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    Five-year MICE master plan in the making for Chiang Mai

    Five-year MICE master plan in the making for Chiang Mai

    Category: Talk of the trade
    Issues: February/March 2013

    The Thailand Convention and Exhibition Bureau (TCEB) has joined eight key government and private organisations in Chiang Mai to devise a framework to further raise the city’s profile as a MICE destination.


    The five-year Chiang Mai MICE Destination master plan will be implemented in three stages. The first phase will be implemented this year, focusing on the domestic MICE segment as well as infrastructure improvements. MICE education campaigns will also be introduced.


    In the second phase, from 2014 to 2015, destination promotions will focus on regional cooperation blocs, such as the Greater Mekong Subregion.


    Finally, in 2016 and 2017, efforts will be made to promote Chiang Mai as a global MICE city, one which is capable of hosting international mega events.


    According to TCEB, the framework will be submitted to the Thai cabinet for acknowledgement.


    Thanin Supasaen, Chiang Mai governor, welcomes the formulation of the MICE master plan, saying: “Despite (Chiang Mai’s) huge economic potential, most people only know it as a cultural destination. As a result, the province’s economy relies on the travel season.”


    Narong Kongprasert, president of the Chiang Mai Chamber of Commerce, believes that the “rapid development of regional cooperation framework(s)” such as ASEAN and Bay of Bengal Initiative for Multi-Sectoral Technical and Economic Cooperation will lift demand for business events in member countries, benefiting Chiang Mai which sits “in the centre of the region”.