The Thailand Convention and Exhibition Bureau (TCEB) is doubling down on a “value over volume” strategy at the Thailand Innovative Meetings Exchange (TIME) 2026, moving away from mass-delegate headcounts to target high-yielding, premium corporate travel.
Speaking on the sidelines of TIME 2026, Jaruwan Suwannasat, TCEB’s senior vice president – international, told TTGmice that meetings and incentives continue to serve as the bureau’s key revenue driver, generating over 50 per cent of Thailand’s total business events income over the past five years. This year, TIME 2026 brings together 104 international buyers, with Asia-Pacific (APAC) representing over 80 per cent of attendees, alongside longhaul delegates from North America and Europe.
“Our strategy aims toward value to replace volume. Today’s corporate clients – particularly those engaging Gen Z teams – are far more complex. They don’t want off-the-shelf itineraries; they want curated, highly personalised experiences that foster company loyalty and align with their corporate strategies,” Jaruwan said.
To capture higher spend per event, TCEB is targeting corporate meetings within fast-growing sectors such as data centres, digital industries, and technology innovation. This focus on high-yield diversification has also prompted the bureau to look beyond traditional source markets to emerging regions like Central Asia.
For instance, TIME 2026 welcomed a 10-buyer delegation from Kazakhstan through a new collaboration with flag carrier Air Astana. By linking direct air capacity from Almaty and Astana to Bangkok and Phuket, the initiative aims to drive two-way traffic.
“You can never win alone,” Jaruwan said. “To invite new delegates, you must first have the air accessibility. Airline partners like Air Astana allow us to build lasting ties with emerging high-potential markets.”
To deliver on these objectives, TIME 2026 is structured around three core pillars. The Knowledge Exchange track offers collaborative sessions where delegates actively participate and share feedback to help co-curate future programmes, while the Business Exchange track provides direct tabletop business matching between Thai suppliers and hosted buyers. Finally, the Experience Track features destination showcases that take delegates beyond traditional business event hubs.
Demonstrating this experiential focus, TIME 2026 also marks TCEB’s first dedicated media familiarisation trip in seven years. Jointly organised by TCEB’s Corporate Image and Meetings & Incentives teams, the post-event trip will take buyers and media to Khao Lak in Phang Nga province to showcase a dual-destination strategy. Located an hour’s drive from Phuket International Airport via expressway, Khao Lak can provide event planners with a fresh, high-end alternative.
“APAC is our strongest base for repeat business, but planners are constantly asking for new products and experiences,” Jaruwan explained. “By selling cluster destinations, groups can experience the urban vibe of Phuket, then move to Khao Lak for a calm, wellness-focused environment.”
Jaruwan emphasised that TCEB’s strategy balances demand generation with local supply development. Emerging hubs like Khao Lak already feature luxury properties – such as Avani+ and JW Marriott – that comply with Thailand MICE Venue Standards to ensure seamless execution, for example. Furthermore, to support sustainable event delivery, TCEB provides subsidies through its Road to Net Zero campaign, offering carbon-offset audits and financial incentives for repeat bookings.
