Thailand stepped onto the global stage at IMEX Frankfurt 2025 with a bold, unified message: the Land of Smiles is ready to redefine business events. Showcasing its full potential as a Meetings, Incentives, Conferences, and Exhibitions (MICE) powerhouse, Thailand offered a compelling blend of regional diversity, cultural richness, and strategic promotion across two vibrant pavilions.
At the heart of the Thai presence, the Thailand Pavilion (A180) presented a curated cross-section of the country’s most compelling event destinations. From the tranquil shores of Phuket and Krabi in the South, to the cultural charm of Chiang Mai in the North, and the cosmopolitan energy of Bangkok and Nonthaburi in Central Thailand, the pavilion demonstrated the nation’s seamless capacity to host world-class events across a spectrum of settings.
Meanwhile, the Pattaya Pavilion (A190) brought the Eastern seaboard into focus. With its rapidly growing infrastructure and an expanding portfolio of venues, Pattaya underscored its emergence as a serious contender on the regional business events map.
Adding vibrancy to the showcase, the Thailand Convention and Exhibition Bureau (TCEB) infused the pavilion with a taste of tradition through live performances of the Bun Bang Fai Dance. Originating from Thailand’s northeastern Isan region, the colorful rocket festival dance offered attendees not just entertainment, but a deeper cultural connection—and a fresh destination to consider for future gatherings.
Together, these elements formed a powerful narrative: Thailand is more than a destination—it’s an adaptable, all-year-round events partner capable of delivering sustainable, personalized, and unforgettable MICE experiences.
Beyond the pavilions, IMEX Frankfurt 2025 introduced enhancements across the show floor. The IMEX Events App, sponsored by Visit Monaco, delivered a streamlined user experience, making it easier than ever for buyers to manage schedules and meetings on the go.
The education program, housed at the bustling Inspiration Hub, featured over 200 sessions under nine thematic tracks, including this year’s headline theme, Impact. From thought-provoking talks to interactive installations like tape art, a mirror box, and a giant paint-by-numbers wall, the program pushed the boundaries of creativity and provided planners with fresh tools to elevate their own events.
Balancing the buzz, quiet zones throughout the venue offered moments of calm—ideal for focused work or a mental reset.
With its vibrant showcase at IMEX Frankfurt 2025, Thailand proved it is not just participating in the global MICE conversation—it’s helping lead it.
