TICA LUNCHEON

together toward tomorrow

At the first quarterly luncheon of the Thailand Incentive and Convention Association (TICA), held on 3 July 2025, President Khun Prachoom delivered a visionary presentation titled “Going Further Together: The Future of MICE in Thailand.” Attended by 100 delegates from across the industry, the event reflected strong interest in shaping the future direction of Thailand's MICE sector. Her address traced the evolution of the industry-from its early institutional foundations in the 1960s to its current transformation into a forward-looking, globally competitive sector.

Using an aviation-inspired framework-TAXI, TAKE OFF, FLY-Khun Prachoom illustrated Thailand's MICE journey. The focus has shifted from laying strong operational foundations (TAXI, 2016-2018), to expansion and diversification (TAKE OFF, 2019-2021), and now to value creation and global balance (FLY, 2022-2025), with milestones such as the completion of Dusit Central Park and broader revenue sources.

The presentation highlighted key global and regional trends shaping the industry: the rise of experiential, purpose-driven, and wellness travel; the fusion of business and leisure (“bleisure”); and the integration of sustainability and technology. For Thailand, opportunities lie in lesser-known destinations, health and wellness, and cultural tourism, though challenges persist in infrastructure, talent, regulations, and sustainability.

To navigate these complexities, Khun Prachoom outlined core strategies: workforce upskilling, embracing digital transformation, sustainable development, regulatory reforms, and improving tourist protection. She emphasised collaboration between the public and private sectors, with a collective goal not just to recover from disruptions, but to thrive.

The luncheon served as a rallying call to TICA members and partners to build resilience, reimagine the travel experience, and boldly lead Thailand into its next chapter as a premier global MICE destination. As she concluded, “When the storm comes, what will you choose to build?” - a powerful reminder that the future is a shared endeavour.

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