The award was for the best marketing strategy in a changing exhibition industry and, in recognition of the programme’s timeliness, originality, and impact on the exhibition industry.

Over the past two years, ‘MICE Winnovation’ has proven to be a marketing booster for the exhibition industry in Thailand. In 2021, TCEB received applications from organisers seeking innovation and technology for 26 events.

TCEB then tracked the economic impacts of the technology introduced in 10 of these events. The results were revealing: the technology adopted created 63.54 million euro in value from a budget of 190,000 euro.

Top two areas implementing new technologies were the organisation of hybrid events and crowd management for health and safety purposes.

In 2022, TCEB continues to promote hybrid technology for events and help MICE organisers in the country, explore the use of robotics, automation, and facial recognition to boost productivity and enhance visitor experience.

‘MICE Winnovation’is a collaboration between TCEB and six partners namely the National Science and Technology Development Agency,  National Innovation Agency, Digital Economy Promotion Agency, Thai Exhibition Association, Thailand Incentive and Convention Association and Thailand International Events & Festivals Trade Association.