TCEB Launches “JerGan,” Thailand’s First Digital MICE Platform
Connecting MICE Travelers with Local Businesses While Unlocking Behavioral Data for Precision Marketing
28 May 2026: The Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, is advancing its Data-Driven MICE strategy with the launch of “JerGan,” Thailand’s first digital MICE platform, under its newly unveiled MaxiMICE Thailand brand initiative. The platform is designed to unlock the full potential of Thailand’s MICE industry by connecting MICE travelers with local businesses, expanding income distribution across the broader MICE value chain, and establishing a MICE Behavioral Data Infrastructure to support more targeted and effective marketing strategies.
The “JerGan” application has been developed as the first touchpoint between MICE travelers and Thailand’s broader MICE ecosystem, integrating venues, events, co-working spaces, business lounges, restaurants, local communities, transportation services, and lifestyle offerings into a single platform. Curated privileges and discounts tailored specifically for MICE travelers are also included, enabling seamless support throughout the entire user journey — before, during, and after events.
The platform allows users to plan their journeys from the very beginning, ensuring a frictionless MICE experience. “JerGan” is driven by the concept: “Your Smart Guide, Where the Community Reveals Its Soul,” while also reflecting the vision of “MaxiMICE Thailand,” TCEB’s new destination brand for the Thai MICE industry, which was officially unveiled at IMEX Frankfurt 2026 last week.
Dr. Jaruwan Suwannasat, Vice President of the Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, explained the strategic rationale and opportunities behind JerGan through a Data-Driven Strategy approach: “Our analysis of Thailand’s MICE customer landscape shows that while the industry continues to grow steadily, there remains significant untapped potential in connecting business travelers with local economies. Much of the spending is still concentrated within event venues, while MICE travelers continue to face pain points in discovering meaningful experiences beyond meetings, conferences, and exhibitions.”
“JerGan serves as a strategic solution that systematically addresses the evolving demands of MICE travelers. The platform enhances the overall MICE experience while enabling spending to flow more effectively across the wider industry value chain and related sectors. It also supports the sustainable growth of Thailand’s MICE economy and ecosystem.”
“In addition, the platform provides venues and operators with valuable insights into traveler behavior — including how delegates spend their time outside events and their pre- and post-event spending patterns. JerGan will therefore become a powerful data platform that can help shape more personalized and effective MICE experiences in the future.”
The platform has been strategically developed under the concept “Beyond meeting, there’s meaning,” functioning as a gateway connecting MICE travelers to a wider ecosystem through three integrated pillars:
- Data-Driven MICE Intelligence – transforming customer pain points into a Behavioral Data Infrastructure capable of driving actionable industry strategies;
- MICE Ecosystem Connector – integrating venues, communities, food and beverage services, transportation, and local experiences into one connected ecosystem;
- MICE Economic Booster – expanding MICE traveler spending beyond venues into surrounding local economies and communities.
JerGan targets both Thai and international MICE travelers across three primary user groups: International MICE Travelers, Conference Organizers, and Thai exhibitors participating in domestic trade exhibitions.
Mr. Attaphon Thenthaisong, Innovation & Technology, Chairperson of the Thai Exhibition Association (TEA) shared perspectives from the exhibition industry: “We have clearly seen the pain points experienced by both attendees and exhibitors, reflecting highly relevant customer insights gathered from tracking the complete MICE traveler journey from start to finish. These insights have become a critical foundation in shaping JerGan into a platform that genuinely addresses industry needs.”
Key ecosystem partners within JerGan include leading venues and business districts such as Bangkok International Trade and Exhibition Centre (BITEC), IMPACT Exhibition and Convention Center, Queen Sirikit National Convention Center, Siam Piwat, Central Group, and the Ratchaprasong district. Service partners include Grab, LINE MAN, and MuvMi, enabling an unprecedented seamless MICE experience.
Data collected through JerGan will feed directly into TCEB’s MICE Behavioral Data Infrastructure, creating actionable insights across multiple dimensions. In the future, MICE operators will gain deeper understanding of attendee profiles — including nationality, professional roles, interests, and decision-making behavior — allowing for more precise marketing strategies, reduced wasted marketing expenditure, and improved conversion rates.
The platform will also support systematic pre- and post-event revenue generation through integration with local partners surrounding event venues, while leveraging historical behavioral insights to enhance future event planning with greater accuracy. Ultimately, JerGan aims to elevate Thai MICE operators into fully data-driven businesses capable of competing sustainably in the digital era.
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