The Thailand Convention and Exhibition Bureau (TCEB) has launched "JerGan," the country's first digital platform for Meetings, Incentives, Conferences, and Exhibitions (MICE). This initiative, part of the new MaxiMICE Thailand brand, aims to connect MICE travellers with local businesses, thereby expanding income distribution across the MICE value chain and establishing a MICE Behavioural Data Infrastructure for targeted marketing.

JerGan integrates venues, events, co-working spaces, and local services into a single platform, offering curated privileges and discounts for MICE travellers. This ensures a seamless experience before, during, and after events. The platform is driven by the concept "Your Smart Guide, Where the Community Reveals Its Soul," reflecting TCEB's vision for the Thai MICE industry.

Dr. Jaruwan Suwannasat, Vice President of TCEB, highlighted the untapped potential in connecting business travellers with local economies. "JerGan serves as a strategic solution that systematically addresses the evolving demands of MICE travellers," she stated. The platform aims to enhance the MICE experience and support sustainable growth in Thailand's MICE economy.

Key partners include Bangkok International Trade and Exhibition Centre, IMPACT Exhibition and Convention Centre, and service providers like Grab and LINE MAN. Data collected through JerGan will feed into TCEB’s MICE Behavioural Data Infrastructure, offering insights into traveller behaviour and enabling more precise marketing strategies. JerGan targets both Thai and international MICE travellers, aiming to transform Thailand's MICE industry into a fully data-driven sector

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