TCEB Post-Tour “Sukhothai and Phitsanulok” Yields Tangible MICE Results from IT&CMA & CTW 2025 Buyers

11 November 2025: The Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, has announced the successful outcome of its post-tour program, “The UNESCO Craft Route: The Realm of Craft and Wellness – Sukhothai and Phitsanulok” in northern Thailand. Held in September as part of a showcase among potential MICE routes for overseas buyers attending IT&CMA & CTW 2025 in Bangkok, the program produced impressive results, with three confirmed MICE groups, two from Asia with a total of 85 delegates and one from Europe with 130 delegates, already scheduled to visit Thailand in 2026, following the same routes featured in the post-tour.

The post-tour route also embodied TCEB’s “Well-Connected” concept under its Meetings and Incentive Department. It promoted city-pairing destinations within one trip to maximise travellers’ return on experience and return on investment, demonstrating Thailand’s diversity and connectivity through rich cultural, wellness, and creative experiences. Phitsanulok is currently a MICE City, while its neighboring province of Sukhothai is a potential destination.

Participants in the post-tour expressed high satisfaction, with the overall experience receiving a rating of five stars. Many remarked that the program offered them a fresh perspective on Thailand, beyond its well-known destinations.

Key highlights of the post-tour included hands-on workshops in local dessert making, wellness and mindfulness, and Buddhist art; visits to the UNESCO World Heritage Sites of Sukhothai Historical Park and Si Satchanalai Historical Park; morning alms giving to Buddhist monks; a visit to centuries-old Buddha image of Phra Phuttha Chinnarat in Phitsanulok; and a visit to a local textile museum featuring a weaving demonstration and local markets. Reflecting the combined appeal of the two destinations, these activities highlighted the cultural diversity and hospitality of the provinces, both of which are easily accessible via direct flights from Bangkok and well-suited as rewarding extensions to MICE programs.

“This success reflects a strong Thai MICE industry ecosystem generated by solid collaboration between TCEB’s Northern Region Office, Thai DMC and local communities in the two cities. The Northern Region Office has played a key role in developing MICE products in both Phitsanulok and Sukhothai, as a promising new destination. Our appreciation also goes to Thai DMC for co-designing this exceptional program and ensuring its smooth execution. We also feel thankful for local communities and entrepreneurs in both cities for their best offers. For the first time, these two historic cities will welcome overseas meetings and incentive groups, demonstrating how Thailand continues to enrich and expand its portfolio of capable MICE destinations. Encouraged by this achievement, we invite the global MICE community to explore more of Thailand’s city-pairing destinations, where unique local character and connectivity combine to create truly memorable experiences,” stated Mrs. Supawan Teerarat, TCEB President.

For more information, contact TCEB at: pr@tceb.or.th