C9 SERIES - Phuket MICE Market Update

Strong spending power for MICE demand on the island which averaged THB13,264 per person. MICE, which refers to Meetings, Incentives, Conferences and Exhibitions, is an important contributor to Phuket tourism. Revenue generated from the MICE sector almost doubled last year to THB10.9 billion from THB5.7 billion in 2016. A key to this sharp growth was the uptick spending after the mourning period ended for the late King Bhumibol Adulyadej.


"Phuket’s MICE market valued at THB10.9 billion, 

with over 800,000 visitors last year"


In 2017, country-wide MICE revenue totaled THB174 billion, with the top three markets being Bangkok, Chiang Mai and Pattaya. Unlike other destinations with a convention center, Phuket attracts high-yield MICE groups with substantially less volume, dominated by the Asian market. While the average spending for international visitors was THB84,410 per person per trip in 2017, domestic visitors’ spending averaged THB2,803. Looking forward, the Thailand Convention and Exhibition Bureau (TCEB) plans to establish a Phuket office to service MICE facilities with a focus on marketing and promotion. The MICE market on the island is expected to expand further in the future taking advantage of the airport expansion and increasing flight connectivity.