The Thailand Convention and Exhibition Bureau (TCEB) has solidified its position as a leader in business event solutions by reaffirming its commitment to delivering high-value experiences for the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. The agency has leveraged its signature event, TIME 2025, to highlight the vast potential of business tourism in Thailand, showcasing a fresh concept that combines luxury, wellness, culture, and convenience in an unprecedented way. At the heart of this initiative is the innovative Bangkok–Hua Hin city-pairing destination, designed to offer delegates a seamless and unforgettable travel experience across two of Thailand’s most iconic locations.

Mr. Puripan Bunnag, Acting President of TCEB, said, “Thailand Innovative Meetings Exchange (TIME) is TCEB’s annual event connecting overseas MICE buyers and planners with Thai suppliers to showcase value-drive approach to business events in Thailand. The 2025 edition, held from 16 to 20 June, welcomed 51 overseas buyers and 3 overseas media from 15 markets in Asia-Pacific, Europe and the US. We are proud that TIME 2025 has introduced a wealth of memorable and meaningful experiences that meet the sophisticated needs of the MICE industry. It is in line with our vision “Meet in Thailand, Your Success, Your Moment” campaign, where the 3M elements — Maximization, Meaningful, and Memorable — will help planners unlock new potential in Thailand.”

Bangkok–Hua Hin City Pairing: A Journey of Discovery and Connectivity

The Bangkok–Hua Hin city pairing concept was crafted to demonstrate the power of well-connected destinations, allowing business travelers to enjoy the best of both urban vibrancy and coastal serenity within a single trip. This partnership brings together the dynamic energy of Thailand’s capital, Bangkok, with the tranquil charm of Hua Hin, a coastal destination known for its picturesque beaches and laid-back atmosphere.

One of the standout features of this city pairing is the exclusive Royal Blossom Train Ride, which connects Hua Hin to Bangkok. This unique service, operated by the State Railway of Thailand, offers delegates a luxurious travel experience, complete with retractable wide seats, USB charging ports, worktables, a small bar, and elegant interiors. The spacious design features large windows, allowing passengers to enjoy breathtaking scenic views as they journey between the two cities. The train ride offers ample space for networking, relaxation, or engaging in collaborative activities, making it the perfect way to travel in comfort and style.

Wellness-Focused Programming: A Holistic Approach to Business Travel

Recognizing the growing importance of well-being in business travel, TIME 2025 included a series of wellness-focused programs designed to enhance delegates’ physical and mental health during their trips. These activities, held in both Bangkok and Hua Hin, were carefully selected to reflect Thailand’s rich cultural heritage while meeting the rising demand for holistic wellness experiences.

A highlight of the event was an electrifying Muay Thai demonstration held at the iconic Rajadamnern Stadium in Bangkok. This electrifying display was enhanced with immersive technology, giving delegates an unforgettable experience of Thailand’s national sport.

For those seeking a more relaxing experience, Wat Pho in Bangkok hosted a hands-on class in Traditional Thai Massage. In this class, participants learned self-massage techniques tailored for professionals with limited time. Additionally, the “Travel with Your Nose” workshop, set in a historic neighborhood near Chinatown, introduced attendees to Thailand’s herbal heritage. This workshop featured the crafting of fragrant inhalers at a century-old herbal medicine shop that continues to operate today, offering a sensory journey into the country’s natural healing practices.

The wellness offerings continued in Hua Hin, where delegates could visit the RXV Wellness Village by the river in Sampran. This holistic wellness retreat combined spa therapies, mental health activities, and plant-based cuisine for a rejuvenating experience.To elevate the wellness experience, Chiva-Som, the renowned resort in Hua Hin, offered a holistic approach to well-being, seamlessly integrating fitness, nutrition, scientific principles, and traditional Thai healing practices.

Diverse and Unconventional Venues for Memorable Events

TCEB showcased a wide variety of venues, each carefully chosen to cater to the diverse needs of business event organizers. The venues showcased a variety of styles, ranging from elegant riverside resorts in Bangkok to serene beachfront getaways in Hua Hin. These versatile venues were designed to offer customized solutions for corporate events, ensuring that all aspects of an event—whether it’s meetings, conferences, or social functions—are met with the highest standards of service and facilities.

In Bangkok, renowned riverside locations such as the Four Seasons Hotel, Anantara Riverside Resort, Avani+ Riverside, Millennium Hilton, and True Icon Hall provided stunning vistas and elegant environments, perfect for hosting exclusive events. For those preferring a more central location, CBD venues like Dusit Central Park Hotel and dining spots such as the House on Sathorn and the Nobu Rooftop Bar provided an iconic urban backdrop.

Meanwhile, Hua Hin’s coastal offerings included The Standard Hua Hin, a stylish venue perfect for beachside team-building activities, along with the luxurious Hua Hin Marriott Resort & Spa and InterContinental Hua Hin Resort. The Ban Chok Restaurant in Hua Hin added a unique, unconventional venue option for social functions, offering a mix of traditional Thai architecture and modern amenities.

Cultural and Community Immersion: A Rich Experience Beyond Business

The TIME 2025 program also embraced Thailand’s rich cultural heritage, giving delegates the opportunity to engage with local traditions and history. One of the key highlights was an interactive storytelling experience at the Pipit Banglamphu Museum in Bangkok. Using a blend of cutting-edge technology and classic displays, the museum vividly brought the rich cultural history of the Banglamphu district to life, offering delegates an immersive journey into the area’s historical significance.

In addition, an art workshop at Baan Silapin (The Artist’s House) along the historic Bang Luang Canal provided a hands-on opportunity to explore local craftsmanship and creativity. On the journey to Hua Hin, delegates visited a sugar palm plantation in Phetchaburi, where they witnessed the traditional technique of collecting sap for palm sugar production and the making of Thai desserts. This immersive experience highlighted the beauty of Thailand’s agricultural practices and the importance of sustainable farming.

Corporate Social Responsibility (CSR): Making a Positive Impact

Reinforcing TCEB’s commitment to social responsibility, TIME 2025 featured a Corporate Social Responsibility (CSR) initiative that made a meaningful contribution to local communities. Delegates participated in a donation drive, providing sports equipment, school supplies, stationery, and bicycles to the Education Division of Cha-am Municipality in Phetchaburi Province. This initiative aimed to support local youth and improve access to education, showcasing the MICE industry’s potential to contribute to social change and sustainable development.