Songkhla Province is gearing up to position itself as a premier MICE (Meetings, Incentives, Conferences, and Exhibitions) destination, leveraging its infrastructure and strategic partnerships with Malaysian businesses.
Chairman Sitthipong Sitthipatprapa of the Hat Yai district’s hotel operators’ association highlighted Songkhla’s readiness to host MICE events alongside its traditional tourism offerings.
He emphasized the province’s diverse array of venues suitable for various MICE activities.
In collaboration with local stakeholders such as the Songkhla Chamber of Commerce, Thailand Convention and Exhibition Bureau (TCEB), and the Thai Consulate in Penang, Songkhla’s administration has intensified efforts to promote its MICE potential to Malaysian enterprises, government agencies, and travel entities.
Recently, the “Songkhla MICE City Roadshow” held in Ipoh and Penang on May 14 and 15 aimed to raise awareness among Malaysian companies and government offices about Songkhla’s suitability as a business destination.
Despite being designated a MICE destination in 2020, Songkhla’s promotional activities were disrupted by the COVID-19 pandemic.
Now, with recovery underway, stakeholders are eager to reignite interest and capitalize on Songkhla’s capabilities.
Chairman Sitthipong underscored the economic benefits of attracting MICE visitors, noting their higher spending power—averaging between 10,000 and 15,000 baht per day, significantly more than typical tourists.
Highlighting Songkhla’s infrastructure, Sitthipong pointed out venues like the Prince of Songkla University International Convention Centre, capable of accommodating up to 10,000 attendees, as pivotal in attracting large-scale events.
Wittaya Saelim, a local tour operator, welcomed the initiative, noting that Malaysian companies frequently choose Songkhla for corporate events, thereby bolstering the region’s economic landscape.
As Songkhla repositions itself on the MICE tourism map, stakeholders remain optimistic about the province’s potential to attract a broader international clientele, further diversifying its tourism offerings and economic opportunities.
Tags: Songkhla province, MICE destination, Thailand Convention and Exhibition Bureau (TCEB), Sitthipong SitthipatprapaHat Yai district’s hotel operators’ association Tourism
