The focus industries for Thailand's MICE sector to 'win and promote' comprises of; Group 1-- the existing major industries supported by the Government including 1) food and agriculture; 2) automotive; 3) health and wellness; 4) energy; and 5) infrastructure. Group 2-- the emerging future industries that the Government aims to promote in which Thailand has significant potential to succeed including 1) food, agriculture and biotechnology; 2) healthcare, wellness and medical; 3) robotics; 4) digital; and 5) creative industries. By mapping the strategy with the MICE Economic Model for Thailand 4.0, TCEB strives to work closely with public and private sector organisations by taking the leadership role in the development of the country's first MICE Activity Calendar, identifying supporting criteria for MICE events in targeted industries defined by the Thailand 4.0 policy. Additionally, the bureau will also forge partnerships with strategic allies as a role model to drive the implementation of winning and promoting MICE events in each of the respective industries. Strategy 2: 'To drive the country with innovation' towards stability. TCEB outlined an action plan to help elevate MICE travellers' experiences through innovative Digital MICE Marketing. Encompassing the 'Thailand SMART MICE' initiative, the use of digital and social media platforms as a MICE market development and communications tool allows target audiences to gain access to the required information to help plan business events in Thailand effectively, as well as MICE activity management and engaging technologies such as voting systems, virtual reality, or beacon technology that can help support exhibitions through participant listing, authentication, and showcasing relevant product information in the booth, in addition to registration via mobile applications and wearables. Strategy 3: 'To drive growth for the mutual benefit of all parts of society', towards sustainability. By emphasising the Domestic MICE industry through the development of domestic destinations and venues, the creation of new events, and the upgrade of existing events, the promotion of products and services with a Thai identity, and by building the capabilities of Thai MICE professionals, this initiative aims to raise domestic MICE opportunities for ISO 22000 local communities across Thailand.
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