Thailand Convention and Exhibition Bureau (TCEB) chose AIME in Melbourne to launch its new campaign, ‘MEET WELL’, designed to showcase the appeal of Thailand as a destination for meetings and business events.

The initiative is well-positioned to meet increasing business demands for wellness, experience-driven events, and return on experience, all elements of delivering mindful and meaningful MICE journeys.

After a four-year absence from AIME following the COVID-19 pandemic, TCEB returned in style this week, with 12 Thai exhibitors from Bangkok and Phuket meeting hundreds of potential buyers at AIME 2025 in Melbourne.

Mr Chiruit Isarangkun Na Ayuthaya, President of TCEB, told the media that Thailand’s appeal was multi-faceted, covering everything from sustainable gastronomy to gender equality. As the first country in Southeast Asia to recognise same-sex marriage, Thailand was increasingly attractive to LGBTQ+ groups.

In crafting its new campaign to meet demand from the events industry, TCEB realised that MICE organisers were seeking more value, enhanced meaning, impactful results, and invigorating attributes.

The MEET WELL campaign leverages real resources, professional collaboration, and Thai industry expertise to ensure that clients holding events in Thailand can have mindful and meaningful MICE journeys. This bolsters Thailand’s reputation as a genuinely high-value-added destination.

‘MEET WELL’ concepts for event experiences centre on the pillars of Wellness, Well-Connected, Well-Balanced, and Heartfelt Welcome.

Wellness focuses on nurturing the body and mind while meeting. The campaign capitalises on Thailand’s world-renowned medical treatments and its wealth of luxury wellness products, services and establishments. These can cover scientific methods, holistic approaches or mind-focused modes and can be designed to fit into pre- or post-tours and workshops for event delegates.

Well-Connected concerns the design of city-pairing journeys for MICE groups, helping to enhance their experiences of the rich diversity of Thailand. The idea stems from TCEB’s initiative to develop city destinations, especially MICE City and its adjacent potential province. It allows holding events and activities in both locations in one trip, supported by a well-connected transport network. Bangkok-Ayutthaya, conveniently linked by train, is one example of a city-pairing MICE route.

Well-Balanced offers activities yielding less environmental impacts, or it can be travel with a purpose. This is made possible by the choices of low-carbon MICE routes that enable MICE groups to participate in community-driven sustainability programs.

The routes are co-developed by the Thai Ecotourism and Adventure Travel Association and organisations concerned with carbon footprint reduction with the support of TCEB.

Heartfelt Welcome signifies world-renowned Thai hospitality. It is not limited to government support for events delivered by TCEB – fast-track immigration, facilitation, assistance, cultural performances, and inspection. It is, however, inclusive of Thai MICE stakeholders’ offer of special deals, tailored workshops, and exclusive activities that will fill events with a special touch. 

TCEB Delegates attending AIME 

• Mr Chiruit Isarangkun Na Ayuthaya – TCEB President 

• Mr Kachornbhat Viryasiri – Executive Assistant 

• Ms Supanich Thiansing – Director 

• Mr Napat Watthanasan – Manager 

• Mr Kraiwit Chumsen – Manager 

• Ms Siriporn Tarnvudhikul – Senior Manager 

• Ms Nooch Homrossukhon – Director

• Ms Nicole Tingey – Director –  Clockwise Consulting 

• Ms Sue Magi – BD Clockwise Consulting 

 TCEB Exhibitors  attending AIME 

• Stream Events Asia – Destination Management Company/ Tour Agent 

• Hyatt Regency Bangkok Sukhumvit – Hotel/ Resort 

• Anantara Avani+ Riverside Bangkok – Hotel/ Resort 

• Golden Seven Stars Tour Co., Ltd. – Destination Management Company/ Tour Agent 

• Sri Panwa Phuket – Hotel/ Resort 

• Journey to Asia/ Bwnd (the rebranded Journey To Asia) – Destination Management Company/ Tour Agent 

• Pullman Phuket Arcadia Naithon Beach – Hotel/ Resort 

• Royal Orchid Sheraton Riverside Hotel Bangkok – Hotel/ Resort 

• Four Points by Sheraton Phuket Patong Beach Resort – Hotel/ Resort 

• Queen Sirikit National Convention Center (QSNCC) – Venue with/without Hotel 

• Thailand Incentive and Convention Association – Thailand Incentive & Convention Association (TICA) 

• Thai Airways International – Thai Airways International

 

 

 

Written by: Peter Needham at AIME in Melbourne

 

 

 

 

 

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