Thailand aims to offer deeper impact and better ROI for planners and attendees, said Puripan Bunnag, senior vice president of Thailand Convention and Exhibition Bureau (TCEB) at IMEX Frankfurt 2025.
When it comes to business events, Thailand is sticking to what works – and what lasts.
At IMEX Frankfurt 2025, the Thailand Convention and Exhibition Bureau (TCEB) unveiled its new 3M strategy, a formula designed to make events in Thailand not only more impactful, but truly unforgettable.
Presented under the banner “Meet in Thailand: Your Success, Your Moment”, the initiative was announced at a press conference on 20 May by TCEB Senior Vice President, Puripan Bunnag. The 3M framework – MaxiMICE, Meaningful, and Memorable – outlines Thailand’s vision to offer upgraded infrastructure, sustainable event solutions, and culturally rich experiences.
MaxiMICE
This pillar invites organisers to maximise Thailand’s expanding MICE capabilities. Highlights include improved flight connectivity, new investments in venues, a growing pool of certified MICE professionals, and an expanded range of unconventional event spaces and regional destinations.
Meaningful
Rooted in Environmental, Social and Governance (ESG) principles, this component encourages planners to design purpose-driven events with measurable social and environmental impact. TCEB is supporting low-carbon MICE routes, certified sustainable suppliers, and initiatives that directly benefit local communities across Thailand.
Memorable
Drawing on Thailand’s renowned hospitality, cultural depth, and creativity, this element focuses on delivering immersive, tech-enabled experiences that blend business with leisure and community engagement. From curated cultural programmes to collaborations with local creatives, Thailand aims to make each event unforgettable.
TCEB also shared several key updates, including:
Fifteen confirmed association and corporate events from Europe and the UK in 2025.
Direct transport links to all eight major convention and exhibition centres in Bangkok via BTS and MRT by mid-2025.
New direct flights between Paris and Phuket on Air France, beginning November 2025.
A suite of TCEB support schemes for event organisers and festival planners.
Looking ahead, Puripan announced that 2026 will be celebrated as Thailand’s ‘MICE Celebration Year’, marking the country’s role as host for major global events, including International Horticultural Exposition 2026 (Udon Thani), World Congress on Pain, Annual Meetings of the World Bank Group and International Monetary Fund, UFI Asia Pacific Congress, and Global Sustainable Tourism Conference.