Songkhla’s administration is collaborating with tourism businesses to position the province as a prime MICE (meetings, incentives, conferences, and exhibitions) destination for Malaysian visitors.
Sitthipong Sitthipatprapa, chairman of the hotel operators’ association in Hat Yai, noted that Songkhla is well-prepared to host MICE events, boasting a variety of venues suitable for such activities.
In recent months, the local administration has joined forces with the association, Songkhla Chamber of Commerce, Thailand Convention and Exhibition Bureau (TCEB), and the Thai Consulate in Penang to highlight Songkhla’s MICE capabilities to Malaysian companies, government offices, and travel agencies.
To boost awareness, the “Songkhla MICE City Roadshow” was held in Ipoh and Penang on May 14-15, showcasing the province’s potential as a business destination to Malaysian businesses and officials.
Although Songkhla was designated a MICE destination in 2020, promotional efforts were hampered by the Covid-19 pandemic. Despite support from local sectors, international interest remains modest.
“MICE attendees tend to have higher purchasing power, spending between 10,000 and 15,000 baht per day, which is 2–3 times more than general tourists,” Sitthipong explained.
He emphasized Songkhla’s suitability for MICE events, citing venues like the Prince of Songkla University International Convention Centre, which can host up to 10,000 people.
Wittaya Saelim, a tour operator in Songkhla, endorsed the initiative, noting that Malaysian companies frequently hold corporate events in the province, contributing significantly to the local economy.
Local officials and business leaders continue to support these efforts, recognizing the potential economic benefits for the region.
