Bangkok:The Thailand Convention and Exhibition Bureau (TCEB), alongside the Food Institute, has announced the successful outcome of the "EEC MICE Product Premium" project, aimed at boosting community products for the MICE (Meetings, Incentives, Conferences, and Exhibitions) market. The initiative focused on upgrading 40 small and medium-sized enterprises (SMEs) and community enterprises in the provinces of Chachoengsao, Chonburi, and Rayong.
According to Thai News Agency, the project included activities such as business matching sessions, which are expected to result in approximately 200 business deals generating around 8 million baht in revenue. The initiative aligns with TCEB's strategy to enhance Thailand's economy by integrating community products into the MICE industry, thereby fostering urban development and economic growth at the community level.
The project highlights the potential of local products to meet the demands of the MICE market. It involved workshops on understanding buyer behavior, product standards, branding, and storytelling. The EEC MICE Product Premium Award competition recognized outstanding products based on criteria such as product identity, creativity, and market potential. Notable awardees included the HRUHRA THAILAND brand's gift set and products from the ECO LADY Women's Handicraft Community Enterprise.
Ms. Parichat Saewetsreni of TCEB emphasized the importance of the MICE industry as a tool for economic development. She noted that the collaboration between TCEB and the Food Institute demonstrates how industrial and community economies can develop synergistically, offering significant opportunities for local communities.
The project will continue to focus on expanding opportunities for community entrepreneurs, promoting sustainability, and building collaborations across various sectors to ensure long-term success. The aim is to create a robust grassroots economy by integrating local culture and products into Thailand's MICE industry, thereby offering unique experiences to both domestic and international travelers.