ASEAN Tourism Ministers Approve Professional Standards to Strengthen MICE

March 21, 2023

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ASEAN’s 10 Tourism Ministers have agreed to establish a common professional standard for MICE (Meetings, Incentives, Conventions, and Exhibitions) professionals and event professionals. The goal is to enhance ASEAN’s competitiveness as a destination for MICE. The ASEAN Mutual Recognition Arrangement on Tourism Professionals (ASEAN MRA on TP) for MICE Professionals and Event Professionals was approved during the 26th Meeting of ASEAN Tourism Ministers in Yogyakarta, Indonesia. The implementation of the approved standards will begin later this year.

The establishment of a common professional standard is part of ASEAN’s broader strategy to improve the region’s tourism industry. ASEAN has long prioritized professional development in tourism, and since its establishment in 2012, the ASEAN MRA on TP has guided ASEAN countries in the development of their tourism workforce in two areas: Hotel Services and Travel Services. In 2021, the scope of the MRA was expanded to include two new categories: MICE Professionals and Event Professionals. The move was aimed at fostering cooperation and promoting mobility among ASEAN’s MICE professionals. Each category was assigned a host country whose task was to formulate a set of professional standards specific to that category.

On behalf of Thailand, the Thailand Convention & Exhibition Bureau (TCEB) accepted the role of host for the Event Professionals category. TCEB worked with partner agencies such as Thailand’s Department of Tourism, the Ministry of Tourism and Sports, MICE-related associations, and educational institutions to draft a professional standards proposal for 11 job roles. The roles include Project Manager, Production Manager, Show Manager, Event Coordinator, Marketing Coordinator, Event Registration Supervisor, Event Administration Supervisor, Event Registration Staff, Event Transportation Staff, Liaison Officer, and General Support Staff. The input received from industry and tourism authorities from all ASEAN member countries was valued in the process, and TCEB’s proposal was approved at the 26th Meeting of ASEAN Tourism Ministers.

At the same meeting, ASEAN’s Tourism Ministers also approved the proposal by Indonesia for the category of MICE Professionals, which covered 21 job roles.

With the approval of ASEAN MRA on TP for MICE Professionals and Event Professionals, TCEB has begun promoting the idea of certification for event professionals. To further promote the professional standards in the region, TCEB has launched an “ASEAN Grand Master Training” program to grow a pool of Master Assessors who can support the new standards’ implementation in all ASEAN countries. The program will kick off in Bangkok and run until September 2024. A “Thailand Assessor Training” program will follow suit in 2025 to ensure there are enough qualified assessors for Thailand’s domestic demand. Thailand’s target is to produce 50 certified Event Professionals by 2026. This is part of a broader goal for ASEAN as a whole to produce more than 1,000 certified MICE Professionals and Event Professionals.

The MICE industry in ASEAN is not only a growing sector but also an economic driver for many member countries. By adopting a unified standard for MICE Professionals and Event Professionals, ASEAN will be able to improve mobility for its MICE workforce and further liberalize trade and services as it harmonizes learning, instruction, and capacity training.

In conclusion, the establishment of the ASEAN Mutual Recognition Arrangement on Tourism Professionals (ASEAN MRA on TP) for MICE Professionals and Event Professionals is a significant step towards enhancing ASEAN’s competitiveness as a destination for MICE. The implementation of the approved standards will begin later this year, and the goal is to produce more than 1,000 certified MICE Professionals and Event Professionals across ASEAN by 2026.