Khonkaen International Convention and Exhibition Center (KICE) has set an ambitious goal to be an international-level Mice hub catering to the growing number of events from neighbouring countries.
Khon Kaen is the sixth-largest province in the Northeast, and KICE is set to manage at least 200 meetings, incentives, conventions and exhibitions (Mice) events this year, drawing an occupancy rate of 70-80%.
"We arranged some 160 events last year, our first in operation," said Waraporn Phothikudsai, KICE's assistant vice-president. "This number of events is very close to our primary goal for initial operations in the Mice business."
Some 40% of events last year were conventions and exhibitions, while meetings and incentives comprised 30% each.
Nearly 90% of the events held at KICE last year were from northeastern provinces or Bangkok, Ms Waraporn said.
Though organisers within Khon Kaen and in the Northeast as well as Bangkok remain the key targets for KICE, she said the centre plans to increase regional and international events to 20% this year and to 50% in the next few years.
To bring in more big events to KICE, the company approached the local government about hosting a major convention covering all of Asia.
Talks with Khon Kaen's governor and other officials on details of the project are under way, Ms Waraporn said.
As envisioned by the Thailand Convention and Exhibition Bureau (TCEB), Khon Kaen is among the five key Mice cities alongside Chiang Mai, Phuket, Pattaya and Bangkok, thanks to its high population and growing economy.
The TCEB has provided marketing support and consultation services for operators of the centre as part of its plan to improve competitiveness and offer Mice activities to second-tier provinces at the same standard as more popular Mice destinations.
On Monday, KICE was awarded the Thailand Mice Venue Standard (TMVS) from the TCEB in all three categories, including meeting rooms, exhibition venues and special event venues.
The awards will broaden the opportunity for KICE to serve world-class events, Ms Waraporn said.
"We are ready to serve bigger events with a better service," she said. "In the first quarter of this year, we already hosted big events such as Money Expo Khon Kaen 2019 in February and Homepro Fair 2019 in March. And we also anticipate hosting TCC Fair 2019 with the Thai Chamber of Commerce in June."
With 14,000 square metres of space consisting of three multi-purpose halls, seven meeting rooms and a parking area with capacity for 1,000 cars, KICE can cater to all types of events to meet Mice demand from both domestic and international organisers, Ms Waraporn said.
Khon Kaen sees nearly 300 direct flights from destinations near and far, including all major international air hubs in North America and Europe.
KICE is among the 156 venue operators that received TMVS certification. Besides KICE, awards also went to Mice operators in provincial areas, namely Singha Park Chiang Rai in the North and Ayutthaya City Park in Ayutthaya province.
Singha Park Chiang Rai, an agro-tourism destination, is popular among Thai and foreign tourists for its International Balloon Fiesta, one of Asean's biggest international balloon competitions. Last year it drew more than 300,000 visitors.
Pongrat Luangthamrongcharoen, managing director of Singha Park Chiang Rai, is confident that the TMVS award will enable the company to manage international-level events.
Meanwhile, Somphon Rattchathapimolchai, chief marketing officer of Ayutthaya City Park, said the park hosted some 80 events and continues to maintain the target group as industrial estates in Ayutthaya with more events lined up this year.
"We also plan to hold a few new special events such as a shrimp festival and countdown event this year," he said.
