Thailand was represented at IMEX Frankfurt 2024 by its biggest-ever delegation of 36 companies.
Thailand is taking a hard look at its soft power, leveraging its rich
cultural heritage and distinctive authenticity to position itself as a
leader in various industries to attract MICE events from around the
world to the destination.
The strong emphasis on culture and authenticity is a recurring theme
for Thailand, which is represented at IMEX Frankfurt 2024 by its
biggest-ever delegation of 36 companies.
During a press conference, Chiruit Isarangkun Na Ayuthaya, president
of the Thailand Convention and Exhibition Bureau (TCEB), highlighted the
focus on cementing collaborations between the business events sector
and industries such as food security, health tech, urban mobility, and
creative soft power. This strategic approach aims to advance the growth
and development of these industries, strengthen the Thai economy, and
create new business opportunities.
"Thailand's strong point is its culture and heritage, which must be
made into authentic experiences," Chiruit said. "The other is enabling
business opportunities from future industries. If the destination can
deliver these two elements, we believe it will become a high-value-added
destination that is not reliant on volume.”
Supanich Thiansing, TCEB's director of meetings and incentives
department, also highlighted Thailand's infrastructure upgrade, from the
massive expansion of the elevated metro lines in Bangkok to the recent
launch of the new SAT-1 terminal at Suvarnabhumi Airport and the
expected addition of 50 hotels launching in Bangkok and Phuket this
year.
Beyond these, Supanich added that MICE events in Thailand could also
be enhanced by local food legends listed in the Michelin Guide, wellness
offerings, as well as immersion in local communities such as Song Wat
and Talad Noi in Bangkok.
TCEB’s Supanich Thiansing and Chiruit Isarangkun Na Ayuthaya shared the vision of Thailand’s future MICE direction at IMEX Frankfurt 2024.Sustainability and innovation go hand in hand
Sustainability and innovation are two key pillars driving Thailand's
meetings industry to be internationally competitive. Chiruit emphasised,
"Thailand's MICE sector currently ranks second as an industry in terms
of sustainability."
The focus is on decarbonising events, avoiding carbon emissions, and
undertaking measurable carbon offsets. To date, TCEB has offset 243,441
kg of CO2 from 94 events through tree planting, with a target of
reaching 400,000 kg CO2 in 2024.
Next on the agenda is carbon-zero events, with TCEB joining hands
with the Thailand Greenhouse Gas Management Organization to launch a
sustainability zero carbon platform application.
Moreover, thanks to the ICCA Congress 2023 held in Bangkok, the
Bangkok Protocol on Sustainable Gastronomy, a sustainable gastronomy
framework, was launched.
Looking ahead, Thailand has secured the Sustainable Tourism
Conference for Phuket in 2026 and the Korat Expo 2029. Recognising the
shift towards non-conventional events, TCEB is lending its support to
techpreneur events and innovation, including Money 20/20 and Techsauce
Global Summit in 2024.
To reflect its commitment to innovation and creativity, TCEB’s annual
TIME event will be transformed into the Thailand Innovative Meetings
Exchange, scheduled to be held in Bangkok and Chiang Mai from 17-22 June
2024.