Udon Thani, the third city in Thailand’s north-eastern region to be designated as a MICE City by the Thailand Convention and Exhibition Bureau (TCEB), after Korat and Khon Kaen, is quickly emerging as a key player in Thailand’s business events sector.

Designated as a MICE City in 2020, Udon Thani is currently undergoing extensive preparation for the five-month Udon Thani International Horticultural Expo 2026.

Based on TCEB statistics, the destination attracted around 4.6 million business events visitors, mostly for exhibitions, and brought in 15.7 million baht (US$461,344) as of 2Q2024.

“Udon Thani is evolving as a MICE destination, beyond just a location for government agency meetings. Locally, it has changed too – people are beginning to understand the concept of MICE,” said Prachoom Tantiprasertsuk, vice president of the Thailand Incentive and Convention Association.

She shared that while previously Udon Thani attracted domestic groups and local government agency meetings, the destination is now garnering interest from corporate meetings and medical groups.

“While the international MICE sector is still very niche – most of them are ‘special interest groups’ following art or culture trails – we need to give the province some time. Khon Kaen started the same way, but look at what it is now as a destination,” Prachoom added.

Udon Thani’s status as a MICE City helps disperse business events activities within the Isan region, reducing overcrowding in other Isan cities, and also attracts markets from Laos and the broader CLMV region, shared Areerat Montreepreechachai, director of TCEB’s northeastern regional department.

“Udon Thani has the advantage of bordering Laos, so today incentives or corporate meetings and international meetings from Laos are increasingly organising their events in Udon Than,” she shared.

Both stakeholders highlighted Udon Thani’s numerous soft power elements.

For example, the province is famous for its focus on Thai herbs and traditional medicine, dharma retreats, and organic agriculture. It also promotes sustainable development through the Bio-Circular-Green Economy (BCG) model and emphasises local conservation, such as the Ban Chiang Archaeological Site – designated as a UNESCO World Heritage site since 1992 – and the Non Kok community’s unique red lotus weaving practices.

According to Prachoom, Udon Thani has a unique appeal when it comes to its local culture and food. She was impressed by the local cuisine and admired the way restaurants have creatively combined traditional Udon Thani dishes with modern elements.

“Udon Thani has surprised me (even as a Thai person). There are so many new dishes; many are made with organic vegetables, each with its own story. It is amazing how they’ve integrated storytelling into their culinary offerings. I’ve also become a huge fan of the local products. The craftsmanship and innovation, particularly in textiles, is incredible,” she enthused.

In 2023, Michelin Guide Thailand expanded its coverage to Thailand’s north-eastern region, where the four provincial cities – Udon Thani, Nakhon Ratchasima, Ubon Ratchathani, and Khon Kaen – were selected to represent the region’s flavorful cuisine, as well as its natural and cultural heritage.

This is why Udon Thani has the potential to draw in both business events and leisure travellers seeking authentic Isan experiences, Areerat said.

“The focus on Thai medicine can also be leveraged to develop programmes for self-healing and mental wellness,” she added.

Earlier this year in July, Udon Thani showcased its potential as a cultural and business events hub by hosting the MICE City Summit 2024.

Next year, the Udon Thani Creative Festival 2025 will gather over 150 entrepreneurs, creators, and urban art groups to foster creative Isan lifestyles. The event also seeks to create a Udon Thani Festival Committee to develop new events that will boost the local economy in preparation for the International Horticultural Expo 2026 (November 1, 2026 to March 14, 2027).

As Udon Thani readies itself for the large-scale Expo that will span 100 days, the city will be getting a brand new exhibition hall which can be used for meetings and sports events post-Expo. At least nine seminars have been scheduled to take place concurrently as sub-events.

“We believe that community engagement is essential, and have taken every opportunity to involve the local people in our Expo, incorporating a sense of ownership,” Wanchai Kongsaem, Udon Thani governor stated during a progress report at the AIPH (International Association of Horticultural Producers) Expo Conference in Doha in March 2024.

Thai bureaus have also joined hands to host different seminars to upskill local operators and suppliers ahead of the Expo. For example, a seminar and workshop were held in August 2023 by TCEB, the Department of Tourism, SITE Thailand Chapter, and the Municipality of Udon Thani. The event provided local businesses with insights and guidance on how to leverage the upcoming Expo for economic growth.