TAT Sealed TCEB Push Thailand to Global MICE Destination
On September 24, 2025, the Tourism Authority of Thailand (TAT), in conjunction with the Office for the Promotion of Conferences and Exhibitions (TCEB), held a strategic discussion meeting at the Centara Grand Hotel at CentralWorld, Bangkok, attended by Tapney, TAT Governor Pyabuli, and TCEB President Dr. Supawan Tirarat, co-chaired the conference. The objective was to establish a cooperative approach to attracting Incentive Travel markets from around the world, and to push Thailand to become a MICE Destination hub in Asia.
The collaboration between TAT and TCEB is not only a marketing plan, but also an investment in the future of the Thai tourist industry. Incentive travelers are considered to be quality travelers with a higher average cost than average travelers. It also has a positive influence on experience and positive awareness of Thailand's image. With such a strategic partnership, Thailand is ready to reinforce its strength as a global MICE destination and move towards a stable and sustainable tourist economy.
As a result of this joint discussion, TAT and TCEB are committed to a concrete collaborative approach to drive the Incentive Travelers market during 2025-2026, with Thailand preparing to host iVoyage Global, a major forum that brings together Luxury Agents from Europe, South America and Asia by TAT. Supports Welcome Reception or Gala Night to provide an impressive hospitality experience and design Luxury Routing to offer qualitative travel products. This will strengthen confidence in Thailand's potential in infrastructure and service delivery. It will also provide opportunities to build new business networks and attract luxury tourist groups with high spending potential.
In addition, the two agencies have a Roadshow integration plan to penetrate five key potential markets: China, South Korea, Taiwan, Europe (Germany and the United Kingdom), as well as CIS countries (Moscow, Russia and Almaty, Kazakhstan). The TAT has a Roadshow promotion plan and is pleased that TCEB will join forces to invite Buyer and Seller operators, such as DMC and leading hotels, as well as provide Thai entrepreneurs with the opportunity to meet business partners directly, build negotiations and increase marketing channels concretely.
Meanwhile, TAT TCEB also agreed to build on the results of the Roadshow by collaborating on the Joint Campaign, using the Incentive Scheme of the Thailand Summer Blast as the core, to motivate foreign companies and organizations to choose Thailand as the destination for Incentive travel through special benefits and packages, in support of reception, facilitation, and design of Experiential Travel Programs. All of these reflect Thailand's readiness to meet the needs of young MICE travelers who value quality, experience, and social and environmental responsibility.
One of the achievements that reflects the potential of TAT and TCEB cooperation is that Amway China has chosen Thailand as its destination for the Amway Leadership Seminar - Bangkok 2026 from March 4 to April 13, 2026. Over 10,000 members are expected to arrive for conferences, seminars and quality travel experiences. This confirms that Thailand can answer both venue, infrastructure, international standards of service and variety of travel experiences. This makes Thailand the top choice in the large Incentive Travel market from China.
Incentive and MICE tourists are a high-quality group with the potential to spend. They often travel in large faculties. This results in the distribution of revenue to hotels, restaurants, travel and travel activities. It also builds Thailand's image as an MICE Destination with international infrastructure and service availability. It also opens up business and investment networking opportunities and is a key driver for Thailand to become a sustainable MICE Destination hub.
This conference integrates the potential of two major tourism organizations and Thailand's MICE to create competitive partnerships with rival countries and expand the opportunities to attract high-quality travelers to solve national strategies for creative economy and sustainable development.












































































































