Bangkok aims to become a leading global MICE destination. Its strengths include being a regional business hub, having world-class accommodation and transportation infrastructure, and offering cultural attractions. However, issues like traffic congestion and a lack of central MICE coordination exist. The document analyzes Bangkok's SWOT and recommends positioning it as ASEAN's economic hub and capital city. It outlines strategies to promote marketing, upgrade products/services, enhance supplier skills, and improve government collaboration to support the sustainable growth of Bangkok's MICE industry.

1. Executive Summary
City Profile & MICE City
Strategy
Bangkok
CONFIDENTIAL AND PROPRIETARY
Any use of this material without specific
permission of Lycon Co.Ltd is strictly
prohibited.
MICE CITY PROFILE
Thailand Convention and Exhibition Bureau
September 2017

2. -2--2-
City Profile & MICE City Strategy : Bangkok City
City Profiles & MICE City Strategy
1 Highlight of Bangkok potential for MICE city
3 Assessment of Bangkok readiness for MICE city
Table of Content
2 Constraints for MICE city development
4 Analysis, strategic options and city potential
5 Bangkok MICE city strategy
Executive Summary

3. -3--3-
City Profile & MICE City Strategy : Bangkok City
Regional
Business
Hub
1. Bangkok is the regional center of business and finance in Asia
2. Location of many world-class companies’ headquarters, which help promote
business opportunities & MICE activities in Thailand and Southeast Asia.
3. Receive financial support from gov’t to host many important int’l events
Ease of
Transporta
tion
1. Suvarnabhumi Int’l Airport, Don Mueang Int’l Airport is the center of air
transportation hub in ASEAN supporting flights from around the world.
2. MICE traveler can travel to downtown to airport rail Link.
3. Traveling in Bangkok city is convenient and inexpensive.
World
Class
Accommo
dation
1. Bangkok offers wide range of luxury 4-5 star accommodation to budget
hotels for luxury and budget travelers.
2. Majority of the hotel are equipped with standard facilities to support
meetings or events.
5
Relax and
Entertainm
ent city
1. Bangkok city has wide range of entertainment, including great food,
shopping malls and art.
2. Large number of spa offering traditional Thai massages in every corner.
4
Bangkok city’s highlight can be grouped into 5 areas
Center of
MICE
1. Location of five (5) large conference & exhibition facilities, which equips
with state-of-the-art facility & technology.
2. Large pool of experienced staffs to support MICE activities.
3
1
2

4. -4--4-
City Profile & MICE City Strategy : Bangkok City
Issues and constraints for Bangkok to become global MICE
destination
ที่มา: จากการสัมภาษณ์เพิ่มโดยบริษัท ไลคอน จากัด (ทีมที่ปรึกษา)
Logistics &
Transportation
1. Traffic congestion has been a chronic problem, which has impacted quality
of life of the people. Most traveler prefers private cars to public
transportation.
2. High frequency of road maintenance & road construction schedule creates
chain of traffic congestion in some areas.
1
Safety Security
& Risk
1. Bangkok city has high crime rate, violence. (EIU scores of 65)
2. Flood problems during raining season cause traffic congestion.
3. Political instability in the past has hinder MICE industry development.
4
MICE
Management
1. Lack of central coordination and involvement of local representatives to
drive the MICE industry
2. Lack of MICE overall aspiration plan for Bangkok MICE city.
3. Organizer required to hire freight forwarder to overcome government
cumbersome import procedures, results in increase the cost.
2
Support from
Government
1. Bangkok has no department dedicates for MICE industry development.
2. Lack of continuity of MICE industry support from the government.
3. Government agencies have limited knowledge on roles and responsibilities
of TCEB to support MICE industry
3
Issues and constraints for Bangkok

5. -5--5-
City Profile & MICE City Strategy : Bangkok City
Analysis, strategic options and city potential includes 4 steps : 1.
SWOT Analysis, 2. strategic options, 3. Post meeting activities and 4.
Customer Needs & Strategic option
Analysis,strategicoptionsandcitypotential
MICE City Positioning
MICE City Portfolio
Strategic options for Bangkok MICE City2
SWOT Analysis1
3 Post-meeting activities (Options Programs/Themes)
Customer Needs & Strategic option4
Capital City)
Fun City) Multicultural City) City of worth)
Meeting Incentive Convention Exhibition
•
•
–
–
–
•
•
•
•
•
•
•
•
•
•
•
•
Capital City)
•
City of worth)
•
Capital City)
•
Fun City)
•
Multicultural City)
•
Capital City)
•
Fun City)
•
Multicultural City)
•
Capital City)
•
Multicultural City)
•
•
•
•
•
•
•
•
•
•
•
•
•
–
–
–
MICE
Activity
MICE City Positioning
1
(Fun City)
2
(Multicultural City)
3
City of worth
4
Capital City)
Theme
Meeting
Company Training) Company
Outing
ECIM
•
•
• Wellness)
•
•
•
•
•
Shopping)
•
•
•
• Team Building)
•
•
•
•
•
ThemeTheme
Theme
Art & Culture Natural CSR Art & Culture Natural Education
Art & Culture Natural EducationCSR
Theme
Incentive) ECIM
•
•
• Wellness)
•
•
•
• Team Building)
•
• Corporate Social Responsibility: CSR)
•
•
•
•
ThemeTheme
Art & Culture Natural EducationCSR
Art & Culture Natural CSR LuxuryAdventure Art & Culture Natural Education
Exhibition ECIM
Theme
•
•
• Site Visit)
• One
Province One Product) SMEs)
Business
Matching
Education
1.
2.
3.
4.
5.
6.
1.
2.
3.
4.
5.
6.
1.
2.
Smart City)
Hi end
3.
Incentive Travel)
4.
5.
1.
2.
3.
4.
Strength) Weakness)
Opportunity) Threat)
Develop)Develop)Promote & Win)
•
•
• CSR
•
•
•
•
•
•
Low Season
•
•
1 2 3
Options Program/Theme)
Community
Base Tourism)
1.
2.
3.
4.
5.
6.
7.
8.
•
•
•
3
Options Program/Theme)
1.
– Tin Stone Treatment
– Thai Nora Therapy
–
2.
3.
4.
Adventure and
Team Building)
Luxury Slow
Life)
1. Zipline Phuket, Tarzan Adventure
Phuket Flying Hanuman
2. Jungle Bungy Jump
3. Extreme Sport)
Water Skiing) Windsurf)
Kiteboarding)
•
•
•5
4
Zipline
Kiteboarding
Tin Stone Treatment
Golf
Options
Program/Theme)
(Community Base
Tourism)
2
3
4
5
3. :
1. :
2. : 4. :
5. :
4.
•
1.
2.
3.
1.
3.
•
1.
2.
3.
1.
2.
5
•
1.
2.
3. 10
4.
1.
2.
3.
2.1.
•
1.
2. 1 23
Street Food
3.
1.
2.

6. -6--6-
City Profile & MICE City Strategy : Bangkok City
1. Bangkok is the regional center of business and finance in Asia
2. Location of many international companies’ headquarters, which
help promote business opportunities & MICE activities in
Thailand and Southeast Asia.
3. Receive support from gov’t to host many important int’l events
4. Location of five (5) large conference & exhibition facilities,
which equips with state-of-the-art facility & technology.
5. Large pool of experienced staffs to support MICE activities.
6. Many popular and famous destinations for tourist attraction
7. Bangkok offers wide range of luxury 4-5 star accommodation to
budget hotels for luxury and budget travelers.
8. Suvarnabhumi Int’l Airport, Don Mueang Int’l Airport is the
center of air transportation hub in ASEAN supporting flights
from around the world.
9. MICE traveler can travel to downtown to airport rail Link.
1. Lack of central coordination and involvement of local
representatives to drive the MICE industry
2. Lack of MICE overall aspiration plan for Bangkok MICE city.
3. Organizer required to hire freight forwarder to overcome
government cumbersome import procedures, results in
increase the cost.
4. Traffic congestion has been a chronic problem, which has
impacted quality of life of the people. Most traveler prefers
private cars to public transportation.
5. Waste problem Pollution and Pollution within the City
1. Government start to familiarize with MICE as tools/mechanism
to drive economy.
2. Large number of infrastructure development plan e.g., rail
transit and public transportation coverage many destination in
Bangkok.
3. Expansion of Suvarnabhumi and Don Muang International
Airport Project will accommodate more passengers.
4. New activities such as Man-made attraction such as Ong Bak,
Himmapan, will increase the attraction of Bangkok
5. Expansion of the conference & Exhibition venue, such as the
Bangkok International Trade & Exhibition Center
1. Bangkok has no department unit dedicates for MICE
industry development
2. Government agencies have limited knowledge on roles
and responsibilities of TCEB to support MICE industry
3. Crime issues in Bangkok has deter many visitor to
Bangkok
4. Political change may hindrance to the future direction of
MICE industry.
Bangkok SWOT Analysis
Strength Weakness
Opportunity Threat

7. -7--7-
City Profile & MICE City Strategy : Bangkok City
2017 © Copyright LYCON
Strategic options for Bangkok to become a global MICE destination
Bangkok
Cultural
Diversity City
Economic Hub of
ASEAN : Capital City
Bangkok
Entertainment
Fun City
Bangkok City
Meeting place
of ASEAN
• Bangkok is a center of
economic and services
Hub of Southeast Asia
• Ease of access
throughout Bangkok
City.
• Bangkok has large variety
of entertainment including
best cuisine, large
shopping complex,
entertainment & theater
and historical landmarks.
• Value for money
• Bangkok has a city of
charm, combining the
modern world and old
world co-exist in one city
• Bangkok has a large
selection of luxury hotels
and budget hotels.
• Value for money
• Capital of the country
• Two (2) international
airports serving
international flights
worldwide
• >10 prestigious
universities located in
BKK.
• East of access
• Many tourist attractions
(culture & arts shopping
center e.g., Chatuchak
market or JJ market)
• One of the best 23 cities
with the Best Street
Food in the world.
• All day city attractions
• Easy to create new
MICE activities due to
diverse culture.
• Many special venue for
hosting MICE activities
such as palace temples.
• City welcome all people
with different religious
believe
• Bangkok has wide rang
of Hotels &
accommodations
• Most of the hotel can be
access through Public
transportation
• Staff can communicate
both Thai and English.
• Large population with
>10M Population
• Traffic congestion during
rush hour.
• Waste management,
pollution management
problem
• Large population with
>10M Population
• Traffic congestion
during rush hour.
• Large population with
>10M Population
• Traffic congestion
during rush hour.
• Cumbersome import
procedures for
exhibition
Advantage
Dis-
advantage
Selling
point
Topics
2 3 41

8. -8--8-
City Profile & MICE City Strategy : Bangkok City
2017 © Copyright LYCON
Define strategic position for Bangkok MICE City
MICE
Activity
MICE City Positioning
1
Bangkok
Entertainment & Fun
City
2
Bangkok
Cross culture and
diversity City
3
Bangkok
Meeting place of
ASEAN
4
Bangkok Economic Hub of ASEAN : Capital City

9. -9--9-
City Profile & MICE City Strategy : Bangkok City
Need analysis & MICE City position for each MICE segment
Bangkok Economic Hub of ASEAN : Capital City
Bangkok
Entertainment & Fun City
Bangkok
Cross culture and diversity
City
Bangkok
Meeting place of ASEAN
Meeting Incentive Convention Exhibition
• Ease of Access &
Security
• Relax & Wellness
• Cultural Tourism
• Ecotourism
• Learning based tourism
• Capital City
• City Center of ASEAN
• Capital City
• Fun City
• Multi-cultural City
• Capital City
• Fun City
• Multi-cultural City
• Capital City
• Multi-cultural City
• Ease of Access &
Security
• Relax & Wellness
• Cultural Tourism
• Ecotourism
• Learning based tourism
• Post meeting events for
family & follower
• Social Responsible
activities
• Product Launch
• Business Marching
• Destination
Management Company
• Corporate Meeting
(Thai)
• Government Agency
• Incentive group (Thai)
• Incentive group (Asia)
• Incentive group (Europe)
• Professional Convention
Organizer (PCO)
• Association (Thai)
• Education institutions
• Local organizers
(PEO)
• Local Exhibitors
• Foreign Exhibitors
• Government Agency
Needs
Target
MICE
City
Position

10. -10--10-
City Profile & MICE City Strategy : Bangkok City
2017 © Copyright LYCON
Options Program/Theme
Post meeting activities (Options Programs/Themes)
Business
Matching
Wide variety of
Best cuisines
6
3. Culinary Journey: Bangkok has been
known for center of best cuisines
including Thai food, Korean food,
Japanese food and Chinese food with
reasonable price.
4. Relax & break : Bangkok city has
all sort of activities that give pleasure
to MICE traveler such as golf for
men, spa massage and learning Thai
cooking for the ladies.
Options
Program
/Theme2. Enjoy shopping:
Bangkok is a well known
city for shopping
destinations in Asia. The
destination is will suit for
MICE travel with family
1. Sightseeing Bangkok + : Bangkok and
neighboring provinces has large
number of mix variety of tourism
destinations e.g., historical site and
nature community based tourism as
options for post meeting activities
6. Business Matching : Bangkok
city is place, where people can
meet, find business partners,
negotiate deal and exchange
idea | knowledge
5. Outside class room
Learning
Bangkok has large
unique museums,
scattering throughout the
city.

11. -11--11-
City Profile & MICE City Strategy : Bangkok City
Vision Mission and objectives of Bangkok MICE City
City Beyond Meeting /MICE
Vision
1. Use MICE as a tool to stimulate Thailand economy growth
2. Re-image Bangkok city to be branded as preferred world-class destination
3. Create MICE service providers based on knowledge base and professional services.
4. Support sustainable MICE practices to create long-term competitive advantage
MissionObjectives
1.Generate revenue by using MICE industry and drive targeted industry through value added
services and increase number for both domestic and int’l MICE travelers
2.Increases number of MICE professional and promote infrastructure development to support
future growth.
3.Increase investment activities and distribute wealth across nation.
4.Generate MICE industry growth, while balance common interest of people across all sectors

12. -12--12-
City Profile & MICE City Strategy : Bangkok City
Bangkok MICE City consists of 4 strategies.
2.1 Co-design post-meeting activities with provinces
sounding Bangkok
2.2 Enhance MICE activities by using innovation &
technology
1.1 Promote marketing & campaign activities through
digital channel & social media
1.2 Branding Bangkok as Asia MICE destination
3.1 Enhance capability of local MICE operators to meet
international standards
3.2 Upgrade physical infrastructure to support MICE
industry development
4.1 Collaborate with government agencies to facilitate
MICE industry
4.2 Build strong network with domestic and int’l MICE
stakeholders to promote MICE activities
3.3 Develop modern management system to support
MICE industry
Promote marketing
activities to brand
Thailand as international
MICE Destination
(Promote)
Upgrade product &
services and new MICE
opportunities
(Win & Develop)
Enhance skills &
competency of MICE
suppliers to meet
international standard
(Develop)
Enhance collaborate
among government
agencies and private
sectors to support MICE
activities (Develop)
MICECityStrategicPlan:Bangkok
Strategy1Strategy2Strategy3Strategy4

13. -13--13-
City Profile & MICE City Strategy : Bangkok City
2017 © Copyright LYCON
Integration
among 3 areas
Area
Based
Function
Based
Agenda
Based
Integrated Plan
MICE
CITY
Korat MICE CITY
Hat Yai MICE CITY
MICE City Development
MICE city develop requires integration among area policy,
function policy, and agenda policy

14. -14--14-
City Profile & MICE City Strategy : Bangkok City
Value chain approach toward MICE city development plan
3. Down stream2. Middle stream1. Upstream
4. Infrastructure and Management
Layout support foundation & system to drive and promote the MICE industry growth by focusing
into 4 areas.
• Infrastructure development to support the development of the MICE industry
• Apply modern management system to monitor MICE industry development.
• Collaborate with government agencies to facilitate MICE industry
• Build strong network with domestic and int’l MICE stakeholders to promote MICE activities
• Develop MICE industry
foundation aiming at
providing basic infrastructure
to enhance MICE traveler
experience, which can be
grouped into 2 areas:
• Develop & upgrade MICE
events
• Capability building on MICE
organizer and MICE
supporting business.
• Develop unique products
and services by creating
unique experience for post
meeting programs. Post
meeting program can be
grouped 1 types.
• Develop post event with
neighbor provinces to
spread revenue to other
provinces
• Prepare MICE City marketing
plan e.g., City branding,
marketing channel, and
campaign to attract
organizers and events owner.
Marketing development can
be grouped into 2 areas.
• Developing digital marketing
channels to attract organizer,
events owner.
• Branding Bangkok to attract
more MICE event.

15. -15--15-
City Profile & MICE City Strategy : Bangkok City
Bangkok MICE City Strategy
1. Generate revenue by using MICE
industry and drive targeted industry
through value added services and
increase number for both domestic
and int’l MICE travelers
2. Increases number of MICE
professional and promote
infrastructure development to support
future growth.
3. Increase investment activities and
distribute wealth across nation.
4. Generate MICE industry growth, while
balance common interest of people
across all sectors
Objectives
1. Use MICE as a tool to stimulate Thailand
economy growth
2. Re-image Bangkok city to be branded as
preferred world-class destination
3. Create MICE service providers based on
knowledge base and professional
services.
4. Support sustainable MICE practices to
create long-term competitive advantage
MISSION
“City Beyond Meeting
/MICE”
VISION
Strategy Programs/ ProjectsActions
2.1 Upgrade tourism destination and
invent creative post-meeting activities
to attract MICE traveler.
2.2 Enhance MICE activities by using
innovation & technology
1.1 Promote marketing & campaign
activities through digital channel &
social media
1.2 Branding Bangkok as Asia MICE
destination
3.2 Upgrade physical infrastructure to
support MICE industry
development
4.1 Collaborate with government agencies
to facilitate MICE industry
4.2 Build foundation network with domestic
and int’l MICE stakeholders to
promote MICE activities
Promote marketing
activities to brand
Thailand as
international MICE
Destination
(Promote)
Upgrade product &
services and new MICE
opportunities
(Win & Develop)
Enhance skills &
competency of MICE
suppliers to meet
international standard
(Develop)
Enhance collaborate
among government
agencies and private
sectors to support
MICE activities
(Develop)
3.1 Enhance capability of local MICE
operators to meet international
standards
• MICE Marketing Campaign
through social media
• Branding Bangkok MICE City
• Bangkok DNA Program
• Post meeting standard
package
• Bangkok –Pattaya post event
activities
• Creative CSR around
Bangkok - neighboring
• Promote MICE technology
usage program
• Initiative Bnagkok MICE
services center program @
TCEB (one stop services)
• Setup committee to drive and
monitor MICE activities
• MICE Human Resource
Capability Development
program to certify MICE
professional standard
• Bangkok Special Venue
Assessment program
• Bangkok TMVS Venue
Assessment program
• Bangkok MICE statistic
gathering program
• MICE planning program
3.3 Develop modern management
system to support MICE industry
1
2
3
4

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