{"id":104427,"date":"2026-05-29T13:05:10","date_gmt":"2026-05-29T06:05:10","guid":{"rendered":"https:\/\/prodtceb.reveri.app\/?post_type=newsmedia&#038;p=104427"},"modified":"2026-05-29T18:13:56","modified_gmt":"2026-05-29T11:13:56","slug":"tceb-launches-jergan-digital-mice-platform-cn","status":"publish","type":"newsmedia","link":"https:\/\/prodtceb.reveri.app\/zh-hans\/newsmedia\/tceb-launches-jergan-digital-mice-platform-cn\/","title":{"rendered":"TCEB Launches \u201cJerGan,\u201d Thailand\u2019s First Digital MICE Platform Connecting MICE Travelers with Local Businesses While Unlocking Behavioral Data  for Precision Marketing"},"content":{"rendered":"<div id=\"jergan-en-article\">\n<p class=\"jergan-title\" style=\"text-align: center !important; font-weight: 800 !important;\">TCEB Launches \u201cJerGan,\u201d Thailand\u2019s First Digital MICE Platform<\/p>\n<p class=\"jergan-subtitle\" style=\"text-align: center !important; font-weight: 800 !important;\">Connecting MICE Travelers with Local Businesses While Unlocking Behavioral Data for Precision Marketing<\/p>\n<p class=\"jergan-body\">28 May 2026: The Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, is advancing its Data-Driven MICE strategy with the launch of \u201cJerGan,\u201d Thailand\u2019s first digital MICE platform, under its newly unveiled MaxiMICE Thailand brand initiative. The platform is designed to unlock the full potential of Thailand\u2019s 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.<\/p>\n<p class=\"jergan-body\">The \u201cJerGan\u201d application has been developed as the first touchpoint between MICE travelers and Thailand\u2019s 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 \u2014 before, during, and after events.<\/p>\n<p class=\"jergan-body\">The platform allows users to plan their journeys from the very beginning, ensuring a frictionless MICE experience. \u201cJerGan\u201d is driven by the concept: \u201cYour Smart Guide, Where the Community Reveals Its Soul,\u201d while also reflecting the vision of \u201cMaxiMICE Thailand,\u201d TCEB\u2019s new destination brand for the Thai MICE industry, which was officially unveiled at IMEX Frankfurt 2026 last week.<\/p>\n<p class=\"jergan-body\">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: \u201cOur analysis of Thailand\u2019s 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.\u201d<\/p>\n<p class=\"jergan-body\">\u201cJerGan 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\u2019s MICE economy and ecosystem.\u201d<\/p>\n<p class=\"jergan-body\">\u201cIn addition, the platform provides venues and operators with valuable insights into traveler behavior \u2014 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.\u201d<\/p>\n<p class=\"jergan-body\">The platform has been strategically developed under the concept \u201cBeyond meeting, there\u2019s meaning,\u201d functioning as a gateway connecting MICE travelers to a wider ecosystem through three integrated pillars:<\/p>\n<p class=\"jergan-body\"><strong>1. Data-Driven MICE Intelligence<\/strong> \u2013 transforming customer pain points into a Behavioral Data Infrastructure capable of driving actionable industry strategies;<\/p>\n<p class=\"jergan-body\"><strong>2. MICE Ecosystem Connector<\/strong> \u2013 integrating venues, communities, food and beverage services, transportation, and local experiences into one connected ecosystem;<\/p>\n<p class=\"jergan-body\"><strong>3. MICE Economic Booster<\/strong> \u2013 expanding MICE traveler spending beyond venues into surrounding local economies and communities.<\/p>\n<p class=\"jergan-body\">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.<\/p>\n<p class=\"jergan-body\">Mr. Attaphon Thenthaisong, Innovation &amp; Technology, Chairperson of the Thai Exhibition Association (TEA) shared perspectives from the exhibition industry: \u201cWe 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.\u201d<\/p>\n<p class=\"jergan-body\">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.<\/p>\n<p class=\"jergan-body\">Data collected through JerGan will feed directly into TCEB\u2019s MICE Behavioral Data Infrastructure, creating actionable insights across multiple dimensions. In the future, MICE operators will gain deeper understanding of attendee profiles \u2014 including nationality, professional roles, interests, and decision-making behavior \u2014 allowing for more precise marketing strategies, reduced wasted marketing expenditure, and improved conversion rates.<\/p>\n<p class=\"jergan-body\">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.<\/p>\n<p class=\"jergan-body\" style=\"text-align: center !important;\">* * * * * * * * * * * *<\/p>\n<p class=\"jergan-body\"><strong>Download the JerGan application at:<\/strong><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-104430\" src=\"https:\/\/prodtceb.reveri.app\/wp-content\/uploads\/2026\/05\/01tceb-1.jpg\" alt=\"\" width=\"262\" height=\"262\" srcset=\"https:\/\/prodtceb.reveri.app\/wp-content\/uploads\/2026\/05\/01tceb-1.jpg 262w, https:\/\/prodtceb.reveri.app\/wp-content\/uploads\/2026\/05\/01tceb-1-150x150.jpg 150w\" sizes=\"(max-width: 262px) 100vw, 262px\" \/><\/p>\n<p class=\"jergan-body\"><strong>For further information, please contact:<\/strong><\/p>\n<p class=\"jergan-body\">Corporate Image and Communications Department, Thailand Convention and Exhibition Bureau (Public Organization)<\/p>\n<p class=\"jergan-body\">Ms. Nooch Homrossukhon, Director Tel: +662 694 6000 Email: nooch_h@tceb.or.th<br \/>\nMr. Chakrapong Pongwecharak, Senior Expert Tel: +662 694 6000 Email: chakrapong_p@tceb.or.th<br \/>\nMs. Kwanchanok Otton, Manager Tel: +662 694 6000 Email: kwanchanok_o@tceb.or.th<\/p>\n<p class=\"jergan-body\"><strong>MAKASIS CO., LTD.<\/strong><\/p>\n<p class=\"jergan-body\">Ms. Jitsiri Glinboonnak Tel: 081 441 1510 \/ Ms. Jinjira Rasri Tel: 097 283 7643<br \/>\nMs. Tharantikorn Petdum Tel: 089 884 0219<\/p>\n<\/div>\n","protected":false},"featured_media":104428,"template":"","news-media-category":[2969],"years":[2689],"class_list":["post-104427","newsmedia","type-newsmedia","status-publish","has-post-thumbnail","hentry","news-media-category-corporate-news-2","years-2689"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>TCEB Launches \u201cJerGan,\u201d Thailand\u2019s First Digital MICE Platform Connecting MICE Travelers with Local Businesses While Unlocking Behavioral Data for Precision Marketing - Thailand Convention &amp; 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