TCEB's New President Unveils Vision "Change That Matters" to Drive Thai MICE Industry Forward

4 September 2025: Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, introduces its new president, Dr. Supawan Teerarat, to the press today. She announces her vision and a new direction to drive Thailand's MICE industry forward under the concept of "Change That Matters". The aim is to make Thailand become a global MICE leader and establish Thailand as a trusted destination worldwide.

Dr. Supawan Teerarat, President of Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, stated that her return to TCEB is not just a return to a former workplace, but a step towards great passion and mission. Her experience over the past year at the National Food Institute (NFI), under the Ministry of Industry, gave her a deeper understanding of the "real sector" and the needs of entrepreneurs. This experience made her realise that MICE is not just an event industry; it's an industry that creates high value and brings about meaningful change. This is the essence of "Change That Matters" or MICE industry must generate significant and meaningful impacts on the real sector.

Dr. Supawan has set a vision for TCEB to drive Thailand towards becoming "Global-Asia’s Trusted Gateway," or a gateway to Asia that the world can rely on. The primary goal is to make the MICE industry generate high impact and deliver transformative, high-value, and sustainable experiences. MICE will also be a key economic tool to create national sustainability, as it helps build opportunities for business and professional development within various industries and business sectors. In this sense, MICE is going beyond tourism-related income. This vision will be driven by four key strategies - GLOC:

Global Reach: focus on building the destination's brand, smart bidding for international MICE events, expanding foreign markets, and creating strategic partnerships to attract high-impact events to Thailand.

Local Strength: develop MICE City Clusters in 10 cities, including other alternative cities, to add value and create flagship events that can elevate Thailand's positioning on the global stage.

Organisation Transformation: transform the organisation to support growth. This includes people transformation by fostering a culture of trust and psychological safety, moving towards data-driven digitalisation, and, more importantly, providing incentives/motivation for employees.

Capabilities Excellence: elevate TCEB’s roles into a policy shaper, create new industry standards, develop personnel to become ASEAN MICE experts, and drive innovation and sustainability within the industry.

Dr. Supawan also emphasised TCEB's commitment to developing Thailand’s competitive capabilities to keep pace with changing situations and international challenges. One key focus is to strengthen the Thai MICE industry ecosystem and increase MICE stakeholders so that Thai MICE industry is driven by the power of teamwork and integrated collaboration. This will enable the industry to achieve our shared goals and create a new chapter of the Thai MICE industry.

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