The Northern Tourism Federation of Chiang Mai, led by its President Ms. Warunee Kammeru, has partnered with key stakeholders in the private sector to host a hands-on seminar titled “MICE Pathways in the Northern Economic Corridor (NEC)” under the “Kad MICE” project. The initiative aims to enhance marketing and sales opportunities for the MICE (Meetings, Incentives, Conferences, Exhibitions) industry within the NEC region. The event brought together MICE entrepreneurs and marketers from Chiang Mai and Northern Thailand for an open discussion, held at the Chiang Dao Room, Duangtawan Hotel, Chiang Mai.
Ms. Warunee Kammeru stated that the Kad MICE project is a strategic initiative designed to support MICE industry development in Chiang Mai, Chiang Rai, Lamphun, and Lampang provinces, in collaboration with regional private-sector alliances. The project is supported by the Thailand Convention and Exhibition Bureau (TCEB) as part of its broader effort to promote high-quality tourism and MICE development within the Northern Economic Corridor (NEC).
The initiative features two main activities:
1. A professional training program focused on designing and upgrading MICE routes and tourism clusters across the four provinces, aiming to build high-quality, interconnected destinations.
2. A Table Top Sales event connecting domestic and international travel agents and DMCs (Destination Management Companies) with MICE product suppliers. This will take place at the Lanna Expo 2025, under the branding “Kad MICE”, where exhibitors will showcase MICE-related products and services.
The Kad MICE exhibition, scheduled during Lanna Expo 2025 from July 22–28, 2025, at the Chiang Mai International Exhibition and Convention Centre, will feature 20 MICE business operators. These include hotels, venues, community-based MICE providers, and special event spaces. The Kad MICE zone will be co-curated by the Northern Tourism Federation, private-sector partners, and TCEB.
One of the highlights is the NEC MICE Destination Showcase, targeting 25 invited domestic and international DMCs. On July 24, 2025, a structured business matching session will take place between these DMCs and 50 MICE entrepreneurs from the NEC. A dedicated Buyer Program has also been developed to allow the DMCs to experience NEC MICE products and services first-hand — an effort designed to accelerate purchasing decisions and encourage MICE product integration into their future offerings.
The name Kad MICE refers to a “marketplace” for MICE products, including corporate meetings, employee engagement events, CSR activities, and incentive travel. With a diverse MICE value chain present in the NEC, the event serves as a vital platform for local entrepreneurs to connect with buyers, particularly DMCs who specialize in designing and operating MICE programs with deep local expertise.
Kad MICE fosters meaningful partnerships and expands the supply chain for the regional MICE industry. It also aims to increase market value and distribute economic benefits to local communities through professionally executed MICE activities.
As a pilot initiative, Kad MICE positions Chiang Mai — a designated MICE City — as the central hub connecting NEC provinces. The program demonstrates the region’s readiness to deliver high-quality MICE experiences while reinforcing a strong and sustainable MICE supply chain in Northern Thailand. Organizers anticipate that Kad MICE will help elevate local MICE businesses, enabling them to compete effectively in high-value domestic and international markets.
