May 20, 2026: The Thailand Convention and Exhibition Bureau (TCEB) has unveiled “MaxiMICE Thailand – From Potential to Exponential,” a new Thailand MICE brand reinforcing the country’s position as a premier destination for business events as well as advancing global agendas. Designed to transform events into exponential opportunities that generate lasting value, the brand aims to achieve 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 connected, cohesive, future-ready and human-centred experiences, leveraging the country’s strengths in infrastructure, creativity and support to create more impactful business events and deliver unparalleled success.
Dr Supawan Teerarat, President of the Thailand Convention and Exhibition Bureau (Public Organisation), said MaxiMICE Thailand aims to elevate delegates’ quality of life through quality MICE experiences. It is rooted in the TCEB’s vision to transform Thailand into Asia’s platform for impactful and sustainable events covering such key agendas as energy, finance, wellness and longevity, DEI, sustainability and food security, 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 impacts 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, the enhanced capacities of MICE Cities, digital capabilities and strong government support. In addition, a number of global conferences scheduled in Thailand in 2026 are being 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 access to 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 event impacts can be measured and verified for standardised certification. Decarbonisation and carbon footprint management are now fundamental practices with dedicated tools and a network of TCEB 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 the international scale, joining the “Net Zero Carbon Initiative” with GDS-Movement and JMIC, as announced at IMEX Frankfurt 2026. The bureau hopes to aid local experiences in embedding sustainability and to combine the 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 being made available in both in-cash and in-kind formats.
“MaxiMICE Thailand – From Potential to Exponential” comes at the right time after ICCA revealed in its 2025 Report that Thailand has remained the top meeting destination in Asean and is placed 5th in the Asia Pacific region, hosting a total of 171 international conferences. What’s encouraging is that Bangkok is a world’s top ten city for medical science meetings. According to the Cvent 2026 Ranking Report, Bangkok has secured second place as a top meeting destination in the Asia Pacific region - a recognition echoed by the 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 for 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 business events,” concluded the TCEB President.
