Chiang Mai MICE City Profile, compiled by TCEB

1. Executive Summary
City Profiles & MICE City
Strategy
Chiang Mai Province
Thailand Convention and Exhibition Bureau
May 2017
CONFIDENTIAL AND PROPRIETARY
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permission of Lycon Co.Ltd is strictly
prohibited.

2. -2--2-
City Profiles & MICE City Strategy : Chiang Mai Province
City Profiles & MICE City Strategy
1 Basic information : Chiang Mai province
2 Highlight of Chiang Mai potential for MICE city
4 Assessment of Chiang Mai readiness for MICE city
Table of Content
7 MICE activities & festival calendar
3 Constraints for MICE city development
5 Analysis, strategic options and city potential
6 Chiang Mai MICE city strategy
Executive Summary

3. -3--3-
City Profiles & MICE City Strategy : Chiang Mai Province
Agriculture
1. Chiang Mai is one of the leading food production hub of the north, particularly
winter vegetable & Fruit. Agriculture sector accounted for 14.6 percent of the gross
provincial product (GPP)
2. Major economic crops/fruits include longan, lychee, garlic, onion, onion, tangerine.
National
Resource
1. Chiang Mai has large abundance of natural resource, due to its diverse
ecosystems.
2. Types of natural resources includes forest resources, water resources and mineral
resources.
Art &
Culture
1. Chiang Mai has unique tradition “Lanna” and culture, which links to Buddhism and
traditional beliefs.
2. Chiang Mai has many attractive festivals/events throughout the year such as
umbrella festival, flower fair, Yi Peng and Inthakin city pillar festival
1
4
Tourism
1. Chiang Mai has various type of tourism attraction, including ecotourism
destination, cultural and traditional tourism, historical sites and village tourism etc.
2. Chiang Mai's tourists and revenue is like to continue growing from both Thai and
foreign visitors.
2
3
Chiang Mai has been recognized as one of the most popular tourism
destination in the world, The province is one of the leading food
production in the north with large number of ecotourism destination,
and unique art & culture.
1. Industrial sector accounted for 9.5 percent of the gross provincial product (GPP).
2. Major industries in Chiang Mai include agriculture (14%), food production (13%),
transportation (13%), non-metal (9%) and wood and wood products (8%).
Industry
5

4. -4--4-
City Profiles & MICE City Strategy : Chiang Mai Province
Unique Arts &
Culture
1. Unique Arts & culture, such as Lanna language, traditional northern
food, performing arts and local traditions.
2. Local handicrafts such as Giant Krathong at Loy Krathong festival, Thai
carving vegetables and fruits, etc.
Creative City
of the north
1. Creative City & Food Innovation City, combining craftsmanship.
2. City of Creative Services, Food Services and Innovation City
Logistic Hub
of the north
1. One day trip meeting center for the northern provinces.
2. Regional hub that is well-equipped and modern meeting MICE Facility.
1
5
Education
hub of the
north
1. Rich cultural heritage with different tribal groups.
2. Learning center such as sustainable agriculture Projects (more than
+10 projects) and The Royal Project Center of the North.
4
Chiang Mai’s highlight can be grouped into 5 areas
Ecotourism
1. Large number of beautiful natural tourism attractions, especially
northern mountain which is 10 minutes drive from the city
2. Center of the variety of winter species.
2
3

5. -5--5-
City Profiles & MICE City Strategy : Chiang Mai Province
Chiang Mai has many distinct advantage over Chiang Rai and Nakhon
Ratchasima provinces
Accessibility
Safety & Security
Tourism Destination
Accommodation
Meeting
Facility
Restaurant
& bar
Chiang Mai Chiang Rai Nakhon RatchasimaAreas
Low HighRemark:
• Large
• Low
• Small
• High
• Small
• High
• Long
• Easy
• Long
• Easy
• Short
• Easy
• High
• High
• High
• Medium
• High
• Low
• Medium
• Low
• Low
• Diverse • Diverse• Diverse
• Large
• Small - medium
• Medium
• Small - medium
• Medium
• Small - medium
• Low risk• High risk • Low risk
Number
Price
Diversity
Number
Price
Time
Accessibility
Number
Size
1
2
3
4
5
6

6. -6--6-
City Profiles & MICE City Strategy : Chiang Mai Province
Issues and constraint for Chiang Mai toward MICE City
Source: Data gathering project for Chiang Mai MICE City, Interview
Logistics &
Transportation
1. Lack of public transport to tourism destinations. Tourists need to rent private
car which increase travelling expenses for traveler.
2. Traffic congestion in downtown area, especially during rush hour
1
Accommodation
& Facility
1. Lack of facilities to accommodate a large number of events.
2. Convention centers rental fee are expensive compared with other hotel
venues.
4
MICE
Management
1. Local organizers has limited roles in large MICE events. Majority takes part as
an outsourcing services with limited responsibility.
2. Lack of cooperation among government agencies on MICE development
3. No collaboration among neighboring provinces.
2
Tourism
Destination
1. Poor air quality, increased waste, lack of green space in the city, and increase
in noise pollution from construction/entertainment.
2. The main Chiang Mai attractions has become less popular to the tourist
3
People Skills &
Competency
1. Shortage of experience MICE worker for support professional MICE events.
2. Lack the people interest to develop skills and capability to become MICE
profession, especially language skills, especially language skills.
5
Issues and constraint

7. -7--7-
City Profiles & MICE City Strategy : Chiang Mai Province
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
1.
2.
3.
4.
5.
6.
7.
8.
Strength)
1.
2.
3.
Weakness)
1.
2.
3.
4.
5.
6.
7.
Opportunity)
1.
2.
3.
Threat)
Develop)Develop)Promote & Win)
•
•
•
•
•
•
•
•
•
•
•
1 2 3
MICE City Positioning
City
Positioning
MICE
Activity
1
WellnessCity
2
Northern Landport
3
NorthernFood
Valley
5
Eco-Town/Eco-
Village
4
EducationHub
1
Natural
2
EducationInstitution)
3
NorthernLogistic Hub)
4
Creative & Innovation)
5
(LannaCulture)
•
1.
2.
1.
2.
3.
1.
•
1.
2.
3.
1.
2. High Season
3.2.
•
1.
2.
3.
1.
2.
5.
•
1.
2.
1.
2.
3.
4.
•
1.
2. Government Center)
1.
Options Program/Theme)
:
:
Corporate Social
Responsibility: CSR):
:
:
:
(Luxury Slow Life):
Adventure and Team
Building)
Options
Program/Theme)
Options Program/Theme)
1.
2. Eco-Tourism)
Home Stay
Village Stay
3.
1. (Elephant Treatment)
(Elephant Natural Park)
2.
3.
(Art
& Culture)
Natural
(Corporate Social
Responsibility:
CSR)
1. Living Museum
2.
3.
1.
2. 44
Education
Options Program/Theme)
1.
2.
3.
4. –
1.
2. Chiangmai Gymkhana Golf
and Sports Club
Adventureand
Team Building)
Luxury Slow
Life)
Business
Matching)
1. –
2. Venture Capital Startup
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
Theme
Convention
Non-profit Organization)
ECIM
Theme
•
•
•
•
•
•
•
•
LuxuryCSR LuxuryCSR
Exhibition ECIM
Theme
•
•
• Site Visit)
• One
Province One Product) SMEs)
Business
Matching
Education
(Lanna Culture)
(Natural)
/
Education Institution) Northern Logistic Hub) Creative & Innovation)
Meeting Incentive Convention Exhibition
•
•
•
•
•
•
•
•
•
•
•
•
(Wellness)
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
(Wellness)
•
•
•
•
•
•
•
•
•
MICE City Positioning
MICE City Portfolio
Strategic options for Chiang Mai MICE City2
SWOT Analysis1
3 Post-meeting activities (Options Programs/Themes)
Customer Needs & Strategic option4

8. -8--8-
City Profiles & MICE City Strategy : Chiang Mai Province
Chiang Mai : SWOT Analysis
1. Large variety of tourism attraction e.g., ecotourism culture
tourism, village tourism etc.
2. Chiang Mai has unique culture, Lanna style tradition,
which can attract many visitors.
3. Large number of healthcare providers in the area. Medical
treatment expenses is competitive compared with those in
other countries
4. Chiang Mai is position as education hub of the north.
5. Well equipment convention & exhibition center.
6. Large number of 4 and 5 stars hotels
7. Ease of access for visitor to travel to Chiang Mai. Large
number international direct flight
Strength
1. Lack of efficient public transport from convention center to
hotel.
2. Traffic congestion during the rush hours and high season.
3. Environmental problem e.g., waste and air pollution
“smoky season” that post high risk to health concern of the
local and visitors.
4. Lack of management system to effectively manage MICE
information
Weakness
1. Increasing demand for cultural tourism and ecotourism
globally.
2. Chiang Mai will be part of the World Heritage City under
UNCESCO program.
3. Increasing demand for patient looking for medical
treatment oversea.
4. Increasing budget to support of investment projects in
upcountry
5. Increasing demand for MICE activities
6. Chiang Mai has become a creative city of the north.
Opportunity
1. Increasing demand of MICE support business and MICE
professional worker to support the industry growth.
2. MICE has become one of the top agenda for city
development in many countries and in many provinces.
Threat

9. -9--9-
City Profiles & MICE City Strategy : Chiang Mai Province
Strategic options for Chiang Mai to become a MICE destination
Logistic
Hub
Lanna
Culture
Natural
Beauty
Education
Hub
Creative &
Innovation City
Advantage
Dis-
advantage
2 3 4 5
Selling
point
• City with unique
culture e.g.,
Historical site,
Northern Lanna
culture
• City with natural
beauty and
scenery
• Well known among
tourist
• City with opportunity
to explore many
learning
centers/sites e.g.,
the royal
development project
• City where people
can meeting
(Center hub of the
Northern region)
• City with dynamic
creative and
innovation
• Large number of
eco-tourism
attractions which is
close to meeting
venue within less
than 45 mins.
• Large diversity of
ecotourism
destination
• Large cluster of
education
institutions and
learning based
tourism site in the
north.
• Easy access to
learning sites e.g.,
royal development
projects.
• Easy access to
Chiang Mai from
neighboring
provinces.
• Location of
government
agency in the
north
• Large number of
creative space
• No distinctiveness
among Eight (8)
northern
provinces.
• Appeal to specific
group (cultural
tourism segment
only).
• Discrepancy
between
marketing Image
of the city and the
actual conditions
• High cost during
high tourism
season
• Appeal to specific
group (Learn based
tourism segment
only).
• N/A • Appeal to specific
group
Topics
1
• MICE events with
cultural based
activities can held
throughout the
year.
• Large number of
cultural
attractions/activitie
s that can support
MICE activities.

10. -10--10-
City Profiles & MICE City Strategy : Chiang Mai Province
Define strategic position for Chiang Mai MICE City by
integrated City Strategic position and MICE support activities
MICE City Positioning
City
Strategic
Positioning
MICE City
Position
1
World Class
tourism
destination &
services hub
2
Trading
Investment and
Logistic Hub
3
Food Valley
5
Livable City
Eco-Town/Eco-
Village
4
Education Hub
1
MICE City
of Ecotourism
2
MICE City
of Learning based
Tourism
3
MICE City
Center Hub of the
North
4
MICE City
of Creative &
Innovation
5
MICE City of Lanna Culture & Tradition
Source: Chiang Mai Positioning from Chiang Mai Strategic Plan

11. -11--11-
City Profiles & MICE City Strategy : Chiang Mai Province
Need analysis & MICE City Position for each MICE segment
MICE City of Lanna Culture & Tradition
MICE City
of Ecotourism
MICE City
of Learning based Tourism
MICE City
Center Hub of the North
MICE City
of Creative & Innovation
Meeting Incentive Convention Exhibition
Needs
Target
• Destination Management
Company
• Corporate Meeting (Thai)
• Government Agency
• Corporate (Asia/Europe)
• 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
• Ease of Access &
Security
• Relax & Wellness
• Cultural Tourism
• Ecotourism
• Learning based tourism
• City of Learning based
Tourism
• City Center Hub of the
North
• City of Creative &
Innovation
MICE
City
Position
• City of Culture & Tradition
• City of Ecotourism
• City of Learning based
Tourism
• City of Creative &
Innovation
• City of Culture &
Tradition
• City of Ecotourism
• City of Ecotourism
• City of Learning based
Tourism
• City of Creative &
Innovation
• Ease of Access &
Security
• Relax & Wellness
• Cultural Tourism
• Ecotourism
• Learning based
tourism
• Post meeting events
for family & follower
• Social Responsible
activities
• Post-convention
activities
• Business Meeting
• Site Visit
• Shopping local product

12. -12--12-
City Profiles & MICE City Strategy : Chiang Mai Province
Post meeting activities (Options Programs/Themes)
Options Program/Theme
1. Art & Culture: Focus on
providing visitor with
Lanna arts tradition and
cultural experience
2. Ecotourism: Focus on sharing
the richness of Chiang Mai's natural
beauty and scenery.
3. Corporate Social Responsibility:
CSR: Meet the corporate’s
objectives by have employee
participant in social responsibility
activities.
4. Site visit | Education : Focus
on creating learning opportunity
for participant in new idea.
5. Business Matching : Focus on
business networking and matching.
To create an opportunity to explore
identify new target groups and
extend marketing reach toward
new segments
6. Team building: Create team bonding
among members in the organizations by
create adventure activities.
7. Luxury Slow Life : Focus on
relax activities. To meet the target
group's needs that seek time –
out and relaxation away for work
related activities
Adventure and
Team Building
Post-Meeting
(Options
Program/Theme)

13. -13--13-
City Profiles & MICE City Strategy : Chiang Mai Province
Vision Mission and objectives of Chiang Mai MICE City
“The Splendid City of Culture,
Destination for MICE in Asia”
Vision
1. Support MICE activities as a tool to stimulate economy growth and wealth distribution.
2. Promote MICE city Branding through quality services and cultural distinctiveness.
3. Develop MICE knowledge base and enhance MICE support business to meet
international standards.
4. Promote sustainable practices to create long-term competitive advantage.
MissionObjectives
1. Escaping the middle-income trap by increase MICE revenues from increasing number for
both domestic and int’l MICE travelers and increase value-added to MICE services
2. Increase number of certify MICE business. Equip city with infrastructure to support
industry growth.
3. Increase investment activities and distribution wealth across Northern provinces.
4. Generate MICE industry growth, while balance common interest of people across all
sectors
5. Enhance Human capital and promote collaboration among stakeholders

14. -14--14-
City Profiles & MICE City Strategy : Chiang Mai Province
Chiang Mai MICE City consists of 4 strategies.
MICECityStrategy:ChiangMai
2.1 Promote tourism services for MICE traveler.
2.2 Enrich tourism destinations using cultural identity.
1.1 Promote marketing, public relations and branding using cultural
distinctiveness.
1.2 Develop marketing channel for corporation meeting both domestic
and international market.
3.1 Encourage city participation to support MICE activities.
3.2 Enhance skills of local MICE operators to meet international
standards.
4.1 Upgrade physical infrastructure to support MICE activities
4.2 Develop modern management system to support industry growth
Promote marketing and
public relations at
targeted market in ASIA
(Promote)
Enhance product &
services and
opportunity for MICE
activities using cultural
capital
(Win & Develop)
Enhance skills of local
business to support
MICE industry growth
(Develop)
Upgrade infrastructure
to support MICE
activities
(Develop)
Strategy1Strategy2Strategy3Strategy4
2.3 Create opportunities to uplift flagship MICE activities.

15. -15--15-
City Profiles & MICE City Strategy : Chiang Mai Province
Chiang Mai MICE City Performance Indicators
Strategy Performance Indicators
Strategy 1 : Promote marketing and
public relations at targeted market in
ASIA
1.1 Number of MICE traveler
1.2 Revenue from MICE industry
1.3 Portion of MICE revenue / Total service revenue
1.4 Number of Flagship events
Strategy 2 : Enhance product &
services and opportunity for MICE
activities using cultural capital
2.1 Number of key initiatives for MICE promotion
Strategy 3 : Enhance skills of local
business to support MICE industry
growth
3.1 Number of certified MICE support businesses
3.2 Number of certified MICE organizers
Strategy 4 : Upgrade infrastructure
to support MICE activities
4.1 Thailand MICE Venue Standard, TMVS

16. -16--16-
City Profiles & MICE City Strategy : Chiang Mai Province
MICE city develop requires integration among area policy,
function policy, and agenda policy
Integration
among 3 areas
Area
Based
Function
Based
Agenda
Based
Integrated Plan
MICE
CITY
Korat MICE CITY
Hat Yai MICE CITY
MICE City Development

17. -17--17-
City Profiles & MICE City Strategy : Chiang Mai Province
Value chain approach for 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 2 areas.
• Infrastructure development to support the development of the MICE industry
• Apply modern management system to monitor MICE industry development.
• Develop MICE industry
foundation aiming at
providing basic infrastructure
to support MICE activities,
which can be grouped into 3
areas:
• Accommodation and
Facility for MICE events
• Capability building on
MICE organizer and MICE
supporting business.
• Upgrade MICE events.
• Develop unique products
and services by creating
unique experience for post
meeting programs. Post
meeting program can be
grouped 2 types.
• Standardized post meeting
program programs.
• Develop activities related
to way of life of people in
the area.
• 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 marketing
channels to attract organizer,
events owner.
• Branding city

18. -18--18-
City Profiles & MICE City Strategy : Chiang Mai Province
Chiang Mai MICE City consists of 4 strategy.
MICECityStrategy:ChiangMai
2.1 Promote tourism services for MICE traveler.
2.2 Enrich tourism destinations using cultural identity.
1.1 Promote marketing activities, public relations and branding using
cultural distinctiveness.
1.2 Develop marketing channel for corporation meeting both domestic
and international market.
3.1 Encourage city participation to support MICE activities.
3.2 Enhance skills of local MICE operators to meet international
standards.
4.1 Upgrade physical infrastructure to support MICE activities
4.2 Develop modern management system to support industry growth
Promote marketing
activities and public
relations at targeted
market in ASIA
(Promote)
Enhance product &
services and
opportunity for MICE
activities using cultural
capital
(Win & Develop)
Enhance skills of local
business to support
MICE industry growth
(Develop)
Upgrade infrastructure
to support MICE
activities
(Develop)
Strategy1Strategy2Strategy3Strategy4
2.3 Create opportunities to uplift flagship MICE activities.

19. -19--19-
City Profiles & MICE City Strategy : Chiang Mai Province
Chiang Mai MICE City Strategy
Strategy Programs/ Projects
2.1 Promote tourism services for MICE
traveler.
2.2 Enrich tourism destinations using
cultural identity.
1.1 Promote marketing activities, public
relations and branding using
cultural distinctiveness.
1.2 Develop marketing channel for
corporation meeting both domestic
and international market.
3.1 Encourage city participation to
support MICE activities.
3.2 Enhance skills of local MICE
operators to meet international
standards.
4.1 Upgrade physical infrastructure to
support MICE activities
4.2 Develop modern management
system to support industry growth
Promote marketing
activities and public
relations at targeted
market in ASIA
(Promote)
Enhance product &
services and
opportunity for MICE
activities using
cultural capital
(Win & Develop)
Enhance skills of
local business to
support MICE
industry growth
(Develop)
Upgrade
infrastructure to
support MICE
activities
(Develop)
2.3 Create opportunities to uplift
flagship MICE activities.
1
2
3
4
• Cultural Tourism
Promotion program to
support MICE event
• Standard Post-Meeting
Package for Corporate
Meeting)
• MICE Activities calendar
• Chiang Mai MICE
Campaign (Asian MICE
destination)
• Social Medial Online
marketing for MICE
Activities MICE Planner
Guide Tools)
• MICE curriculum &
Regional MICE
Academy
• Skill enablement for
Local organizer (TCEB)
• TMVS
• Convention Venue
Outsource program
1.Escaping the middle-income trap by
increase MICE revenues from
increasing number for both domestic
and int’l MICE travelers and increase
value-added to MICE services
2.Increase number of certify MICE
business. Equip city with
infrastructure to support industry
growth.
3.Increase investment activities and
distribution wealth across Northern
provinces.
4.Generate MICE industry growth, while
balance common interest of people
across all sectors
5.Enhance Human capital and promote
collaboration among stakeholders
Objectives
1.Support MICE activities as a tool to
stimulate economy growth and wealth
distribution.
2.Promote MICE city Branding through
quality services and cultural
distinctiveness.
3.Develop MICE knowledge base and
enhance MICE support business to
meet int’l standards.
4.Promote sustainable practices to
create long-term competitive
advantage.
Mission
“The Splendid City of Culture,
destination for MICE in Asia”
Vision
Actions

20. -20--20-
City Profiles & MICE City Strategy : Chiang Mai Province
Chiang Mai MICE & Festival Calendar.
1.
2.
3. ฤ
4. ี
5.
•
6.
7. ๊ 1 -
31 . .
January
8.
•
• ฝ ๋
9.
10. ๊
11. ฉ ฉ
February
12. -
13.
14.
ี
15. 21 . . –
17 . .
• ฝ
March
16.
17. ๋ ี๋
18.
19. ์
20. ฝ่
April
21. ฟ ฟ 1 . . -
30 . .
22.
23.
• Lanna Expo
24.
May
•
25. ่
•
June July
26. ฤ ฝ 1 . . - 30
. .
27. ฤ
August
28.
September
• 1 - 31
. .
29.
•
October
30.
•
•
Food and Hotelex
31. ฮ
November
32. Flora Festival) (1 . . -
28 . .)
•
•
•
•
33.
• Botanic
Festival
34.
35. ฟ -
December
Remark: Tourism Activities
MICE Activities
Source: Tourism Authority of Thailand TAT
Chiangmai Provincial Office of Tourism and Sports