TCEB Unveils “3M” for Business Events at IMEX Frankfurt 2025

Thailand Convention and Exhibition Bureau (TCEB) marked its presence at IMEX Frankfurt 2025 with the debut of an initiative “Meet in Thailand: Your Success, Your Moment”, offering 3M elements to generate higher value for events.

The debut was made during TCEB press conference on May 20, led by Mr. Puripan Bunnag, TCEB Senior Vice President.

Mr. Puripan stated that: “TCEB is always dedicated to making offerings that meet shifting demands of the business world, so that holding events in Thailand can deliver higher value, better return on investment and greater return on experiences. After working in partnership with our stakeholders to overcome economic challenges, we have finally crafted “Meet in Thailand, Your Success, Your Moment” entailing 3M elements - MaxiMICE, Meaningful, Memorable - offering upgraded resources and new ingredients in Thailand that will give a definition of events in a new light”.

MaxiIMICE – This idea is to invite clients to explore and maximise new development of products and services or enhanced and upgraded offerings in Thailand. They range from enhanced accessibility due to increased flights, more capable and potential city destinations, new investment in properties, growth of unconventional venues, larger pool of qualified MICE manpower and standard-certified enterprises, richer options of localized experiences to stronger government support.

Meaningful – This idea is partly derived from TCEB’s policy to advance the performance of MICE industry under the framework of Environmental, Social and Governance (ESG). It offers clients possibilities of making more purposeful events with measurable impacts. Spotlighting on sustainability, Thailand has developed low carbon MICE routes, MICE suppliers certified with sustainable event management, professional bodies in designing, auditing and verifying sustainable performance of events. Furthermore, there are choices of activities designed to involve and benefit local communities in every MICE City and other potential destinations across the country.

Memorable - With strong hospitability, adaptability and wealthy cultural assets, Thailand is always in fit state to deliver return on experiences. With an extensive network of stakeholders in the creative sector, event designers, local communities keen in the MICE industry and tech entrepreneurs, Thailand can help clients craft the events with unique cultural immersion and fusion, finely blended business and leisure, tech-driven execution, contribution to local communities, plus a sense of human touch that will make enduring memory.

Apart from 3M initiative, TCEB also presented major updates on Thailand’s MICE landscape comprising: 15 events from associations and corporations in Europe and the UK landing in Thailand, all 8 major convention and exhibition centers in Bangkok and its suburb being connected directly with BTS Sky Train and MRT Underground Train by July this year, Air France starting direct flights between Paris and Phuket in November 2025 and TCEB support schemes for business events and festivals.

Mr. Puripan added that next year in 2026 will be MICE Celebration Year to resonate with Thailand being selected to host a series of important events. Some key ones are International Horticultural Exposition 2026 (Udon Thani Expo), World Congress on Pain, Annual Meeting of the World Bank Group and International Monetary Fund, Global Sustainable Tourism Conference, UFI Asia Pacific Congress. Such large-scale events are a strong indicator of international confidence in Thailand’s readiness and potential to make events a success.

To give a special touch to buyers and visitors to Thailand Pavilion, performance of Thailand’s Isan or northeastern region will be staged every day during the 3-day trade show. It is TCEB’s initiative to feature the culture of the region which will be hosting International Horticultural Exposition 2026. The network reception on May 21 at Thailand Pavilion will also be hosted by representatives of the Isan region.

During the three days of the fair, performances from the Isan region or north-eastern Thailand were staged, a TCEB initiative to publicise the culture of the region that will host the 2026 International Horticultural Exhibition. The network reception on May at the Thailand Pavilion was also organised by representatives from the Isan region.
 

Published by Meeting Media Group, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.