Songkhla, designated a MICE City by the Thailand Convention and Exhibition Bureau (TCEB) in 2020, saw its development in the business events sector disrupted by the pandemic.
Today, industry players are now revitalising efforts to bolster the province’s capabilities in hosting international business events, spurred by increasing interest from Malaysian companies due to the province’s proximity and shared border with Malaysia.
In recent months, Songkhla’s local administration has ramped up collaboration with key stakeholders, including the Hat Yai Songkhla Hotel Association, Songkhla Chamber of Commerce, TCEB, and the Thai Consulate in Penang.
As part of this initiative, Songkhla hosted the Songkhla MICE City Roadshow in Ipoh and Penang on May 14-15, 2024, to raise awareness of Songkhla’s business tourism potential among Malaysian companies, government offices, and travel agencies.
Earlier in August 2024, Songkhla concluded the Songkhla MICE Bazaar 2024, an event supported by TCEB, the Tourism Authority of Thailand (TAT), the Songkhla Provincial Office of Economic Development, and other local organisations. This event highlighted the province’s capacity to host large-scale business events while emphasising its significant economic potential.
Looking ahead, Songkhla is hosting a major industry event titled Unlocking Global Potential: The Future of Songkhla Exhibitions, from today (September 30) until October 2, 2024, at the 60th Anniversary of His Majesty the King’s Accession to the Throne International Convention Center in Hat Yai.
“Currently there are many local entrepreneurs interested in tapping the international MICE market, but they still lack the awareness and tools of how to do so,” explained Tieamjai Boonyanak, association manager of Thailand Exhibition Association, the event’s organiser.
“The roadshow will feature case studies of three successful international events held in Hat Yai – the 13th World HAPEX (Halal Tourism, Hospitality & Wellness), the Southern Innovation and Technology Expo (SITE), and the Healthy Living and Innovation Expo. Attendees will learn valuable lessons on attracting international buyers and exhibitors, enabling them to capitalise on opportunities in the global MICE industry,” she elaborated.
