Hua Hin–Cha-am Launches as Thailand’s New MICE Destination for the Global Market
“5 Senses. One Destination.” brings wellbeing, royal heritage, gastronomy, seaside experiences and sustainability to international business events.
Prachuap Khiri Khan Province, Phetchaburi Province and the Thailand Convention and Exhibition Bureau (TCEB) have officially launched Hua Hin–Cha-am MICE City, presenting the neighbouring destinations as one choice for meetings, incentive travel, conventions and exhibitions.
Built around “5 Senses. One Destination.”, the new MICE City combines five strengths: Wellbeing, Royal Heritage, Gastronomy, Seaside Experiences and Sustainability. Organisers can draw on Hua Hin’s resorts, meeting venues and wellbeing services alongside Cha-am and Phetchaburi’s cuisine, cultural heritage, coastal communities and natural attractions to create programmes that extend beyond the meeting room.
Hua Hin–Cha-am is one of six areas newly certified as MICE cities in 2026, alongside Krabi, Chiang Rai, Nakhon Si Thammarat, Rayong and Ubon Ratchathani, bringing Thailand’s total to 16. Certification is based on eight areas and 32 indicators: access to the destination and event venues; support for event organisers; activities beyond meetings; accommodation and visitor facilities; venue standards; destination image and reputation; safety; and risk management.
The initiative is being advanced by the two provincial administrations and TCEB with public and private partners: the Tourism Authority of Thailand’s Prachuap Khiri Khan and Phetchaburi offices; the Prachuap Khiri Khan and Phetchaburi Chambers of Commerce; the provincial chapters of the Federation of Thai Industries and the Tourism Industry Councils in both provinces; the Thai Hotels Association’s Western Chapter; the Hua Hin–Cha-am Tourism Business Association; the Phetchaburi Tourism Business Association; and the Phetchaburi Creative & MICE Business Association. Together, they aim to develop the destination’s event offerings and connect local businesses and communities with opportunities created by business events.
Mr. Sitthichai Sawatsan, Governor of Prachuap Khiri Khan Province, said Hua Hin’s hotels, resorts, meeting venues, golf courses, beaches and health services provide a strong foundation for a wellbeing-focused MICE destination.
“Hua Hin is already well known as a leisure destination. Its strengths allow us to create programmes that bring together business, relaxation and wellbeing in one experience. Delegates can move from meetings to coastal activities, golf or wellness programmes, making the city itself part of the event experience,” he said.
“Hua Hin has hosted Hua Hin International Jazz Festival 2025 and 2025 Hua Hin Spartan Race Weekend (Honor Series), an obstacle course racing event. Its royal heritage offers opportunities for cultural and incentive programmes, while a local crab bank project supporting marine restoration was featured in the 2023 Green Destinations Top 100 Stories,” he added.
Mrs. Wanpen Mungsri, Deputy Governor of Phetchaburi Province, said Cha-am can connect business events with Phetchaburi’s culinary heritage, cultural sites, coastal communities and natural attractions. Phetchaburi has been a UNESCO Creative City of Gastronomy since 2021.
“Phetchaburi’s food begins with local ingredients, knowledge and traditions. We can bring these into MICE programmes through local dining, cooking activities and direct connections with farmers, producers and communities. That gives delegates a richer experience while creating opportunities for local businesses,” she said.
“Cha-am welcomed international delegates to PATA Destination Marketing Forum 2024, demonstrating Phetchaburi’s capacity to host international events. Organisers can also develop cultural programmes linked to Mrigadayavan Palace, experiences with coastal communities and nature-based activities in the Kaeng Krachan area,” she added.
Ms. Parichat Svetasreni, Central and Eastern Regional Office Director, Thailand Convention and Exhibition Bureau, said: “TCEB has developed a City Profile and worked with partners to identify the distinct strengths, or Destination DNA, of both areas. The findings informed the five themes under ‘5 Senses. One Destination.”
“The concept gives international organisers a clear picture of what Hua Hin–Cha-am can offer, while allowing each area to retain its own identity. Our next step is to turn those strengths into event products and experiences that organisers can use,” she said.
“TCEB and its partners are pursuing five development priorities: marketing and destination image; MICE products and activities; people and business development; infrastructure and facilities; and coordinated destination management. These priorities are intended to strengthen the destination’s capacity to compete for quality events and ensure that local businesses can take part,” she added.
“Our goal is for MICE to create tangible opportunities across the local economy. When an event brings business to hotels, restaurants, producers and communities, its value reaches well beyond the venue. We will continue working with both provinces to develop Hua Hin–Cha-am as a new MICE city in central Thailand and an inspiring destination for the world,” Ms. Parichat said.
Images/info: MOTS Phetchaburi / MOTS Prachuap Khiri Khan / PR Phetchaburi