Thailand’s Mice (meetings, incentives, conventions and exhibitions) sector is steadily transitioning into recovery mode and is expected to be worth 200 billion baht this year.
The revival is projected to generate a total economic impact of 330 billion baht, signalling a robust rebound for hospitality and tourism supply chains.
However, full normalisation remains out of reach as digital business matching platforms continue to cement the popularity of hybrid events. Industry insiders maintain that despite the digital shift, physical gatherings remain indispensable for high-value national, regional and global trade shows.
Underscoring the high yield of business travel, the Thailand Convention and Exhibition Bureau (TCEB) highlighted its role in driving national revenue.
“For every one baht TCEB spent, it produced 225 baht in revenue for the country,” said Supawan Teerarat, president of TCEB.
BEYOND INFRASTRUCTURE
Mice attendees are becoming more selective, increasing the challenge for hosts and organisers to meet expectations that go “beyond the ordinary”, she noted. The deciding factor is no longer about infrastructure such as airports or hotels, which every country now possesses.
Participants today seek business outcomes — connections, investments and networking — rather than just knowledge, said Ms Supawan.
Organisers must be smart enough to create innovation-led showcases and prioritise sustainability as the new generation of attendees and organisers is concerned about environmental and social impacts. This is why Thailand must strengthen its sustainability policies to remain competitive against rivals such as Singapore, she said.
“Our recent ‘Meet Thai Plus 2026’ event in Shenzhen marks a significant milestone as our first full-scale exhibition. Previously, we focused on roadshows or tabletop business networking in hotels. Following a board policy to enhance ‘Thailand Branding’, we are now acting as the lead agency for managing World Expos on behalf of the country,” she said.
“We chose Shenzhen because it is China’s hub for innovation and high technology, strategically located near Guangzhou’s manufacturing base, Hong Kong’s trade hub and the Hainan Free Trade Zone,” she added.
The success in Shenzhen was beyond expectations. While TCEB targeted 800 business appointments over two days, the first day alone saw over 1,000. The bureau expected 3,000 business travellers but already had 2,500 registrants on its first day afternoon. This event utilised a B2B2C approach, using cultural performances and Muay Thai from Lumpinee Boxing Stadium to attract interest.
Despite these successes, Ms Supawan said TCEB faces a major challenge: a nearly 40% budget cut for the 2027 fiscal year, marking a significant drop from the 1.2 billion baht allocated last year — the highest among public organisations. “If we can secure central funding, we aim to expand these exhibitions to other major Chinese cities, as China remains a key investor in clean tech and energy.”
TCEB is urging the government to move beyond viewing the agency as a ‘Tourism Booster’ — a metric based simply on headcount and hotel spending.
Instead, TCEB should be recognised as an ‘Industry Catalyst’ or ‘Economic Connectivity’ provider. “We need tax incentives for organisers similar to those in Singapore, tax breaks for corporate meetings in secondary cities, and stricter labour standards to prevent illegal foreign capital from undermining local operators,” she said.
INDUSTRY CATALYST
The bureau is aggressively repositioning itself from a tourism booster to a critical industry catalyst, aiming to drive Thailand’s macroeconomic growth through high-value business events, despite facing the staggering budget cut for fiscal 2027.
“We are focusing on Thailand branding and high-tech sectors,” Ms Supawan said.
The new Mice landscape demands experiences centred on business connectivity, innovation and sustainability, she noted.
Thailand holds the top position in Southeast Asia for international meetings and boasts the largest exhibition space in the region, exceeding Singapore. However, maintaining this lead requires a shift in how the government perceives the industry’s value, said Ms Supawan.
TCEB wants to reposition its role.
“Evaluating our value based on headcount and hotel nights is an undervaluation,” she said.
Instead, the bureau wants to be seen as an industry catalyst or provider of economic connectivity, highlighting its ability to facilitate technology transfers and business partnerships in key sectors like electric vehicles, clean tech and medical wellness.
To support this transition, she said TCEB is urging the government to implement tax incentives for international organisers — similar to those offered by Singapore — and tax breaks for domestic corporate meetings held in secondary cities.
BIDS AND CHALLENGES
Ms Supawan said Thailand’s Mice pipeline remains robust.
On a regional level, she said Thailand is ranked No.1 in Southeast Asia for meetings and 24th globally. While Singapore leads as a city, Thailand holds the top spot as a country for conventions.
“Thailand also leads the region in exhibition space, surpassing Singapore with nearly 700,000 square metres. To maintain this, we are shifting our focus to ‘Government-Priority’ industries such as wellness, medical, food, and EVs,” she said.
“Looking now, TCEB is bringing major events to Thailand, including the current ‘Gastech’ [over 50,000 attendees], the ‘Global Wellness Summit’ in Phuket, and ‘IBTM Asia Pacific’ next year. We are also bidding for ‘South by Southwest’, ‘COP 33’ and a global robotics engineering event in 2030.”
However, Ms Supawan noted that the industry faces internal hurdles, including the rise of illegal foreign capital in the exhibition sector and a lack of standardised labour regulations.
TCEB is collaborating with the Labour Ministry and the Revenue Department to establish a certified list of service providers to ensure professional standards and protect local small and medium enterprises (SMEs).
“Mice is a platform for opportunity,” she emphasised. “It creates a global conversation in Thailand and connects our local SMEs to the world”.