The domestic MICE (Meeting, Incentive, Convention, Exhibition and Event) industry has long played a major role in helping the travel industry and stimulating the economy when international demand has significantly dropped, such as during the Covid-19 pandemic. And now Thailand Convention and Exhibition Bureau (TCEB) is redefining its domestic MICE strategy with the aim of turning it into a key mechanism to help boost economic growth, create jobs and distribute income across the country.

TCEB’s president  Chiruit Isarangkun Na Ayuthaya announced that the bureau has restructured its operations so as to upgrade the role of D-MICE to the same as that of international MICE. Through the restructuring, the bureau has established the Domestic MICE Market Promotion Department, which is responsible for formulating policy and strategy as well as supervising the four TCEB regional offices in the central (including the east and west), northern, southern, and northeastern regions.  

Thanks to a new management system that is more agile and efficient,each regional director has a greater capacity to promote business events in his or her area. It is anticipated that domestic MICE travellers will number 17.79 million, generating 59 billion baht inrevenue by the end of 2023.

Designed on the concept “New MICE Perspectives – Discover Your MICE Experience in Thailand”, the plan is aimed at forming a network for multiplying market opportunities and developing joint actions for maximum success. The D-MICE Market Promotion Department will undertake a 360-degree mission that is inclusive of the development of products, services, destinations, venues, entrepreneurs, local communities and related networks, as well as marketing promotions and campaigns, support schemes and marketing communication.

According to the development plan, the bureau will elevate the D-MICE industry through four major strategies: expedite business growth with measurable results (Growth Promotor) through the use of innovations and new platforms and develop a business growth model for the sustainability of the industry; cement business cooperation between Thailand and overseas partners (Business Connector) through the network of the MICE Development Committee;  support and incubate MICE business on a comprehensive basis (Industry Nurturer) to lay out the future and a new industry master plan; and enhance the long-term value of the economy and society alongside the development of an Ecosystem Architecture for the industry and the sustainability of the destinations and locations through a Create, Strengthen and Support approach.

In terms of creation, TCEB is to form an alliance network to attract global MICE events that will help promote local MICE businesses including the EEC Cluster 2023, which is running from 6-8 September 2023 at the Nong Nooch Pattaya International Convention and Exhibition Center (NICE), and Udon Thani International Horticultural Exhibitions Center 2026, which is scheduled for 2026 at Nong Dae, Muang District, Udon Thani Province.

The Eastern Economic Corridor (EEC) is a new economic development zone at the heart of the Thailand 4.0 scheme, so the TCEB Central Office has planned to organise events that are in line with the target industries. The EEC Cluster Fair will be held in collaboration with the EEC Office for 3 consecutive years.

The bureau will strengthen and expand the D-MICE industry through the Empower Thailand Exhibition (EMTEX) scheme to upgrade domestic trade fairs through the adoption of technology and innovations.

Moreover, TCEB will support local exhibitions that have the potential to become international trade shows. In 2024, the bureau is targeting 2 such events: Next Generation Automotive and Food Fair for the Future.

In addition to the exhibitions, the bureau is also putting more effort into boosting the domestic convention market. Currently, TCEB supports a total of 38 local conventions, attracting over 30,000 participants and generating 380 million baht in economic impact value.  

“The new direction of domestic MICE is expected to be a significant instrument in driving Thailand’s economy, particularly the grassroots economy as it helps to create jobs, generate income and improve the quality of life of local communities. All of these are considered the core pillars of sustainable national development,” said Chiruit.

In the first half of fiscal year 2023 (October 2022 – March 2023), domestic MICE travellers numbered 10,974,350, generating 25 billion baht in revenue. It is anticipated that the number will total 17,790,000 by the end of fiscal 2023 (October 2022 – September 2023), generating 59 billion baht in revenue.

By Thai PBS World Feature Desk