The project, spearheaded by the Thailand Convention and Exhibition Bureau (TCEB), is designed to position Phuket as a world-class MICE destination through the ‘3S strategy’ – encouraging visitors to spend more, stay longer and return.
Governor Sophon presided over the event, emphasising the province’s readiness to accommodate global MICE travelers.
“Phuket is a world-class destination for MICE and tourism. This initiative will help stimulate our regional economy while ensuring long-term sustainability,” he said.
The initiative will establish four distinct MICE districts within Phuket, each showcasing unique aspects of the province:
- Phuket Old Town – Showcasing Phuket’s historical charm through its architecture, culture, and local cuisine.
- The North Wind – A hub for sustainable eco-tourism.
- The Lagoon – A dedicated MICE hub supporting international conferences and exhibitions.
- The South Shore – Integrating marine and health tourism offerings.
The project’s success in Phuket could lead to its expansion into other southern provinces, such as Songkhla and Surat Thani, to further enhance Thailand’s position as a global MICE leader, Governor Sophon noted.
A key highlight of the event was the launch of the ‘Thailand MICE Visa Prepaid Card’, a collaboration between TCEB and Visa. The card offers added convenience and exclusive privileges for MICE travelers, allowing them to seamlessly pay for accommodations, dining, activities, flights and transportation services.
The initiative aims to attract 30,000 cardholders by the end of 2025 and increase per-trip spending by 5%.
Governor Sophon also underscored the importance of environmental conservation in Phuket’s development as a leading MICE destination.
“To sustain Phuket’s appeal, we must all work together ‒ public and private sectors alike ‒ to protect our natural resources while fostering economic growth,” he stated.
He urged businesses to adopt eco-friendly practices such as reducing plastic waste, utilising clean energy, and supporting local communities, but made no mention of any effort by government agencies to curtail the sprawl of tourism-dependent businesses into green areas across the island.
“With ‘The Southern MICE District: Phuket Series’, we are not only driving economic value but also setting new global standards for sustainable MICE tourism,” the governor concluded.