PHETCHABURI, Thailand – Hua Hin and Cha Am have officially joined the country’s growing network of MICE destinations, as the provinces of Phetchaburi and Prachuap Khiri Khan partner with the Thailand Convention and Exhibition Bureau (TCEB) to attract international meetings, incentives, conventions, and exhibitions while supporting local economies. The official launch of Hua Hin–Cha Am MICE City took place on September 29, 2026, at Dusit Thani Hua Hin in Phetchaburi province. The destination is one of six new areas certified as MICE cities this year, bringing Thailand’s total to 16.
Under the concept “5 Senses. One Destination,” the two provinces plan to combine their distinctive attractions to create a unique experience for business travelers. The five key elements are wellness, royal heritage, gastronomy, seaside experiences, and sustainability.
Wanpen Mangsri, deputy governor of Phetchaburi, highlighted the province’s status as a UNESCO Creative City of Gastronomy, offering distinctive culinary experiences alongside historical attractions, including its three royal palaces, and nature-based activities in Kaeng Krachan National Park. She noted that the MICE designation would help generate income for local businesses, hotels, restaurants, farmers, and communities by connecting them with the broader tourism economy.
Prachuap Khiri Khan Governor Sittichai Sawatsaen said Hua Hin is well equipped with hotels, golf courses, and wellness services. The province plans to build on its reputation as a leisure destination and develop Hua Hin into a wellness-focused MICE hub. Meanwhile, TCEB has outlined five development strategies covering marketing, products, workforce development, infrastructure, and management to enhance the destination’s international appeal. (NNT)
