SITE Thailand, the country chapter of the Society for Incentive Travel Excellence (SITE)—the only global association dedicated exclusively to incentive travel—has reaffirmed its long-term commitment to MICE education and talent development by signing Memorandums of Understanding (MOUs) with five leading universities and academic clusters across Thailand.
This strategic initiative aligns with SITE Global’s mission to connect professionals across the incentive travel value chain through education, certification, and global networking. With over 3,000 members in 90 countries, SITE plays a key role in shaping the future of the incentive and business events industry, and SITE Thailand is emerging as a thought leader in Southeast Asia’s MICE landscape.
Under the leadership of President Paula (Punnaporn) Wongjunpen, a destination management entrepreneur and CEO of Paula & Co DMC Thailand, SITE Thailand has prioritized academic collaboration to ensure the industry’s future workforce is equipped with globally relevant skills and knowledge. These MOUs form a vital part of that agenda.
Between March 2024 and March 2025, SITE Thailand signed five MOUs with universities in the North, Northeast, Central, and Eastern regions of the country. Each agreement promotes academic-industry integration through collaborative curriculum development, research, student engagement, and hands-on learning experiences.
The first agreement was signed with Chiang Mai University on March 25, 2024, representing the Northern MICE Academic Cluster. The university was represented by Prof. Pongruk Sribanditmongkol, M.D., Ph.D. (President), alongside Prof. of Practice Ekkachai Mahaek, Ph.D., Asst. Prof. Pairach Piboonrungroj, Ph.D., Asst. Prof. Dr. Khongphu Nimanandh, Assoc. Prof. Dr. Siriwut Buranapin, and Dr. Rawi Roongruangsee from the Faculty of Business Administration.
Two MOUs followed on October 18, 2024, in Khon Kaen:
- With Nakhon Ratchasima Convention Exhibition Center (NCEC), represented by Dr. Nattinee Thongdee, and
- With CEMBEI, Khon Kaen University, represented by Asst. Prof. Dr. Pongsutti Phuensane (Dean, Faculty of Business Administration) and Asst. Prof. Dr. Donruetai Kovathanakul (Director).
On March 27, 2025, SITE Thailand formalized its partnership with the Central MICE Academic Cluster and The Center of MICE and Event Education and Innovation, Faculty of Management Science, Silpakorn University. The agreement was signed by Asst. Prof. Dr. Nattana Leelaharattanarak (Deputy Dean for Educational Management), Asst. Prof. Dr. Nopparat Boonpienpon (Head of Exhibition and Events Management Department), and Dr. Suhbpong Smithtun (Acting Manager of the Center), joined by respected faculty members.
The final MOU was signed on January 30, 2025, with the Eastern MICE Academic Cluster and Burapha University, represented by Asst. Prof. Dr. Parinya Nakpathom and Asst. Prof. Dr. Krittipat Pitchayadejanant, further expanding SITE Thailand’s influence in regional education.
President Paula Wongjunpen noted that these partnerships are not ceremonial, but part of a strategic roadmap to advance professionalism in the Thai MICE industry.
“People are the heart of MICE. These MOUs represent our investment in the next generation—ensuring they’re not only well-educated but globally connected and industry-ready,” she said.
Through these alliances, SITE Thailand will continue to lead educational innovation and open global pathways for Thai students and MICE professionals. Collaborative activities, including guest lectures, workshops, student programs, and industry research, are expected to roll out throughout 2025.