MICE INITIATIVES

Thailand Eyes MICE Supremacy in Southeast Asia

Thailand is pulling out all the stops to become the epicentre of MICE tourism in Southeast Asia, with Vietnam emerging as a potential powerhouse partner. This ambitious vision, spearheaded by Puripan Bunnag, Senior Vice President of the Thailand Convention and Exhibition Bureau (TCEB), aims to harness the post-pandemic resurgence in the MICE sector to bolster Thailand's economy.

"The MICE segment is bouncing back robustly, contributing positively to our economy after the challenges posed by the Covid-19 pandemic."

In a remarkable recovery, Thailand welcomed 636,694 foreign MICE tourists in the first half of its 2024 fiscal year, generating 36.72 billion baht. Vietnam ranked seventh, contributing 20,446 Vietnamese MICE visitors to this surge. Vietnam's strong economic growth and substantial foreign direct investment make it a fertile ground for MICE tourism.

The TCEB's Cambodia-Vietnam-Thailand Economic Corridor (CVTEC) project aims to enhance travel connectivity and foster collaboration between MICE businesses in these countries. This initiative is expected to attract more foreign MICE tourists with seamless cross-border travel experiences.