Thailand’s Convention and Exhibition Bureau (TCEB) launched a new brand, “MaxiMICE Thailand – From Potential to Exponential”, at IMEX Frankfurt on 19 May 2026.
The brand is built around three pillars: MaxiMICE Your Convenience, MaxiMICE Your Experience and MaxiMICE Your Impact. TCEB says these reflect the country’s infrastructure, creative talent and support networks for business events, covering agendas such as energy, finance, wellness and longevity, DEI, sustainability and food security.
The convenience pillar covers Thailand’s connectivity, MICE city infrastructure and government backing, including a “Government-Ready” campaign supporting global conferences hosted in the country this year. The experience pillar points to TCEB’s network of MICE cities and local suppliers, working with the Thailand Incentive and Convention Association (TICA) on culturally rooted event design. The impact pillar focuses on measurable and certified sustainability, including decarbonisation tools and ISO-certified supplier standards.
TCEB also announced a Net Zero Carbon Initiative partnership with GDS-Movement and JMIC at the Frankfurt event, in pursuit of the bureau’s longer-term goal of Net Positive, a step beyond Net Zero.
The brand sits under the existing Meet in Thailand campaign, structured around three pillars of its own – Meet Well, Meet Smart and Meet Positive – aimed at meeting planners, MICE visitors and professional conference organisers. Support for events is available in both cash and in-kind formats.
Dr Supawan Teerarat, president of TCEB, said: “Today’s business events are no longer measured solely by attendance numbers, but by the quality of connections, outcomes, and long-term impact they create. As the world faces increasingly multidimensional challenges, business events must serve as platforms for collaboration, collective solutions, and actionable progress. Our study identified the key factors shaping successful meeting destinations today. The results highlighted Thailand’s operational reliability, strong business impact, and ability to deliver beyond memorable experiences.”
The launch follows ICCA’s 2025 report, which placed Thailand as ASEAN’s top meeting destination and fifth in Asia-Pacific, with 171 international conferences hosted. Bangkok ranked second in Asia-Pacific in the Cvent 2026 Ranking Report and was named among the world’s top 10 cities for medical science meetings. UFI named Thailand the top country in the region for exhibition space sold.
