In addition to driving pre- and post-event revenue, TCEB hopes the MICE app will establish a behavioural data infrastructure. Photo Credit: TCEB
The Thailand Convention and Exhibition Bureau (TCEB) is advancing its data-driven MICE strategy through the JerGan application, said to be Thailand’s first digital MICE platform.
The platform connects MICE travellers with local businesses and establishes a MICE Behavioral Data Infrastructure to support MICE operators with their marketing strategies.
With an aim to distribute traveller spend across the broader MICE value chain, the JerGan application brings together venues, events, co-working spaces, business lounges, restaurants, local communities, transportation services, and lifestyle businesses.
Jaruwan Suwannasat, VP of TCEB, explained: “Our analysis of Thailand’s MICE customer landscape shows that while the industry continues to grow steadily, there remains significant untapped potential in connecting business travellers with local economies. Much of the spending is still concentrated within event venues, while MICE travelers continue to face pain points in discovering meaningful experiences beyond meetings, conferences, and exhibitions.”
Another key objective is to enable the collection of data that could help MICE operators finetune their marketing strategies over time.
User data collected – spanning nationality, professional roles, interests, decision-making or consumption behaviour – will be fed directly into TCEB’s MICE Behavioral Data Infrastructure.
JerGan targets both Thai and international MICE travellers across three primary user groups: international MICE travellers, conference organisers, and Thai exhibitors participating in domestic trade fairs.
Key ecosystem partners within JerGan include venues and business districts such as Bangkok International Trade and Exhibition Centre (BITEC), IMPACT Exhibition and Convention Center, Queen Sirikit National Convention Center, Siam Piwat, Central Group, and the Ratchaprasong district. Service partners include Grab, LINE MAN, and MuvMi.