The launch of The Southern MICE District: Phuket Series divides the island into four themed zones for more tailored MICE experiences.
Thailand Convention and Exhibition Bureau (TCEB) is rolling out a fresh, purpose-driven showcase at The Meetings Show Asia Pacific (TMS APAC) 2025, spotlighting the country’s exciting portfolio of localised, wellness-focused, and sustainability-ready offerings under its new ‘Meet Well’ campaign.
Located at Stand F20, the Thailand pavilion features 10 exhibitors representing hotels, DMCs, venues, and airlines from the key MICE cities of Bangkok and Phuket.
“These two MICE Cities are now offering maximisation opportunities for planners and buyers, owing to new development of world-class properties, attractions, wellness products and services, unconventional venues and creative routes for memorable and meaningful localised experiences and award-earning festivals that can be catered to MICE groups,” said Chiruit Isarangkun Na Ayuthaya, president of TCEB.
Among the highlights include the Phuket Vegetarian Festival, recently honoured with the Pinnacle Award 2025 (Asia-Pacific Traditional Festival) from IFEA-Asia; while the Night at Museum of Bangkok was awarded for Asia Culture and Heritage Night. Meanwhile, the launch of The Southern MICE District: Phuket Series, dividing the island into four themed zones for more tailored MICE experiences.
Meet Well: A new direction for MICE in Thailand
Responding to the growing demand for high-value, wellness-centric, and sustainable events, Thailand is introducing the ‘Meet Well’ campaign, anchored on four core values of wellness, well-balanced itineraries, well-connected destinations, and a warm welcome.
This includes integrating low-carbon activities, dual-city MICE routes via rail, and curated experiences that link delegates to local communities and sustainable practices.
“TCEB is executing capacity-building programmes in carbon footprint for MICE entrepreneurs, ranging from knowledge, tools, and application for carbon calculation and avoidance, platform for carbon credit trading to connection with network of carbon consultancy, auditing agency and local communities for carbon trading,” added Chiruit.
Since launching its green meeting initiative in 2013, the Thai MICE industry has offset an estimated 50,000 tons of CO₂ equivalent.
Thanks to buzz around the third season of The White Lotus, Koh Samui is enjoying a surge in popularity. With its five-star hotels, beachside charm, and sustainable island-hopping options, TCEB says Koh Samui is primed to be the next big thing for upscale business retreats and incentive groups.