Analysis of the MICE Industry in Thailand: Impacts and Future Trends Worth Watching

Abstract

This academic article aims to analyze the current situation, impacts, adaptations,
and trends of the MICE industry in Thailand before, during, and after the COVID-19 pandemic,
as well as to study approaches for developing and enhancing the competitiveness of Thailand's MICE industry. The study employs literature review, secondary data analysis,
and critical examination of both quantitative and qualitative research. The findings reveal that Thailand's MICE industry experienced continuous success prior to the COVID-19 crisis but faced significant challenges during the pandemic, leading to a transformation of event formats toward online and hybrid models. Based on the analysis of research in the MICE industry,
five new key concepts are proposed 1) development of innovative MICE business models
2) systematic integration of sustainability 3) enhancement of the digital MICE ecosystem
4) strategic human capital development and 5) revolutionary participant experience creation. The article also provides recommendations for MICE industry development in terms of policy and planning, commercial applications, infrastructure, and human resource development to strengthen Thailand's MICE industry, ensure its sustainability, and enhance its competitiveness at the international level.