Once seen as a culturally rich yet underutilised region for business events, Thailand’s Isan region is busy weaving a new narrative
Famous worldwide for its sticky rice, som tum (Thai papaya salad), moh lam folk music, muay thai, football, racing heritage, and colourful pah kao mah (Thai checkered cloth), Isan is also the birthplace of global icons such as Blackpink member Lisa Manobal, who hails from Buriram.
Today, its three business events cities – Khon Kaen, Udon Thani, and Nakhon Ratchasima (Korat) – are proving they have the infrastructure, cultural depth, and strategic vision to welcome the world.
Earlier in June 2025, the Isan MICE Expo 2025, held at Thailand Creative Design Center Khon Kaen under the theme A New Chapter of Isan: Rooted Identity Ready for Global MICE, brought together industry stakeholders, chambers of commerce, embassies, and exhibition organisers.
Delegates toured facilities such as the Khon Kaen International Convention and Exhibition Center, and went on curated city experiences, including the new Muan Mue Lang café-hopping trail curated by TCEB’s Isan MICE Division.
For Punnaporn “Paula” Wongjunpen, founder of Paula & Co. DMC, Khon Kaen is a logical starting point for business events. The city offers affordable, flexible venues, vibrant nightlife until 02.00, and trusted hotel brands like Pullman and Avani.
“These brands are familiar and price friendly for Indian clients,” Paula said, adding that she has been actively reaching out to Indian planners via webinars and Zoom sessions. She even flies in chefs from Bangkok or Udon to cater Indian menus for groups.
What sets Isan apart, she added, is its unique cultural identity. For example, community-based tourism adds depth, with experiences including rot e-taen (a local tractor used in farms) rides through rice fields, textile-weaving workshops, and healthy local cuisine.
To showcase the destination, Paula curated a post-expo fam trip for expat Muslim buyers focused on wellness and medical tourism. Over three days, they explored Udon Thani and Sakon Nakhon via indigo-dyeing workshops, Halal dining, and wellness check-ups.
“Udon offers Bangkok-level medical standards at a lower cost,” she noted, pointing to the upcoming BDMS cancer centre as a medical and wellness asset.
While Isan lacks the beaches synonymous with Thailand, Paula does not perceive this as a drawback, likening it to Ubud – and its rice fields – in Bali, Indonesia. Cross-border proximity to Laos and Vietnam also creates potential for regional business events circuits.
The upcoming International Horticultural Expo 2026 in Udon Thani, set for a five-month run, is expected to be a transformative anchor event, which Paula opined will be a major draw.
Despite strong potential, Paula emphasises the need to prepare the local supply chain, as some cities still lack international-standard facilities.
For example, accommodation in Sakon Nakhon remains outdated, making it more suitable as an add-on to a main business events city. Local vendors in Udon Thani also require training to handle large-scale events, which is why Paula has been working with universities on capacity-building programmes, and connecting suppliers with Bangkok agencies for knowledge exchange.
It also helps that Isan’s business events appeal is supported by a packed cultural and sporting events calendar that aligns with Thailand Convention and Exhibition Bureau’s festivalisation strategy.
Among the cultural highlights is the Phanom Rung Festival in Buriram every March, where visitors can witness a rare astronomical phenomenon as the sunrise aligns perfectly through the ancient Khmer sanctuary. In July, the Ubon Ratchathani Candle Festival takes centrestage, captivating audiences with its elaborate wax sculptures and grand processions celebrating Buddhist Lent.
October brings the Naga Fireball Festival in Nakhon Phanom, an event steeped in local legend and mystique. Rounding out the year, the Christmas Star Parade in Sakon Nakhon in December showcases the province’s Catholic heritage.
Sporting events strengthen the appeal further. Buriram hosts the Buriram Marathon and MotoGP Thailand each January or February at the Chang International Circuit, while the Spartan Race Khao Yai in July provides high-energy incentive options. Long-boat races between river provinces from August to September add another visually-rich element.
The opening of the Intercontinental Khao Yai – a 2022 Bill Bensley-designed property featuring upcycled train carriages – and Khao Yai Art Forest (launched February 2025) adds to Korat appeal as a business events destination.
