TICA President Sumate Sudasna on the Evolution of Sustainable MICE in Thailand

The Thai MICE (Meetings, Incentives, Conferences, and Exhibitions) industry is set to surpass expectations this year, with international visitors driving the segment to exceed targets by 5%. The Thailand Convention and Exhibition Bureau (TCEB) reports 894,584 MICE arrivals in the first three quarters of 2024, generating nearly THB 53 billion.

This is good news for Sumate Sudasna, president of the Thailand Incentive and Convention Association (TICA). As founder of CDM, Thailand’s first true destination management company, Khun Sumate has been a prominent figure in the Thai MICE industry since the mid-1980s, and has long expressed the belief that Thailand’s appeal as an international MICE destination will only increase in the near future.

We had a conversation with Khun Sumate about the Thai MICE industry’s stellar performance – he explains why sustainability has become a key focus in the MICE industry, how Thailand has integrated sustainable practices into its MICE tourism, and the need for ongoing government support to drive these initiatives.

As a long-time incentive travel professional in Thailand, how has MICE travel changed since you began your career?

MICE, or Business Events (BE) as referred in many destinations, has always evolved in terms of target audience behavior and expectations. Group size, budget and other factors do evolve with the economy and organization’s performance. The principle remains, however, as BE is still the most effective tool to improve organizations’ performance, knowledge sharing and business exchange – depending on the sector within BE.

How has the demand for sustainable MICE options changed among international clients in recent years?

Sustainability has become one of the main considerations when planning events and travel programs. Degree of commitment varies by organization but gradually increases as knowhow and practice options become more developed and accessible.

How has MICE in Thailand evolved to become more sustainable? Can you share some specific examples of how Thailand has integrated sustainability into its MICE tourism industry?

Advancement on Sustainability in BE should be credited to the Thailand Convention and Exhibition Bureau (TCEB). They had the foresight to introduce the ISO20121 to the Thai industry after the 2012 London Olympics. To date, some 21 Thai organizations are ISO20121-certified.

The six-year old Thailand Sustainable Events Management Standard (TSEMS) was also developed by TCEB, and is another successful endeavor with 113 Thai organizations certified.

On an individual side, the Sustainable Event Professional Certification (SEPC) course powered by Event Industry Council (EIC) launched in 2020 has certified 256 BE industry members. The industry capability development initiative is ongoing.

How do you balance the need for high-quality MICE experiences with the imperative of reducing environmental impact?

Event planners and attendees appreciate the efforts to plan events with as much environmental impact minimizing as possible. Local transportation with less CO2 emission, local ingredients used in meal preparation are some of the elements included in program planning and delivery.

How do you see the role of government policies in supporting sustainable MICE tourism in Thailand?

We need to see government support to drive forward sustainability efforts, as industry players lack the funds and access to authoritative bodies in sustainability development arena.

Government departments responsible for the industry can also liaise with other departments not directly involved in the industry, to put sustainability considerations in their area of responsibility.

Can you discuss any initiatives or programs that have been particularly successful in promoting sustainability within the MICE sector in Thailand?

I would say the industry standard programs introduced by TCEB, as mentioned above, massively helped to stimulate recognition of sustainability as must-haves from responsible business operators, and be in sync with expectations of customers.

What are some best practices you would recommend to other countries in the Greater Mekong Sub-Region looking to develop sustainable MICE tourism?

I recommend the adoption of sustainability practices; and the need to gradually enhance capabilities, elevating to international standards. But to really achieve this industry-wide and on a long term basis, governments should take the lead.

What are your future plans for promoting and enhancing sustainable MICE tourism in Thailand?

TICA does and continues to work alongside TCEB to further promote the importance of sustainability and introduce best practices as well as guidelines to apply to routine operations.