The president of the Thailand Convention and Exhibition Bureau (TCEB), Chiruit Isarangkun Na Ayuthaya, unveiled a plan to advance the MICE sector in Thailand by forging long-term resilience using the idea of cultural capital. By the end of 2024, income of 140 billion baht is the target. As per the president of TCEB, the MICE industry globally is confronted with several noteworthy challenges. Consequently, TCEB has established its objective of converting Thailand into a High Value-Added Destination by means of formulating novel approaches, modifying Thai identities via inventiveness and originality, and collaborating with associated industries. Three primary departments will be used by TCEB to support the MICE sector: Mega Events and Festivals, International Exhibition, and Domestic MICE Market.