2011
Having achieved much success as one of the leading MICE destinations in Asia, Thailand is now gunning for the high-end luxury MICE market. This shift in focus was due to an adjustment in global trends in which the meetings industry will see a gradual move towards high-end events. The move is poised to bring in more value and MICE dollars for Thailand. The country expects to welcome 720,000 MICE visitors to Thailand, generating 1.9 billion US dollars in revenue.
The Thailand Convention and Exhibition Bureau (TCEB) has selected 5 cities/resorts to promote as luxury MICE destinations, namely, Bangkok, Hua Hin, Chiang Mai, Phuket and Samui. All these destinations are already equipped with good meetings facilities, modern infrastructure, and great 5-star luxury hotels. However, to tag on the ‘luxury MICE’ label requires the destination to have the additional “X”-factor, or some snob appeal, so to speak.
From a recent review of Bangkok and Hua Hin as luxury MICE destinations, the feeling is that there is product potential, but the delivery is still a little rough around the edges.
Thailand MICE Goes High-end
9/22/11
Thailand Convention & Exhibition Bureau is promoting Bangkok, Hua Hin, Chiang Mai, Phuket and Samui as luxury MICE destinations.
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