North of Thailand showcased as global MICE destination for tea, coffee

Asst Prof Dr Piyaporn Chueamchaitrakun, head of Mae Fah Luang University’s Tea and Coffee Institute, said the university held international conferences on tea and coffee from time to time before joining TCEB.

“Then we realised that we can potentially be a key piece of the jigsaw in this industry because we have strong business networks and academic research,” she said.

Pongsakorn Areesiripaisarn, president of the Chiang Rai Coffee Lovers Club and local coffee shop owner, said: “Farmers nowadays are more knowledgeable and they are backed by the power of the new generation, who have returned to develop their hometowns. This has helped bring this industry back to life.

“Now we can do everything, from farming to processing to roasting to being a barista.”

Piyaporn, meanwhile, said three keywords…