TCEB Launches “MICE Super Platform”
Connecting Data Networks to
Empower MICE Businesses to
Compete on the Global Stage
The platform connects data networks and empowers MICE businesses to enhance their competitiveness on the global stage by bringing together data, insights, and digital services on a single platform through Single Sign-On. This provides greater convenience throughout the decision-making journey, from identifying business opportunities to closing deals.
The launch of the “MICE Super Platform” marks a significant shift in TCEB’s role — from being a “data provider” to becoming a “digital infrastructure builder” for the entire MICE industry. In practical terms, government data that was previously available mainly through reports and had to be requested on an individual basis is now transformed into services that businesses can access and use instantly at any time. This is aligned with Thailand’s Digital Government Development Plan 2025–2027, which aims to make government services “convenient and trusted for everyone,” while elevating government data into an asset that the business sector can use to create tangible value.
Dr. Supawan Teerarat, President of the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, said, “The MICE Super Platform is TCEB’s initiative responsive to the Digital Government agenda by transforming government data into services that businesses can actually use to make informed decisions, while ensuring equal access to information for everyone. This transformation represents a one-time investment in shared infrastructure that the entire industry can leverage, rather than simply adding another website that aggregates reports. It is designed to create Data Equity, enabling small businesses to access data and opportunities on an equal footing with larger players.”
The upgrade of the “MICE Super Platform” focuses on four key areas:
1. Digital services designed to enable users to complete their work in one place. Users can search for information, analyze markets, evaluate the value of events, and connect with business partners without having to submit documents or wait to contact government officials.
2. Open Data through the MICE Data Hub. Industry statistics that were previously available through internal reports are now made accessible for users to conduct their own analysis. Every dataset includes its source and time period, allowing businesses to access industry-level information without incurring research costs and quickly and accurately turn data into business opportunities.
3. Data governance as the foundation of trust. TCEB discloses only aggregated data that has been screened and interpreted by experts in compliance with the Personal Data Protection Act (PDPA). The platform also provides channels for users to report data corrections and is designed with API connectivity to facilitate data exchange across agencies and with the government’s central open data platform (data.go.th).
4. Moving beyond a statistical repository to contextualized business intelligence. The platform provides business-oriented analysis through Editor’s Picks, M2I Future Lens, and content partners including House of Wisdom (HOW).
The term “Super Platform” in TCEB’s context is not defined by the size of the system, but by five key features that enable MICE businesses to complete their work effectively on a single platform:
1. An integrated digital toolset. Digital tools previously scattered across multiple platforms are brought together in one place and accessible through Single Sign-On — Single, Secured, Connected.
2. Comprehensive MICE event value assessment tools. Businesses can evaluate events across three dimensions: Return on Investment (ROI) / Economic Impact, Social Impact, and Carbon Footprint, through Digital Business Evaluation.
3. An end-to-end digital workflow. The platform supports the entire process — from understanding the market and designing an event, to evaluating value, facilitating business matching, and measuring post-event impacts.
4. Intelligence, not just data. Data is screened and interpreted so that it is ready to support decision-making, rather than simply providing raw reports that users must interpret themselves.
5. An open digital ecosystem. The platform provides API connectivity with data, content, and technology partners in Thailand and internationally.
With the new platform, businesses can instantly create personalized views through a customizable Drag-and-Drop Dashboard, without having to wait for research teams. They can assess the potential of their events through Self-Assessment Tools, including the MICE for Creative Curve Model and Realtime City Dashboard, helping them select the right destination at the right time.
The platform also connects event organizers with suppliers nationwide through the Thailand MICE Marketplace on Thai MICE Connect, while transforming the “value” of an event into measurable figures that can be used as evidence in negotiations with event owners and sponsors.
For event organizers, Biz Connect facilitates business operations, while the “JERGAN” Application supports a seamless journey for event participants through its Visitor Seamless Journey services.
The launch of the “MICE Super Platform” also reinforces TCEB’s commitment to becoming a Data-Driven Organisation, opening up its data infrastructure to enable businesses to contribute new perspectives and knowledge. The initiative is supported by key partners, including the Digital Government Development Agency (Public Organization), or DGA, as a data and data-governance partner, as well as House of Wisdom (HOW), Data First, and DataRockie.
The launch event also featured panel discussions and special talks by executives and experts, led by Dr. Jaruwan Suwannasat, Vice President of TCEB; Mr. Thana Thienachariya, Dean of House of Wisdom; and Ms. Harisuda Boonyawat, Director of MICE Intelligence and Innovation Department, TCEB, together with data experts from Data First and DataRockie.
“The MICE Super Platform represents an important step in transforming the MICE industry’s data resources into digital infrastructure that people across Thailand’s MICE industry can use in their day-to-day work. Our goal is for businesses to access industry-level data without research costs, make faster evidence-based decisions rather than relying on conventional practices, and measure the economic, social, and environmental impacts of events in tangible ways. This is a concrete example of digital-era government services that provide businesses of all sizes with equal access,” Dr. Supawan concluded.
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