‘Meet Well’ draws on Thailand’s unique appeal as a wellness-focused MICE destination. Photo Credit: Adobe Stock/tawanlubfah
The Thailand Convention and Exhibition Bureau (TCEB) has launched its latest campaign, ‘Meet Well', at AIME 2025 in Melbourne. This new initiative comes as Thailand aims to position itself as a prime MICE destination for planners looking to create more wellness- and experience-driven events.
Chiruit Isarangkun Na Ayuthaya, president of TCEB, noted the timeliness of the campaign, particularly against a backdrop of events industry searching for more value, enhanced meaning, impactful results and invigorating attributes.
“'Meet Well' offers ideas for experiences through 4 pillars: Wellness, Well-Connected, Well-Balanced and Heartfelt Welcome,” he added.
Related: The four key regions to Thailand’s MICE growth
‘Wellness’ aims to capitalise on Thailand’s reputation for luxury wellness and can be packaged into pre- or post-event tours and workshops for event delegates, regardless of whether it’s to do with something more science-driven or holistic.
This is further complemented by ‘Well-Connected’, which explores city-pairing routes designed to convey Thailand’s rich cultural diversity. One example would be MICE City and its adjacent province – planners could hold events and activities in both locations with a single trip supported by a well-connected transportation network.
With co-development from the Thai Ecotourism and Adventure Travel Association, ‘Well-Balanced' looks to appeal to more climate-conscious delegates with its low-carbon MICE routes and community-driven sustainability programmes, exemplifying a ‘travel with a purpose’ mindset.
‘Heartfelt Welcome’ rounds this off with Thailand’s signature hospitality, offering special deals, tailored workshops and exclusive activities, on top of government support like fast-track immigration, facilitation, assistance, inspection and cultural performances.