The Songkhla Province is strategically positioning itself as a top-tier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE), capitalising on its robust infrastructure and strong partnerships with Malaysian businesses.
Chairman Sitthipong Sitthipatprapa of the Hotel Operators Association in Hat Yai district underscored the province's preparedness to host MICE events alongside its well-established tourism offerings.
He highlighted Songkhla's diverse range of venues suitable for various MICE activities.
Through collaborative efforts with local stakeholders like the Songkhla Chamber of Commerce, Thailand Convention and Exhibition Bureau (TCEB), and the Thai Consulate in Penang, Songkhla's administration is intensifying its endeavours to showcase its MICE potential to Malaysian corporations, governmental bodies, and travel agencies.
The ‘Songkhla MICE City Roadshow’, held in Ipoh and Penang on 14 and 15 May, aimed to raise awareness among Malaysian companies and government offices regarding Songkhla's potential as a business destination.
Despite being designated a MICE destination in 2020, Songkhla's promotional efforts were disrupted by the COVID-19 pandemic.
However, with recovery efforts now underway, stakeholders are eager to rekindle interest and leverage Songkhla's capabilities.
Chairman Sitthipong emphasised the economic benefits of attracting MICE visitors, highlighting their higher spending power, averaging between 10,000 and 15,000 baht per day, significantly more than typical tourists.
Emphasising Songkhla's infrastructure, Sitthipong highlighted venues like the Prince of Songkla University International Convention Centre, capable of accommodating up to 10,000 attendees, as crucial for attracting large-scale events.
Local tour operator Wittaya Saelim praised the initiative, noting the frequent selection of Songkhla by Malaysian companies for corporate events, which enhances the region's economic landscape.
As Songkhla redefines its position on the MICE tourism map, stakeholders maintain optimism regarding the province's potential to attract a broader international clientele, thus expanding its tourism offerings and economic prospects.
