The role of the state in the development of a regional MICE city: Case studies of Thailand and Malaysia under the millennial travelers

Abstract

This research has the following aims: (a) to examine the state’s roles in Thailand’s and Malaysia’s strategies to promote their capitals as MICE hub for millennial travelers; (b) to study the industrial MICE environment in Thailand and Malaysia and the potential for Bangkok and Kuala Lumpur to host international MICE events; and (c) to propose roles for the Thai and Malaysian states in MICE industry that will help them to achieve their aims to become regional hubs of MICE in Asia. This study employed a qualitative research method. The research utilized both primary and secondary data, including in-depth interviews and a focus group.

The research findings revealed that the state’s roles in MICE development in Thailand and Malaysia manifested in three ways: planning MICE industries, acting as a coordinator that works with various stakeholders, and stimulating the MICE industry. However, the difference between Thailand and Malaysia is that the Malaysian government owns a number of major venues which gives numerous advantages to the Malaysian MICE industry. In terms of policy recommendations for Thailand and Malaysia to become regional MICE hubs, the governments should differentiate the MICE industry from tourism. Thailand and Malaysia should position themselves as leaders in specific industries at both the international and regional levels. In addition, the two governments should continue to expand and advance smart cities as Bangkok and KL will better serve millennial needs and gain the advantages of integrating digital technology and transportation. Furthermore, the governments should reinforce each country’s own international MICE events and, at the same time, should focus more on hosting regional MICE events.