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Hua Hin
Thursday, July 25, 2024

TCEB Boosts MICE Sector with Four Major Projects

Hua Hin stands to benefit from flow on effect of greater tourism in Chumpon. In the latter half of 2024, the Thailand Convention and Exhibition Bureau (TCEB) is ramping up efforts to boost the MICE (Meetings, Incentives, Conferences, Exhibitions) sector with four major projects aimed at increasing tourism and revenue, including a bid to host World Pride 2030 and promoting the Chumphon Royal Project.

Hua Hin stands to benefit from the increased tourism anticipated in Chumphon as the Thailand Convention and Exhibition Bureau (TCEB) intensifies its efforts to enhance the MICE (Meetings, Incentives, Conferences, Exhibitions) market in the second half of 2024. Under the leadership of Director Chiruit Isarangkun Na Ayutthaya, TCEB has outlined four significant projects aimed at driving MICE revenue and international visibility.

The first major initiative is Thailand’s bid to host World Pride 2030. This project involves coordinating with relevant agencies to present Thailand as the prime location for this global event, capitalizing on the opportunity to bring together international visitors for Pride Month in June 2024. The kick-off festival is expected to attract nearly 300,000 participants from around the world. The government is actively supporting TCEB’s collaboration with the Community Pride in Thailand, partnering with over 25 organizations. Currently, the candidate locations for hosting World Pride have been narrowed down to Phuket, Chiang Mai, and Khon Kaen, with a final decision expected by July 11, 2024.

Supporting sustainable MICE industry growth in secondary cities, the second project focuses on the Chumphon Royal Project (Bang Boet). TCEB is working with the Tourism Authority of Thailand (TAT) to highlight secondary tourist cities in 55 provinces, aiming to designate them as MICE cities. Currently, ten cities have been identified, and the goal is to ensure MICE events distribute economic benefits evenly across local communities.

Promoting the Chumphon Private Development Project, originally initiated by King Rama IX and continued by King Rama X, TCEB is partnering with Mongkol Chaipattana Company Limited. This initiative encourages organizations to host MICE activities in Bang Boet, an area known for its natural beauty and potential for educational and corporate events. Activities include nature studies, cycling, and civet farming for high-quality coffee production. The region’s proximity to Hua Hin, Bang Saphan, and Prachuap Khiri Khan makes it an attractive destination for corporate incentives and large network groups.

From June 9 to 11, 2024, TCEB facilitated visits to the Chumphon Private Development Project, featuring semi-permanent exhibitions to educate both tourists and locals. This is part of TCEB’s efforts to celebrate its 72nd anniversary by increasing MICE tourism. The third project, “Gather to Meet and Love Thailand,” runs from June to November 2024, aiming to invigorate domestic MICE activities. This campaign transforms the previous “Thailand Meeting” project into a competition to organize innovative conferences nationwide, offering prizes worth over 1.5 million baht.

TCEB hopes this campaign will attract the younger generation to new conference trends, fostering rapid growth and colorful, engaging events. Additionally, recent cabinet resolutions provide tax incentives for travel to MICE events in attractive cities, further supported by collaborative projects with TAT.

The fourth project focuses on international promotion through roadshows. In June 2024, TCEB plans to visit Shanghai and Guangzhou in China, and later India, culminating with the President Awards 2024 on October 25. This event will invite top Indian incentive companies to Thailand, aiming to increase revenue and tourist numbers in the fourth quarter of 2024. Throughout July and August, TCEB will bid for various MICE events to be hosted in Thailand, striving to achieve annual revenue targets.

In their efforts to host World Pride 2030, TCEB has formed the ASEAN Pride Alliance and engaged with key figures in the pride industry. On June 4, 2024, representatives met with the Prime Minister, including World Pride Ambassador Michelle Mew, Olivia from Japan, Henry from Hong Kong, and Thetar from Bangladesh. The Thai government will provide further clarifications on the marriage equality law on June 18, 2024, through the Senate.

TCEB’s comprehensive preparations over the next four months include continuous improvements and accumulating related events to showcase Thailand’s potential as a World Pride host. This initiative not only emphasizes equality but also aligns with UN measures, aiming to position Thailand as a leading MICE destination. The details of the officials and representatives involved in these initiatives were shared, highlighting the extensive collaboration across multiple sectors to ensure the success of these projects. As TCEB propels these plans forward, the impact on tourism and the local economy is anticipated to be significant, particularly for areas like Hua Hin and Chumphon.

Author: wtahouri

Hua Hin Features


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