Thailand’s MICE (Meetings, Incentives, Conferences, and Exhibitions) industry has remarkably recovered, recording a 42% surge in overseas travelers during the 2024 fiscal year.
The country welcomed 1.16 million international MICE visitors between October 2023 and September 2024, bringing it closer to its pre-pandemic peak of 1.2 million travelers in 2019, according to the Thailand Convention and Exhibition Bureau (TCEB).
The robust performance of the Thai MICE sector is driven by the return of major international events, which showcase the country’s appeal as a global business hub. The top-performing sector in 2024 was conventions, which saw a nearly 200% increase in delegate attendance compared to 2023. Incentive travel, exhibitions, and meetings also contributed to the surge, further establishing Thailand as a leader in the MICE industry.
Key Markets and Growing Demand
The 2024 data highlights significant contributions from key markets, with China, India, Malaysia, Vietnam, and Korea leading the way. Singapore, Hong Kong, Germany, the US, and Japan also played crucial roles in driving the recovery. A deeper focus on European and UK markets revealed that Germany, the UK, Russia, France, and Italy were top sources of visitors.
This growing demand reflects not only Thailand’s appeal as a destination but also the MICE sector’s ability to adapt to shifting global trends. Attendees are drawn by the country’s modern facilities, rich cultural heritage, and unparalleled hospitality.
A Look Ahead: Big Events in 2025
Thailand’s momentum is set to continue into 2025, with a lineup of large-scale, TCEB-supported international events. These include:
- Money 20/20 Asia 2025: A major fintech event in April, drawing an estimated 5,000 participants from startups, financial institutions, and tech enterprises.
- International Diabetes Federation (IDF) Congress: Expected to host 10,000 attendees in April, this event will focus on advancing diabetes research and policy.
- Asia Pacific Life Insurance Congress (APLIC 2025): Scheduled for May, this event aims to attract 10,000 professionals in life insurance and financial consultancy.
- THAIFEX-Anuga Asia 2025: One of Asia’s premier food and beverage trade shows, this event is expected to draw 85,000 participants in May.
Notable highlights from 2024 include the ICCA Congress in Bangkok, which achieved a historic milestone with 1,100 attendees, making it the largest gathering of its kind in the Asia-Pacific region.
Additionally, Thailand became the first Southeast Asian nation to host the FIFA Congress, solidifying its status as a top-tier destination for global conventions.
Innovation Fuels Recovery
Thailand’s MICE industry recovery is not just about numbers—it’s about innovation and resilience. The sector has embraced advanced technologies, robust infrastructure, and personalized experiences to attract a diverse range of events and visitors.
TCEB President Chiruit Isarangkun Na Ayuthaya remarked on the achievements, stating:
“With the record performance in 2024, TCEB would like to thank overseas MICE travelers for their trust and confidence in Thailand. TCEB and Thai MICE entrepreneurs will always strive to deliver high value to clients because we are well-aware that the economic challenges are driving the needs for more return on investment and return on experience. In this connection, we aim to achieve higher at 1.4 million overseas travelers in 2025 fiscal year.”
