This new framework is part of TCEB’s ongoing efforts to position Phuket as a leading MICE destination. Photo Credit: TCEB
The Thailand Convention and Exhibition Bureau (TCEB) has launched a new initiative aimed at simplifying the planning and organisation of events in Phuket. The announcement, made at a recent press conference held at Novotel Phuket City Phokeethra Hotel, revealed a restructured approach to the island, dividing it into four distinct MICE (Meetings, Incentives, Conferences, and Exhibitions) districts. This new mapping will help event organisers, planners, and travellers choose locations and activities based on their specific needs.
The initiative is part of TCEB's ‘The Southern MICE District: Phuket Series’ project, which aims to enhance the island's appeal as a MICE destination. The project will also serve as a model for future implementations in other southern Thai cities, Surat Thani and Songkhla.
The four newly established districts are:
The North Wind
Located in the northern part of Phuket, The North Wind offers natural and tranquil settings. It is known for its serene beaches, mangrove forests, and the way of life of local communities. The area also boasts Michelin-guided cuisine, providing a distinctive experience for those seeking a peaceful and immersive event location.
The Lagoon
Situated in the central region of the island, stretching from the west to the east, The Lagoon district is home to a variety of 5-star hotels and modern event facilities. The area offers vibrant night entertainment and adventurous activities, catering to those seeking a dynamic and energetic atmosphere for their events.
The Old Town
The Old Town, located in the heart of Phuket City, highlights the region's rich multicultural and historical heritage. With its mix of architecture, traditional crafts, local cuisine, and the lifestyle of its people, this district blends both traditional and modern elements, making it ideal for events with a focus on culture and history.
The South Shore
Located in the southwestern part of Phuket, The South Shore is known for its scenic viewpoints, beach clubs, and shopping experiences. It also hosts international hotel chains, offering a mix of leisure and business facilities for those organising high-end events with a focus on relaxation and entertainment.
“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 the wealthy ingredients of the island,” commented Chiruit Isarangkun Na Ayuthaya, president of TCEB. “The grouping of the ingredients in each of the four districts will make it easier for planners, organisers and travellers to make a choice of locating their events and activities. Return on time and return on investment can become a reward for their events.”
Isarangkun Na Ayuthaya further explained that the initiative aligns with TCEB's ‘3S strategy’ – which aims to encourage visitors to "Stay Longer, Spend More, and See You Again." The project is expected to add value to the island’s MICE sector and enhance its attractiveness as a high-value destination for both business and leisure travellers alike.