TCEB

MICE scurry back to Thailand

China's reopening has unlocked the floodgates as business travellers return to attend exhibitions and conventions in Thailand after a three-year hiatus

Tourism has flourished since Thailand fully reopened in the second half of last year.

For business travel, the sector known as MICE (meetings, incentives, conventions and exhibitions) saw a big leap after Thailand hosted the Asia-Pacific Economic Cooperation (APEC) summit in Bangkok, with many hotels getting a boost from this segment.

The Thailand Convention and Exhibition Bureau (TCEB) and Phuket have been running the bidding process for Specialised Expo 2028, with the aim of driving the economy of the island tourist site through collaboration between the private and public sectors.

MICE has been a major contributor to the hospitality sector in Thailand for years, with spending per trip almost double that of leisure tourists, according to TCEB.

In 2019, the international MICE market generated 93.9 billion baht for Thailand, while domestic MICE earned 107 billion baht.

Total MICE revenue accounted for 3.27% of the country's GDP. With tourism returning as a major driver of the Thai economy amid expectations of more than 25 million arrivals this year, operators are keen on post-pandemic opportunities in the MICE segment.