Thailand’s MICE City network has expanded to 16 destinations, as the country looks beyond its established convention hubs and seeks to match business events with the economic and cultural strengths of individual cities.
THAILAND – Thailand has added six destinations to its national MICE City network, widening the country’s business events proposition beyond its traditional centres and opening new possibilities for associations looking for alternatives to major gateway cities.The Thailand Convention and Exhibition Bureau (TCEB) announced on 29 September that Krabi, Chiang Rai, Nakhon Si Thammarat, Rayong, Ubon Ratchathani and Hua Hin–Cha-am have been certified as MICE Cities, bringing the national network to 16 destinations.
Each has been positioned around what TCEB describes as its “Destination DNA”. Rayong, for example, is being developed as an industrial MICE hub supporting Thailand’s Eastern Economic Corridor, while Chiang Rai is positioned around creativity and culture. Krabi adds an Andaman destination, and Ubon Ratchathani offers a gateway to the Mekong subregion. For associations, this approach is potentially more interesting than simply adding another selection of venues to Thailand’s inventory.
International associations increasingly look for destinations that align with their professional communities and congress objectives. An engineering or industrial association may find Rayong’s economic ecosystem relevant, while organisations focused on culture, sustainability or regional development may find opportunities elsewhere. Certification is based on eight criteria and 32 indicators, including accessibility, venues, accommodation, safety, event support and pre- and post-event activities.
TCEB also intends to strengthen local MICE ecosystems and introduce destination-specific assessment criteria. For Thailand, the strategy could ultimately make association meetings an instrument of regional development rather than concentrating their economic and knowledge impact in Bangkok and a handful of established destinations.
