Slow expansion of the Chinese Meetings, Incentives, Conventions, and Exhibitions (MICE) sector is anticipated during the initial quarter; however, the recent earthquake likely won’t cause significant disruption to this market.
Chiruit Isarangkun Na Ayuthaya, who leads the Thailand Convention and Exhibition Bureau (TCEB), stated that the Chinese market experienced a slowdown in growth during the initial three months of this year following an improvement in the preceding quarter.
Mr. Chiruit stated that the sluggish Chinese economy and Beijing’s strategy to promote local spending resulted in a decrease of business travelers from China coming to Thailand, particularly within the meetings and incentive travel segment.
He mentioned that more Chinese tourist groups chose alternative locations like Japan, Vietnam, and the Philippines instead.
In 2019, China topped the list as the biggest source of international MICE travelers to Thailand, accounting for over 247,660 out of a total of 1.27 million MICE visitors from abroad.
Travel safety worries likewise hindered the Chinese Mice market; however, these issues were not as pronounced as those affecting leisure travel, according to Mr. Chiruit.
The TCEB endeavored to revitalize this market through roadshow events conducted in Beijing and Shenzhen on April 1-2. Additionally, they promoted various initiatives aimed at attracting Chinese travelers interested in sectors like cuisine, lifestyle, energy, and pharmaceuticals.
As stated by UFI, which is known as the global hub for the exhibition industry’s association, Asia is currently attracting an increasing number of exhibition events due to projected growth in trade within the region, according to Mr. Chiruit.
These tendencies could encourage exhibition attendees from China along with other nearby markets to attend.
At the same time, it is aiming at various other markets to replace the Chinese market, including India, Europe, Australia, and the Middle East.
The TCEB is keeping an eye on the effects of the trade tariffs proposed by US President Donald Trump.
Mr. Chirirut mentioned that international firms might reduce expenses related to MICE spending, whereas Thailand’s export industry could encounter certain difficulties.
As stated by TCEB, in the last quarter of 2024—marking the beginning of their 2025 financial year—the total count of international MICE travelers reached 275,837, showing an increase of 7.4% compared to the same period the previous year.
Domestic Mouse travelers dropped by 5.7% compared to the previous year, totaling 7.33 million, indicating ongoing economic worries at home that could continue throughout this year.
After last week’s earthquake, TCEB will additionally send an official communication to foreign partners and delegates, detailing information to keep them updated about the current circumstances and future strategies.
He said the incident should not significantly impact the Mice market, as most events continued as usual last week, such as the book fair at Queen Sirikit National Convention Center.
Nonetheless, it will take some time to assess the effect on major forthcoming events such as the IDF World Diabetes Congress scheduled for April 7-10, 2025, where more than 10,000 attendees are anticipated.
Recently, TCEB introduced the MICE Data Platform, which gathers, examines, and delivers information to parties involved in the MICE sector.
Mr. Chirruit mentioned that mice operators can gain insights into visitor counts and various events, along with associated behavioral patterns, which they might utilize to adjust and improve their own business strategies.
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