Thailand’s MICE market is gearing up for a major boost as the Tourism Authority of Thailand (TAT) and the Thailand Convention and Exhibition Bureau (TCEB) have partnered to launch the Thailand Power Up campaign, offering new support and incentives for long-haul and short-haul meeting and incentive travel organisers between October 2025 and July 2026.
The collaboration is expected to attract 65,000 travellers, generating approximately US$132 million in revenue.
By combining their strengths, the partnership aims to boost economic growth in the MICE sector, enhance Thailand’s competitive edge and create new opportunities to welcome high-quality international travelers.
Requirements for qualification under the campaign
To qualify for support under the campaign, events must host a minimum of 100 participants from long-haul markets, including Europe, Africa, North America, South America and Oceania, or 200 participants from short-haul markets, which include Asia, with at least a four-night stay in Thailand.
Eligible venues must be properly registered under Thai law and/or meet the Thailand MICE Venue Standard (TMVS). Requests for support must be coordinated and submitted at least 30 days prior to the scheduled event.
Support is offered in two forms: financial assistance and non-financial assistance. The non-financial one includes souvenirs from local communities, MICE Premium Lane Service for arrivals at the airport, coordination with government agencies, Thailand-related information, performances, and Thai-style hospitality. This comprehensive assistance is designed to enhance the attendee experience and showcase Thailand’s unique offerings.
It was also announced that the Amway Leadership Seminar will bring over 10,000 Chinese delegates to Bangkok between March and April 2026.
inVOYAGE Global 2026
As part of the collaboration, TCEB and TAT are co-hosting inVOYAGE Global 2026, a series of luxury incentive travel and events networking gatherings originating from the UK, along with joint marketing through roadshows in key and potential markets.
InVOYAGE Global 2026 will take place from 17 to 20 April 2026 at The Peninsula Bangkok, bringing together 200 to 300 senior MICE professionals, with 80% from the UK, EU and North America and 20% from APAC, the Middle East and Latin America, who are mainly senior decision-makers. The programme includes a welcome reception, networking opportunities, prescheduled one-to-one meetings, educational sessions, immersive local experiences and networking activities.
Roadshows in international markets
Thailand aims to strengthen its position in the luxury incentive market, connect with selective international buyers, showcase distinctive local offerings, and create sustainable business opportunities that benefit the wider MICE and tourism ecosystem.
TCEB and TAT will also collaborate in 2026 to host a series of MICE roadshows across strategic international markets. Planned roadshows include China, Taiwan, Korea, Germany, UK and Kazakhstan. The events will connect top international buyers with Thai MICE operators.
These initiatives are designed to create high-value business opportunities, strengthen Thailand’s MICE network, and position the country as a premier destination committed to the success of international events.
