TCEB teams up with THAI and THAI Smile to tap into MICE in APAC

    TCEB teams up with THAI and THAI Smile to launch APAC MaxiMICE, a new promotional campaign specifically designed to attract corporate customers in the Asia Pacific region. Highlighting a series of privileges including special airfare, the new incentive scheme aims to boost a quality MICE market and has a goal to attract 10,000 travellers in the meetings and incentives (MI) segment.

    Ms. Vichaya Soonthornsaratoon, Vice President – Administration, Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, said that TCEB joins forces with strategic partners, namely Thai Airways International Public Company Limited (THAI) and THAI Smile Airways Company Limited to introduce APAC MaxiMICE, the latest marketing promotional campaign designed to stimulate local economy by increasing numbers of international MICE travellers. The campaign targets to grow the corporate market and expand the customer base in the Asia-Pacific region, which is the primary market source of Meetings and Incentives segment for Thailand's business events industry.

     “TCEB implements an operational plan that supports the continued growth of MICE events in Thailand by tapping into the MI segment in the corporate market to bring quality business events to take place in Thailand. The approach is expected to promote economic benefits, response to the Thai government's stimulus plans, and showcase Thailand as a destination of choice for MI events in the region.”

    The Asia Pacific region is regarded as the most important source market which occupies the largest share in Thailand' s MICE sector. In the fiscal year 2019 (from October 2018 to September 2019), the country welcomed 1,162,170 MICE travellers from Asia Pacific countries, representing 91.22% of the international MICE travellers with a record of 1,273,981 in total. Of those MICE travellers from the Asia Pacific countries, the MI segment occupied 56.23% of the market share or 653,459 travellers.

    During the fiscal year 2018, TCEB and THAI successfully introduced ASEAN MaxiMICE campaign that targeted MI travellers from four ASEAN countries, namely Singapore, Malaysia, Indonesia and the Philippines. The promotional campaign gained positive result and attracted more than 1,000 MICE travellers, generating 73 million baht in revenue to the country.

    To continue the momentum in this fiscal year (from October 2019 to September 2020), TCEB expands the proactive marketing campaign beyond the ASEAN market. The APAC MaxiMICE campaign is available in 15 territories in the Asia Pacific region: Singapore, Malaysia, Indonesia, Philippines, Cambodia, Laos, Myanmar, Australia, New Zealand, Japan, China, Taiwan, Hong Kong and India. By partnering with the national carrier - THAI and its subsidiary carrier - THAI Smile, served with extensive networks covering key economic routes in the region, the promotional campaign is expected to enhance the growth of the Asia Pacific market and attract as high as 10,000 MICE travellers to the kingdom.

    The APAC MaxiMICE campaign offers customised privileges for corporate organisations in the Asia Pacific countries which organise a meeting or an incentive trip in Thailand. The campaign offers three levels of support, including Silver, Gold, and Platinum, to award a group of at least 40 delegates with a minimum 2-night stay in Thailand. Privileges include special airfares (terms and condition applied), VIP Fast Track (MICE Lane) at the Suvarnabhumi Airport, welcome gifts, and cultural performance, to name a few. Applicant must apply for the promotional campaign between 4 December 2019 and 31 August 2020, while the meeting or incentive event can take place in Thailand between 1 January and 30 September 2020.

    “To raise awareness of this campaign, TCEB will conduct Thailand Road Show activities in China and Australia in February and March 2020, respectively. The bureau will also organise fam trips to showcase MICE destinations served by THAI and THAI Smile Airways. Furthermore, Thailand Incentive and Meeting Exchange 2020 (TIME 2020), a dedicated business platform for the MI segment, will be organised to underscore Thailand as a business events destination of choice in the Asia Pacific region,” said Ms. Vichaya. 

    Mr. Siriphong Mangkalee, Director, ASEAN Department, Thai Airways International Public Company Limited, said that THAI and THAI Smile Airways are delighted to partner with TCEB to jointly promote the APAC MaxiMICE campaign as a means to attract more MICE travellers to Thailand. The MICE market from the Asia Pacific region features strong performance, and the segment is among the largest customer markets for THAI. 

    The APAC MaxiMICE is designed to facilitate groups of MICE travellers. The campaign is part of a mechanism that not only encourage more visitors but generate revenue to propel the growth of tourism and the economy as a whole.

    A corporate organisation from 15 APAC countries which conducts a meeting or an incentive trip to Thailand and travelling with THAI and THAI Smile under APAC MaxiMICE campaign will enjoy a series of privileges such as special airfare, complimentary air ticket, additional 5kg. baggage allowance, priority boarding, pre-assigned group seating, advanced group check-in special, onboard announcement, customised seat cover, and many more (conditions apply). This cooperation features benefits to THAI, as the carrier operates services to more than 46 cities in 15 countries, allowing the airline to serve MICE travellers and provide convenient links to THAI Smile Airways which is serving ten domestic destinations and 21 regional destinations. The campaign is expected to boost numbers of inbound MICE travellers to Thailand in 2020.  


For further information, please contact: Corporate Communications Department 

Thailand Convention and Exhibition Bureau (Public Organization)   

Ms Parichat Svetasreni

Tel: +66 2 694 6009


Ms Kwanchanok Otton

Tel: +66 2 694 6000


Visage Company

Ms. Yuphaporn Lertsattakit

Tel: + 662 616 6749- 50