Conventions, exhibitions & fairs: 20 year mega-plan

Conventions, exhibitions & fairs: 20 year mega-plan

Aisle of booths selling travel packages at the annual travel fair at Queen Sirikit National Convention Center.
Aisle of booths selling travel packages at the annual travel fair at Queen Sirikit National Convention Center.

Conventions, exhibitions & fairs, an important part of Thailand's tourism industry, aims to triple visitors to 3 million from 1 million by 2036.


Conventions, exhibitions & fairs: 20 year mega-plan 

Suchat Sritama

The Thailand Convention and Exhibition Bureau (TCEB) is kicking off its 20-year roadmap.

The long-term plan aims to draw nearly 80 million visitors for meetings, incentives, conventions and exhibitions (MICE) in Thailand and to generate 8.66 trillion baht in revenue during those years.


MICE is large group tourism.

MICE consists of everything from:

1. Meetings held by companies for employees in the company for purposes such as education or team-building (also known as the meetings industry) to...

2. Big public fairs such as the annual travel fairs, book fairs, pet fairs or computer-mobile phone fairs held at Queen Sirikit National Convention Center to...

3. Trade fairs for export producers in Thailand selling their goods to foreign companies, to professional conventions such as an annual convention of doctors or accountants

The professionals and companies who specialise in organizing these large meetings are called event-organizers (for more, see here).


Although international visitors to Thailand for conventions, exhibitions and meetings are slated to generate the most revenue, domestic visitors (Thais) are also expected to make significant contributions to revenue.

Under the plan, 3.08 million people will be international Mice visitors and 76.1 million will come from the domestic market, by 2036.

International MICE visitors will generate 5.57 trillion baht and domestic MICE visitors will contribute 3.09 trillion baht.


Hotels and exhibition operators across the country are investing in Mice facilities to cope with higher demand.

Judging from rapid growth in recent years and despite negative factors such as political instability and natural disasters such as floods, the Mice segment is on the rise

This is according to TCEB vice-president Chiruit Isarangkun Na Ayuthaya, who will be appointed president this month. 


The government approved a 20-year MICE roadmap that was kicked off this year.

The bureau aims to triple the number of MICE visitors from overseas to 3.08 million in 2036 from 1 million in 2016.

Domestic MICE visitors are expected to surge to 76.1 million in 2036 from 28.8 million last year.

Foreigners who come to Thailand for business are projected to spend 5.57 trillion baht in 2036, up from 810 billion baht last year.

Local MICE visitors are expected to generate 3.09 trillion baht in 2036, up from 730 billion baht last year.


According to the TCEB master plan, Thailand has high potential to become a solid MICE hub in Asia.

The country is competing against major rivals like Singapore and Hong Kong.

"Thailand draws strength from a great geographical location, which makes us more competitive in MICE," Mr Chiruit said.


Mr. Chiruit said the government should provide foreign investors as well as local entrepreneurs the best facilities and services for investment or expansion,

This is especially true for the Eastern Economic Corridor (EEC), which is being heavily promoted.

Earlier, TCEB announced it would develop six core measures for its 2015-19 plan, mostly focused on improving Thai MICE venue standards.


To cash in on the good prospects, private operators are taking advantage of the opportunity to develop many MICE facilities.

Bangkok International Trade and Exhibition Centre (BITEC) is set to open the 7-billion-baht Bhiraj Tower soon.


NCC Management and Development has received a contract renewal for another 50 years to manage Queen Sirikit National Convention Center.

NCC has an expansion plan budgeted with 6 billion baht to expand the venue space, commercial areas, and the parking lot with at least 180,000 square metres of space.


Ascott earlier said it would develop Somerset Ekamai Bangkok as its first mixed-use project comprising 211 residential units for both sale and corporate lease, as well as a multi-function conference centre with 51 rooms. The whole project will be open by June.

More properties suitable for MICE are in the pipeline over the next 18 months, such as Citadines Jomtien Beach Pattaya, Citadines North Pattaya, Somerset Maison Asoke Bangkok and Somerset Harbourview Sri Racha.

Hotel Pullman Bangkok King Power will unveil a multi-million-dollar renovation for its lobby, guest rooms, executive lounge, restaurants and bars, and swimming pool. The hotel will also add a daylight ballroom.


In Khon Kaen, CP Land is developing a convention centre on a 26 rai of plot of land called Khon Kaen Convention Exhibition Center, with a 1-billion-baht investment.

The new Mice venue will provide a space of 26,000 sq m for up to 7,000 seats and is expected to be completed in 2017.

Paul Kanjanapas, managing director of Impact Muang Thong Thani, is developing facilities worth a combined 5.66 billion baht, due to be completed by 2019.

The investment will consist of a 587-room Ibis Bangkok Impact Hotel, the Portal retail plaza, Cosmo Office Park and Cosmo Bazaar shopping mall, Pullman Hotel, and a shopping centre Beach Club.

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  • according to (prep): as stated or reported by somebody/something - ตามคำบอกเล่า, ตามรายงาน
  • accountant: someone whose job is to prepare financial records for a company or person - นักบัญชี
  • aim: to have as your purpose or goal - มีเป้าหมาย มีจุดมุ่งหมาย
  • announce: to tell people something officially, especially about a decision, plans, etc - ประกาศ, แจ้ง, แจ้งให้ทราบ
  • annual: happening every year - ทุกๆปีด, ประจำปี
  • appointed: officially chosen for a job - ถูกแต่งตั้ง
  • approve: to give official permission - อนุมัต
  • as well as: also -
  • budget: to plan the way money is spent - ให้งบประมาณ,ทำงบประมาณ
  • bureau: a government organisation - สำนักงาน
  • cash in: to gain an advantage for yourself from a situation, often in a way that other people think is wrong or immoral - ได้เปรียบ, ได้ประโยชน์จาก, ได้กำไรจาก
  • commercial: for business purposes - เกี่ยวกับการค้า
  • compete: to try to be more successful or better than somebody else who is trying to do the same as you - แข่งขัน
  • competitive: having a high level of close competition - แข่งขันสูง
  • comprising: consisting of - ประกอบด้วย
  • consist: to be made of or formed from something - ประกอบด้วย
  • consist of: to be made of or formed from something - ประกอบด้วย
  • contract: an official written agreement - สัญญา
  • contribute: add to -
  • contribution: the part or percentage of the total that comes from some person or source -
  • convention: a large formal meeting of people who do a particular job or have a similar interest, or a large meeting for a political party - การประชุมใหญ่
  • cope with: to deal successfully with a difficult situation or job - จัดการกับปัญหา แก้ปัญหา
  • core: the most important or most basic part of something - ที่สำคัญที่สุด
  • corporate: involving large companies - บริษัทใหญ่
  • corridor (noun): a long narrow area along which something travels - เส้นทาง, ระเบียง,เฉลียง
  • demand (noun): the need and desire of people to buy goods - อุปสงค์
  • despite (prep): used to show that something happened or is true although something else might have happened to prevent it; used to show that somebody did not intend to do the thing mentioned - ถึงอย่างไรก็ตาม, ทั้ง ๆ ที่
  • develop: to think of or produce a new idea, product, etc. and make it successful; to build new houses, factories, etc. on an area of land, especially land that was not being used effectively before - พัฒนา
  • domestic: relating to a person's own country - ภายในประเทศ
  • draw: to attract or interest somebody - ดึงดูดความสนใจ
  • eastern economic corridor: the industrial area stretching from Bang Na to Rayong in which there are many foreign companies producing for export -
  • employee: someone who is paid regularly to work for a person or an organisation - ลูกจ้าง
  • entrepreneur: someone who starts their own business, especially when this involves risks - นักลงทุนทางการเงิน
  • especially: more with one person, thing, etc. than with others, or more in particular circumstances than in others - โดยเฉพาะอย่างยิ่ง
  • exhibition: a public show where art or other interesting things are put so that people can go and look at them - นิทรรศการ งานแสดง
  • expansion: when something increases in size, number or importance - การขยายออก
  • expect (verb): to think or believe that something will happen or that somebody will do something - คาด, คาดว่า, คาดการณ์
  • export (noun): something sold and transported to another country - สินค้าออก
  • facility (noun): a building, equipment, etc., used for a particular purpose - โรงงาน, สถานบริการ, สิ่งก่อสร้าง, สิ่งอำนวยความสะดวก
  • factor: a fact or situation which influences the result of something - ปัจจัย
  • focus: to give attention, effort, etc. to one particular subject, situation or person rather than another - เพ่งความสนใจ
  • generate: to produce - ผลิต, ก่อให้เกิด
  • geographical (adj): related to location of something on the map - เกี่ยวกับภูมิศาสตร์,ในทางภูมิศาสตร์,ตามภูมิศาสตร์
  • growth (noun): economic growth, an increase in economic activity - การเติบโต
  • hub: the central and most important part of a particular place or activity - จุดศูนย์กลาง, จุดรวม
  • incentive: something that makes you want to do something or work harder, because you know that you will benefit by doing this - สิ่งกระตุ้น
  • instability: a situation that keeps changing, so that you are worried about what might happen - ความไม่มั่นคง
  • international: connected with or involving two or more countries - นานาชาติ, สากล, ระหว่างประเทศ
  • invest: to spend money on something in order to make it better or more successful - ลงทุน
  • investment (noun): the act of investing money in something - การลงทุน
  • investors (noun): people or organisations that invest money, i.e., use money with the aim of making a profit from it, for example by buying property or buying shares in a company - นักลงทุน
  • judge: to form an opinion about somebody/something, based on the information you have - คาดคะเน
  • kicked off: began; when an event begins or is launched - เริ่มต้น, เริ่มทำ
  • kicking off: beginning an event; to launch - เริ่มต้น, เริ่มทำ
  • lease: a legal agreement in which you pay money in order to use a building, piece of land, vehicle, etc. for a period of time - สัญญาเช่า
  • lobby: a large area inside the entrance of a public building where people can meet and wait - ห้องโถง,ทางเข้า, ซุ้มประตู, ห้องรับรอง
  • local (adjective): in this country (Thailand) -
  • location: where someone or something is - ที่ตั้ง,ทำเล
  • lounge: a room or area in a place such as an airport where people can sit and wait - ห้องพักสาธารณะ, ห้องนั่งเล่น
  • major: very large or important - สำคัญมาก
  • master plan: a detailed plan that will make a complicated project successful -
  • measure: a firm action taken to solve a problem or stop a dangerous unpleasant situation - มาตราการ
  • mixed-use project (noun): a real estate or property development with many different commercial uses, such a building with a hotel, shopping mall, restaurants and bars -
  • natural disaster: an unexpected natural event, such as a very bad storm or flood that kills a lot of people or causes a lot of damage - ความหายนะธรรมชาติทาง, ภัยพิบัติธรรมชาติทาง
  • negative: bad - ที่เป็นด้านลบ
  • operator (noun): a person or company that runs a business - ผู้ดำเนินกิจการทางธุรกิจ, ผู้ประกอบธุรกิจ
  • opportunity (noun): a chance to do something, or a situation in which it is easy for you to do something - โอกาส
  • overseas: in another country - ต่างประเทศ
  • parking lot: a place where motor vehicles are parked - ลานจอดรถ, ที่จอดรถ
  • political (adj): connected with the state, government or public affairs - เกี่ยวกับการเมือง, เกี่ยวกับการปกครอง, เกี่ยวกับการเมือง
  • potential: what is possible - ความเป็นไปได้
  • private: involving groups, businesses or industries that are not owned or controlled by the government - เอกชน
  • producer: a person, a company or a country that grows or makes food, goods or materials - ผู้ผลิต
  • professional: a person who does a job that needs special training and a high level of education - ผู้เชี่ยวชาญในวิชาชีพ,ผู้มีวิชาชีพ
  • project: a planned piece of work that is designed to find information about something, to produce something new, or to improve something - โครงการ
  • projected: calculated based on information already known - คาดคะเน, ประเมิน
  • promote: to encourage or support something - สนับสนุน
  • property: a building or buildings and the surrounding land - อสังหาริมทรัพย์
  • prospect (noun): the possibility that something will happen - ความคาดหวัง, โอกาส, ความหวังข้างหน้า อนาคต
  • provide: to cause something to exist or be available - ให้
  • public: the public; all people; the people in general - มหาชน, ประชาชน
  • purpose: the intention to achieve something - ความตั้งใจ, ความประสงค์, ความปรารถนา, ความตั้งใจ
  • rapid: happening quickly - อย่างรวดเร็ว
  • recent: happening or starting a short time ago - เร็วๆ นี้
  • renewal (noun): a situation in which something is replaced, extended, improved or made more successful - การเริ่มใหม่, การต่ออายุ การเปลี่ยนใหม่
  • renovation: making something old look new again by repairing and improving it, especially a building - การปฏิสังขรณ์, การทำให้มีสภาพดีเหมือนเดิม, การบูรณะ, การซ่อมแซมใหม่
  • residential: an area where people live; where there are homes and apartments - เขตที่อยู่อาศัย
  • revenue: income from taxes or business activities - รายได้
  • rival: a person you are competing against or opposing - คู่แข่ง
  • roadmap (noun): plan -
  • segment: market segment; products produced for a group of customers that have many things in common such as income or family size or age or location - ส่วนตลาด
  • set to: ready to do something - พร้อม
  • significant: important - สำคัญ
  • slate: to plan that something will happen at a particular time in the future - วางแผนสำหรับสิ่งที่จะเกิดขึ้นในาในอนาคต
  • solid (adj): strong; definitely good and steady but perhaps not excellent or special - แน่น, แข็ง
  • space: an area or a place that is empty or that can be moved about freely - ที่ว่าง
  • specialise: to concentrate on a particular subject or activity - มีความชำนาญเป็นพิเศษ
  • suitable: acceptable or right for someone or something - เหมาะสม
  • surge: a sudden increase in something - การเพิ่มขึ้นอย่างรวดเร็ว
  • taking advantage: to use the good things in a situation - ใช้เป็นประโยชน์, เอาเปรียบ
  • triple: three times the number or size of something - จำนวนสามเท่า
  • unit: one office or building or group of people - หนึ่งหน่วย
  • unveil: to show or introduce a new plan, product, etc. to the public for the first time - เปิดเผย, ประกาศให้รู้ทั่วไป
  • venue: a place where a public event or meeting takes place - สถานที่ชุมนุม
  • visitor (noun): a person who goes to a place for a short time; a tourist or guest - นักท่องเที่ยว, ผู้มาเยี่ยม, ผู้มาเยือน
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