Bangkok: Research indicates that over 60% of Chinese technology companies consider Thailand a leading destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) events. This trend aligns with the increasing expansion of Chinese firms into overseas markets, particularly in the technology and creative economy sectors.
According to Thai News Agency, Mr. Xiaokun Gao, Country Manager for Thailand at Sanook/Tencent, shared these insights during a press conference for MEET Thai Plus 2026 Shenzhen, organized by the Thailand Convention and Exhibition Bureau (TCEB). The research highlights that Chinese companies in sectors like online platforms, cloud computing, AI, and creative economy view MICE activities as not just revenue generators but also as crucial tools for accelerating business expansion abroad.
The data suggests that Chinese companies' global expansion is evolving from an export and brand-building focus to investing in supply chains and establishing overseas operations. This shift signifies a new phase of "Going Global," where companies are setting up research and development centers, production bases, and regional offices abroad, with a significant focus on ASEAN countries, including Thailand.
Direct investment from China to ASEAN reached a record high of approximately US$34.36 billion in 2024, more than doubling since 2020. This emphasizes ASEAN's role as a key destination for Chinese business expansion. By 2025, China's outbound MICE market is projected to surpass US$80 billion, with a significant share of the Asia-Pacific market's revenue.
Thailand, along with Singapore, Japan, Vietnam, and Malaysia, stands out as a preferred MICE destination for Chinese travelers, driven by industries such as technology, AI, financial services, and manufacturing. The survey highlights that over 1 million Chinese business travelers are seeking new destinations, with a strong preference for combining leisure with business travel.
This trend offers Thailand an opportunity to capitalize on its strengths in MICE infrastructure, tourism, creative economy, and industrial base to attract Chinese businesses. Factors such as safety, market understanding, local partnerships, and logistics are key considerations for Chinese companies choosing Thailand as a MICE destination.
Shenzhen, the venue for MEET Thai Plus 2026, serves as a vital economic hub in the Guangdong-Hong Kong-Macao Greater Bay Area, with significant growth in overseas revenue and investment projects. The event in Shenzhen is expected to enhance connectivity between Thailand's MICE industry and Chinese companies, fostering new trade and investment networks.
The research underscores the potential for Thailand to use MICE as a bridge to integrate into new supply chains and business networks with Chinese companies, strengthening bilateral economic ties and paving the way for mutual business growth.