UN Tourism Thailand’s MICE Sector Hits 42% Growth With 1.16 Million Visitors In 2024

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Thailand’s MICE (Meetings, Incentives, Conferences, and Exhibitions) sector has experienced an impressive 42% surge in international visitors for the fiscal year 2024 (October 2023 – September 2024), totaling 1.16 million attendees. This growth brings the industry close to its pre-pandemic peak of 1.2 million foreign MICE travelers in 2019, as reported by the Thailand Convention and Exhibition Bureau (TCEB).

Looking ahead to 2025, Thailand is poised for further growth, with a host of major international events expected to attract between 5,000 and 10,000 attendees each.

The impressive surge in Thailand’s MICE industry is driven by the increase to 1.16 million overseas MICE travelers, marking a 42% rise from the 810,000 recorded in the previous year. The number is approaching the all-time high of 1.2 million achieved in 2019. The top ten markets driving this growth are China, India, Malaysia, Vietnam, Korea, Singapore, Hong Kong, Germany, the US, and Japan. Among European and UK markets, the leading contributors are Germany, the UK, Russia, France, and Italy.

The convention sector has experienced an impressive surge, with delegate numbers nearly doubling from 2023, followed by strong performances in incentive travel, exhibitions, and meetings. A standout event in the convention sector is the 74th FIFA Congress, set to take place in Bangkok in May, marking Thailand as the first Southeast Asian country to host the football governing body’s congress. Additionally, the ICCA Congress in Bangkok set a historic record, with 1,100 attendees, making it the largest annual ICCA gathering ever held in the Asia-Pacific region.

Looking ahead to 2025, Thailand is poised for further growth, with the country hosting a series of major international events supported by TCEB, spanning various industries and attracting large-scale audiences.

The Money 20/20 Asia 2025 fintech event, scheduled for April in Bangkok, is expected to draw around 5,000 delegates, including start-ups, financial institutions, and tech companies.

In April 2025, Bangkok will also host the International Diabetes Federation (IDF) World Diabetes Congress, which aims to accelerate diabetes research and advocate for global universal health coverage for the disease. With an anticipated 10,000 attendees, this will mark the first time the congress has been held in Southeast Asia.

The Asia Pacific Life Insurance Congress (APLIC 2025), set for May in Bangkok, is expected to attract 10,000 delegates, including life insurance agents and financial consultants. The congress will focus on professional development and enhancing the life insurance sector.

Lastly, the THAIFEX-Anuga Asia 2025, a key trade event for the food, beverage, and technology sectors, will be held in May in Bangkok. This premier B2B exhibition is expected to attract 85,000 participants, further solidifying Thailand’s position as a hub for international trade and innovation.

Mr. Chiruit Isarangkun Na Ayuthaya, President of TCEB stated: “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.”