16 June 2022, Bangkok: TCEB accelerates the strategy of MICE capability development, as well as hastens to deliver quality MICE workforce, builds collaboration networks for the development of regional MICE Business Centers to serve Thailand reopening. Activities are organised to bolster content development, create jobs and occupations for the new generation of MICE workforce nationwide.  

Mrs. Supawan Teerarat, Senior Vice President - MICE Capability and Innovation, Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, disclosed that, in the past period, TCEB accelerated the endeavour in integration of collaborations to expedite MICE capability enhancement through education network. The objectives are to drive regional MICE, distribute quality MICE workforce and raise a competitive advantage of MICE in all regions across Thailand in order to serve Thailand reopening.

“TCEB has formulated the strategy to expedite regional MICE and thus established TCEB regional offices to promote MICE nationwide. Currently, the development of MICE capability through education network in all regions has been formed with educational institutions across Thailand. MICE courses have been added in curriculum in 136 institutions, comprising 87 tertiary education institutions and 49 vocational schools. Subjects under MICE Major are offered in 33 institutions. All of which can produce more than 50,000 MICE students in tertiary and vocational education institutions each year in average. Moreover, TCEB has further developed the capability of educational institutions by transforming them into MICE Business Centers, which will help to expedite the distribution of MICE across the nation. Establishing education network is therefore a vital mechanism, as it enables MICE to tap into other regions, as well as all other sectors in each district. Education network also co-operates and bolsters marketing, as well as synergises the development of capability in all dimensions, generates income, creates jobs and efficiently drives local economy through MICE events held in the region.  

TCEB has begun to form MICE education network since 2016. Approaching the 6th year, the network has been escalated by expanding the framework towards becoming MICE Business Center which provides a One Stop Service. Currently, there are 11 centres across all regions, from central to the west, the east, the upper and lower northeast, the upper and lower north, and the south of Thailand. These centres are joining forces to expedite and develop MICE businesses in all regions with the ultimate goal to bolster Thai MICE businesses to continue growing with security and sustainability basing on internationally competitive standards. 

According to the survey ‘Meetings Outlook: 2022 Spring Edition’ conducted by MPI (Meetings Professional International), it was found that the COVID-19 pandemic has caused people to realise the importance of face-to-face events. 64 per cent commented that businesses will probably resume its growth from 2023 onwards. For this reason, event budget has been determined to increase, as well as employment volume. Employment rate in MICE industry also has a tendency to rise. Survey results indicated that more than half of the respondents had encountered problems related to recruiting qualified employees compared with the latest quarter, proving that MICE has begun to thrive again. 

TCEB has therefore accelerated the development of MICE capability in 3 dimensions, including Content Development, Connection Development and Career Development, to serve international MICE markets. In addition, TCEB has prioritised the national strategy in producing high-performing workforce in line with the demands of business premises. TCEB has also accelerated the production of occupational-level workforce in regard to feed occupational graduates into quality MICE job market to support the economy, promote employment, as well as circulate revenue from MICE activities and employment to other regions.   

Furthermore, TCEB held activities to promote the acceleration of knowledge, job and occupation creation and cultivation of new skills for MICE personnel during 15-16 June, comprising 5 major events as follows: the 13th Coach the Coaches Program for MICE Industry for the acceleration of basic MICE knowledge for instructors, entrepreneurs and all those interested with the objective to enhance Thailand’s image as the centre of education in ASEAN; the 6th MICE Career Day 2022 for the promotion of job creation via the online platform ‘MICE Career Platform’ developed to generate employment between business premises and students; the Young MICE Ideators 2022: Metaverse for MICE Industry 101 for the preparation of compulsory and essential knowledge on Metaverse in MICE industry for new generation people, new core skills in Technology Disruption era and Skill Force following a global revolution era; the Thailand MICE Youth Challenge 2022 for the national competition of MICE business model to seek Thailand’s most qualified teams to join the business model contest at an international level; the 6th MICE Academy Day 2022, featuring nationwide MICE Academy Cluster with the objective to develop and promote sustainable MICE for upstream personnel who could be future MICE leaders through standard MICE education.  

Moreover, the signing of the memorandum of understanding (MOU) has been initiated in 3 dimensions, which are 1) Integration of collaboration between regional MICE Business Centers, comprising TCEB and 11 MICE business centers; 2) Collaboration in the establishment of Non-Degree transfer project to implement Credit Transfer/Credit Bank system between TCEB and 5 MICE educational institutions, and 3) Collaboration in international-standard MICE curriculum between TCEB and 13 educational and occupational institutions in regard to jointly expedite the potential of MICE industry to serve the growth and expansion of MICE business sector in the way that suits local requirements and ensures regional integration across the country. 

Assistant Professor Dr. Niwat Keawpradab, President of Prince of Songkla University, disclosed that the University has always prioritised the betterment of MICE industry. The area is not only the location of The 60th Anniversary of His Majesty the King’s Accession to the Throne international Convention Center, but the ICC HAT YAI is also the largest MICE venue with international standard in Southern Thailand. The University has always supported outcome-based teaching and learning, especially Active Learning approach and experiential learning. All of which have encouraged collaboration and thus brought about the establishment of Southern MICE Academic Cluster (SMAC). Additionally, a regional MICE business center was established with the name Songkhla Convention and Exhibition Bureau (SCEB), which is considered as the development of new learning platform for lifelong learning. Students can participate and undergo training to gain actual experience from the industry. They can also use this knowledge as their research studies to expand their insight in relevance with compulsory skill development for MICE personnel in the new normal era.

Mr. Ariya Banomyong, Co-Chief Executive Officer, CMO Public Company Limited, revealed that current situations inside and outside of our country have gradually improved. People have resumed their routine activities and begun to travel, emphasising that all countries are unlocking themselves from previous circumstances. Thai MICE industry has the potential and opportunity to grow like other countries whether it is Dubai or Singapore. However, Thailand has seldom held events of a regional level recently even though businesspeople and travellers in Business Event category have always had Thailand in their mind. Therefore, now is the most suitable time that we can contribute to restore local economy through MICE industry, be they hotels, accommodation, travelling, restaurants or shopping centres. Thai MICE has a market value of up to 230 billion baht in 2019 and is foreseen to increase to 420 billion baht in 2027, basing on the yearly growth rate of 11.63% from 2021 to 2027. What the CMO PCL will do can be either Homegrown Event or Business Event delivered under CMO brand. So to speak, our conferences have not only featured hundreds of globally renowned speakers, but also attracted visitors from other countries, as the conferences held by our company could make neighbouring countries want to join too. Beside providing knowledge, conference is able to encourage Thai economy through MICE industry.  

“TCEB has targeted the development of MICE capabilities, in terms of education. TCEB has provided support through the establishment of training division and MICE occupation test division at 10 MICE education network centres nationwide. TCEB has created jobs for 5,000 staff and new graduates through on-site operations at cities in which events are held. In addition, TCEB has developed MICE Career Platform and successfully made employment matching of more than 1,000 jobs. Additionally, MICE Student Chapter has been created for the cultivation of 5,000 young MICE entrepreneurs by 2023,” concluded Mrs. Supawan.


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