Dr Supawan Teerarat unveils her vision in her new role as president of Thailand Convention and Exhibition Bureau (TCEB). Photo Credit: TCEB
Be the change you want to see – not just any change but change that matters. That is the vision that Dr Supawan Teerarat brings to her new role as president of Thailand Convention and Exhibition Bureau (TCEB).
No stranger to TCEB, where she previously spent 16 years before her most recent role at the National Food Institute (NFI), Supawan is returning to the organisation – and the MICE industry – with fresh eyes.
“Coming back this time, I see the power of the people with renewed perspective. The challenges are greater, and that’s why we need change that truly matters,” she told Thai media at a press conference unveiling her vision, encapsulated in the concept of “Change That Matters”.
Her year at the NFI, under the Ministry of Industry, deepened her understanding of the “real sector” and the needs of entrepreneurs. That experience reinforced her belief that MICE is not just an event industry, but a driver of high value and meaningful transformation.
The multiplier effect in a complex world
The MICE landscape, Supawan observes, has grown increasingly complex. Challenges are no longer confined to safety, pricing, or risk management. Today’s environment is shaped by economic uncertainty, geopolitics, tariffs, and rapid technological disruption – making adaptability more critical than ever.
To create meaningful impact, TCEB will sharpen its focus on building Thailand’s destination brand, bidding strategically for high-impact international events, expanding foreign markets, and forging partnerships that amplify the multiplier effect of MICE.
“The goal is to win events to Thailand – not just any events but those that bring real impact,” said Supawan. “We must measure more than spend and revenue per head but to also capture the intangibles such as knowledge transfer and network value.”
For instance, electronic music festivals like Tomorrowland – which will debut in Thailand in 2026 – may seem purely entertainment-driven, but they work strongly with communities and generate learning opportunities for local event organisers. Similarly, as Thailand bids for WorldPride 2030, the event isn’t only a parade but also encompasses conferences, summits, and business matchmaking – examples of MICE’s broader impact.
Change from within
Supawan also emphasises the need to rethink TCEB’s own role in an era where information is ubiquitous. “In the age of AI, people no longer need to come to TCEB for information alone. We must offer insights that are unique – things AI cannot provide,” she explained.
Her vision is for TCEB to evolve from a facilitator into an enabler and, ultimately, a policy shaper. This includes creating industry standards, nurturing ASEAN-level MICE expertise, and driving innovation and sustainability.
Standards, however, are only meaningful if supported by skilled professionals. A persistent challenge in Thailand is the shortage of MICE experts, especially outside Bangkok and the key MICE cities. This shortage not only raises costs in secondary cities but also limits growth. Supawan plans to strengthen the readiness of Thailand’s 10 designated MICE cities and eventually expand beyond them.
“Competition is not just about products. We must build more MICE cities and cultivate the professionals to support them,” she noted.
At the heart of her strategy lies people transformation – fostering a culture of trust, psychological safety, and capability-building within TCEB and across the wider MICE ecosystem.
More collaboration, stronger alliances
Given the growing complexity of the industry, collaboration is essential. Supawan intends to deepen partnerships with ministries and other stakeholders to bring world-class events to Thailand.
Equally important is rejuvenating the country’s MICE offerings. “I don’t want Thailand to be seen as just a value-for-money destination, but as one that helps planners achieve their goals,” she said. This means adding new products and experiences to keep the destination attractive and competitive.
Her ultimate vision is for Thailand to become “Global-Asia’s Trusted Gateway” – a reliable hub for international events that deliver transformative, sustainable, and high-value experiences.
“I want Asia to be considered for global events,” she stressed. “It’s about building impact, trust, and sustainability – and ensuring that Thailand stands as a destination the world can rely on.”