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TCEB promotes 25 MICE routes

The Thailand Convention and Exhibition Bureau (TCEB) will promote 25 new routes for delegates visiting the country’s top five MICE destinations.


Working closely with the public and private sectors, as well as educational institutions, the new routes will enhance travel experiences in Bangkok, Pattaya, Phuket, Chiang Mai and Khon Kaen.


The bureau recently completed an extensive study of the five MICE cities analysing venue potential, as well as the level of company and community readiness to launch five new routes in each of the five MICE cities.


Thailand Convention and Exhibition Bureau (Public Organisation) President, Chiruit Isarangkun Na Ayuthaya or TCEB, said the creation of outstanding new MICE products and services was key to meeting the demands of domestic and international MICE entrepreneurs. 


“We designed a MICE industry development strategy, which emphasises creative ideas for destinations to expand and upgrade venues as well as add new MICE activities with a focus on the five MICE Cities”.


To further strengthen the appeal of the 25 new routes, the bureau has identified “Thailand 7 MICE Magnificent Themes” that can be weaved into a route’s travel experience.


The seven themes are outlined in a TCEB guidebook of creative ideas for MICE destinations and have been identified as having the greatest interest for international and domestic MICE travellers.

The Thailand 7 MICE Magnificent Themes are:


Fascinating History and Culture;

2)      Exhilarating Adventures;

3)      Treasured Team Building;

4)      CSR and Green Meetings;

5)      Beach Bliss;

6)      Lavish Luxury;

7)      Culinary Journeys.


Venues need to demonstrate they have a capacity to accommodate no fewer than 30 MICE participants and feature at least one of the ‘seven magnificent themes’.


They need to also demonstrate suitable safety standards and knowledgeable human resources.


The 25 MICE routes in 5 MICE Cities



Route 1: PTT Metro Forest Learning Center; Siam Serpentarium

Route 2: Hua Ta-khe community

Route 3: Thai Food Heritage; Tha Maharaj pier; Supatra River House

Route 4: Chakrabongse Villas & Residences, Thailand Creative & Design Center; House No. 1; Siam Commercial Bank, Talat Noi branch; Talat Noi

Route 5: Sao Ching Cha; Bang Rak market; Yaowarat Road


Khon Kaen


Route 1: Aura Farm; Khon Kaen Zoo

Route 2: Ban Hua Fai

Route 3: Nam Phong National Park

Route 4: Wat Pa Mancha Khiri temple; Baan Wai Leum; Sim Wat Sa Thong Ban Bua temple

Route 5: Ban Dong Bang community


Chiang Mai


Route 1: Huai Hong Khrai Royal; Development Study Center; Horizon Village & Resort

Route 2: Mae Taeng Cooperative; Huay Tueng Thao Reservoir; Health Lanna Spa

Route 3: Doi Pha Hom Pok National Park

Route 4: Ban Mae Ton community enterprise; Doi Saket Agricultural Cooperative

Route 5: Baan Tawai village; Punpon Farms; Chiang Mai Cultural Center




Route 1: Flight of the Gibbon; A’ La Campagne Pattaya; Ocean Marina Yacht Club


Route 2: Na Kluea community; Nong Nooch Garden Pattaya; Chak Ngaeo Chinese community

Route 3: Ma Ha Tai; Pattaya Shooting Park; Royal Cliff Hotels Group

Route 4: Koh Kham Undersea Park; Ramayana Water Park; Silverlake Vineyard

Route 5: Takiantia community




Route 1: Phuket Wake Park; Boat Lagoon Resort

Route 2: Thalang Cultural Village Ban Kanan; Blue Elephant School and Restaurant (Baan Pitak Chin Pracha)

Route 3: Pa Klok community; Peranakan Phuket Museum

Route 4: Tiger Kingdom; Vanich Farm

Route 5: Sirinath National Park; Old Phuket Town


To promote the 25 MICE routes, TCEB will build awareness through media, MICE City brochures, a guidebook of creative ideas for MICE destinations, a promotional video and a QR Code to promote the new routes at international trade shows.


It will also organise joint activities with provincial authorities, the Thailand Incentive and Convention Association (TICA) and the Designated Areas for Sustainable Tourism Administration (DASTA).


In 2019, TCEB estimates the MICE industry will generate 35,982,000 domestic and international visitors, while generating revenue of 221.5 billion baht.


That breaks down to 1,320,000 international visitors generating 100 Billion Baht revenue and 34,662,000 domestic travellers earning 121 Billion Baht. 

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