Embracing AEC: A Brief Assessment of Mice Sector in Thailand

Thailand is located in the center of ASEAN countries. Tourism is a major industry in Thailand. MICE sector as niche tourism generates huge profit for national economy. The aim of this paper is to examine the factors that influence MICE industry development in Thailand, its contribution to tourism industry and challenges involved in MICE sector. This paper further discussed role and involvement of TAT and TCEB in support of MICE sector in Thailand in AEC 2015. Qualitative research technique was used in this study. Semi-structured interviews were conducted with three government organizations officials and one scholar in March 2015 to collect primary data. The study employed thematic analysis to express findings. The findings revealed that Thailand's MICE industry is affected by many aspects, such as infrastructure and facility, attractions, budget, political issues and knowledge. Findings also indicated that to meet challenges of AEC, strategies in the form of collaborations and connections, business opportunities, government involvement, and green MICE need to be employed in the future.