MICE INITIATIVES

Weathering the Storms of 2025: Insights from TIME in Thailand

Thailand's MICE (Meetings, Incentives, Conferences, and Exhibitions) industry is facing mounting pressures - from geopolitical tensions and trade disruptions to a downturn in Chinese arrivals. Yet within this turbulence lies the potential to innovate, collaborate, and adapt.

These themes were central to TIME 2025, hosted by the Thailand Convention and Exhibition Bureau (TCEB) from 16-20 June in Bangkok and Hua Hin. Under the banner 'The Power of Going Beyond', the event brought together 250 global MICE leaders for insight-sharing, cultural immersion, and forward-looking discussion.

Despite market uncertainty, five key strategies emerged to help MICE professionals position for long-term success:

1. Control What You Can - and Prepare for Change

Keynote speaker - Andrew Staples, Principal of GeoPol advised businesses to focus on what's within their control while planning for multiple scenarios. With global power structures shifting, he urged organisations to “filter the noise, focus on signals, and ask the 'what if' questions.”

2. Stay Agile and Regionally Aware

Flexibility is key, noted Brad Edman of Marriott International. He encouraged diversifying source markets beyond China - looking to the US, Middle East, Japan, and Australia - while focusing on value, not just price. As Betty Chan of Four Seasons added, “It's not about discounting, but delivering meaningful benefits.”

3. Put Sustainability First - and Share Your Story

Clients increasingly prioritise sustainability, said Paulomi Debnath of Meetings & Incentives Worldwide. She urged Thai operators to showcase their CSR initiatives and eco-friendly practices. “It may not win the bid alone, but it adds real value.”

4. Innovate Authentically and Inclusively

Thailand's cultural depth and hospitality are key differentiators. Mari Yoshikawa of Erick encouraged venues to share modern, sustainable narratives to shift outdated perceptions. Meanwhile, inclusivity - including neurodivergent accessibility - must become a greater focus in event design.

5. Go Beyond - Create Memorable Experiences

TCEB's Supanich Thiansing summed it up: “We don't just want people to meet in Thailand. We want them to stay longer, spend more, and come back.” The aim is not only to deliver events, but to leave delegates genuinely moved by their experience.

Source : M&C / ASIA