Thailand advances global meetings industry ambitions

New brand MaxiMICE Thailand – From Potential to Exponential launches at IMEX.

The Thailand Convention and Exhibition Bureau (TCEB) unveiled MaxiMICE Thailand – From Potential to Exponential yesterday, a new national meetings and events brand designed to strengthen Thailand’s position as a leading destination for international business events and a platform for advancing global agendas. 

Launched at IMEX, the brand focuses on transforming events into opportunities that deliver lasting value and meaningful impact for organizers, delegates and industries worldwide.
MaxiMICE Thailand is built around three strategic pillars: MaxiMICE Your Convenience, MaxiMICE Your Experience and MaxiMICE Your Impact. Together, they reflect Thailand’s ability to deliver connected, future-ready and human-centered experiences, supported by strong infrastructure, creativity and a coordinated national support network.

Dr. Supawan Teerarat, President, TCEB, said the new brand reflects TCEB’s vision to transform Thailand into Asia’s platform for impactful and sustainable events.

“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.”

The MaxiMICE Your Convenience pillar emphasizes Thailand’s global accessibility and connectivity, infrastructure, digital capabilities and the capabilities of its meetings destinations. It also reflects strong government support including the hosting and endorsement of major international conferences in 2026 by Thai ministries and city and provincial agencies through the Government-Ready campaign.

MaxiMICE Your Experience positions Thailand as a destination offering diverse, culturally grounded experiences beyond the meeting room. Through TCEB’s network of meeting and event cities and local communities, along with collaboration with the  Thailand Incentive and Convention Association (TICA), meeting planners can access a wide range of creative suppliers specializing in experience design rooted in local culture and knowledge.

MaxiMICE Your Impact focuses on measurable and verifiable event outcomes. Thailand’s meetings and events sector has embedded decarbonization and carbon footprint management as standard practice, supported by dedicated tools and a network of TCEB partners. This approach is underpinned by supplier capacity building, ISO-certified standards, and close collaboration across the industry.

“TCEB has a forward-looking approach to create impact at an international scale by joining the Net Zero Carbon Initiative led by GDS-Movement and JMIC. By combining local experiences with global expertise and knowledge, our future goal is to achieve Net Positive, a step beyond Net Zero,” added Dr Supawan.

MaxiMICE Thailand is supported by the Meet in Thailand promotional campaign, structured around three dimensions of event success: Meet Well, Meet Smart and Meet Positive. These pillars address the evolving needs of meeting planners, event delegates and professional conference organizers, with support available through both financial and non-financial incentives.

The launch coincides with continued international recognition for Thailand’s events sector. According to the latest ICCA rankings, Thailand remains the leading meeting destination in ASEAN and ranks fifth in the Asia Pacific region, having hosted 171 international conferences. Bangkok also ranks among the world’s top 10 cities for medical science meetings. The Cvent 2026 Rankings place Bangkok second in the Asia Pacific region for meetings, a position also reflected by AMEX GBT report. In the exhibitions sector, Thailand has received UFI recognition for effective and comprehensive support and ranks first in the ASEAN region for exhibition space sold. 

“These results released at IMEX 2026, reaffirm Thailand’s strong foundation which we hope will be further strengthened by our new brand, reassuring overseas markets of our future-ready attributes for more impactful and meaningful business events”, concluded Dr. Supawan.

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