New Initiative Aims to Connect Business Travellers with Local Communities, Drive Sustainable Growth and Create a Data-Driven Future for Thailand’s Meetings Industry
Thailand is taking a significant step towards modernising its Meetings, Incentives, Conferences and Exhibitions (MICE) sector with the launch of JerGan, the country’s first integrated digital platform designed specifically for MICE travellers.
Developed by the Thailand Convention and Exhibition Bureau, the platform forms a key component of the organisation’s newly introduced MaxiMICE Thailand strategy, which seeks to strengthen Thailand’s position as a leading business events destination while ensuring that economic benefits are distributed more widely across local communities and businesses.
The initiative represents a major advancement in Thailand’s efforts to leverage digital technology, visitor insights and community engagement to enhance the overall MICE experience while supporting long-term industry sustainability.
Bridging Business Travel and Local Economies
As competition intensifies among global business events destinations, industry leaders are increasingly looking beyond traditional venue and infrastructure development to create more immersive and economically inclusive experiences.
JerGan has been designed to address this challenge by creating a direct connection between MICE travellers and local service providers, enabling delegates to engage more deeply with destinations while supporting local economies.
The platform integrates a wide range of services into a single digital ecosystem, including:
- Convention and exhibition venues
- Business events and conferences
- Co-working spaces
- Restaurants and local dining experiences
- Transportation services
- Lifestyle and tourism attractions
- Community-based enterprises
- Retail and hospitality offerings
By bringing these services together on a single platform, JerGan aims to provide business travellers with a seamless and personalised experience before, during and after their events.
The initiative is guided by the concept “Your Smart Guide, Where the Community Reveals Its Soul,” reflecting TCEB’s vision of creating more meaningful connections between visitors and local communities.
Supporting Thailand’s MaxiMICE Vision
The launch of JerGan forms part of TCEB’s broader MaxiMICE Thailand strategy, which focuses on enhancing competitiveness, innovation and sustainability within the country’s business events sector.
Through curated privileges, exclusive offers and destination-specific recommendations, the platform seeks to encourage delegates to extend their engagement beyond conference venues and explore local experiences that contribute directly to regional economies.
This approach aligns with growing global demand for “bleisure” travel—a combination of business and leisure experiences—where travellers increasingly seek authentic cultural interactions alongside professional commitments.
By encouraging spending across a broader range of businesses, TCEB aims to increase economic value creation throughout the MICE supply chain rather than concentrating benefits solely within major venues and hotels.
Building a Data-Driven MICE Industry
A defining feature of JerGan is its role in creating what TCEB describes as a MICE Behavioural Data Infrastructure, a comprehensive data ecosystem designed to better understand traveller preferences, behaviours and spending patterns.
Information collected through the platform will provide valuable insights into how delegates move through destinations, engage with local businesses and utilise tourism services.
These insights are expected to help TCEB and industry stakeholders:
- Improve destination planning
- Enhance visitor experiences
- Develop targeted marketing campaigns
- Strengthen business event offerings
- Identify emerging market trends
- Optimise resource allocation
The initiative reflects a growing trend among destination management organisations worldwide to use data analytics and digital technologies to drive more informed decision-making and improve competitiveness.
Industry Collaboration at the Core
The success of the platform is being supported through partnerships with key stakeholders across Thailand’s business events and hospitality ecosystem.
Among the major partners participating in the initiative are:
- Bangkok International Trade and Exhibition Centre
- IMPACT Exhibition and Convention Centre
The platform also integrates services from leading mobility and delivery providers, including:
- Grab Thailand
- LINE MAN Thailand
These partnerships are intended to ensure delegates have convenient access to transportation, dining and local services while attending meetings, exhibitions and conferences throughout Thailand.
Enhancing the Delegate Experience
One of JerGan’s primary objectives is to simplify the often-fragmented experience faced by business travellers.
Traditionally, MICE delegates have relied on multiple platforms and service providers to manage transportation, accommodation, dining and local activities. JerGan consolidates these touchpoints into a single user-friendly interface, improving convenience and enabling more personalised experiences.
The platform also offers curated benefits and discounts, providing added value for users while encouraging exploration of local businesses and attractions.
This integrated approach is expected to increase visitor satisfaction while generating additional revenue opportunities for participating enterprises.
Strengthening Thailand’s Position as a Global MICE Hub
Thailand has long been recognised as one of Asia’s leading destinations for international conferences, exhibitions and incentive travel programmes.
The country’s combination of world-class venues, strong hospitality infrastructure, strategic geographic location and rich cultural heritage has enabled it to attract a diverse range of business events from around the world.
With the introduction of JerGan, TCEB is seeking to further strengthen Thailand’s competitive position by embracing digital innovation and data-driven destination management.
According to TCEB leadership, the platform addresses evolving expectations among modern business travellers while helping the industry adapt to changing market dynamics.
Dr. Jaruwan Suwannasat, Vice President of TCEB, noted that significant untapped opportunities exist in connecting business travellers more effectively with local economies. She described JerGan as a strategic solution designed to respond systematically to the evolving needs of MICE participants while supporting sustainable growth throughout Thailand’s business events ecosystem.
A New Chapter for Thailand’s Business Events Industry
As destinations worldwide compete to attract high-value meetings and events, digital transformation is increasingly becoming a key differentiator.
Through JerGan, Thailand is positioning itself at the forefront of this evolution by combining technology, community engagement and data intelligence within a single platform.
The initiative not only aims to improve the visitor experience but also seeks to create a more inclusive and sustainable model of tourism and business events development.
By connecting delegates with local businesses, generating actionable insights and supporting destination-wide collaboration, JerGan represents a significant step towards transforming Thailand’s MICE industry into a fully integrated, data-driven ecosystem capable of delivering long-term value for visitors, businesses and communities alike.
