A delegation led by PPAO officials attended IMEX Frankfurt 2026, described as the world’s largest MICE trade exhibition, held in Frankfurt from May 19-21.
The Phuket delegation included PPAO Finance Division Director Malee Taweepongsak, Transportation Affairs Division Director Darunee Chansin, and PPAO councillors Aphinan Wongna and Setthasak Buason. They were joined by representatives of the Phuket Tourist Association and 11 Phuket tourism businesses.
According to organisers, the event provided an opportunity to strengthen Phuket’s position in the global MICE market and showcase the island’s readiness to host large-scale international events.
Officials noted that Phuket has experienced continued growth as a MICE destination and is set to host three major international events next year: the Global Sustainable Tourism Council (GSTC) conference, InterPride 2026 and the Global Wellness Summit (GWS) 2026.
The PPAO said participation in IMEX Frankfurt was aimed at reinforcing Phuket’s brand as a destination with developed transport infrastructure, internationally recognised service standards and a commitment to sustainable tourism development.
The promotion campaign was also aligned with the launch of Thailand’s new ‘MaxiMICE Thailand’ branding initiative by the Thailand Convention and Exhibition Bureau (TCEB).
The initiative is built around three strategic pillars: convenience, highlighting infrastructure readiness, transport connectivity and smart event solutions; experience, focused on culture, creativity and Thai hospitality; and impact, promoting Thailand as a sustainable destination that delivers positive outcomes for business, society and the environment.
Officials said the MICE sector remains a high-value tourism market, with delegates typically spending significantly more than leisure travellers, making it an important segment for Phuket’s tourism development strategy.
The PPAO said participation in the Frankfurt event would help raise Phuket’s profile in an increasingly competitive international market and support efforts to attract more meetings, incentive travel programmes and international conferences to the island in the years ahead.