Chiang Rai's MICE Sector Accelerates with Recent Forum
The city of Chiang Rai hosts the Global Coffee and Tea Association Forum 2025, signaling a boost for its MICE sector.
Chiang Rai’s MICE Sector Accelerates with Recent Forum
The vision of the northern Thai city of Chiang Rai to become a major MICE destination for the food and beverage sector took a significant leap forward with its successful hosting of the Global Coffee and Tea Association Forum 2025: Shaping the Future Together from July 17 to 20.
Key Details of the Event
This landmark gathering showcased Chiang Rai’s potential in the MICE sector through compelling presentations and discussions, dynamic exhibitions, and immersive site visits. The forum attracted 211 delegates, with 165 Thais and 46 overseas participants from 11 territories, including Australia, Cambodia, Mainland China, Colombia, Denmark, Indonesia, Hong Kong, Myanmar, Japan, Singapore, and Vietnam.
During this event, industry professionals engaged in knowledge exchange, networking, and business development while directly interfacing with local plantations, processing facilities, and tasting experiences. This interaction cultivated promising opportunities to propel growth in Chiang Rai’s tea and coffee industries.
Strong Support for MICE Initiatives
Building on the momentum from two earlier international Tea and Coffee symposia held in 2023 and 2024, the forum received robust support from multiple institutions, including the Tea and Coffee Institute of Mae Fah Luang University, Singha Park Chiang Rai Co Ltd, and the Thailand Convention and Exhibition Bureau (TCEB).
According to Puripan Bunnag, Acting President of TCEB, “MICE serves as a powerful driver for the local economy.” He pointed out that the success of the forum reinforced the city’s aspiration to become a hub for high-quality tea and coffee, both domestically and regionally.
Fostering Global Dialogue
The forum commenced with a convention at Le Meridien Chiang Rai Resort, where experts and entrepreneurs from diverse countries gathered, discussing relevant challenges, product innovation, sustainability, and wellness-oriented consumption. Following the convention, the Chiang Rai Brewtopia Green Season exhibition at Mae Fah Luang Art and Cultural Park from July 18 to 20 was inaugurated by Bunnag alongside Rutisak Rangsri and Dr. Piyaporn Chueamchaitrakun. This exhibition showcased around 40 coffee and tea entrepreneurs, providing overseas delegates with unique access to blended teas and coffees crafted by ethnic hill tribes and local artisans.
