Study and Consultation Highlight TCEB’s Role in Leading Thailand’s Participation at Specialised Expos and World Expos

Study and Consultation Highlight TCEB’s Role

in Leading Thailand’s Participation

at Specialised Expos and World Expos

TCEB recently held a consultation with representatives from more than 40 organisations nationwide, comprising government agencies, private sector entities, and academic institutions, to discuss its role in managing Thailand’s participation in major global events and the exhibition of the Thailand Pavilion at Specialised Expos and World Expos.

Dr. Supawan Teerarat, President of the Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, revealed that the white paper “Lessons Learned from Thailand’s Bid to Host Expo 2028 Phuket,” which drew on an analysis of international agencies and interviews with relevant domestic stakeholders, highlights one of its key recommendations, which is to establish a central agency to oversee Thailand’s participation in the Expo. It also calls for expanding TCEB’s role as the lead agency in managing the Thailand Pavilion, working in collaboration with private sector and civil society networks that play a crucial role in preparing for a global-level event, and having relevant ministries and government agencies represented in the committee to jointly develop the pavilion’s content and exhibitions.

“Representing the government in managing Thailand’s participation in global events is one of TCEB’s key missions, aimed at strengthening and expanding its role in advancing the MICE industry through global mega events and festivals. In line with TCEB’s Strategic Subcommittee Policy for Fiscal Years 2025–2027, the board has approved a study to propose TCEB’s role as Thailand’s representative in exhibiting the Thailand Pavilion at World Expos and Specialised Expos abroad.”

The study results on approaches and management models of Thailand Pavilion’s participation in global events, conducted by the Thammasat University Research & Consultancy Institute, summarise the significance and objectives of pavilion management in various countries. Each country’s pavilion presents its global vision through national branding and serves four objectives on the international stage: 1. diplomatic platform – to promote international relations and cooperation; 2. national branding platform – to showcase the country’s image, vision, and development; 3. innovation & cultural exchange platform – to share ideas, creativity, and technology across civilisations; and 4. business trading platform – to connect cities and the private sector with global partners.

Based on the challenges of Thailand Pavilion’s participation in Specialised and World Expos and the roles of management agencies in relation to their missions and event concepts, the key challenges and recommendations can be summarised as follows: 1. designation of a central agency with direct expertise in global event management; 2. continuity of knowledge transfer and management; 3. promotion of sustained communication of the country’s image; and 4. assignment of personnel and the main responsible agency for continuous operations.

The study identified seven key strengths of TCEB as the central agency responsible for Thailand’s participation in Expo events and the management of the Thailand Pavilion. These include: 1. operating as a public organisation under the Office of the Prime Minister with a direct mission to promote the MICE industry, mega-events, and international festivals; 2. supporting and co-managing international events; 3. engaging as a member in leading international event organisations; 4. managing exhibitions and trade shows, including pavilion design and coordination; 5. aligning with Thailand’s national strategies to promote the MICE industry and world-class events; 6. maintaining budgetary readiness and a flexible management system capable of coordinating with all sectors; and 7. working with ministries and departments, including serving on the Thailand Pavilion working group and jointly bidding for global events.

The consultation on representing the government in managing Thailand’s participation in global events and exhibiting the Thailand Pavilion at Specialised and World Expos brought together over 40 organisations from the public, private, and academic sectors. Participants included the Ministry of Foreign Affairs, the Ministry of Finance, the Ministry of Transport, the Ministry of Public Health, the Ministry of Culture; the Ministry of Tourism and Sports; Budget Bureau, the Department of Tourism, the Department of Public Relations, the Customs Department, the Board of Investment of Thailand; the Thai Chamber of Commerce and the Board of Trade of Thailand; the Federation of Thai Industries; the Government Public Relations Department; the Marketing Association of Thailand; the Thailand Management Association; the Advertising Association of Thailand; the Thailand Incentive and Convention Association; the Thai Exhibition Association; the University of the Thai Chamber of Commerce; and Naresuan University, among others.

Dr. Supawan concluded, “Following the consultation on TCEB’s role as the government’s representative in managing Thailand’s participation in global events and in exhibiting the Thailand Pavilion at Specialised Expos and World Expos, the summary of the study along with the feedback received will be submitted to the Minister Attached to the Prime Minister’s Office for consideration and subsequently presented to the Cabinet in accordance with established procedures.”


                                                    * * * * * * * * * *


Meet in Thailand

Your Success, Your Moment


About TCEB

A LEADING AGENCY AT THE FOREFRONT OF THAILAND’S MICE INDUSTRY

Established in 2004, Thailand Convention & Exhibition Bureau (Public Organization) or TCEB – the government agency under the supervision of the Prime Minister – has been assigned a role to promote, support and develop business events industry – corporate meetings, incentive trips, conventions, exhibitions, mega events and world festivals. Serving as a strategic partner, TCEB helps deliver creative ideas and solutions to bring success and fulfill the requirements of business events. The overarching goal is to drive Thailand to become a global MICE and mega events destination that can drive the country’s strategic industries and national economy.