The Mice sector in Thailand is anticipated to surpass expectations this year, driven primarily by international visitors. Chiruit Isarangkun Na Ayuthaya, president of the Thailand Convention and Exhibition Bureau (TCEB), stated that the international market has shown robust recovery in the first three quarters of the 2024 fiscal year. During this period, Thailand welcomed 894,584 Mice travelers, generating nearly 53 billion baht in revenue, surpassing the initial target set for the year.
While the international segment thrived, the domestic market faced challenges, with around 17 million travelers generating approximately 56.7 billion baht, falling short of the revenue target for domestic travel. Despite this, the strong performance of the international market is expected to boost overall Mice revenue to an estimated 136 billion baht by the end of the fiscal year.
Key events scheduled between July and September, such as the IUPAC International Conference on Chemistry Education in Pattaya, the Bangkok International Digital Content Festival 2024, and the Thailand International LGBTQ+ Film & TV Festival 2024 in Bangkok, are further expected to drive Mice revenue growth.
Furthermore, Chiruit highlighted the significance of Chinese travelers in the market, with China remaining a top source market for Mice travelers. Chinese visitors explored business opportunities in Thailand, leading to an increase in Chinese exhibitors participating in trade exhibitions across the country.
As Thailand considers strategies to enhance tourism revenue in second-tier cities, Chiruit emphasized the importance of assessing the capabilities of these cities to cater to the Mice market effectively. While the potential for growth in the Mice sector remains high, Chiruit suggested that careful consideration is needed before hosting large-scale events in these cities, ensuring that the necessary standards and services are in place to meet the demand effectively.
