TCEB Joins Hands with 16 Partners in Launching “Yok Team Prachum, Rum Rak Mueang Thai Season 2” Campaign to Boost Domestic MICE

16 May 2025: TCEB reinforces the success of its highly creative marketing campaign for the second consecutive year with the launch of the “Yok Team Prachum, Rum Rak Mueang Thai Season 2” campaign.  With the theme “Inviting Office Teams to Go Off-Site Across Thailand,” the campaign aims to strengthen the domestic MICE market and make corporate activities contribute to sustainable community development. The marketing initiative is a collaborative effort with 16 leading partner organisations. 

Mrs. Nichapa Yoswee, Senior Vice President of Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, stated that the “Yok Team Prachum, Rum Rak Mueang Thai Season 2” campaign aligns with TCEB's 3S strategy for 2025: Stay Longer – Spend More – See You Again. The goal is to enhance the country's economic potential through the MICE industry.

“TCEB recognises that promoting the strong growth of the domestic MICE market is a crucial foundation for supporting the overall development of the national MICE industry and a vital mechanism for driving the economy. Over the past decades, TCEB has consistently pursued a policy focused on developing the domestic MICE market to distribute opportunities and income to regions and communities nationwide. As of the end of March, the domestic MICE market generated over 12.6 million travellers and a total revenue of over 42 billion baht, representing 15.94% growth compared to the same period last year.”

Therefore, TCEB has joined forces with 16 partner organisations to launch the “Yok Team Prachum, Rum Rak Mueang Thai Season 2” campaign under the theme “Inviting Office Teams to Go Off-Site Across Thailand” to reiterate and stimulate awareness of the power of the domestic MICE market. This builds upon the success of the 2024 campaign, which generated over 130 million baht in economic impact and attracted 14,971 participants. The Season 2 or 2025 edition of the campaign is designed to encourage organisations to creatively plan their corporate activities under 6 activity formats and 3 core concepts to maximise benefits for both participants and destination communities. The three core concepts include meetings to promote the community, meetings to promote health, and meetings to promote sustainability. This campaign also encourages activities during the low travel season.

The “Yok Team Prachum, Rum Rak Mueang Thai Season 2” campaign takes the form of a social media review contest of corporate activities. The primary objectives are to promote the organisation of meetings, seminars, corporate events, and incentive travel across all regions of Thailand, stimulate income distribution to communities, and drive the sustainable growth of the domestic MICE industry. Both organisations hosting corporate activities and MICE operators can participate in the campaign.

For organisations hosting corporate activities, they are required to organise an event outside their own province location, whether it's a meeting, incentive trip, seminar, training, CSR activity, or team-building event, lasting at least 2 days and 1 night with at least 20 participants. Then, they must review the activity and post it on social media to be eligible to win cash prizes and other rewards every two months, totaling 1,000,000 baht of value. The prizes for the winners include the “Ultimate Meeting Team” award for the review post that best demonstrates a creative and inspiring corporate event, and the “Top Engagement Team” award for the post with the highest engagement.

For MICE operators and various corporate event service providers, they can submit their service details to win a cash prize of 20,000 baht and an honorary plaque. The awards are divided into two categories: the “Highest Number of Participants” award for the top 3 MICE operators with the highest total number of event participants, and the “Highest Number of Corporate Clients” award for the top 3 MICE operators with the highest total number of corporate clients served.

Mr. Siripakorn Cheawsamoot, Director-General of Designated Areas for Sustainable Tourism Administration (Public Organization) or DASTA, stated: “DASTA, an agency under the supervision of the Minister of Tourism and Sports (Mr. Sorawong Thienthong), has a mission to manage and develop areas for sustainable tourism in an integrated manner. We serve as a central organisation to coordinate and promote the potential development and quality tourism management of local communities or tourist destinations. Participating as a partner in the ‘Yok Team Prachum, Rum Rak Mueang Thai Season 2’ campaign is a great opportunity to invite quality MICE travellers to experience new perspectives from community-based tourism with unique charm and identity, through local wisdom, storytelling, and hands-on creative activities. Organisations participating in the campaign will have a chance to win a prize to organise a corporate event in one of DASTA's 9 special areas, worth 10,000 baht per group. DASTA believes that community-based tourism will offer new experiences that provide learning and inspiration for organising corporate events for everyone.”

Mr. Thienprasit Chaiyapatranun, President of the Thai Hotels Association, said: “The Thai Hotels Association recognises the importance of stimulating the economy through domestic tourism. Our members are pleased to offer a wide range of special privileges to support the ‘Yok Team Prachum, Rum Rak Mueang Thai Season 2’ campaign, including special room rates and discounts for organising various corporate events, such as meetings and seminars. This will help facilitate and impress participants. We are confident that this collaboration will be a significant driving force in boosting the economy and distributing income to the regions.”

The application period for the campaign is from today until 31 October 2025. Entries will be divided into three periods for judging: Period 1 from today – 30 June 2025; Period 2 from 1 July – 31 August 2025; and Period 3 from 1 September – 31 October 2025. Interested parties can fill out the details at yokteam.tceb.or.th, add the LINE Official Account @yokteam, and follow the FB Fanpage: TCEB Domestic MICE for campaign news and winner announcements.

“Through the ‘Yok Team Prachum, Rum Rak Mueang Thai Season 2’ campaign, we anticipate a 10-15% increase in participants compared to last year. This will also help the domestic MICE market achieve its 2025 fiscal year target of 26 million domestic MICE travellers and 86 billion baht in revenue,” concluded Mrs. Nichapa.