There’s a new power player on the global convention circuit – and it’s sporting a wai and a warm smile. Thailand, long admired for its gracious hospitality and spicy som tam, has just made its biggest splash yet in the meetings and events world.

According to the newly released ICCA Country & City Rankings 2024, unveiled with great fanfare at IMEX Frankfurt, Thailand has surged to the top of the ASEAN pack, with a total of 158 international conventions in 2024, up from 143 the previous year. And Bangkok? Well, the City of Angels has vaulted from 15th to 7th place in the global city rankings, its best performance in living memory.

The ICCA – that’s the International Congress and Convention Association for the uninitiated – combed through more than 11,000 conferences held globally in 2024. The result? Asia has confirmed its growing stature as the world’s second-most popular region for international meetings, right after the perennial powerhouse, Europe.

But the real headline here isn’t just a numbers game. It’s about a country flexing its MICE muscle – that’s Meetings, Incentives, Conferences and Exhibitions, mind you – with a strategy that’s paying off in spades.

Bangkok Takes a Giant Leap

Bangkok hosted a remarkable 115 international conventions last year, catapulting it to 7th globally. That’s a jump of eight spots – not unlike seeing your favourite footy team go from wooden spooners to premiership contenders in one season.

Within Asia Pacific, Bangkok now ranks 3rd, and 2nd among its ASEAN siblings, hot on the heels of Singapore, the regional stalwart.

And if the ICCA wasn’t enough validation, Cvent chimed in at IMEX with its kudos: Bangkok is Asia Pacific’s 2nd most sought-after meeting destination for 2025, according to a staggering $18 billion worth of sourcing and RFP activity channelled through its platform.

Not Just Bangkok: 13 Thai Cities Join the Party

While the capital is having its moment in the international spotlight, Thailand’s broader showing is nothing short of historic. For the first time, a record-breaking 13 Thai cities have made it onto ICCA’s global rankings – a signal that the Kingdom’s MICE boom isn’t just centralised, it’s decentralised.

Alongside Bangkok, there’s Chiang Mai (12 conventions), Pattaya (10), Phuket (8), and a whole host of regional cities – from Chon Buri and Chiang Rai to Hua Hin and even Pattani – each playing their part in what’s being described as Thailand’s most geographically diverse MICE footprint to date.

Now, before you scoff at the idea of a convention in Khon Kaen or Nonthaburi, consider this: each of these cities brings something uniquely Thai to the table. Cultural richness, hospitality, scenery, food, and now, increasingly, the infrastructure and ambition to host international gatherings that matter.

TCEB’s Regional Strategy Pays Off

The quiet achievers behind all this? Step forward the Thailand Convention and Exhibition Bureau (TCEB), whose regional development strategy is beginning to bear ripe, juicy fruit.

Mr Puripan Bunnag, TCEB’s Senior Vice President and Acting President (a title that sounds a bit like being a stand-in monarch), was rightly chuffed.

“We are delighted with the overall performance of Thailand, especially Bangkok which made a noticeable rise in the ranking,” he said.

“We feel grateful for international professional associations for their trust and confidence in Bangkok. It will further inspire the city and Thai MICE industry to deliver their best.”

That’s a nice way of saying, “We’re just getting started.”

Mr Puripan also emphasised how the spread of events across 13 cities represents a milestone in Thailand’s strategy to diversify beyond the capital – a long-held ambition that’s finally hitting its stride.

“The establishment of TCEB regional offices in all key regions has now played a part in driving the cities to tap into the MICE market,” he added. “This is a strong sign of Thailand’s enhanced capacity for conferences – and a push factor for our cities to elevate themselves further.”

Beyond the Stats: Why This Matters

Let’s not get lost in the numbers. What this represents is something more profound. Thailand’s rise in the rankings isn’t just a pat on the back – it’s a signal to the global meetings industry that the Kingdom is open for business, not just with charm and beaches, but with boardrooms, broadband, and bona fide capability.

From the lush hills of Chiang Rai to the sun-drenched shores of Samui, Thailand is proving that it’s not just a destination for holidays – it’s a place where big ideas meet, mingle and come to life.

So if you’re an international organiser with a briefcase full of agendas and a yearning for something beyond grey carpeted conference rooms, consider this your calling card.

Because in 2025 and beyond, the world won’t just be meeting in Bangkok – it’ll be meeting across Thailand.

By Kanda Limw

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