The Thai areas of Chiang Mai and Cha-am, away from the conventional holiday spots, are enjoying renewed tourism thanks to a booming conference and exhibit industry, the Thailand Convention and Exhibition Bureau says.

As a result, according to reports, hotel chains like the Intercontinental Hotels Group, are ramping up efforts in the region.
InterContinental says it plans to manage three new hotels two years from on top of its holiday Inn properties in the same regions – North and South of Thailand.

Revenue from conferences and exhibitors rise by 22% last year, according to the tourism bureau and both areas combined have seen 18% more visitors and a booming tourism industry.