The Thailand Convention and Exhibition Bureau (TCEB) announced a new initiative for the Meetings, Incentives, Conventions, and Exhibitions (MICE) sector, titled “Meet Well in Thailand,” during the recent IBTM World 2025 event. The campaign, which represents a joint effort between government bodies and private sector businesses, is scheduled for a countrywide rollout throughout 2026.
The program aims to offer enriched opportunities and services for MICE planners and business travelers by fostering collaboration across the nation’s service ecosystem. More than 130 Thai service providers have joined the campaign, spanning 14 city destinations, including Thailand’s five established MICE centers and nine high-potential emerging destinations. Participating entities include approximately 40 five-star accommodations, four wellness facilities, and several leading shopping centers.
The privileges offered are varied, covering wellness programs, dining, off-site meeting venues, accommodations, and transportation. Additionally, the campaign integrates cultural attractions, workshops, local experiences, and low-carbon activities. Specific incentives include discounts of up to 20 percent on select wellness programs, 40 to 80 percent off at participating shopping locations, and special group rates for bulk room bookings.
Mrs. Supawan Teerarat, President of TCEB, noted that the initiative reflects the maturity of the country’s MICE ecosystem. She stated that the campaign is built on robust collaboration and leverages the resources of diverse stakeholders to maximize event outcomes and attendee experience. The goal is to provide value for planners and travelers while strengthening the position of Thailand’s hospitality and unique cultural offerings.
The introduction of the “Meet Well in Thailand” campaign aligns with a planned calendar of international events slated for 2026 across Thailand’s regions. These events include the Global Sustainable Tourism Conference, the Global Wellness Summit, and InterPride’s 2026 General Meeting & World Conference in Phuket. Sporting events, such as the Spartan SUPER World Championship in Chiang Rai and Tough Mudder in Pattaya, are also scheduled. According to Mrs. Supawan, this provides attendees of these global events with a chance to utilize the campaign’s benefits, offering planners a wider selection of host cities and flexible programming options. The initiative serves as a strategic effort to build a more interconnected MICE ecosystem capable of delivering enhanced services and greater flexibility for future events.
