Phuket’s MICE (Meetings, Incentives, Conferences, and Exhibitions) industry is entering a new era by introducing four distinct event districts.
This strategic move by the Thailand Convention and Exhibition Bureau (TCEB) aims to make the island a high-value destination for business events, offering planners and organizers an easier way to locate venues, activities, and accommodations.
Announced at a recent press conference at the Novotel Phuket City Phokeethra Hotel, this initiative is part of the “Southern MICE District: Phuket Series.” By categorizing the island into four themed zones, TCEB aims to enhance Phuket’s appeal as a premier MICE destination while laying the groundwork for similar strategies in Surat Thani and Songkhla.
A New Phuket MICE Map: Four Distinct Zones
The new MICE framework divides Phuket into four districts, each designed to cater to different event styles and traveler preferences:
- The North Wind: A serene and nature-rich region ideal for retreats and eco-focused events. Featuring tranquil beaches, mangrove forests, and Michelin-guided dining, this district emphasizes relaxation and cultural experiences.
- The Lagoon: A dynamic area in the heart of the island, known for luxury resorts, state-of-the-art venues, nightlife, and adventure activities. This district is perfect for high-energy corporate gatherings and incentive programs.
- The Old Town: The cultural hub of Phuket, showcasing its multicultural history, traditional crafts, vibrant local cuisine, and heritage architecture. Ideal for events that incorporate cultural immersion and historical exploration.
- The South Shore: A lively coastal region featuring scenic viewpoints, beach clubs, international hotel chains, and premium shopping experiences. This district is tailored for sophisticated networking events and luxury corporate retreats.
Event Planning and Business Travel
By structuring Phuket into easily identifiable MICE zones, TCEB aims to simplify event planning and maximize the return on investment for organizers. This initiative aligns with TCEB’s “3S Strategy”—Stay Longer, Spend More, See You Again—which encourages business travelers to extend their trips and explore more of Thailand.
Mr. Chiruit Isarangkun Na Ayuthaya, President of the Thailand Convention and Exhibition Bureau (TCEB), stated that Phuket is a world-renowned destination and one of Thailand’s main MICE Cities.
“The Southern MICE District: Phuket Series is, thus, developed to show wealthy ingredients of the island. The grouping of the ingredients in each of the 4 districts will make it easier for planners, organisers and travelers to make a choice of locating their events and activities. Return on time and return on investment can become a reward for their events. The project is intended to be a value-added initiative for the island and a response to the 3s strategy of the bureau in making Thailand a destination for Stay Longer, Spend More and See you again.”
