The Thailand Convention and Exhibition Bureau (TCEB) has introduced JerGan, a digital platform designed to transform the country's Meetings, Incentives, Conferences, and Exhibitions (MICE) landscape. Launched under the MaxiMICE Thailand brand, JerGan serves as a single gateway linking MICE travellers with local businesses, from venues and co-working spaces to transport and food delivery services.
Dr. Jaruwan Suwannasat, Vice President of TCEB, explained that the platform addresses a long-standing gap in connecting business travellers with local economies. "JerGan is a strategic solution that systematically meets the evolving demands of MICE travellers," she said. The platform integrates partners including the Bangkok International Trade and Exhibition Centre (BITEC), IMPACT Exhibition and Convention Centre, Grab, and LINE MAN, offering curated privileges and discounts.
Data-Driven MICE Marketing
A core feature of JerGan is its MICE Behavioural Data Infrastructure, which collects and analyses traveller behaviour. This data enables TCEB and its partners to design more precise marketing strategies, targeting both Thai and international MICE visitors. The platform aims to make Thailand's MICE industry fully data-driven, moving beyond traditional promotional approaches.
The platform's tagline, "Your Smart Guide, Where the Community Reveals Its Soul," reflects TCEB's vision of showcasing local culture and businesses. By directing MICE travellers to smaller enterprises, JerGan supports sustainable income distribution across the value chain. This aligns with broader efforts to strengthen Thailand's position as a MICE hub in Southeast Asia, complementing initiatives such as Thailand's push into luxury medical tourism.
Partnerships and Integration
Key partners include major exhibition centres like BITEC and IMPACT, as well as ride-hailing and delivery services. The platform also integrates event listings, co-working spaces, and local service providers, ensuring a seamless experience before, during, and after events. TCEB expects JerGan to attract both corporate event planners and independent business travellers, offering them a centralised tool for planning and discovery.
The launch comes as Thailand's MICE sector rebounds strongly post-pandemic, with increasing demand from Asia-Pacific and European markets. TCEB's data infrastructure will help track shifting preferences, such as the rise of hybrid events and demand for sustainable venues. This mirrors trends seen in other regions, such as the UAE's investment in travel infrastructure to support business events.
JerGan is available to both Thai and international MICE travellers, with plans to expand its partner network and data capabilities. TCEB aims to position Thailand as a leader in data-driven MICE marketing, offering insights that can help airlines, hotel groups, and tour operators tailor their offerings. For example, airlines like Air India and Riyadh Air are expanding connectivity, which could feed into Thailand's MICE traffic.
Dr. Suwannasat emphasised that JerGan is not just a booking tool but a strategic asset for the entire MICE ecosystem. "By understanding traveller behaviour, we can create more relevant experiences and support sustainable growth," she said. The platform's success will depend on adoption by both businesses and travellers, but TCEB is confident that its data-driven approach will set a new standard for MICE destinations in Asia.
