TCEB FORMS NEW TEAM FOR GROWING DOMESTIC MICE MARKET New MICE Perspectives - Discover Your MICE Experience in Thailand

12 June 2023: TCEB unveils the new management team with the mission to grow domestic MICE market, highlighting the country’s new potential for domestic industry. The aim is to upgrade the domestic MICE market as a means to strengthen the grass-root economy in a sustainable way. It is anticipated that domestic MICE travellers will amount to 17.79 million, generating 59,000 million baht of revenue by the end of 2023.

Mr. Chiruit Isarangkun Na Ayuthaya, President, Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, stated that TCEB has been aware of the significance of domestic MICE industry due to its steady growth rate averaging at 5% during the normal situation between 2017 and 2019. The industry has witnessed the trends of more events organisation and increased travelers across every region of Thailand. In this connection, TCEB has reshuffled its team and produced integrated plans to grow the domestic MICE industry under the concept of “New MICE Perspectives - Discover Your MICE Experience in Thailand ”. The plan is aimed at forming a network for multiplying market opportunities and developing joint actions for success. As a result, the Domestic MICE Market Promotion Department is established to fulfill a 360-degree mission that is inclusive of the development of products, services, destinations, venues, entrepreneurs, local communities, and related networks, marketing promotion and campaign, support schemes, and marketing communication.

The major scheme formulated for the upgrade of the domestic MICE industry comprises the following elements:  1. expedite business growth with measurable results (Growth Promotor) through the use of innovation and new platforms and develop business growth model for the sustainability of the industry; 2. cement business co-operation between Thailand and overseas partners (Business Connector) through the network of MICE Development Committee; 3. support and incubate MICE business on a comprehensive basis (Industry Nurturer) to lay out the future and new industry master plan; and  4. enhance long-term value of the economy and society alongside the development of Ecosystem Architecture of the industry and sustainability of the destinations and locations, which will be achieved through “3 Sor” strategy - Saang (create), Serm (strengthen) and Sanab Sanun (support).   

Saang Strategy is to form an alliance network to attract global MICE events that will help promote local MICE businesses. For example, EEC Cluster Fair 2023, which is running from 6-8 September 2023 at the Nong Nooch Pattaya International Convention and Exhibition Center (NICE) or the bidding of Udon Thani International Horticultural Exhibitions Center 2026, which is scheduled in 2026 at Nong Dae, Muang District, Udon Thani Province.

Serm Strategy is to strengthen and expand the domestic MICE industry through the Empower Thailand Exhibition (EMTEX) project. EMTEX aims to grow domestic exhibitions to meet sustainability and to upgrade themselves through the use of technology and innovation. For example, the upgrade of Fruit Innovation Fair, the largest agricultural and fruit processing technology and innovation show in the East. The fair is aimed at stimulating the economy of the eastern region and was able to produce a total transaction value of 3,000 million baht. The other is The AGROFEX, held in Korat, which is the largest food and agricultural technology and innovation exhibition of the Northeast.

Sanab Sanun Strategy is to push and support exhibitions to become international trade shows through Exhibition-InterReady project. The selected next-year targets of the project are two strategic industries - Next Generation Automotive and Food for the Future.

TCEB also sets the focus on domestic conventions and domestic exhibitions. As of now, there are a total of 38 domestic conventions supported by TCEB. Attracting a total of 30,351 attendees, they have generated 380 million baht in economic impact values. TCEB-supported domestic exhibitions, a total of 18 shows, have created economic impact values of 180 million baht, 7,500 million baht in value of business negotiations with over 400,000 visitors across Thailand.

Mr. Chiruit added that TCEB currently has 4 regional offices - the North, the Northeast, the East-West-Central regions, and the South. The bureau is running a key project to transform the North into a destination of an international conference on tea and coffee. Chiang Mai and Chiang Rai are the targets due to their geographical features suitable for quality tea and coffee plantation.

For the Northeast, TCEB is utilizing the extraordinary and colorful vibes of the region to develop a new MICE route “Experience the Magic of ISAN MICE Routing.” In 2023, 4 new MICE routes have been created in Khon Kaen, Udon Thani, Nakhon Ratchasima, and Ubon Ratchathani. The highlighted new route will feature a 3-day 2-night excursion program in which CO2 emission will be measured throughout the journey to identify CO2 emission of each person per trip.

The central region has been serving as an international MICE hub of the country, thus, attracting a line-up of large-scale events. For example, the GMS Logistic, which aims to fortify the efficiency of logistics connection for tourism and MICE through the GMS Economic Corridors under the One Belt One Road scheme, is taking place from 28-30 June 2023. The CVTEC MICE Business Roadshow 2023, scheduled from 19-21 July 2023 in the eastern region, will experience the visits of the executives and entrepreneurs of tourism and MICE businesses from Vietnam and Cambodia. They will witness business-ready locations and meet tourism and MICE entrepreneurs in 4 provinces of Chonburi, Rayong, Chanthaburi, and Trat. The other event is The EEC Cluster Fair, held in collaboration with the Eastern Economic Corridor (EEC) for 3 consecutive years, will be running from 6-9 September 2023.

The South is now featured strongly with Phuket bidding for Expo 2028 Phuket Thailand, and the final selection of the host city being scheduled on 21 June. Another key event is the 2nd MICE Bazaar, a business platform for MICE suppliers and buyers to be held in September on Koh Samui in Surat Thani. This business event will feature the southern identity through the project of product and service development where luxury cruising industry and local cuisine will be spotlighted.

Mr. Chiruit concluded that, “The new dimension of domestic MICE plays a significant role in driving Thailand’s economy, particularly the grassroots economy as it helps create jobs, generate income, and improve the quality of life of local communities. All of which are considered the core pillars of sustainable national development.”

The performance of the domestic MICE industry in the first half of the fiscal year 2023 (October 2022 - March 2023) has been marked with the number of 10,974,350 travelers, generating 25,016 million baht in revenue. It is anticipated that the number will total 17,790,000 by the end of the fiscal year 2023 (October 2022 - September 2023) when 59,000 million baht in revenue will be generated.