The Thailand Convention and Exhibition Bureau (TCEB) recently unveiled its Meet Well campaign at AIME 2025, an initiative designed to capitalise on the post-pandemic surge in Thailand’s business events sector by addressing the industry’s increasing demand for wellness, sustainability, seamless connectivity, and ROI-driven experiences.
Speaking at AIME 2025, TCEB President Chiruit Isarangkun Na Ayuthaya confirmed that Thailand has firmly re-established itself as a top regional player. “Last year, we recorded nearly one million business events visitors, and we saw strong growth from key markets like India and China,” he told TTGmice.
He also noted Thailand’s success in exhibition space sales, ranking fourth in Asia, reinforcing its position as a premier business events destination.
The Meet Well campaign places wellness at the forefront, leveraging Thailand’s position as one of Asia’s top wellness destinations to integrate luxury wellness experiences, medical treatments, and holistic retreats into business events.
Connectivity is another pillar, with TCEB promoting city-pairing journeys to enhance delegate experiences, linking major hubs like Bangkok with secondary cities such as Ayutthaya through high-speed rail and well-connected transport networks.
Sustainability also plays a central role, with new low-carbon routes developed in collaboration with the Thai Ecotourism and Adventure Travel Association, allowing delegates to participate in sustainability programmes and community-driven projects.
With Thailand’s business events industry projected to grow at 6.2 per cent annually, TCEB returned to AIME with a pavilion for the first time in four years, featuring 12 top-tier Thai exhibitors from Bangkok and Phuket.
However, the demand to participate far exceeded the available space. “More than a hundred Thai suppliers wanted to join us at AIME this year, but we could only accommodate a portion of them,” Chiruit revealed.
As a result, TCEB is eyeing larger delegations and new event opportunities for 2026 and beyond.
“We are back in the game and expanding our participation at international tradeshows,” said Chiruit. He also pointed to research from UFI, the global association of the exhibition industry, which forecasts strong growth in exhibitions and business events across Asia.
Australian event planners are also showing renewed interest in Thailand, with large-scale groups already in discussions. “Some (of those) Australian groups aren’t just in the hundreds but in the thousands,” Chiruit noted, suggesting that Thailand is fast becoming a preferred destination for major corporate and incentive events.
To further streamline international business travel, Thailand has allowed visa-free entry for travellers from over 93 countries, and operates an advanced biometric identification system across six major international airports, expediting arrivals and departures for large groups.
