MICE Day 2025 aimed to showcase the Thai MICE industry’s journey through recent challenges and to set a clear direction for future growth, said TCEB President Chiruit Isarangkun Na Ayuthaya. Photo Credit: TCEB
Facing ever-shifting event preferences and a global trade landscape roiled by Trump trade war, Thailand’s MICE sector demonstrated its determination to navigate turbulence with resilience and innovation at MICE Day 2025, organised by the Thailand Convention and Exhibition Bureau (TCEB) at IMPACT Muang Thong Thani on 25 April 2025. The event was held under the theme: "Unfolding Journey: Authenticity, Technology, Sustainability."
As industry stakeholders gathered in exchanges and opined on panels on how Trump’s tariff whiplash is shaking markets and eroding growth, it isn’t entirely a picture of gloom and doom for Thailand’s MICE industry. Instead, the message was firmly on resilience, adaptability and opportunity.
“As a government agency dedicated to driving the Thai MICE industry to achieve international competitiveness and become a tool for propelling the Thai economy, TCEB has confidence in the Thai MICE ecosystem where strong collaboration between the public and private sectors in adapting to and overcoming challenges is evident,” said TCEB President Chiruit Isarangkun Na Ayuthaya.
“The aim of [MICE Day 2025] is to present and provide an understanding of the journey of the Thai MICE industry in coping with difficulties along with the establishment of a clear direction in moving the industry ahead.”
Buckle up for the ride – and thrive
How Thailand’s MICE industry can overcome current uncertainties and stay future-ready was a major talking point during panel discussions at MICE Day 2025. Credit: TCEB.While discussions acknowledged the destabilising effects of Trump-era tariffs and looming slowdown, it was the climate of uncertainty – not the challenges themselves – that concerned most participants.
“Businesses dislike uncertainty,” said Nikorndej Balankura, director-general of the Department of Information and Spokesperson of the Ministry of Foreign Affairs. “Thailand must improve the predictability and consistency, especially in politics.”
Despite these concerns, participants agreed that Thailand’s MICE sector has repeatedly shown resilience and flexibility, weathering disruptions from Covid-19 to the recent Myanmar earthquake. Adaptability was a recurring theme, especially in how the industry must stay future-facing and flexible in an evolving global climate.
A recurring theme at MICE Day 2025 was the enduring value of face-to-face connection.
“Before Covid, we all thought that the metaverse would take over meetings but that proved otherwise.” said Paul Kanjanapas, CEO of IMPACT Exhibition Management. “I don’t believe we would see the day when MICE events are no longer needed.”
Paul also stressed the importance of succession planning, urging the industry to nurture the next generation of event professionals as the sector continues to evolve. “The next phrase will see a shift from online engagement back to enriching offline experiences.”
MICE as export and soft power
Thailand, as a key MICE hub in Southeast Asia, has long drawn regional and global recognition, but Sittipong Sirimasakasem, founder and executive director of EGB72 and organiser of Creative Talk Conference, pushed for bolder ambitions, urging stakeholders to think even bigger.
“Don’t think of MICE as a local product but a global product that can be exported,” said Sittipong. He urged Thailand to build and scale homegrown events that could gain international stature, much like South by Southwest in the US, which is known for its conference and festivals that celebrate the convergence of tech, film, music, education, and culture.
“Our MICE ecosystem is world-class. Now is the time to bring Thai events to the world. With the right support, a coffee festival or economic forum could become a globally recognised brand. MICE should be seen as part of Thailand’s soft power arsenal.”
MICE Day 2025 also celebrated the achievements of Thai venue operators and MICE entrepreneurs who received official standard certifications. Credit: TCEBThe power of community
MICE Day 2025 also underscored the collective strength of Thailand’s MICE community. The event spotlighted themes such as decarbonisation, equality, innovation, and value-added initiatives, and awarded certifications across ASEAN MICE Venue Standards, Sustainable Event Management, and 2HY (Hygiene & Hybrid) programmes to 265 qualified MICE entrepreneurs.
Looking ahead, Thailand is gearing up for a major year with a series of major international events already in the books. This include Udon Thani International Horticultural Expo 2026, the Annual Meetings of the World Bank Group and the International Monetary Fund (IMF), the World Congress on Pain, UFI Asia Pacific Conference, and the Global Sustainable Tourism Conference.
Thailand will also launch MICE Celebration Year 2026, anchored by Thailand MICE Week, a national initiative to further showcase the country’s capability as a global MICE hub.
In what may be his final address, Chiruit, who will soon step down in May after an eight-year tenure as TCEB chief, reflected on his 20+ years of service: “The resilience we talk about isn’t because of TCEB – it comes from the community. TCEB exists to enrich the private sector, and I’m confident our MICE industry will remain strong.”