The vision of the northern Thai city of Chiang Rai to become a major MICE destination for the F&B sector took a significant leap forward with its successful hosting of the Global Coffee and Tea Association Forum 2025: Shaping the Future Together from 17th to 20th July.
Showcasing the city's MICE potential, this landmark event featured a combination of insightful presentation and discussions, dynamic exhibitions, and immersive site visits.
The Forum brought together 211 delegates consisting of 165 Thais and 46 overseas participants from 11 territories, namely Australia, Cambodia, Mainland China, Colombia, Denmark, Indonesia, Hong Kong, Myanmar, Japan, Singapore and Vietnam.
During the forum, participating industry professionals engaged in knowledge exchange, networking, and business development.
Participants also engaged directly with local plantations, processing facilities, and tasting experiences, brewing substantial opportunities to drive growth across Chiang Rai's tea and coffee sectors.
Strong support
Building on the momentum of two international Tea and Coffee symposia in 2023 and 2024, the forum was supported by strong multi-institutional collaboration among 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 TCEB acting president Puripan Bunnag, Acting President of TCEB, Chiang Rai has proven its capacity as a secondary city capable of hosting major business events.
Bunnag declared: "MICE serves as a powerful driver for the local economy. The success of the Global Coffee and Tea Association Forum 2025 not only reinforced the city's ambition to become a destination for quality tea and coffee on domestic and regional levels but also supported Chiang Rai's goal of emerging as a center for national and international tea and coffee festival events."
Fostering dialogue within a global industry
The forum commenced with a convention at Le Meridien Chiang Rai Resort, bringing together experts and entrepreneurs from China, Japan, Indonesia, Myanmar, Singapore, Denmark, Australia, Vietnam, and Thailand.
Key topics explored a broad spectrum of issues, ranging from prevalent challenges and product innovation to sustainability, carbon footprint, blending and flavouring, and wellness-oriented consumption.
Sessions were complemented by showcases of product development, processing research, and production solutions.
Following the convention, the Chiang Rai Brewtopia Green Season exhibition at Mae Fah Luang Art and Cultural Park which ran from 18th to 20th July 18 to 20 was inaugurated by Bunnag together with Chiang Rai vice-governor Rutisak Rangsri, and Dr Piyaporn Chueamchaitrakun, head of the Tea and Coffee Institute at Mae Fah Luang University.
The exhibition featured around 40 coffee and tea entrepreneurs providing overseas delegates with direct access to uniquely blended teas and coffees crafted by ethnic hill tribes, emerging local talents, and artisanal creators.
Complemented by workshops, business talks, and product showcases, the event highlighted Chiang Rai's growing influence and innovation within the industry.
