As Chiang Mai presents itself as a prospective MICE destination in Thailand, Indian travel planners gauge what the city has to offer to their clients.
Amita Pandey
While the pristine and bustling beaches of Southern Thailand continue to lure Indian holidaymakers and corporate travellers, the Tourism Authority of Thailand (TAT) is navigating a fresh course by steering its compass towards picturesque north that leads to the spiritually rich landscapes, hotels amid tranquil vistas and Michelin-starred restaurants.
Already holding a special place among European travellers, North encompasses the culturally rich city like Chiang Mai along with serene destinations such as Phrae and Nan, which offers an alternative Thailand steeped in heritage.
Now, to promote it among Indian travellers and other source markets, this year TAT strategically organised Thailand Travel Mart Plus (TTM+) 2025 in Chiang Mai. Interestingly, the common consensus of Thai stakeholders at the event had an optimistic view of Chiang Mai’s potential in the Indian MICE and outbound market that the city’s spiritual aura, rich heritage and wellness retreats will resonate with Indian travellers due to deep-rooted cultural affinity. “North Thailand offers a completely different flavour,” said Thapanee Kiatphaibool, Governor, TAT, Thailand. “While the South is known for beaches, the North captivates with rolling hills, ancient temples, gourmet experiences and cultural depth.”
Gateway to the North
Easily accessible via daily flights to Chiang Mai International Airport or scenic train rides from Bangkok, Chiang Mai is the undeniable jewel of the North. The city is famed for its hilltop Wat Phra That Doi Suthep temple, bustling handicraft villages like Sankampaeng and Bosang, and wellness retreats such as Oasis Spa. Visitors can explore the Royal Park Rajapruek, a 200-acre botanical garden showcasing global flora, which is a preferred MICE venue as well. Visitors can also wander through lively night markets, sampling local food and handicrafts.
While you are in Chiang Mai, the nearby provinces like Lampang, Phrae and Nan have numerous tourist activities and experiences to offer. Trying hands on making ceramic ‘chicken-patterned’ bowls at Dhanabadee Ceramic Museum and enjoying panoramic view at mountaintop Wat Phra That Doi Phra Chan temple can be a satisfying experience for the ones seeking tranquility. Wander through Phrae’s teak mansions and surreal rock parks. In Nan, taste gourmet bites, mold chocolate at cocoa farms and craft lanterns with locals — each moment could be a living thread of Thailand’s rich culture.
MICE opportunities
Speaking at TTM Plus 2025, TAT officials highlighted the growing appetite among Indian MICE planners for offbeat venues, which they believe could be easily found in northern region of Thailand, along with sufficient hotel inventories. The hospitality brands like Cross Hotels & Resorts, Marriott, Amari, Tree Tara Hotel and Emmaline Hotel Nan, are all set to redefine the MICE scene with their latest offerings in the region, which they also showcased during the event.
Cross Hotels & Resorts, for instance, noted a shift in preferences among Indian travellers, with increasing demand for local interactions and cultural explorations beyond traditional sightseeing and they believe northern region has the potential to cater these evolving demands. “We are adapting to these evolving preferences by curating customisable MICE and destination wedding packages with attractive rates and commission structures to encourage Indian travel agents,” Chatchaya (Mai) Glaiprayong, Head of Global Sales, Cross Hotels and Resorts said. She revealed that the brand is engaged in targeted marketing campaigns to showcase the beauty of Northern Thailand, highlighting adventure opportunity, wellness and cultural experience to the Indian MICE planners and other groups.
Chiang Mai Marriott Hotel also underscored Chiang Mai’s untapped potential for Indian MICE tourism. “Chiang Mai is a hidden gem, lesser known than Phuket or Bangkok but it offers a diverse range of experiences from nature treks and waterfalls to elephant camps and ancient temples,” said Rajat Chatterjee, General Manager, Chiang Mai Marriott Hotel. He stressed the city’s family-friendly appeal, affordable pricing and rich cultural heritage rooted in the ancient Lanna Kingdom, which will resonate with the Indians. Chatterjee pointed out that Chiang Mai offers competitive rates, often up to one-third less than popular Thai destinations, without compromising on luxury or experiences. “Chiang Mai allows planners to organise more immersive events where attendees stay engaged, rather than being distracted by nightlife like in Bangkok or Pattaya,” he said.
Chiang Mai Marriott Hotel boasts expansive MICE facilities, including a 1,000-square-meter ballroom accommodating up to 1,000 delegates, and a newly launched 400-square-meter venue equipped with 360-degree LED screens, capable of immersive event setups that can range from jungle themes to seaside ambiances.
“We see growing interest from Indian families, friend groups and even golf enthusiasts,” Chatterjee added, pointing to Chiang Mai’s diverse appeal.
With TAT pushing for better air connectivity between India and Northern Thailand, industry stakeholders believe destinations like Chiang Mai are poised to become significant players in the Indian MICE and wedding market.
What Indian Buyers Think
Indian travel planners, however, are weighing both opportunities and challenges. A travel agent from Jaipur, Rajiv Rawat, Director, Prime Link Travels, commented, “Currently, the destination attracts a niche group, mostly families, seeking tranquillity and scenic settings. It is a fantastic option for weddings, with the added comfort of easily available Indian food.”
However, Rawat flagged connectivity as a key hurdle as he mentioned, “Connectivity remains a drawback, especially for Chiang Mai, which requires an additional flight from India. This is something that many travellers find inconvenient.”
When it comes to MICE preferences, Rawat candidly averred, “Northern destinations lack the vibrant nightlife that Indian travellers enjoy. Most venues close by 9:30 or 10 pm, making them less suitable for MICE tourism.”
Sumit Kumar, Director, TravelGen, shared a similar observation as he stated, “Chiang Mai and similar destinations may appeal to high-end corporate groups or top management for unique offsite experiences but they may not sustain regular MICE business due to limited nightlife options.” Still, he acknowledged, “The region holds significant potential for family holidays, individual travellers and destination weddings, thanks to its unique attractions and relaxed ambience.”
With Thai sellers brimming with optimism and Indian buyers acknowledging the realistic notions of Indian outbound market, the question remains: can Chiang Mai’s quiet charm and cultural richness has the potential to win over Indian travellers used to the beaches and nightlife of the South? Is Northern Thailand ready to rewrite the Indian traveller’s definition of Thailand? Could direct air connectivity to Chiang Mai be the game-changer in tempting Indian travellers northward?
TAT highligted the growing appetite among Indian MICE planners for offbeat venues, which could be easily found in North Thailand
Industry stakeholders believe destination like Chiang Mai is poised to become significant player in the Indian MICE and wedding market
