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Bangkok and Hua Hin shine as “redefined” MICE destinations

Sep 07. 2019
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The Thailand Convention and Exhibition Bureau’s (TCEB) annual international media familiarisation trip put the strength of Bangkok and Hua Hin as a dynamic dual destination well in the spotlight as the bureau continues to create new attractions and activities at the community level.

“TCEB is redefining business experiences for MICE travellers in both destinations,” said TCEB's Senior Vice President - Business Nichapa Yoswee. “The brand-new attraction at Iconsiam, the new venue, True Iconsiam Hall and exclusive Michelin-starred culinary experiences are helping to strengthen international MICE business in Thailand. Innovative attractions and activities in local communities, like coconut palm sugar production in Samut Songkram, and a salt spa in Phetchaburi, both in the vicinity of Hua Hin, as well as herbal products in Hua Hin, present redefined business opportunities and experiences often not previously available.”

This redefined idea of TCEB comes amidst the stronger role of MICE in Thailand’s national development. MICE is now incorporated as a new growth driving engine in the government’s 20-year national development plan and plays a role in government policy to promote more local and community attractions beyond the established destinations.

“The positive development in Thailand’s MICE policy is reflected in TCEB’s record performance in the 2019 financial year. TCEB has won bids for 11 international conferences, attracted 17 new trade shows and 12 mega-sized meeting and incentive groups of more than 100,000 delegates,” Nichapa said.

This year also sees Thailand hosting two global MICE events: the UIA Asia Pacific Round Table 2019 scheduled for September 19-20 in Pattaya and the 86th UFI Global Congress 2019 scheduled for November 6-9 in Bangkok.

In 2020, TCEB will continue to focus on key markets around Southeast Asia, Europe, USA, China and India supported by new development of MICE infrastructure and products. This includes increased function space of new hotels and expanded and upgraded transportation options in Bangkok and nationwide. The development goes hand in hand with TCEB’s “7 MICE Magnificent Themes”, BizConnect Application and the Online Request for Support (RFS) among many other initiatives designed to promote new ideas for MICE and tools to facilitate events located in Thailand.

“Another key direction of TCEB in 2020 is deepening private-public sector partnership and collaboration, such as the Thailand Incentive and Convention Association (TICA), the Thai Exhibition Association (TEA) and the Thai Hotels Association (THA), to find creative MICE solutions and new MICE experiences for clients hosting events in Thailand, which we believe will enhance redefined business experiences of our clients” Nichapa concluded.

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