THE Thailand Convention and Exhibition Bureau (TCEB) has linked arms with eight key government and private organisations in Chiang Mai to develop a framework to further raise the city’s profile as a MICE destination.
The five-year Chiang Mai MICE Destination master plan will be rolled out in three parts.
The first phase will be implemented throughout 2013, focusing on the development of 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 blocks, 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 a press statement from TCEB, the framework will be submitted to the Cabinet for acknowledgement.
Thanin Supasaen, Chiang Mai governor, said, “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. A concrete master plan and clear strategy to make Chiang Mai a MICE destination will encourage development in all areas and generate greater income for business operators and the locals throughout the year.”
Narong Kongprasert, president of the Chiang Mai Chamber of Commerce, believes that the “rapid development of regional cooperation framework” 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”.
The development of the Chiang Mai MICE Destination master plan is recognised as a “significant strategic move for the country” by Thongchai Sridama, acting TCEB president.
He said: “Lessons learned from other countries show that the success of a MICE city is driven by its people and administration, and with the support of the central government. So, Chiang Mai is on the right track.”
Today, Chiang Mai has more than 33,000 hotel rooms and its international airport is Thailand’s third largest, after Suvarnabhumi and Don Mueang in Bangkok.
In 2012, the total value of Chiang Mai’s MICE industry reached 3.9 billion baht (US$129.7 million). Of this amount, 3.8 billion baht was contributed by 46,826 foreign MICE travellers.
