BANGKOK — The Thailand Convention and Exhibition Bureau (TCEB) has launched JerGan, a digital platform designed to connect MICE travellers with local businesses while generating behavioural data intended to support more targeted industry planning and marketing.
Introduced under TCEB’s MaxiMICE Thailand initiative, JerGan brings together venues, events, co-working spaces, restaurants, transportation providers, local communities and lifestyle services within a single platform. The application is intended to support delegates throughout their journey while encouraging spending beyond traditional event venues.
According to TCEB, the platform forms part of a broader Data-Driven MICE strategy aimed at strengthening Thailand’s competitiveness as a business events destination. Data collected through the platform will contribute to a MICE Behavioral Data Infrastructure, providing insights into attendee movement, spending patterns and engagement with destinations before, during and after events.
Dr. Jaruwan Suwannasat, Vice President of TCEB, said the initiative was developed in response to growing demand for more personalised MICE experiences and a need to better connect business travellers with local economies. She noted that much of delegate spending remains concentrated within event venues despite opportunities for wider economic participation across surrounding communities and businesses.
The platform is built around three areas: behavioural data collection, ecosystem connectivity and economic value distribution. By combining these elements, TCEB aims to support more informed decision-making across the industry while creating additional opportunities for local businesses to benefit from MICE activity.
Key partners include Bangkok International Trade and Exhibition Centre (BITEC), IMPACT Exhibition and Convention Center, Queen Sirikit National Convention Center, Siam Piwat, Central Group and the Ratchaprasong district, alongside service providers such as Grab, LINE MAN and MuvMi.
The initiative reflects a broader shift within the business events industry towards greater use of attendee data to improve event planning, destination marketing and visitor engagement. As destinations compete for increasingly sophisticated travellers, access to behavioural insights is becoming an important tool for understanding how delegates interact with destinations beyond the conference venue itself.
