The Thailand Convention and Exhibition Bureau (TCEB) has unveiled a new brand, "MaxiMICE Thailand – From Potential to Exponential," at IMEX Frankfurt 2026. This initiative is designed to position Thailand as a leading destination for business events, focusing on creating lasting value and meaningful impact for organisers, delegates, and industries worldwide.

The brand is built on three strategic pillars: MaxiMICE Your Convenience, MaxiMICE Your Experience, and MaxiMICE Your Impact. These pillars highlight Thailand's strengths in infrastructure, creativity, and support networks, aiming to deliver connected, cohesive, and future-ready experiences. Dr Supawan Teerarat, President of TCEB, emphasised that the brand seeks to elevate the quality of life for delegates through superior MICE experiences, addressing key global agendas such as sustainability and food security.

MaxiMICE Your Convenience focuses on Thailand's global accessibility and strong government support, whilst MaxiMICE Your Experience offers diverse experiences beyond traditional meeting rooms, leveraging local culture and creativity. MaxiMICE Your Impact aims to measure and verify the impact of events, with a focus on sustainability and carbon footprint management.

The launch coincides with Thailand's recognition as a top meeting destination in ASEAN, hosting 171 international conferences in 2025. Bangkok ranks as the second top meeting destination in the Asia Pacific region, according to the Cvent 2026 Ranking Report. TCEB's new brand is expected to further strengthen Thailand's position in the global MICE industry, ensuring impactful and meaningful business events

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