The Thailand Convention and Exhibition Bureau (TCEB) has unveiled a major campaign to attract the global Mice industry.

Thailand Maximise is aimed at reflecting Thailand's growing stature as a destination of choice for international meetings, conventions and exhibitions and will emphasise Thailand's three main value propositions: value for money, total peace of mind when travelling and the country's variety of attractions.

Supawan Teerarat, exhibition director and acting president of TCEB said the campaign would help the country attract more Mice planners and visitors, whose budgets had tightened under the current economic downturn.

Divided into three segments Thailand Maximise includes Max Value for meetings and incentives, Max Rewards for conventions and Max Bonus for exhibitions.

It features offers for both events planners and visitors which are valid until September next year.

"The Mice industry is of growing importance in Thailand. Despite the downturn, TCEB says that 500 overseas business events in Thailand this year will attract about more than half a million business visitors.

"The industry will earn about 51 billion Thai baht ($1.53billion), equivalent to 13 per cent of Thailand's total tourism earnings.

"TCEB has been widely applauded in its efforts, with the government of Thailand placing increasing importance on developing the industry and prioritizing it," said Teerarat.