Authorities in Prachuap Khiri Khan have taken steps to position the province as a key destination for the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry, with a series of high-profile sporting events planned for 2025.
On 10 March 2025, Governor Sittichai Sawatsan presided over the first meeting of the Provincial Committee for Driving and Promoting the MICE Industry for the year. Held at the Glass Room on the fourth floor of the Prachuap Khiri Khan Provincial Hall, the meeting was attended by Deputy Governor Preeda Sookjai, government agency heads, representatives from the public and private sectors, and delegates from the Thailand Convention and Exhibition Bureau (TCEB).
Discussions focused on strategies to develop the region’s MICE potential, particularly within the Hua Hin and Cha-Am cluster. TCEB has identified these locations as pilot sites in an initiative aimed at making central Thailand a more attractive venue for business events. The approach includes an assessment using the updated 2024 MICE City Evaluation Criteria, which considers eight key aspects. The feasibility of a joint strategy between Prachuap Khiri Khan and neighbouring Phetchaburi province was also discussed to enhance MICE opportunities.
TCEB representatives noted several advantages that make Hua Hin and Cha-Am well-suited for MICE development. These include their proximity to Bangkok, strong transport links, existing tourism infrastructure, and the presence of Hua Hin Airport. Additionally, the dual-track railway project is expected to further improve accessibility. The region’s historical significance as a royal seaside retreat since the reign of King Rama VI was also highlighted as a distinguishing feature.
As part of efforts to gain official MICE City recognition by 2027, TCEB and the Provincial MICE Industry Development and Promotion Committee aim to implement targeted marketing, workforce development, and venue improvements.
Major MICE-Related Sporting Events in Prachuap Khiri Khan
Several sporting events scheduled for 2025 are expected to contribute to the province’s growing MICE industry. These include:
- Spartan Hua Hin 2025 National Series (31 May – 1 June 2025, Army Non-Commissioned Officer School, Hua Hin): An internationally recognised obstacle course race that features a combination of running, climbing, and endurance challenges.
- Jet Ski Thailand Championship 2025 – Round 1 (5–6 April 2025, Ao Prachuap Beach, Mueang District, Prachuap Khiri Khan): The opening round of the national jet ski championship, set against the backdrop of Prachuap Bay.
- THAI FIGHT Muay Thai Championship (12 November 2025, Maharaj Plaza, Pak Nam Pran, Pranburi District): A high-profile Muay Thai tournament where fighters will compete for the Royal Trophy.
The province will also host a gastronomy tourism promotion initiative showcasing local cuisine, further supporting tourism and business activity in the region.
The MICE industry is considered a significant economic driver, with high per-visitor spending compared to general tourism. By attracting business visitors and international sporting events, Prachuap Khiri Khan aims to strengthen its position in Thailand’s MICE sector and enhance its reputation on the global stage.