A Resounding Success: TIME 2024 Elevates Thailand's MICE Industry

Bangkok and Chiang Mai have recently concluded one of Thailand MICE industry’s most transformative events—the Thailand Innovative Meetings Exchange (TIME) 2024. From June 17-22, 2024, the Thailand Convention and Exhibition Bureau (TCEB) hosted a groundbreaking event for the MICE industry, attracting hundreds of local participants and over 50 enthusiastic international buyers and speakers from 14 countries.

The 2024 edition of TIME marked a significant transformation, shedding its old skin to emerge as a forward-thinking platform aiming to serve as a dynamic platform where creativity, innovation, partnership, and sustainability take centre stage. The rebranding was more than cosmetic; it was a strategic pivot to keep pace with a fast-evolving industry. TIME 2024 focused on business opportunities, industry knowledge, and providing a vibrant stage for Thai MICE entrepreneurs to shine.

Chiruit Isarangkun Na Ayuthaya, President of TCEB, remarked, “TIME is crucial as we face economic constraints while the pressure to deliver more value and return on investment rises. We reshaped the content and program of TIME 2024 to be more inspiring, motivating, meaningful, and engaging, making us more competitive. TIME has become a showcase of innovation, not only for knowledge, business, and experience but also for uniting people of different generations to collaborate, enhancing the quality of the MICE industry, and contributing more to the economy and society.”

The event was structured around three key activities: Knowledge Exchange, Business Exchange, and Experience Exchange. Each component was meticulously designed to highlight Thailand’s prowess in the MICE sector.

Knowledge Exchange on 17 June 2024, at the InterContinental Bangkok, featured high-level discussions and industry trend updates. The full-day Knowledge Exchange covered over 20 insightful sessions. Topics like “Rising Stars: Korea and Taiwan Markets”  and "Are you Ready for Gen Z As Your Source of Revenue?" provided a wealth of knowledge and insights. TCEB’s Meetings and Incentives Team unveiled its strategic direction for the next two years, aiming to cement Thailand’s position as a regional leader in meetings and incentive travel. The "Sustainability That Sells: Real Sustainability Actions for Your RFP" session, co-hosted by the Pacific Asia Travel Association (PATA), highlighted actionable steps for integrating real sustainability into MICE proposals. This year’s Knowledge Exchange boasted the highest number of attendees since its debut, focusing on engagement, questioning, and shaping the future.

Business Exchange was the heartbeat of the event. On 18 June 2024, over 40 international buyers met with 67 Thai companies at the Queen Sirikit National Convention Center (QSNCC) in Bangkok and 33 local operators and community representatives from Chiang Mai at the InterContinental Chiang Mai, the Mae Ping, on 20 June 2024. These sessions facilitated matchmaking, connecting the right people with the right opportunities in a setting that encouraged real dialogue and deal-making.

Experience Exchange took participants on a journey through Chiang Mai, one of the major MICE cities in northern Thailand with a rich cultural and innovative landscape. Highlights included an aromatic coffee and cacao workshop at Skugga Estate, innovative processes in coffee production, the harmony of elephants at Maesa Elephant Camp, and a farm-to-table BBQ lunch. Participants also went on a historic tour of Thai Lanna culture and tradition at Pa Dara Phirom Temple. This immersive experience concluded with a mesmerising Thai regal astronomy-style farewell dinner in Bangkok.

Partnership and collaboration play a vital role in the success of TIME 2024 and beyond. The synergy between associations such as PATA, PCMA, TICA, and SITE Thailand enabled us to create insightful sessions with leading industry experts. Thanks to Thai Airways, Bangkok Airways, Air Astana, and First Transportation for their exceptional service throughout the event. Outstanding hotels and venues, including The InterContinental Bangkok, Kimpton Maa-Lai Bangkok, InterContinental Chiang Mai, the Mae Ping, Chatrium Grand Bangkok, QSNCC, TOPGOLF Megacity, and Central Chidlom Department Store, joined hands to create wonderful experiences for all participants. Furthermore, special thanks to Siam Piwat, King Power, The Mall Group, and our media partner, M&C Asia, for their remarkable support.

The results speak volumes. TIME 2024 generated 64 anticipated events, is expected to bring 36,199 MICE visitors to Thailand, and has projected revenue of THB 2,389.13 million. These figures are a testament to Thailand’s ability to innovate and lead in the MICE industry.

TIME 2024 was not just about meetings but about meaningful exchanges, groundbreaking ideas, and sustainable practices that set a new standard for the industry. The collective effort of all stakeholders has created a new benchmark for excellence, paving the way for future successes.

For more information on the Thailand Innovative Meetings Exchange (TIME), please contact mi@tceb.or.th