“Have you redesigned your MICE events in the past two years?” — this was the thought-provoking
question that set the tone for Khun Supawan Teerarat’s keynote address on the future of
Thailand’s MICE industry. In a rapidly evolving landscape, she emphasized that the goal is not
just change for change’s sake, but change that truly matters.
Thailand’s MICE strategy, she noted, is designed to generate real sector transformation —
not superficial improvement. “We aim to deliver high-value outcomes that position Thailand as
the regional business gateway,” she said, highlighting the nation’s ongoing mission to lead
Asia’s business events landscape through innovation, inclusivity, and sustainability.
A key driver of this transformation is the generational paradigm shift. By 2025, Gen Z
will constitute the largest segment of the global workforce, and by 2032, they will account for
28% of the world’s population — emerging as the most influential group of MICE travellers.
“Different values, different expectations, different events,” she observed. “The future audience
seeks authenticity, purpose, and engagement.”
The sustainability imperative has also evolved. Once a niche concern, it is now
non-negotiable. “Today, 65% of attendees expect sustainability as a standard feature, not a
premium offering,” she said. “Green is no longer a differentiator—it’s the price of entry.”
Amid global economic turbulence — trade tensions, inflation, and policy shifts — the MICE sector
remains resilient, with global business travel projected to reach a record USD 1.57 trillion
by 2025. This growth, she noted, underscores a human need for real connection
in uncertain times.
Technology, particularly AI, is accelerating this evolution. With a 61% adoption rate in
forward-thinking events, AI now acts as a “personal conference concierge,” enhancing experience
design while making human interaction even more meaningful. “Digital acceleration doesn’t
replace human connection,” she said. “It amplifies it.”
Ultimately, every MICE operator must now balance the new equations of success: ROI
(Return on Investment), ROX (Return on Experience), and ROR (Return on
Relationship). Did the event make money? Did it create value? Will participants return and
recommend it to others?
“At the centre of these converging forces,” she concluded, “Thailand’s MICE industry stands
uniquely positioned — not just to respond, but to lead. To be a good global MICE leader is to
position Thailand as Asia’s trusted gateway, to drive high-impact events, and to deliver
transformative, high-value, sustainable experiences.”
Indeed, change is inevitable — but in Thailand, it is change that matters.
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