As communities band together to pick up the pieces, TCEB has a plan to support MICE recovery.
The Thailand Convention and Exhibition Bureau (TCEB) is joining hands with partners to support the recovery of the Southern MICE industry following severe flooding in the south.
This month, floods hit ten southern Thailand provinces – particularly Hat Yai in Songkhla Province – and claimed more than 100 lives.
With homes and businesses affected, TCEB estimates the initial economic impact on the local MICE industry at 120 million baht (US$3.8 million) to 150 million baht. This accounts for lost revenue across hotels, restaurants, transportation, and related services, as well as disruptions to the MICE calendar and market confidence among national and international organisers.
In Hat Yai, one domestic MICE event with 1,200 participants was cancelled, and three events with a total of 11,400 participants were postponed, a TCEB survey found.
Three-pronged lifeline for MICE
Hoping to encourage events to reschedule or attract additional events to the area, TCEB has convened MICE entrepreneurs in Hat Yai to plan for regional industry recovery under the Southern MICE Ready initiative.
As part of its Southern MICE Ready campaign, TCEB plans to ease the process for organisers to host events during the recovery phase by offering more flexible support conditions and facilitating operations.
Under the empower strategy, TCEB will act as a connector between organisers and local operators, providing funding and marketing incentives. Fam trips will be organised for target clients, combined with communications to restore market confidence.
The third prong of the initiative is to support capacity-building and professional development to ensure the region remains MICE-competitive.
Venues picking up the pieces
More than 15 MICE hotels with a combined 10,000 sqm of meeting space are undergoing restoration.
This includes the Lee Gardens Plaza Hotel and facilities along Nipat Uthit Road and central activity zones.
With major roads in Hat Yai now reopening, TCEB has coordinated with convention centres, hotels, and venues to begin inspection and restoration of electrical systems, air-conditioning, and technical infrastructure.
Road to recovery
“[The Southern MICE Ready campaign] will enable the region to host large-scale events sustainably and maintain economic momentum. Above all, it reflects the strength and resilience of Thailand’s MICE industry as we work together to overcome challenges and drive regional economic recovery,” TCEB president Supawan Teerarat said.
This continues TCEB’s efforts to support flood recovery. In late November, the bureau activated emergency assistance measures, including opening an internal donation account to support affected communities. TCEB’s Southern Office and its task force also conducted on-site assessments to evaluate the impact on the MICE industry, coordinated support with government agencies, private-sector organisations, and key partners, and facilitated the safe evacuation of 15 Malaysian MICE travellers affected by the situation.