The Thailand Convention and Exhibition Bureau (TCEB) is reshaping the country’s position on the global MICE (Meetings, Incentives, Conferences, and Exhibitions) stage. TCEB has secured major international conferences and events by strategically elevating lesser-known cities across the nation, spotlighting Thailand’s dynamic appeal in 2024.
Major Wins Across Four Regions
This year’s groundbreaking achievement is Thailand’s successful bid to host the International Horticultural Exposition 2029 in Nakhon Ratchasima (Korat). The International Association of Horticultural Producers (AIPH) approved Korat as the host city, marking a transformative milestone for the northeastern region.
“TCEB’s collaboration with the Ministry of Agriculture and Cooperatives and local authorities underscores our commitment to unlocking new MICE opportunities. Hosting this world-class event will showcase the Northeast’s capacity to handle large-scale international gatherings,” said Mr Chiruit Isarangkun Na Ayuthaya, President of TCEB.
This strategic move positions Korat as a critical player in the global MICE landscape, paving the way for sustainable economic development in the region.
Chiruit Isarangkun Na Ayuthaya
Phuket Secures Global Recognition
In southern Thailand, Phuket continues its ascent as a world-class MICE destination. Already celebrated as a tourism hotspot, Phuket secured hosting rights for the Global Sustainable Tourism Conference (GSTC) 2026. This aligns seamlessly with the island’s twin accomplishments in 2024: hosting the UNESCO Creative City of Gastronomy Annual Conference and earning the World Festival & Event City award from the International Festivals & Events Association (IFEA).
“This recognition cements Phuket’s status as a leading MICE hub and highlights its sustainable tourism practices,” added Mr Chiruit. “We aim to ensure every MICE event contributes to local development while preserving Thailand’s cultural heritage.”
Phitsanulok’s Cultural Leap Forward
Northern Thailand also experienced a historic moment as IFEA-Asia chose Phitsanulok to host the World Cultural Heritage City and Night Festival Conference 2025. Near the UNESCO World Heritage Site of Sukhothai Historical Park, Phitsanulok offers rich cultural experiences, blending history with innovation. This event marks the city’s debut on the international MICE stage, supported by TCEB’s initiative to diversify MICE destinations.
Central Thailand Welcomes PATA Forum
Phetchaburi showcased its potential as a burgeoning MICE hub in the central region by hosting the PATA Destination Marketing Forum (PDMF) 2024. With its unique blend of history, nature, and local culture, the city provided immersive experiences for international delegates. This milestone aligns with TCEB’s strategy to leverage local identities as unique selling points for MICE planners worldwide.
TCEB’s Vision for Thailand’s MICE Future
Under TCEB’s guidance, Thailand’s MICE sector has significantly transformed. By spotlighting regional cities, TCEB aims to enhance the industry’s competitiveness while promoting sustainable and inclusive growth.
“Our strategy focuses on empowering destinations across all four regions of Thailand. These achievements in 2024 demonstrate our commitment to redefining the global perception of Thailand as a premier MICE destination. We encourage international clients to explore these diverse locations, which are now backed by proven track records of success,” concluded Mr. Chiruit.
Driving Economic Growth Through MICE
The strategic expansion of Thailand’s MICE cities is more than just a tourism success story—it’s a blueprint for sustainable economic growth. By hosting prestigious global events, cities like Korat, Phuket, Phitsanulok, and Phetchaburi are reaping benefits beyond immediate tourism revenue. From infrastructure upgrades to job creation and cultural preservation, the ripple effects are transformative.
Discover More About Thailand’s MICE Evolution
For further information about Thailand’s emerging MICE destinations and event opportunities, visit the official TCEB website.
Written by: Supaporn Pholrach
