Chiang Rai has stepped up as a leading MICE (Meetings, Incentives, Conferences, and Exhibitions) destination for tea and coffee. The province hosted the Global Coffee and Tea Association Forum 2025 under the theme “Shaping the Future Together”, combining conference sessions, an exhibition, and field visits in one program.
The event welcomed 211 participants, including 46 international delegates from 11 countries and territories: Australia, Cambodia, China, Colombia, Denmark, Indonesia, Hong Kong, Myanmar, Japan, Singapore, and Vietnam.
According to Phuriphan Bunnag, Deputy Director and Acting Director of the Thailand Convention and Exhibition Bureau (TCEB), the forum underscored Chiang Rai’s capacity to host international events and its ambition to become a global hub for tea and coffee.
Delegates built networks, exchanged knowledge, visited leading farms and processing sites, and tasted original products. These activities opened doors for trade and helped drive long-term growth for Chiang Rai’s tea and coffee sectors.
The forum took place from 17 to 20 July 2025. It was organized by the Tea and Coffee Institute of Mae Fah Luang University, Singha Park Chiang Rai Co., Ltd., and TCEB. The event followed two international tea and coffee symposiums held in 2023 and 2024.
It aimed to share insights on industry development at a global level and to connect Chiang Rai producers with qualified international buyers.
A knowledge platform that tackles global topics
The program began with conferences and roundtables at Le Méridien Chiang Rai Resort. Experts and business leaders from China, Japan, Indonesia, Myanmar, Singapore, Denmark, Australia, Vietnam, and Thailand presented research and shared practical experience.
Topics covered include market challenges, product development, sustainability, carbon footprint reduction, flavour blending, and health-driven consumer trends. Speakers also showcased advances in processing and production innovation.
“Chiang Rai Brewtopia Green Season” exhibition
The exhibition at the Mae Fah Luang Art and Cultural Park was opened by Rujtitsak Rangsi, Deputy Governor of Chiang Rai, Phuriphan Bunnag, and Prof. Dr. Piyaporn Chueamchaitrakul, Head of the Tea and Coffee Institute at Mae Fah Luang University.
More than 40 tea and coffee businesses took part, including hill-tribe producers, emerging brands, and local artisans. Visitors sampled and purchased specialty products, explored business matches, joined workshops, attended business talks, and watched product demonstrations.
Field visits that highlight production strengths
To showcase Chiang Rai’s strengths from farm to cup, the “A Cup to Village” program brought international participants to model sites:
- Choui Fong Tea Plantation in Mae Chan, known for its terraced organic cultivation and award-winning oolong.
- Wang Put Tan Tea on Doi Mae Salong, a community story built on premium oolong and black tea. Its black tea won the Grand Gold Prize at the World Green Tea Contest 2021.
- Doi Chang Coffee in Mae Suai, a flagship example of Arabica grown under the Royal Project since 1969, which replaced shifting cultivation. The brand now exports to more than 10 countries and holds EU GI status. The visit concluded with a Coffee Cupping session at Queen of Coffee.
Hosting the Global Coffee and Tea Association Forum 2025 marks another step in Chiang Rai’s rise as a MICE destination. In 2024, Chiang Rai entered the ICCA rankings for the first time, with two qualifying events.
In 2025, the province hosted the AIPH Spring Meeting 2025 and the Green City Conference 2025 in February, and it is preparing to welcome the PATA Destination Marketing Forum in November.
“TCEB is expanding MICE events to secondary cities with distinct strengths. Chiang Rai’s deep tea and coffee heritage makes it a standout choice. The city can attract international events and secure its place on the global MICE map,” said Phuriphan.
