2025-02-28
Thailand Convention and Exhibition Bureau (TCEB) has launched a new initiative to make Phuket a leading destination for business tourism. The program, called Southern MICE District Phuket Series, aims to attract international meetings, incentive trips, conferences and exhibitions (MICE).
What is MICE?
MICE stands for Meetings, Incentives, Conferences, and Exhibitions and is an important sector in the tourism industry. It is aimed at business travelers and organizations that want to hold meetings, conferences and events in an attractive destination.
MICE tourism contributes to longer stays and higher consumption than traditional tourism, which benefits the local economy.
What is included in the MICE program in Phuket?
The new program follows The 3S strategy:
- Spend more – Encourage business tourists to spend more on local services.
- Stay longer – Extend the visit time through attractive offers.
- See you again – Create a strong experience to attract visitors back.
Four distinct MICE districts have been identified in Phuket:
- Old Town – Culture and history.
- North wind – Nature and adventure experiences.
- The Lagoon – Luxury and resort experiences.
- South shore – Coastal events and business meetings.
Facts and future plans
According to TCEB, this initiative is expected to generate over 200 billion baht in economic impact and attract 34 million business tourists. A new Thailand MICE Visa Prepaid Card has been launched in partnership with Visa to offer exclusive benefits to business travelers. The goal is to increase MICE-related spend per visit by 5% by the end of the year.
If the program is successful, it could be expanded to more parts of Thailand and further position the country as one of Asia's leading MICE destinations.
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Text: The editorial staff
Image license: Bennypc, Wikimedia, original image