New initiative promotes wellness, connectivity, sustainability, and Thai hospitality at AIME 2025
Thailand is strengthening its position as a premier destination for business events with the launch of “MEET WELL”, a new campaign introduced by the Thailand Convention and Exhibition Bureau (TCEB) at AIME 2025 in Melbourne. This initiative is designed to align with the growing industry demand for wellness, meaningful experiences, and sustainable event solutions, reinforcing Thailand’s appeal as a top-tier MICE (Meetings, Incentives, Conventions, and Exhibitions) destination.
TCEB led a delegation of 12 Thai exhibitors from Bangkok and Phuket to meet with global buyers at AIME 2025, held from February 10-12. As part of its media presentation, the bureau officially launched MEET WELL, emphasizing how Thailand’s unique strengths can create mindful, immersive, and high-value MICE experiences.
A New Standard for Business Events
According to TCEB President, Mr. Chiruit Isarangkun Na Ayuthaya, the campaign is a response to an evolving events industry that prioritizes value, impact, and well-being.
“MEET WELL is built on Thailand’s rich resources, professional expertise, and industry collaboration. It reassures global event planners that hosting MICE events in Thailand offers not just logistical efficiency but also meaningful and memorable experiences,” he explained.
The campaign is structured around four core pillars, each designed to enhance the overall experience for business travelers:
1. Wellness – Elevating Mind and Body
Thailand’s reputation as a global wellness hub plays a key role in the MEET WELL initiative. The campaign integrates luxury wellness services, holistic therapies, and medical treatments into MICE experiences. Delegates can enjoy pre- and post-event wellness programs, from scientific health treatments to meditation and mindfulness workshops, ensuring a rejuvenating experience while conducting business.
2. Well-Connected – Seamless Travel and City Pairing
TCEB is enhancing connectivity by pairing key MICE destinations with their surrounding regions, offering expanded travel opportunities for event attendees. For instance, a Bangkok-Ayutthaya itinerary, supported by efficient rail links, allows delegates to combine urban meetings with cultural and heritage experiences. This strategy maximizes Thailand’s diverse attractions while ensuring ease of movement between venues.
3. Well-Balanced – Sustainability and Purposeful Travel
With an increasing emphasis on sustainable travel, MEET WELL promotes low-carbon MICE routes and community-driven experiences. Developed in collaboration with the Thai Ecotourism and Adventure Travel Association, these routes allow MICE groups to actively contribute to carbon footprint reduction while engaging in meaningful, environmentally responsible activities.
4. Heartfelt Welcome – The Essence of Thai Hospitality
Thailand’s legendary hospitality is a cornerstone of the MEET WELL experience. Beyond government-backed event support, such as fast-track immigration, logistical assistance, and cultural showcases, the campaign also highlights exclusive industry partnerships. Special tailored workshops, unique cultural activities, and personalized event enhancements ensure a warm and memorable stay for MICE visitors.
Thailand’s Competitive Edge in the Global MICE Industry
By integrating wellness, connectivity, sustainability, and world-class hospitality, MEET WELL aims to position Thailand as a high-value MICE destination. TCEB’s commitment to innovation and meaningful business experiences ensures that Thailand remains a preferred choice for global event organizers.
As international business travel continues to evolve, MEET WELL reinforces Thailand’s ability to offer not just a meeting space—but a holistic, enriching, and impactful event journey.
