The Thailand Convention and Exhibition Bureau (TCEB) has joined with the private sector to map out a new strategic plan to promote the meetings, incentives, convention and exhibitions (Mice) business in secondary provinces this year.
TCEB president Chiruit Isarangkun Na Ayuthaya said the bureau will continue to support five key Mice cities: Chiang Mai, Phuket, Khon Kaen, Pattaya and Bangkok. The bureau will ask these cities to work with neighbouring provinces to boost Mice activity there.
"The TCEB will promote the growing Mice industry in secondary provinces across the country," Mr Chiruit said.
The move is a response to the government's tourism and economic plan, which also aims to spread Mice activities to the provinces.
Last year, international and domestic Mice travellers infused 179 billion baht into the economy.
The TCEB predicts that 1.9 million foreign Mice travellers will visit Thailand this year, generating income of 112 billion baht.
More than 29 million domestic Mice travellers are expected to contribute 62 billion baht to the economy.
"Mice is a growing business," Mr Chiruit said. "Many countries, including Thailand, are thinking of it as an industry that can drive the economy. In Thailand, Mice are a US$4-billion [128-billion-baht] segment."
Prasarn Bhiraj Buri, chief executive of Bhiraj Buri Group, a property developer and the owner of Bitec, said the Mice business has great potential in Thailand, but the infrastructure must be developed to make travelling from one point to the next more convenient and safe.
Thailand's culture is unique, and Bangkok is a vibrant city.
"We should use this narrative to our advantage," Mr Prasarn said.
Talun Theng, president of the Thai Exhibition Association, said exhibitions are growing by 3-5% every year.
"What we need are more venues," he said. "Khon Kaen recently opened the Khon Kaen International Convention and Exhibition Centre, which is becoming a leading venue in Asean, and should be our priority."
Loy Joon How, general manager of Impact Exhibition Management, said the property will transform from a Mice venue into an integrated Mice city by combining the existing buildings, facilities and amenities with new recreational facilities.
"Mice should be part of national policy," said Chanin Donavanik, chairman of the executive committee of Dusit International. "We should not only become the Mice leader of Asean, but also of Asia. Thailand is recognised for its tourist attractions, meeting venues, delicious food and good service. However, more must be done to introduce the Mice business to regional areas beyond Bangkok.
"After all, Mice do not only generate revenue from visitors, but can also be used to create various activities and campaigns, promote various industries and services, and expose businesses to new trends, technologies and techniques."