Rise in Thailand’s ranking as meeting destination in Asia Pacific TCEB holds overseas roadshows to achieve 2024 traveler targets

21 June 2024: Thailand’s ranking as a leading meeting destination in Asia-Pacific is rising, according to the statistics of world-leading MICE bodies, ICCA, UFI and Cvent. To further the momentum, TCEB is scheduled to hold three overseas roadshows to achieve 2024 traveler target. 

Mr. Chiruit Isarangkun Na Ayuthaya, President of Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, stated that the development of Thai MICE industry has earned the country international recognition as a leading destination for business events in the region. This reputation is proven by a strong track record of Thailand hosting a series of successful international events, resulting in the MICE industry being a national economic driver. During 2015 and 2023, spending in organising MICE events totaled 1.24 trillion baht, contributing 963.5 billion baht in added value to the Thai economy, 118.4 billion baht in tax revenue and creating 844,750 jobs.

Thailand has secured a top-ten spot as a MICE destination in the Asia-Pacific region, according to rankings by international MICE bodies.  Notably, in the 2023 Annual Country and City Rankings Report by The International Congress and Convention Association (ICCA), Thailand moved from 7th to 6th in Asia Pacific and from 32nd in the world in 2022 to 26th in 2023, an impressive leap of six positions within a single year.

The country was also voted the best meeting and incentive destination in the Asia-Pacific region for 3 consecutive years between 2021 and 2023, earning the country Stella Awards, according to the survey conducted by M&C Asia, Singapore-based MICE and trade media.

The latest rankings of Cvent Top Lists 2024, which are compiled from venue sourcing activities through the Cvent Supplier Network, one of the world's largest venue-sourcing platforms, also highlight Bangkok and Phuket as the top ten MICE city destinations in the Asia Pacific for 2024 with Bangkok securing the 2nd and Phuket the 9th positions, respectively.

For the international exhibition industry, Thailand ranks first in ASEAN for exhibition space and ranks fourth in Asia, a rise from eighth spot withing a single year, according to the Global Association of the Exhibition Industry (UFI) report for 2022. 

“The current government supports MICE industry as a driver of economic growth and sets the goal of positioning Thailand as a leading hub for international exhibitions and festivals. One of the policy priorities is to collaborate with all relevant sectors to host world’s top-tier exhibitions and festivals. Key example of collaborative projects is the bidding for international events under the “One Ministry, One Convention” initiative, which will upgrade Thailand’ standing as a prime event location in the region, thus, helping drive the national economy through spending of high-quality business travelers from across the world.

To boost overseas markets for the last quarter of 2024 fiscal year, TCEB is scheduled to hold overseas roadshows in 3 key markets and take part in overseas tradeshow. The first roadshow is India at the end of July, taking place in Kolkata and Mumbai. TCEB expects 40 events and around 8,000 travelers from India, generating around 528 million baht in revenue. In August, the roadshow will take place in Shanghai and Guangzhou in China where TCEB expects no fewer than 45 groups, totaling 9,000 travelers and generating 594 million baht in revenue. The last one is in Jakarta in Indonesia due to take place in September, where TCEB expects to attract no fewer than 25 groups, 5,000 pax and 300 million baht in revenue. In October, TCEB will be taking part in IMEX America 2024 trade show to meet and talk business with buyers.

During the last quarter of 2024 fiscal year, Thailand will be hosting several key events. The 27th IUPAC International Conference on Chemistry Education is due between 15 and 19 July in Pattaya. Bangkok International Digital Content Festival 2024, Thailand’s largest digital content festival, will be taking place during 5 and 8 August. Thailand International LGBTQ + Film & TV Festival 2024, an event aiming to celebrate sexual diversity and equality in society through artwork in film industry, will be hosted in Bangkok between 20 and 24 September.

In the first three quarters of fiscal year 2024 (October 2023 - June 2024), Thailand welcomed 894,584 international MICE travelers, generating 52.98 billion baht, while 17 million domestic MICE travelers generated 56.68 billion baht, or a total of 18 million travelers and 109.66 billion baht in revenue. it is estimated that at the end of 2024 fiscal year, TCEB will achieve the target of 23 million travelers and 136 billion baht in revenue.