It's TIME to unlock new possibilities in Thailand MICE

As the Thailand Innovative Meetings Exchange (TIME) wrapped up an experience-filled week of knowledge exchange, business meetings, site inspections and activities, the Thailand Convention and Exhibition Bureau’s (TCEB) left participants with the all-important message that business events are as much about moments as they are about meetings.

Themed 'Siam Moment – The Rhythm of Style and Serenity', TIME brought together over 100 international buyers, Thai MICE professionals, public authorities and other stakeholders. With the event spanning the week of 31 August to 5 September, TCEB was eager to highlight the many rhythms of Thailand, whether they be “moments of pulse” in dynamic Bangkok or "moments of calm" in Khao Lak, located in the southern coastal province of Phang Nga.

Thailand’s competitive edge

Speeches and panels highlighted not just MICE facilities but the rising quality of life in the country.

During the keynote address, the Governor of Bangkok Chadchart Sittipunt addressed the reservations that event planners might have about Bangkok, like traffic and pollution, head on. The capital’s premier exhibition venues – International Multi-Purpose Arena, Conference and Trade Complex (IMPACT) BITEC (Bangkok International Trade & Exhibition Centre) and Queen Sirikit National Convention Center (QSNCC) – are now connected to Bangkok’s rapidly expanding mass transportation system. 

The governor, to applause from the audience had more than made good on his promise to plant a million trees in his first term. The actual number, according to him, exceeds 2.7 million. 

TCEB president Supawan Teerarat emphasised the importance of Thailand's MICE industry, highlighting the theme "Power of Possibilities" during her welcome address at TIME, stressing the true value of meetings and incentives is to drive business forward and inspire people. 

Related: Thailand turns incentive spotlight on Khao Lak

Only in Thailand

A site inspection of the brand new One Bangkok complex where the Ritz-Carlton Bangkok and Andaz One Bangkok hotels are located also included a craft beer tasting at the Chang Canvas brewery and Wireless House, a nod to the Wireless Road location’s past as the site of the country’s first radio transmitter.

One of Bangkok’s newest mixed-use spaces also includes the 10,000-capacity arena at One Bangkok Forum, and a multitude of venues for events of all sizes, including hidden rooftops and open-air spaces.

When the event moved south to Phang Nga, the group’s first stop at the glass-bottomed Nangshi Skywalk was not just a group-friendly photo op in front of the dramatic karstic formations of Phang Nga Bay but a chance to weave in legends of a devout nun making offerings.

Everywhere the group stopped, from the Bangkok branch of the Phuket classic eatery Prai Raya to the Spice Market inside the Anantara Siam Bangkok to the opulent buffets at the Avani+ Khao Lak or the JW Marriott Khao Lak, Thai food proved to be unanimous crowd-pleaser, with special attention paid to the stories behind regional dishes like khao yam, a southern Thai rice salad with aromatics.

From volume to value

The message behind the stories and demonstrations of soft power was that TIME – and business events – is about creating moments and leaving a lasting impression.

While destination marketing is key to TCEB’s charge, it plays a larger role to contribute to Thailand’s economy, support local communities – and build trust one step at a time.

 “[Trust] can win us the future,” said Supawan. The key is changing strategies, “shifting from volume to value, because that is what creates new business opportunities”. 

“What stays are the relationships,” she said. To that end, she called on the delegates to “MaxiMICE Thailand”, one of the catchphrases of TIME 2026.