The Thailand Convention and Exhibition Bureau (TCEB) launched its new “3M” strategy at IMEX Frankfurt 2026 as part of efforts to strengthen Thailand’s position within the international business events market.
Presented under the campaign “Meet in Thailand: Your Success, Your Moment”, the initiative introduces a framework built around three pillars: MaxiMICE, Meaningful, and Memorable. The strategy was unveiled during a press conference on May 20 led by Puripan Bunnag, Senior Vice President of TCEB’s International Marketing Department.
The programme was developed in response to changing expectations among organisers and delegates, with greater emphasis being placed on event value, sustainability, return on investment, and attendee experience.
The MaxiMICE component focuses on developments across Thailand’s business events infrastructure. During the presentation, TCEB highlighted expanded flight connectivity, venue upgrades, government support programmes, certified suppliers, and a broader range of destinations and event spaces available throughout the country.
The Meaningful pillar centres on sustainability and ESG-related initiatives. Organisers now have access to low-carbon suppliers and programmes designed to support environmental and community engagement objectives. Meanwhile, the Memorable component focuses on cultural integration, local experiences, and event formats designed to create stronger delegate engagement.
Speaking at the launch, Bunnag said Thailand aims to provide “higher value, better return on investment and greater return on experiences” through the programme. The announcement formed part of Thailand’s wider presence at IMEX Frankfurt, where destinations across Asia-Pacific promoted new infrastructure, sustainability initiatives, and international event capabilities.
