Hanoi (NNT/VNA) – The Thailand Convention and Exhibition Bureau (TCEB) has achieved significant international recognition after its campaign was selected as one of the Top 3 finalists in the Social Impact Marketing category at the SMARTIES Thailand 2025 Awards, organised by MMA Global.
TCEB is the only government agency to advance to the final round this year, reflecting its leadership in innovative marketing within the MICE sector.
The SMARTIES Awards are a globally recognised platform honoring marketing campaigns that demonstrate exceptional creativity, technological innovation, and measurable business impact. Winners receive international acknowledgement and are featured in global rankings such as the WARC 100, produced by the World Advertising Research Centre. This year’s competition honors outstanding campaigns across seven major categories and 17 sub-categories.
TCEB President Dr. Supawan Teerarat expressed pride in the achievement, noting that the recognition reflects strong collaboration among private-sector partners, organisations, and associations. She emphasised that the campaign goes beyond event promotion, helping extend the value of meetings and incentives to local economies, strengthen communities, and generate more equitable income distribution across regions.
The campaign used social media photo and video storytelling to promote domestic meetings, seminars, and incentive travel, focusing on three themes: “Love the Community, Love Health, and Love the Planet.” It offered more than 1.5 million THB in benefits and prizes to inspire new approaches to organising meetings in Thailand.
The campaign reflects TCEB’s strategy for advancing the MICE industry through three core principles: Strategic Innovation, which leverages sentimental marketing instead of direct subsidies to stimulate genuine market demand; Sustainable Economic Impact, which focuses on creating long-term and broadly distributed returns on investment; and People-Centred and Inclusive Growth, which works to strengthen the MICE ecosystem, encourage event distribution across all regions, reduce economic disparities, and channel income to local communities nationwide.
The campaign attracted 14,971 participants from June to November 2024—125% above target—and generated 133.54 million THB in economic impact, benefiting local communities through jobs, services, and community activities.
The TCEB President concluded that achieving a Top 3 position in a global competition reflects the strong marketing potential of Thailand’s MICE industry and underscores TCEB’s success in positioning MICE as a key driver of national economic activity./.
Thailand welcomes visitors with complimentary amazing bags
Under Thailand's campaign, travelers can receive a free Amazing Bag by simply presenting their passports at designated distribution points. The signature red welcome bag features curated souvenirs crafted by local Thai communities nationwide, inspired by the concept “5 Must Do in Thailand.” Each item reflects authentic Thai artistry, culture, and storytelling.
