TOURISM

MICE Tourism Sector Urges Swift Government Support

Thailand's MICE (Meetings, Incentives, Conventions and Exhibitions) tourism sector is calling for urgent government support as it faces a sharp decline in visitor numbers.

Projections for 2024 indicate that MICE arrivals will fall below one million, down from 1.1 million in 2023. So far this year, the country has welcomed 590,000 MICE tourists, generating 33 billion baht—less than half of last year's 69.5 billion baht.

The Thailand Incentive and Convention Association (TICA) has outlined critical measures requiring government action to address recent setbacks, including natural disasters and the lingering effects of international trade policies such as tariffs imposed during the Trump administration.

Newly appointed TICA President, Prachoom Tantiprasertsuk, said the immediate focus is on aggressive sales and marketing campaigns, targeting resilient sectors such as food, healthcare, professional services, and entertainment. With a downturn in long-haul markets, efforts will shift towards regional and domestic visitors. Spending patterns have changed, with MICE travellers staying for shorter periods and reducing their budgets. The top ten source markets include China, India, Malaysia, Vietnam, South Korea, Singapore, Hong Kong, Germany, the United States, and Japan.

TICA President Emeritus, Sumate Sudasna, observed that clients are becoming increasingly cost-conscious, with many comparing quotes before committing. Destination management profit margins have declined from 20% to around 10-15%. He advocated for government incentives, especially tax breaks for events hosted in secondary cities.

While short-term stimulus is vital, both leaders stress the need for long-term investment in infrastructure, skills development, and internationally recognised sustainability standards. Prachoom also underlined the importance of improving global accreditation for Thai venues. On the government's soft power initiative, she noted it offers new promotional angles, though its direct impact on the MICE sector remains limited.

Source : THAI PBS WORLD