Thailand’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector has staged a remarkable recovery, recording a 42% surge in overseas travellers during the 2024 fiscal year. With 1.16 million MICE visitors, the industry is closing in on its pre-pandemic peak of 1.2 million in 2019. Spearheaded by the Thailand Convention and Exhibition Bureau (TCEB), this resurgence highlights Thailand’s position as a premier global destination for business events and exhibitions.

Strong 2024 Performance

Between October 2023 and September 2024, Thailand welcomed 1.16 million international MICE travellers, up from 810,000 the previous year. Key source markets included China, India, Malaysia, Vietnam, and South Korea, with Europe contributing significantly via Germany, the UK, Russia, France, and Italy.

Thailand Incentive is the Second Top Source of Overseas Delegates in 2024.

The convention sector emerged as the strongest performer, boasting nearly 200% growth compared to 2023. Highlights included landmark events such as the 74th FIFA Congress, hosted in May in Bangkok, making Thailand the first Southeast Asian country to hold this prestigious gathering. The ICCA Congress in Bangkok also shattered records, with 1,100 attendees, the largest turnout for the event in the Asia-Pacific region.

Looking Ahead to 2025

Thailand’s momentum shows no signs of slowing as it gears up to host world-class events across various industries in 2025. Among the highlights:

• Money 20/20 Asia 2025: This premier fintech event, scheduled for April in Bangkok, will attract 5,000 delegates from startups, financial institutions, and tech enterprises.
• International Diabetes Federation (IDF) World Diabetes Congress 2025: For the first time in Southeast Asia, this global health initiative will welcome 10,000 attendees, driving advancements in diabetes research and public health policy.
• Asia Pacific Life Insurance Congress (APLIC 2025): The event aims to elevate industry standards and draw 10,000 professionals in life insurance and financial consultancy.
  

  Thailand Convention is the Top Performer in Bringing in Overseas MICE Delegates in 2024.

• THAIFEX-Anuga Asia 2025: This May event, a marquee trade show for food and beverage innovation, will attract 85,000 participants, solidifying Thailand’s reputation as a hub for B2B excellence.

Economic Impact and Vision for Growth

Mr. Chiruit Isarangkun Na Ayuthaya, President of TCEB, credited the sector’s recovery to Thailand’s unwavering commitment to delivering high-value experiences.

“With the record performance in 2024, we deeply appreciate the trust and confidence of overseas MICE travellers,” Mr Chiruit stated. “TCEB and Thai MICE entrepreneurs remain dedicated to providing unparalleled returns on investment and experience. Our 2025 goal is to surpass 1.4 million international travellers, reflecting our readiness to meet global business demands in a competitive landscape.”

The industry’s resurgence is also a testament to Thailand’s infrastructure, world-class venues, and cultural appeal. As the global economy prioritizes value-driven experiences, Thailand is a top choice for event organizers seeking reliability, innovation, and rich cultural backdrops.

Thai MICE Industry Shines_Perrformance 2024 Inching Towards its Pre-Pandemic Historic Peak in 2019.

A Model for MICE Excellence

Thailand’s strategic investments in its MICE sector, supported by robust government and private partnerships, have ensured its relevance in an increasingly competitive global market. Events like the FIFA Congress and THAIFEX-Anuga Asia highlight the country’s ability to cater to diverse industries, from sports and fintech to healthcare and food innovation.

Moreover, TCEB’s ambitious target for 2025 underscores its confidence in the country’s growing appeal. As Thailand prepares to host more extensive and impactful events, it reaffirms its position as the crown jewel of the Asia-Pacific MICE landscape.

With its rich blend of modernity and tradition alongside cutting-edge infrastructure, Thailand continues to inspire the world with its resilience and innovation. The Land of Smiles remains a beacon of opportunity and success for business travellers and global event organisers.

Written by: Supaporn Pholrach

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