exponential,” a new Thailand MICE brand reinforcing the country’s position as a premier destination for business events and for advancing global agendas It is designed to transform events into exponential opportunities that generate lasting value and meaningful impact for organisers, delegates, and industries worldwide.
Launched at IMEX Frankfurt 2026, the brand is anchored by three strategic pillars: MaxiMICE Your Convenience, MaxiMICE Your Experience, and MaxiMICE Your Impact. Together, they reflect Thailand’s capabilities to deliver a connected, cohesive, future-ready, and human-centred experiences, leveraging the country’s strengths in infrastructure, creativity, and support network to create more impactful business events and deliver unparalleled success.
Dr. Supawan Teerarat, President of the Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, said the launch of MaxiMICE Thailand aims to elevate delegates’ quality of life through quality of MICE experiences. It is rooted in the TCEB’s vision to transform Thailand into Global Asia’s platform for impactful and sustainable events covering such key agendas as energy, finance, wellness and longevity, DEI, sustainability and food security. These are all issues of growing importance amid today’s complex economic and social landscape.
“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.”
The MaxiMICE Your Convenience pillar underscores Thailand’s global accessibility and connectivity, infrastructure, enhanced capacities of MICE Cities, digital capabilities, and strong government’s support. In addition, a number of global conferences scheduled in Thailand in 2026 are hosted or supported by Thai ministries, along with city and provincial agencies under “Government-Ready” campaign.
The MaxiMICE Your Experience pillar positions Thailand as a destination capable of offering diverse experiences beyond meeting rooms. This is possible because TCEB has a strong network of MICE Cities and local communities ready to offer locally immersive experiences. With a strong private sector partner, Thailand Incentive and Convention Association (TICA), Thailand has a large pool of suppliers with highly creative skills ready to work with meeting planners in experience design based on local culture and wisdom for MICE groups.
Meanwhile, the MaxiMICE Your Impact pillar establishes Thailand as a destination where events’ impacts can be measured and verified for standardized certification. Decarbonisation and carbon footprint management are now our fundamental practices with access to dedicated tools and a network of TCEB’s trusted and professional partners. This strong foundation is built on Thai MICE suppliers’ commitment to capacity-building, ISO-certified standards, and the agility to meet evolving business demands – all in close collaboration with TCEB.
“TCEB has a forward-looking approach to create impacts at international scale by joining “Net Zero Carbon Initiative” partnership with GDS-Movement and JMIC, which is announced at IMEX Frankfurt 2026. The bureau hopes to combine local experiences in embedding sustainability into Thai MICE industry with global expertise and knowledge with the future goal of achieving Net Positive, a step beyond Net Zero.”, added Dr. Supawan.
MaxiMICE Thailand is powered by the Meet in Thailand promotional campaign, anchored in three strategic dimensions of event success: Meet Well, Meet Smart and Meet Positive – resonating with the evolving needs of three key stakeholder groups – meeting planners, MICE visitors and professional conference organisers. The support is made available in both in-cash and in-kind formats.
“MaxiMICE Thailand – From Potential to Exponential” comes at the right time when ICCA reveals in its 2025 Report that Thailand has remained the top meeting destination in ASEAN and is placed 5th in the Asia Pacific region by hosting a total of 171 international conferences. What’s encouraging is that Bangkok is the world’s top ten cities for medical science meetings. According to the Cvent 2026 Ranking Report, Bangkok has secured 2nd place as a top meeting destination in the Asia Pacific region – a recognition echoed by AMEX GBT report. On the exhibitions front, Thailand has been awarded the best country for effective and comprehensive government support by UFI, while also ranking first in ASEAN for space sold.
“The reports of ICCA and Cvent released earlier at IMEX 2026, along with other international recognitions, reaffirm a strong foundation of Thailand which we hope will be further strengthened by our new brand, reassuring overseas market of our future ready attributes for more impactful and meaningful success of business events.”, concluded TCEB President.
