Introduction to MICE

College of Innovation, Thammasat University

Pat Satkhum CEM
MICE Capabilities Development Department
Thailand Convention & Exhibition Bureau

9/20/2017 1
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 Business Travel

Business Travel:
Business travel is concerned with people travelling for purposes
which are related to their work. As such if represents one of the
oldest forms of tourism, man having travelled for this purpose of
trade since very early times (Rob Davidson, 1994).

Tourism

Leisure Business

MICE Industry is considered to

be a major component making
MICE Industry
up business travel and tourism.
M eetings
A meeting is the coming together of a group of people to discuss or
exchange information.

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 In some regions, meetings may be seen as a small-scale
conference by others

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I ncentive travels
Incentive travels include leisure trips emphasizing pleasure and
excitement and which may appear to have little connection to
business

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C
An event where the primary activity
of the attendees is to attend
educational sessions, participate in
onvention meetings/discussions, socialize, or
attend other organized events

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E xhibitions & events
Exhibitions can generally be portrayed as presentations of products
and services to an invited audience with the object of inducing a sale
or informing the visitors

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 New Product
Launch Event

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 Multiple Benefit: MICE Industry

1 Visitor Spending 2 Trade Investment 3 Knowledge Transfer

Venues
Venue, Organizer, Trade, Investment, Knowledge &
Organizers Trade Knowledge
Hotel, Shopping,Travel Positive Image technology transfer,
Hotels Investment
destination
Shopping Positive Image Technology transfer
Travel destinations
 Comparison: MICE and Tourism Industry

MICE Tourism

Target Target
Meetings, conferences or incentive Frequent Individual Traveler
travels that are predetermined plans for Repeated Tourist
businesses Retired Traveler
professional associations Leisure Traveler
Government
organizations

High Possibility of Economic Added Value High Possibility of Economic Added Value
Visitor Spending Repeated travelers
Trade Investment
Knowledge Transfer

Revenue: The spending on venue, accommodation, destination and expenses

during and after the events means circulating funds in the economic system of
the cities or countries hosting the events.
 MICE is an important
Economic Growth Driver

Indirect Total
Commodities Contribution F&B Contribution
Industries Recreation
Investment spending To GDP
Clothing
Government collective To Employment
Housing
spending
Household goods
Purchase from suppliers

Direct Induced
Contribution Contribution

MICE as Economic Growth Driver

: WTTC Travel and Tourism Economic Impact Report 2015

 GDP Contribution of Global Business Travel

23.5%
Travel & Tourism
Business
Travel &
9.5% MICE

76.5%
Leisure Tourism

Total GDP

(2015) Source: Frost & Sullivan analysis
MICE industry in Thailand
contributes 0.84% of overall
Thailand GDP Government Tax:
10,368 million

Networking
Opportunities
Job Creation:
164,427 jobs

Branding of
Thailand

Source: Thailand national 2014 GDP data is based on Bank of Thailand database
Thailand Macro Economic Indicators, Frost & Sullivan analysis

Industry Skill
Sharing
2015 MICE Performance
No. of Visitors
Spending Per Head (THB)
996,178
88,350
Revenue (MB)
Length of Stay (Days)
80,892 5.44

Source : MICE Statistics, IP&C

MICE Visitors to Thailand
Others
Middle East 3%
AFRICA 6%
Nos.(Pax)
OCEANIA
1%
AMERICA 3%
6% ASIA
EUROPE
12% EUROPE

ASIA AMERICA
76%
OCEANIA

Source : MICE Statistic Report , IP&C

Thailands Key Industries for MICE
Key Industries for Meetings & Conventions
Chemicals and Cosmetics
Pharmaceutical and Medical
Insurance and Assurance
Finance and Banking
Automotive and Accessories
Tourism
Electronics and Electrical Appliance
Key Industries for Exhibitions
Food/ Agriculture/ Agro/ Rubber
Automobile/ Auto Parts/ Transportation
Construction/ Architect
Energy
Machinery
Jewelry/ Lifestyle/ Textile
Tourism/ Wellness/ Hospitality
ICT
Medical Healthcare
Source: MICE Intelligence TCEB .
 Convention Planners
and Visitors (PCO, PEO,
Bureau (CVB), DMC, etc.)
Associations, Venues &
Gov. offices Hotels

Service
Contractors
Catering

Logistics &
Special
Transportations
performance

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 Career Path
in MICE Industry

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 Public Relation

Currier

Printing

Souvenir

Registration

Cleaning

Finance National

Security

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 Job
Opportunities

31 As of : 05/07/2013
 Professional
Conference Organizers

Professional Exhibitions
Organizers

Event Organizers

Organizer
32 SOURCE: TICA Career Advisory 2012
 Professional
Conference Organizers

Professional Exhibitions
Organizers

Event Organizers

Organizer
33 SOURCE: TICA Career Advisory 2012
Front Office Corporate
Sales Marketing
Communication

Events Services

Food&Beverage VENUE Facility Services

Business Center Security

Venue
Housekeeping

SOURCE: TICA Career Advisory 2012

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 Supporting Human Resources

Office Administration
Purchasing

Business VENUE
Development

Legal
Finance
& Account

Venue
Information Technology

SOURCE: TICA Career Advisory 2012

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 Sales Marketing
IT
Tour Guide

HR & Travel Reservation

Administration Agent & Ticketing

Accounting Operation &

Coordinator
Product & Contracting

Travel Agent
36 SOURCE: TICA Career Advisory 2012
 Public Relation

Currier

Printing

Souvenir

Registration

Cleaning

Finance National

Security

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TOP10Most Important Criteria
for MICE Management
1. Manages conflicts & difficult situations
2. Honest & transparent
3. Understands event organization/ meeting work
process
4. Respond to client's problem and act spontaneously
5. Copes with unexpected issues professionally
6. Well disciplined with promises & commitment
7. Cope with client's flexible requirement
8. Ensures everything goes as planned and every
parties follow committed agreement
9. Communicates with different parties effectively
10. Anticipate client's needs

38 Do you like people?

: IT&CMA and CTW Asia-Pacific
 MICE Sustainability

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Root causes of unsustainable world

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The Root Causes of the Sustainability Crisis
The industrial revolution and market capitalism have been so
successful that in the past 100 years, the worlds population has
increased from 2 to 7 billion (it will soon be 9 billion)

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 The Root Causes of the Sustainability Crisis
We consumed more of the worlds resources in the past 50
years than in the previous 10,000 years combined

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The Root Causes of the Sustainability Crisis
Renewable resource systems, including fresh water,
agricultural land, and marine resources, can not satisfy
future demand

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 Non-renewable resources, such as oil, also will not
satisfy demand

The Root Causes of the Sustainability Crisis

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Our belief that technology alone will solve our sustainability
problems is misplaced

The Root Causes of the Sustainability Crisis

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New Consciousness to Fix Old Problems

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UFI Focus Meeting on Sustainable Development 47
 Common definitions for sustainability
include:

Sustainable development:
Development that meets the needs of the
present without compromising the ability of
future generations to meet their own needs.

Source: Our Common Future, Brundtland Commission, 1987

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What is Sustainability
Sustainability means taking into consideration the environmental,
economic and social aspects of our actions, as well as recognizing the
inter-relationships between these aspects.
It includes protecting our environment and preserving natural habitats and
biodiversity, but it is also about promoting a healthy and engaged society
and thriving economy.
Source: Green Meeting Industry Council (GMIC)

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12 Value Shifts Leading to a Sustainable World

Old Values Sustainable Values

1. More is better 1. Enough is enough
2. Me 2. We
3. Transaction 3. Relationship
4. They must solve it 4. I am the solution
5. Growth/Profits 5. People, planet, profits
6. Take from nature 6. Learn from nature
7. Money is power 7. Money is energy
8. Top down 8. Bottoms up/top down
9. Knowing it 9. Living it
10. Isolate and solve 10. Search for Common
11. Take, Make, Waste Ground
12. Focus on Differences 11. Conscious use of
resources
12. Systems thinking
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Philosophy of Sufficiency
Economy

Sufficiency Economy is a philosophy that stresses the

middle path as an overriding principle for appropriate
conduct at all levels of society.
Sufficiency
means moderation,
reasonableness, and
the need for self-
immunity to gain
sufficient protection
from impacts arising
from internal and
external changes.
 Why is sustainability important?

The world population is overstepping itself in

the use of the Earths bio capacity.
Current global footprint is 156% of the
earths bio capacity.
The current population is using more
resources than the earth can replenish in a
single year.
In other words, to meet the demand of
annual current global consumption, over 1.5
planets is needed.
Source: Global footprint network + World Wildlife Fund (WWF)

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Green Meetings?
 Sustainable Events
A sustainable event is an event designed, organized
and implemented in a way that minimizes potential
negative impacts and leaves a beneficial legacy for
host community and all involved.
(source: Thailand Sustainable Events Guide, 2015 and United Nations Sustainable Events Guide 2012)
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 Resource and financial savings (e.g. energy, water, etc.)
Economic Develop opportunities for revenue and funding
Enhance branding, marketing and communications

Job creation
Improve quality of life for local
Social
Support well-being of local residents from allocation of
resources

Preserve ecological integrity of destinations

Environment Emphasizes value and conservation of natural and cultural
resources

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Is there demand?

Are business events

clients asking for
Sustainability today?

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Statistics say Yes
95% of 250 largest companies in the world report their
corporate responsibility (CR) activities
71% of large companies based in Asia Pacific now
publish CR reports (The KPMG Survey of Corporate Responsibility
Reporting 2013)

68% of meeting planners report that CSR will be a focus

for their organizations (42% say they are fully committed
to CSR) (FutureWatch 2011)
90 % of meeting businesses are engaged in CSR activity
and 40% of them have a formal CSR policy (International
Centre for Research and Events, Tourism and Hospitality 2012)

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What will
drive demand

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Global Consumer Trends

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 93%

93% CEOs say Sustainability is critical to their

success (UNGC Accenture Report)
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MAJOR TRENDS

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The Millennium Era is Gone!!

World heading for new Global Goals

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The SDGs build on the success of the Millennium Development Goals (MDGs)
and aim to go further to end all forms of poverty. The new Goals are unique in
that they call for action by all countries over the next 15 years starting 1st
January 2016
Major Trends

Destinations and MICE

operators are using
sustainability as a
competitive differentiator
and business generator

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OLYMPIC

2016 - 2060

Brunel University - London, presents how the Olympics will change in terms of 68Design
68 and Innovation through three intervals: the period until 2016 - 2060
Branding
Sustainable
Destination
creates
opportunities
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Tokyo go sustainable city for Olympic
Games 2020

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Major Trend

Toward .
sustainability management standard

Were moving!
fromsustainability wondering around

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 ISO 20121
Sustainable Event Management Systems

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 What is ISO 20121?
is a management system
standard that has been designed
to help organizations in the events
industry improve the sustainability
of their event related activities,
products and services.

Applies to management
system not the event
Requires organizations to
understand and manage
sustainable development
issues
Shares common management
system principles with other
standards
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What ISO 20121
is NOT

Specification for a
sustainable event
A performance standard
A checklist
A guideline
A green standard
Just applicable to event
organizers

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ISO 20121 Benefits to You

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Sustainability
Practices

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Tips for creating sustainable events
Choose a venue which has sustainable policy or a
LEED certified hotel/venue LEED stands for Leadership
in Energy and Environmental Design and is an
independent, non-profit, third-party rating system
established by the U.S. Green Building Council
(USGBC).
Work reminder linen cards into your eco-
friendly contract Not everyone needs towels
washed daily. Reduce water & energy
usage with linen cards.
Create green menu use local & seasonal items Local CSAs,
farmers, vineyards, and breweries will appreciate the
business and by using local items, you reduce the travel
distance for delivery.
Use a mobile app Dramatically reduce your printing fees
and make your attendees lives easier with a mobile app.
Virtual content is the way to go!
Develop a recycling plan to
include in your contract
Make sure the hotel team is
aware of your plan. Offer
recycling points, signage
and volunteers to help
promote your initiative.
Include bins in hotel
rooms and throughout
exhibit area
Recycle badges and giveaways Plan to donate to
local charities, schools & non-profits. Set-up bins
throughout exhibit area. Offer incentives for attendees
to participate.
Donate left-over food, The food that would otherwise
be thrown out can be given to staff or attendees to
take home or donated to local charities. Check first,
as some do not accept prepared food
Consider using cloth napkins, no table cloth, use glasses
instead of disposable cups, as well as flatware and
silverware. If youre at an eco-friendly location the
laundering will also be dramatically reduced with low energy
and water plans already in place.
Create a beverage station Move away from wasteful
water bottles and work with F&B to have strategically
placed beverage stations throughout the exhibit
location.
18. Avoid individually wrapped products Work with catering
or F&B manager to order items in bulk and eliminate all of
those tiny wrappers. For example, mints, candy, jelly, butter,
water, etc.
If necessary, use compostable products instead of
plastic. When building out your contract be sure to
add this requirement.
Consider using reused or reusable material for your booth
construction and decorative items.
Implement green transportation Review attendees
travel plans and try to make as few trips as possible to
reduce your carbon footprint. Find hybrid shuttles or
create maps (within your mobile app) helping
attendees navigate through public transportation
options.
Chose a location compatible with your demographic If you have
an invitation list, consider the time of year as well as a centralized
location for your attendees. Reduce travel and pollution while
making the trip more convenient for your guests.
Create sustainability
tips of the day emails
for attendees With the
hustle & bustle of your
event, breakout
sessions and networking
attendees (and
exhibitors) can easily
forget about your
green strategy. Use
email, as a means of
communication and
move away from print
(which defeats the
purpose), to keep
everyone involved.
Report your sustainability performance

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 Thailand Convention and Exhibition Bureau
(TCEB)
Driving Growth of Business Events
Ask local CVBs & DMCs for environmentally friendly
venues If youre unfamiliar with the territory, ask for
help. Call local Convention & Visitor Bureaus or
Destination Management Companies for referrals of
green properties.
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TCEB Strategies
More international MICE events to
Win
Thailand

Thailand as a world-class
Promote destination for
international and domestic
MICE events

Foster industry growth and

Develop
capability development

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UFI Focus Meeting on Sustainable Development
 Thailands Roadmap to Sustainable Destination
- Environment Management Survey
2008 2013
- Thailand MICE industry goes Carbon Neutral
- Green Meeting Seminar
- Hosted Sustainability Thailand Forum
- Dedicated Green Meeting Team
- Financial support for ISO 20121

2009 2014
- Launched Green Meeting Guideline
- Green Seminar: Advancing the Future of MICE - Sustainable Master Plan for Thais MICE Industry
- Go Green' Exhibition #1 - Financial support for ISO 20121
- Green Meetings Website Launched

- 'Go Green' Exhibition #2

2010 - Sustainable Events Guidelines 2015
- Carbon Neutral Events Guidebook
- Seminar: ISO50001 Cost & Benefits
- Carbon Neutral Events support
- Monthly Articles on Green Meetings Topics
- Increase financial support for ISO 20121
- Monthly Local Case Studies of Green MICE
- MICE Sustainability Forum 2015

2011 2016
- Lean & Green Workshop - Introduced UNs SDGs
- Green Meetings Member Program - Farm to Functions
- Financial Support Program for MICE Events - Host UFI Sustainability Development Forum
- Implement ISO50001 at Major Bangkok Venues - MICE Sustainability Forum 2016
- Increase financial support for ISO 20121

2012 2017
- Re-positioning to sustainability destination - Continue promote UNs SDGs
- Hosted Sustainability Thailand Seminar - Introduced Food Waste Prevention program
- Introducing ISO 20121 - Developed Sustainable Event Professional
Certification

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Key Achievements to date:

1. With aggressive supporting scheme, 22 organizations were certified series

of ISO programs, representing the largest numbers of certified venues ever
in SEA.
Plaza Athne Bangkok - the fist hotel in the world that certified ISO
20121: Sustainable Event Management Systems
IMPACT - first exhibition venue in the world certified ISO 50001 (Energy
Management System)
2. Thailand was the second country in the world to implement ISO 20121:
Sustainable Event Management Systems after the UK Olympic 2012
3. Successfully created Thailands 1st MICE Sustainability Master Plan, also the
worlds first sustainability master plan for MICE industry.
4. Created series of guidelines and guide books for MICE Operators e.g.
Green Meeting Guideline, Carbon Neutral Event Guide, Thailand
Sustainable Events Guidebook, etc.
5. Farm to Functions, inception project in the World in community
engagement for MICE industry , represent a true partnership between MICE
operators and farmers. The project has generated over 12 MB revenue to
more than 200 families.
6. Launched Food Waste Prevention Program resulting 2.0 MB /venue/year

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Standard / Hamburger
India
India
China
Vietnam
Thailand
Copyright by Thailand Convention and Exhibition Bureau. All rights reserved.

Benefits of International Standards...

For business
International Standards are strategic tools and guidelines
to help companies tackle some of the most demanding
challenges of modern business. They ensure that business
operations are as efficient as possible, increase productivity and
help companies access new markets.
Benefits include:
Cost savings
International Standards help optimize
operations and therefore improve the
bottom line
Enhanced customer satisfaction - International
Standards help improve quality, enhance customer
satisfaction and increase sales
Access to new markets - International
Standards help prevent trade barriers and
open up global markets
Increased market share - International
Standards help increase productivity and
competitive advantage
Environmental benefits - International
Standards help reduce negative impacts on the
environment
 ISO 22301
Business Continuity Management Systems
ISO 22301
Business Continuity Management
Systems
Thailand MICE Venue
Standard (TMVS)
ISO 14001
Environmental Management Systems

ISO 9001
Quality Management Systems
 Certified Thai MICE Operators
Certified Organizational Standard
ISO22301 ISO 22000 ISO 50001 ISO 20121 TISI 22300 9001
No. Company Business Food Safety Energy Event MICE Quality
Continuity Management Management Sustainability Security Management
Management Systems Systems Management Management System
System Systems Systems
1 IMPACT
2 BITEC
3 Queen Sirikit National Convention Center

4 Pattaya Exhibition & Convention Hall

ICC Hat Yai International Convention

5
Center)
6 Kingsmen C.M.T.I. Co., Ltd

Plaza Athenee Bangkok, A Royal Processing

7
Meridien

8 Sheraton Hua Hin Resort & Spa

9 Sheraton Pranburi
10 Westin Grande Sukhomvit
11 Sampran Riverside

12 Chiang-Mai Convention Center

13 The Peninsula Bangkok
 Certified Thai MICE Operators
Certified Organizational Standard
ISO22301 ISO 22000 ISO 50001 ISO 20121 TISI 22300 9001
Business Food Safety Energy Event MICE Quality
No. Company Continuity Management Management Sustainability Security Management
Management Systems Systems Management Management System
System Systems Systems

14 Central Pattana Public Company Limited

15 MICE & Communication Co., Ltd.
16 Royal cliff Beach Hotel Co.,Ltd. Processing

Processing Processing Processing

17 Royal Paragon Enterprise Co.,Ltd.
Processing
18 Dusit Thani Laguna Phuket
Processing
19 Dusit Princess Srinakarin

20 Dusit Princess Chiang Mai Processing

21 Dusit D2 Chiang Mai Processing

22 Central Plaza Ladprao Processing

23 Central Pattana Hatyai Processing

24 Dusit Thani Pattaya Processing

26 Dusit Princess Korat Processing

27 Processing
Le Meridian Bangkok
Thailand MICE Venue Standard
1. Meeting Room
2. Exhibition Venue
3. Event Venue
The venues are a crucial factor in the decisions of organisers to host their
meetings. The bureau earlier created a meeting room standard and this has
been further developed to become the Thailand MICE Venue Standard or TMVS.
Thailand MICE Venue Standard Certification Thailand MICE Venue Standard Certification
Handbook (Category: Meeting Room) Handbook (Category: Exhibition Venue)
Thailand MICE Venue Standard Certification
Handbook (Category: Event Venue)

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Thailand MICE Venue Standard (Category: Meeting Room)
126
Total venues certified: 556 rooms from 189 venues
TMVS Directory
(Category: Meeting Room)

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128
5th Special Meeting and 1st National Assessment Committee on
ASEAN MICE Venue Standard
29th June 2nd July 2017, Hilton Pattaya Hotel, Thailand
 Next Steps in the Development of ASEAN MICE
Venue Standard (Category Meeting Room)
3rd Special Meeting of ASEAN
MICE Venue Standard
11th Quality Tourism Working
Group / 1st ASEAN Tourism
Competitiveness Committee
Meeting
44th ASEAN NTOs Meeting
20th Meeting of
ASEAN Tourism Ministers
4th Special meeting &1st
ASEAN MICE Venue Standard
(AMVS) Auditor Training
5th Special meeting on ASEAN
MICE Venue Standard (AMVS)
& 1st NAC meeting
21st Meeting of
ASEAN Tourism Ministers
Finalisation and Trial of Inspection Process 25-26 February 2016
Approval for Final ASEAN MICE Venue April 2016, Viet Nam
Standard (including Manual for Assessment
and Certification) from Working
Group/Committee
Adoption for Final ASEAN MICE Venue June 2016, Thailand
Standard
Endorsement for Final ASEAN MICE Venue ATF 2017, January,
Standard Singapore
Auditors training session for ASEAN MICE 15-18 March 2017
Venue Standard Bangkok, Thailand
Development of new Category (Convention / 29 June 2 July 2017
Exhibition Center) and (Public / Private Sector) Pattaya, Chonburi
Actual Implementation of ASEAN MICE 2017, each Member
Venue Standard, Feedback from Member State
States
1st ASEAN MICE Venue Standard (Category ATF 2018, January,
Meeting Room) Award Thailand 130
Queen Sirikit National Convention Center

First Venue in the ASIA Certified ISO 20121: Event

Sustainability Management Systems
ISO 50001: Energy Management Systems
TISI 22300: MICE Security Management Systems
Thailand MICE Venue Standard (TMVS) Meeting
Room, Exhibition Hall (under process)
Q&A
 Thank you
Copyright by Thailand Convention and Exhibition Bureau. All rights reserved.