Dear TICA Members,
Sawasdee krub.

Thailand's Meetings, Incentives, Conventions, and Exhibitions (MICE) industry has experienced extraordinary growth from 2023 to 2024, firmly establishing the nation as a premier global destination for business events. In the first quarter of 2024 alone, the sector generated an impressive revenue of 36.55 billion Baht, marking a phenomenal 99.3% increase compared to the same period in 2023. This remarkable progress underscores the industry's resilience, adaptability, and capacity for innovation following pandemic-related challenges.

For the fiscal year 2024 (October 2023 to September 2024), Thailand welcomed 1.16 million international MICE travelers, a substantial 42% rise from the 810,000 visitors recorded in 2023. This growth reflects Thailand's enduring appeal as a MICE hub, driven by its strategic location, world-class infrastructure, and rich cultural offerings. Notably, the introduction of a free visa policy significantly contributed to these record-breaking numbers.

Looking Ahead: As we prepare for 2025, Thailand is set to host an array of high-profile international events, each attracting between 5,000 and 10,000 participants. Mainland China, India, and Malaysia remain our top source markets, with strong contributions from Vietnam, Korea, and Europe. These numbers reaffirm the critical role of the MICE industry in driving Thailand's economic growth and solidifying its global standing.

Air Connectivity - A Game-Changer: Enhanced air connectivity has been pivotal in cementing Thailand's reputation as a top MICE destination. In 2024, eight new international airlines introduced direct routes to major hubs such as Bangkok, Phuket, Pattaya, and Chiang Mai. This December, airline seat capacity surged by 23%, from 3.77 million to 4.62 million compared to December 2023.

The improved accessibility has attracted a more diverse range of MICE participants, facilitating cross-cultural exchanges and strengthening economic ties. As air connectivity continues to expand, Thailand is well-positioned to host large-scale events and maintain its momentum as a global business travel hub.

Addressing Challenges in Workforce Development: Despite this success, our industry faces an ongoing challenge: a shortage of skilled professionals. Recruiting fresh university graduates and retaining talent - particularly from the Gen Z demographic - is imperative. While this group brings high performance and creativity, they often prioritize work-life balance, which can be challenging in the hospitality sector. To remain competitive, we must foster workplace environments that promote creativity, purpose, and well-being while offering a balanced lifestyle.

The Rise of Well-Being Events: Thailand is leading a global shift toward integrating well-being into business events. From mindfulness retreats and yoga workshops to corporate wellness programs, our country's unique cultural heritage, natural beauty, and exceptional facilities make it a preferred destination for these transformative gatherings.

This trend not only enhances delegate satisfaction but also boosts productivity and creativity, redefining traditional business events. By embracing this movement, Thailand's MICE industry ensures its continued relevance and appeal to global event organizers and participants.

This year's success is a testament to the unwavering dedication and hard work of our members together with Thailand's enduring appeal as a premier business events destination. I extend my deepest gratitude to everyone involved, including TCEB, whose visionary leadership has been instrumental in driving our success.

As we sign off on this remarkable chapter, I wish all our members and their families a very happy and prosperous New Year. Let us continue striving for excellence and achieving new milestones together in 2025.

Warm regards,
Mr. Sumate Sudasna
President, Thailand Incentive and Convention Association (TICA)