The Thailand Convention and Exhibition Bureau (TCEB) held its largest-ever overseas MICE roadshow in Singapore yesterday (March 26), aiming to reach a milestone of one million Singaporean business events travellers by the end-2026.
This target marks a significant leap from the current annual average of 50,000 to 60,000 visitors from the island nation.
To achieve this, TCEB shone the spotlight on secondary destinations, and the roadshow delegation included first-time exhibitors from Khon Kaen, Nakhon Ratchasima (Khao Yai), and Udon Thani – the latter of which is set to host the International Horticultural Expo 2026 (November 2026 to March 2027). The event is expected to draw four million visitors and will eventually benefit from high-speed rail links connecting the region with Singapore.
During a media roundtable, Supanich Thiansing, TCEB’s director of meetings and incentives, also shared that while the annual Thailand Incentive and Meeting Exchange showcase (June 19 to 24, 2026) will be held in Bangkok, the subsequent buyer familiarisation trip will be hosted in Khao Lak – a new destination – for the first time.
TCEB also highlighted two key strategic initiatives, led by the First Time Ever Campaign. This new programme provides dedicated support for conventions being held in Thailand for the first time, as well as for organisers opting for cities outside of Greater Bangkok. This is complemented by the ongoing Meet Well Campaign, which offers incentive groups access to 155 service providers across 10 categories, with a particular focus on the high-growth luxury wellness sector.
Addressing rising energy costs and its potential to disrupt industry momentum, TCEB’s president Supawan Teerarat noted: “We hope that we can control these pricings in the next two or three months, but beyond that, it will be a big challenge (for the sector).”
While the Thai government is currently managing consumer costs, TCEB is positioning Thailand’s infrastructure as a hedge against logistical inflation.
Within Bangkok, the bureau is heavily promoting the use of the rail system (MRT and BTS) to connect delegates with major venues like Bangkok International Trade & Exhibition Centre, IMPACT Exhibition and Convention Center, and Queen Sirikit National Convention Center. Rail-connected venues allow international delegates to bypass traffic congestion and rising coach costs.
However, Supawan noted that smaller, emerging destinations are already facing difficulties with larger passenger coaches. Due to government-mandated fuel allocations, she has observed a shift toward smaller vehicles – a trend she believes signals that the future of the trade will increasingly revolve around smaller groups and corporate meetings.
Regarding regional stability, Supawan noted that South-east Asia remains a “safe zone” for global commerce. While geopolitical tensions have impacted traditional hubs in the Middle East, Thailand is seeing a surge in interest.
“Business has to go on,” Supawan said, pointing to the upcoming Money20/20 Asia conference in Bangkok as an indicator of the market’s resilience. “I have spoken with the organisers, and they have a full line-up of speakers and a strong outlook for attendance. People want to participate because they recognise that face-to-face interaction is still the only way to conduct real business.”
To date, TCEB reports no major cancellations of large-scale international events, with high-profile gatherings such as Gastech 2026 in September, and the IMF-World Bank Group Annual Meetings in October, remaining firmly on the calendar.
