The Thailand Convention and Exhibition Bureau (TCEB) has launched a strategic initiative to boost the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry in the latter half of 2024. This move aims to increase revenue through four major projects, including a bid to host the World Pride 2030, support for the Chumphon Royal Project (Bang Boet), and campaigns to attract corporate events.
Chiruit Isarangkun Na Ayutthaya, Director of TCEB, highlighted that these efforts align with the government’s urgent policy to invigorate the MICE sector both domestically and internationally. One key project is the proposal for Thailand to host World Pride 2030, which would position the country as a global hub for LGBTQ+ events. The first day of the Pride month in June 2024 saw nearly 300,000 participants, reflecting the potential for significant international engagement.
TCEB plans to collaborate with over 25 organizations and representatives from each province to showcase Thailand’s capabilities. The final decision on the host province for World Pride 2030, narrowed down to Phuket, Chiang Mai, and Khon Kaen, will be made by July 11, 2024.
To prepare for hosting the World Pride 2030, TCEB has established the ASEAN Pride Alliance and engaged with key figures in the Pride community, including representatives from Japan, Hong Kong, and Bangladesh, who met with the Prime Minister on June 4, 2024. This alliance aims to strengthen Thailand’s bid and promote inclusivity.
Another significant initiative supports the Chumphon Royal Project (Bang Boet) to develop a sustainable MICE industry in secondary cities. TCEB is working with the Tourism Authority of Thailand (TAT) to create a map of 55 secondary tourist cities, aiming to establish MICE standards across these locations. The Bang Boet project, initiated by King Rama IX and continued by King Rama X, serves as a learning center and is set to attract various MICE activities due to its natural beauty and potential.
From June 9 to 11, 2024, TCEB led groups to visit the Bang Boet project, exploring its educational opportunities and promoting it as a prime MICE destination. This visit is part of TCEB’s broader efforts to celebrate the 72nd anniversary of King Rama X.
The third project, “Gather to Meet, Love Thailand,” running from June to November 2024, aims to stimulate domestic MICE activities. This campaign follows the successful “Thailand Meeting” initiative, encouraging innovative conferences with over 1.5 million baht in prizes.
Finally, TCEB plans a roadshow to boost the international MICE market, targeting Shanghai and Guangzhou in China, as well as India. In October 2024, TCEB will host the President Awards in Thailand, recognizing top Indian incentive companies and further increasing MICE revenue and arrivals in the fourth quarter of 2024.
Chiruit emphasized the importance of these projects in promoting Thailand as a leading MICE destination, supported by both public and private sectors. The government’s commitment to sustainable development and digital marketing strategies is expected to drive continued growth in this vital industry.
