Chiang Rai Shines as a Tea & Coffee MICE Destination with Global Forum 2025
Chiang Rai took a major step toward establishing itself as a global tea and coffee hub with the successful hosting of the Global Coffee and Tea Association Forum 2025 from 17–20 July. The event brought together 211 delegates — including 46 international participants from 11 countries — and highlighted Chiang Rai’s capacity as a vibrant MICE destination.
Held under the theme “Shaping the Future Together”, the forum combined high-level discussions, exhibitions, and field visits. Industry professionals exchanged insights on innovation, sustainability, and wellness-focused consumption, while exploring the region’s strong production ecosystem through immersive visits to renowned plantations like Choui Fong Tea, Wang Put Tan, and Doi Chang Coffee.
Building on the success of previous symposia in 2023 and 2024, the forum was co-organized by Mae Fah Luang University’s Tea and Coffee Institute, Singha Park Chiang Rai, and the Thailand Convention and Exhibition Bureau (TCEB).
According to Mr. Puripan Bunnag, Acting President of TCEB, “Chiang Rai has shown that secondary cities can host high-impact business events. The forum not only boosts the local tea and coffee economy but also supports Chiang Rai’s emergence as a premier MICE destination.”
A major highlight was the “Chiang Rai Brewtopia Green Season” exhibition at the Mae Fah Luang Art and Cultural Park. Inaugurated by local and TCEB dignitaries, the show featured 40 local entrepreneurs showcasing specialty teas and coffees from hill tribes and artisanal producers, with added business talks and workshops.
Site visits provided delegates firsthand exposure to Chiang Rai’s tea and coffee legacy. From the organic cultivation of Oolong tea at Choui Fong to award-winning Black Tea at Wang Put Tan and the globally recognized Doi Chang Coffee brand born out of a Royal Project, each location reflected the region's rich agricultural innovation and community transformation.
This forum also builds on Chiang Rai’s growing MICE momentum. In 2024, the city entered ICCA’s global rankings and hosted key events like the AIPH Spring Meeting. It is also set to welcome the PATA Destination Marketing Forum in November.
“Chiang Rai’s tea and coffee heritage makes it a compelling MICE destination. TCEB is proud to support its rise on the global events map,” concluded Mr. Puripan.
