Thailand is a country of rich culture, vibrant cities and stunning islands that has emerged as one of Asia’s leading destinations for meetings, incentives, conferences and exhibitions (MICE). With a population approaching 70 million, Thailand weathered the global economic downturn better than many Western economies and has posted solid growth in recent years.
In 2012 Thailand’s economy expanded by 5.5 percent, supported by both public and private investment. The MICE sector was a notable contributor to that performance. According to the Thailand Convention & Exhibition Bureau (TCEB), more than 895,000 MICE visitors arrived in 2012 — nearly 19 percent above expectations — and projections at the time indicated continued expansion, with a forecasted 10 percent increase in 2013 to roughly 940,000 visitors.
The meetings and exhibitions sector accounted for more than 9.4 percent of tourism revenue in 2012 and contributed around 0.58 percent of Thailand’s GDP. Conventions represented the largest share of MICE activity at 33 percent, followed closely by corporate meetings (25 percent) and incentive travel (24 percent). In total, that activity injected the equivalent of more than $2.5 billion into the national economy.
About 65 percent of Thailand’s MICE business originates from other Asian countries. India led inbound MICE arrivals in 2012 with 74,941 visitors, followed by China (63,955), Japan (45,424) and South Korea (37,175). The United States ranked eighth, contributing 21,786 delegates that year.
The overall impact of MICE events on Thailand’s economy is significant. In 2012 the country hosted over 7,300 events, a 6.84 percent increase from 2011. Delegates stayed an average of 5.54 days and spent roughly $515 per person per day.
BANGKOK IS Thailand’s largest MICE hub and is designated by TCEB as one of the country’s four official “MICE Cities.” Home to about 9.1 million residents, the metropolis is well connected by Suvarnabhumi International Airport — roughly 20 minutes from the city center — and by extensive urban transit, including the skytrain, subway and buses. Bangkok’s Central Business District alone contains nearly 300 hotels and some 60,000 rooms. The city offers approximately 1.1 million square feet of meeting space; its largest venue is IMPACT Arena, Exhibition and Convention Center, which provides about 640,000 square feet of group event space.
The Challenger Building at IMPACT Arena, Exhibition and Convention Center, Bangkok © Mooindy | Dreamstime.com
Bangkok hosts several other major facilities, including the Bangkok International Trade & Exhibition Centre (BITEC), with around 540,000 square feet of usable space, and Royal Paragon Hall, offering roughly 129,000 square feet.
The city also offers many meeting hotels suited to a range of group sizes. Notable properties include The Imperial Queen’s Park Hotel with 1,250 rooms and a 14,800-square-foot ballroom; the 799-room Shangri-La Hotel Bangkok with 26 function rooms; and the Royal Orchid Sheraton Hotel & Towers, which offers 726 rooms, riverfront location on the Chao Phraya and some 28,000 square feet of conference space.
CHIANG MAI IS ANOTHER city recognized by TCEB as a MICE destination. Located about 430 miles north of Bangkok, Chiang Mai is the largest city in northern Thailand and offers around 33,000 hotel rooms. It is served by the country’s third-largest international airport and has become a popular location for niche meetings and craft-related events, hosting more than 420 events in 2011 alone.
A major development for the region was the 2013 opening of the Chiang Mai International Convention and Exhibition Center, formally named The International Convention and Exhibition Centre Commemorating His Majesty’s 7th Cycle Birthday Anniversary. The complex provides extensive exhibition and meeting facilities, significantly expanding the city’s capacity to host large-scale events.
PATTAYA CITY, LOCATED about 100 miles southeast of Bangkok on the Gulf of Thailand, is a popular beach destination with a strong meetings offering. The city’s population and surrounding service area accommodate nearly 400 hotels and over 28,000 guestrooms, plus more than 100 hotel meeting rooms.
Pattaya’s largest meeting complex is the beachfront Ambassador City Jomtien Hotel, which calls itself “The World’s Largest Resort Complex.” Situated on 40 acres, the resort features 4,210 rooms and about 74,400 square feet of event space. The Pattaya Exhibition and Convention Hall (PEACH) is another prominent coastal venue, offering flexible facilities and gulf views.
PHUKET PROVINCE rounds out Thailand’s four designated MICE Cities. Located in the far south, Phuket is the country’s largest island and home to roughly 500,000 residents. The island is accessible by road, sea and air; Phuket International Airport handles millions of passengers annually and connects the region to international and domestic markets.
Phuket attracts groups seeking beachside meetings and events, supported by more than 600 hotels and about 37,000 rooms. Much of the island’s meeting capacity is hotel-based. Examples include Le Méridien Phuket Beach Resort, offering 14,100 square feet of indoor and outdoor function space, and the JW Marriott Phuket Resort & Spa, which provides around 15,600 square feet of dedicated meeting space.
In addition, waterfront venues such as the Royal Phuket Marina offer substantial exhibition capacity, including roughly 26,900 square feet of indoor exhibition space and about 43,000 square feet outdoors, making Phuket a versatile choice for seminars, exhibitions and incentive programs.