Apple launched its latest iPhones, Apple Watch and a slew of applications on 9 September 2014. On that same day, a group of tourism and MICE journalists from all over the world were treated to a tour of Khon Kaen.

Khon Kaen is the major commercial and educational centre of Isan, Thailand’s north-eastern region. It serves as the transport and logistic hub of this region. Thailand’s famous hand-woven Mudmee silk is produced here, and numerous significant historical and archaeological sites spread over the pristine, pastoral landscape. There are other attractions like the King Cobra Village, Turtle Village, dinosaur excavation sites etc.

With land connections to Myanmar, Laos and Vietnam, Khon Kaen is geographically well positioned as a ‘Gateway to Indochina and southern China’, and stands to benefit from the formation of the ASEAN Economic Community (AEC) by end 2015. These factors have set the stage for Khon Kaen to become another of Thailand’s leading MICE destinations.

To gear up for the MICE market, key convention and exhibition facilities (Centara Hotel & Convention Centre Khon Kaen, and the Golden Jubiliee Convention Hall) has already been set up. These facilities are well equipped and have the capacity to handle events of up to a few thousand guests. Infrastructure such as road, rail and airport are fairly well developed.

Setting up these hardware is the easy part. The challenge for Khon Kaen, to become a MICE city, is how it can seamlessly hosts international events and at the same time, present its rich culture / attractions to the discerning MICE customers. At the moment, Khon Kaen as a MICE city appears to be “work-in-progress”. There is room for improvement in terms of how organizers can bring unforgettable experience in unique dining venues, culture and places of interests to MICE customers.

This brings to mind the success of Apple products – iPod, iPhone and iPad. It is not just the product itself, but the entire eco-system – iTunes, Apps working seamlessly with the devices – that Apple brought to the market to enhance user experience. A MICE destination needs to have such an eco-system.