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Developing International Standard MICE Curriculum in Thailand

August 5, 2014 MICE No Comments Email Email

Higher educational institutions in Thailand have introduced an international standard MICE curriculum to help develop “meetings, incentives, conventions, and exhibitions,” or MICE, business in this region.
A number of vocational colleges and the Thailand Convention and Exhibition Bureau (TCEB), which is a public organization, have signed a memorandum of understanding (MOU) on cooperation in developing the MICE curriculum.

Speaking at the signing ceremony on 29 July 2014 in Bangkok, the Permanent Secretary for Education and Acting Minister of Education, Mrs. Suthasri Wongsamarn, pointed out that the MICE business has been playing an important role in driving the Thai economy. Thailand has adjusted its tourism and service strategies in response to the growth of this industry, as seen from efforts to promote the country as the host of major international events and activities.

The international standard MICE curriculum is the first of its kind in Thailand and the ASEAN region. The Permanent Secretary said that cooperation between higher education institutions and TCEB in developing the MICE curriculum would help expand the labor market for the MICE industry.

TCEB President Nopparat Maythaveekulchai said that the signing of the MOU with the educational institutions would produce more professionals for the MICE industry, as part of TCEB’s three-year strategic plan, from 2013 to 2015, to develop Thailand into a regional center for MICE. A target has been set to produce 5,000 MICE personnel a year. About 20,000 members of the MICE workforce are expected by 2015 to accommodate domestic MICE, with around 6,000-7,000 events a year.

Mr. Nopparat said that the MICE curriculum would help develop Thai personnel, so that they would be equipped with professional skills to work in neighboring countries, where demand for talented personnel in this field is on the rise. After the ASEAN Community is in place in late 2015, the region is expected to be the venue for more MICE activities. In particular, CLMV countries, comprising Cambodia, Laos, Myanmar, and Vietnam, will need a great number of personnel in this business.

He said that, previously, no graduates in this specialized field of study had been produced in Thailand. TCEB is working with educational institutions throughout the country to develop the international standard MICE curriculum, known as MICE 101, in order to ease the shortage of MICE personnel.

TCEB has launched a campaign “MICE Academy: Creating Future MICE Leaders” in an effort to encourage young people to be more engaged in the MICE business. The MICE Academy consists of three major projects, namely MICE Curriculum, MICE Capabilities (under the Coach the Coaches activities), and MICE Academic Exchange Program, under which students and lecturers will be provided with opportunities to interact with overseas partners.

Thailand is now one of the largest markets in ASEAN for MICE products and services. Bangkok is also listed among the top ten cities in Asia for international events.

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