It is undeniable that businesses these
days develop at unbelievable speeds. There are innovations that facilitate
accessibility to reliable information, quicker, and with more detail and
dimension than ever before.
MICE is the event management business
cluster that allows event participants to exchange knowledge and opinions, and
opens further possibilities for the development of the event management
businesses in Thailand.
MICE is a creative event management
industry that promotes the economic aspects of organising events and meetings
on local, regional, and international levels. Our aim is to provide services to
businesspeople who attend seminars and exhibitions, which are important activities
in a growing economy.
The MICE industry includes corporate
meetings, incentive travel, association seminars, as well as exhibitions, mega
events, and international festivals. MICE events recognise the significance of
inter-organisational and international communication, and therefore aim to hold
sustainable and excellent events for all attendees.
The term MICE is the acronym from these
four words that make up the industry:
“M” refers to meetings and corporate seminars for one or more organisations. This can be specific internal meetings, or broad-based events.
“I” refers to incentives, or company trips for outstanding employees who have performed well for their company.
“C” refers to conventions. In other words, meetings of an inter-organisational level between different associations. This can range in size from national, or regional, to international conventions, typically held by national associations or the government.
“E” refers to exhibitions, which are, in
short, events held specifically for a certain industry, product, or business. They
can focus on the relationship between business and business (B2B) or between
business and the customer (B2C).
The role of MICE, then, is to organise
creative and effective events for all participants.
The Thai MICE industry has come up with
a strategy to elevate Thailand's unique regional attractions. The central
region of Thailand, for example, is very distinct in its readiness for the MICE
business, both in terms of personnel and locations. The north eastern region,
which is famous for its seminar and convention locations, is unique in its
agricultural technology and traditional knowledge. The eastern region is
well-known for its agricultural products and gemstones. The north is distinct
for the Lanna culture and way of life, as well as being the region of wellness
and crafts. The southern region is world famous for its tourist attractions,
but also for its culture and connection to other countries. The Thai MICE industry
aims to distribute MICE travellers all across Thailand, to each region based on
their interests.
MICE is an important industry to
Thailand. It drives the economy as a whole; it initiates co-operation between
different organisations, both public and private; and also draws investment to
basic infrastructure. This further stimulates work, and therefore income, to
all involved parties across the country. MICE is a great way for our country to
showcase the ability to develop further as a market, and also a great way to create
competitive development in terms of technology, innovation, and strategy. All
of these factors make MICE an exciting industry to be a part of, both for Thai
and international participants.