Phitsanulok Province is advancing plans to position itself as a national MICE city specializing in herbs, health and wellness, following the presentation of a targeted master plan aimed at strengthening the local economy through specialized meetings and exhibitions.

The master plan was presented on 15 December 2025, at Phitsanulok Provincial Hall, with Governor Kiettisak Trongsiri presiding over the opening session. The initiative, under the project "Strengthening the Northern Economy through Targeted National-Level Meetings and Exhibitions: Herb, Health & Wellness," sets out a roadmap to leverage specialised MICE events to drive economic growth, develop high-value herbal and health industries, and position Phitsanulok as a national hub.

Mr. Saranroj Suthatchuto, Chief Operating Officer and Acting Director of Administration at the Thailand Convention and Exhibition Bureau (TCEB), said the project promotes multi-sector collaboration and noted that Phitsanulok has strong fundamentals as a regional hub for administration, education, public health and transport in Thailand's lower northern region. Combined with its recognised potential as a key herbal development area, the province is well placed to host targeted MICE events that can expand market access, increase the value of agricultural and herbal products, generate income for farmers and entrepreneurs, and ensure benefits are distributed sustainably to local communities.

Strategically positioned linking Thailand's Northern, Central and Northeastern regions, Phitsanulok is recognised for its strong focus on research and development supporting Thai traditional medicine and integrated healthcare. Combined with the province's rich historical heritage, distinctive arts, culture and revered landmarks, Phitsanulok offers a setting where MICE, wellness and cultural tourism can come together, reinforcing its positioning as a Herb, Health & Wellness MICE City.