Korea aims to attract 40,000 Thai MICE groups to support tourism recovery

The Korea Tourism Organization (KTO) is expanding the MICE (Meetings, Incentives, Conventions, Exhibitions) market in Thailand, aiming to attract 40,000 travelers from this group, or approximately 400 groups, by 2568, a 20% increase as the second-largest MICE market in ASEAN after Vietnam, supporting long-term growth of Korean MICE.

Mr. Lee Kwang-soo, Executive Director of KTO for Thailand, stated that Thailand is a key MICE market because these travelers spend almost twice as much as typical tourists. Data from KTO shows that international MICE participants spend an average of around 2.8 million won (approximately 64,000 baht) per person, significantly higher than the average for general tourists.

The MICE industry accounts for approximately 9.2% of Korea's total tourism revenue, and international conventions account for 68.5% of the total market value.

Before COVID-19, Korea hosted 230,000 MICE events annually in 2019, and the market is now steadily recovering.

To encourage investment from Thai organizations, KTO has launched an Incentive Support Program covering logistics support and special activities such as gala dinners, team-building activities, charter bus services, and K-Culture related events. In addition, special privileges are offered to groups choosing to travel to secondary cities such as Gyeongju and Gyeongbuk Province, which will host the APEC Summit 2025.

KTO uses the IT&CMA and CTW APAC international events in Bangkok as its main platform to showcase Korea's world-class infrastructure readiness, including the Incheon Airport network connecting over 186 cities and high-speed information technology.

Along with using K-Culture or Soft Power as an attraction such as K-pop, K-food and Wellness activities, the 'Korea MICE Roadshow' was held in Chiang Mai to continue cooperation and business negotiations, with representatives from over 120 agencies and business organizations attending.

In terms of the general tourism market, KTO data indicates a strong recovery in the Thai market, with the number of Thai tourists traveling to South Korea increasing by an average of 5 percent for four consecutive months since May of this year.

• 2019: About 570,000 Thai tourists visited Korea, while more than 1.89 million Koreans visited Thailand.
• 2024 (Present): The number of Koreans visiting Thailand will return to near the original level of over 1.87 million, while the number of Thai tourists visiting Korea will be around 320,000, or approximately 60% of the pre-COVID-19 level.

KTO is also in discussions with relevant agencies to improve the K-ETA system and immigration procedures to streamline travel for Thai tourists, a key factor in maintaining market growth momentum going forward.

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