New MICE Initiatives and Destinations in Thailand's Eastern Economic Corridor

"With the new ‘EMC3 Model’, TCEB will elevate the MICE industries in three provinces in the Eastern Economic Corridor, namely Chachoengsao, Chonburi, and Rayong... which will bring about a rapid advancement of the region,”

Chiruit Isarangkun Na Ayuthaya
President, TCEB

Thailand Convention and Exhibition Bureau (TCEB) is pushing forward Thailand’s MICE industry and drive the 10 target industries under the Thailand 4.0 scheme in support of the government’s policy.

“The promotion of the MICE industry in Thailand’s Eastern Economic Corridor (EEC) is part of a zoning strategy that aims to attract conferences, conventions, and exhibitions, as well as MICE-related investment to EEC. With the new ‘EMC3 Model’, TCEB will elevate the MICE industries in three provinces in the Eastern Economic Corridor, namely Chachoengsao, Chonburi, and Rayong, through simultaneous and extensive developments across all facets as well as integrated marketing, which will bring about a rapid advancement of the region,” said Mr Chiruit Isarangkun Na Ayuthaya, President of TCEB.


The EMC3 Model is spearheaded by six major projects spanning a period of three years (2019-2022). These projects are namely:

1. further equipping EEC with the capabilities to accommodate MICE Industries to pave the way for the Eastern MICE Corridor;
2. promoting bidding for the rights to host international conferences, conventions, exhibitions, and mega-events in EEC in support of the Thailand 4.0 policy;
3. establishing the ASEAN MICE Institute to offer MICE accreditation services, disseminate MICE-related knowledge, and provide MICE labor skill tests;
4. nurturing an ecosystem conducive to the MICE industry through close collaboration between the government, private businesses, and educational institutions;
5. promoting investments in EEC’s MICE infrastructure in anticipation of the rise of new cities in the area; and
6. encouraging community involvement by including local tourist attractions and products in the development of the MICE industry.

The EMC3 Model will further advance Thailand’s MICE industry and propel the other industries forward as envisioned in the Thailand 4.0 scheme, in which Thailand will be driven towards a value-based economy through innovation, creativity, and its service industry.

To summarize this briefly, TCEB is not just a facilitator in bringing in international meetings related to the 10 target industries under the Thailand 4.0 scheme, but also a partner in growing the MICE industry as part of, and within the EEC development.

Traveling through the EEC region during the International Media Familiarization Trip (IMFT) 2018 in October, members of the media can imagine the convenience and anticipate the great reduction in travelling time which the EEC development would bring when the High Speed Rail is ready and the U-Tapao Airport is fully expanded by 2023. At the moment, apart from Pattaya being a mature tourism and MICE destination, local hospitality entrepreneurs and international investors are ready to develop the potential of the other areas in the EEC region.

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