By The Nation
The campaign offers special privileges to MICE travellers, such as 10 per cent hotel discounts, 50 per cent discounts for car rentals and airport transfers, Bt500 cash coupons for shopping, 25 per cent restaurant discounts, and 50 per cent off golf course green fees. In addition, other hotel, shopping, dining, wellness, activity and transportation promotions have been made available.
TCEB president Nopparat Maythaveekulchai said that “Promoting MICE-related business through adopting an online marketing strategy has been a significant tool applied by TCEB, aimed to boost the domestic and international market of MICE travellers. Consistent with the government's digital economy policy, this will drive the growth of Thailand’s MICE industry, while also supporting the overall economic growth of the country.
“TCEB has developed the Spice Up Thailand campaign together with five partners in order to promote and create awareness of the MICE industry overseas, as well as delivering a first-class experience to MICE travellers; in turn, this will help to increase spending and encourage MICE travellers to extend their stay in Thailand,” Nopparat said.
“The campaign has been carried out for the previous three years and is continuously developing in terms of adding new privileges for domestic MICE travellers, and targeting the MICE industry in Asia, specifically CLMV (Cambodia, Laos, Myanmar and Vietnam) countries,” Nopparat added.
In the previous year, a total of 46 MICE events from 16 organisers registered to join the campaign with more than 43,000 coupons redeemed, generating over 20 million views online, Nopparat revealed. “The Top 5 most popular products and services redeemed by MICE visitors were restaurants, shopping, attractions, spas, and transportation [car rental and airport transfers]. The top 10 nationalities of MICE travellers redeeming such coupons during the campaign were China, India, Singapore, Vietnam, USA, Hong Kong, Pakistan, Australia, Algeria, and Thailand,” Nopparat said.
In 2017, the Spice Up Thailand campaign is working in alliance with registered organisations with more than 60 exhibitions in total.
Noppadon Pakprot, TAT deputy governor for tourism products and business, said: “It is obvious that MICE travellers are a high-quality tourist group due to their high spending power. In addition to expenses on attending conferences or trade fairs, there are other expenses from recreational activities. TAT is pleased to be the main partner of the Spice Up Thailand campaign for four consecutive years, aiming to help boost the MICE travellers and promote Thailand as one of the world’s preferred MICE destinations, which perfectly integrates business travel and leisure activities. This campaign also offers privileges and offers on certain products and services facilitating MICE travellers as well as attracting them to come to Thailand and stay longer for leisure after their business trips. Therefore, the benefits of this campaign are not only for the MICE industry, but also help the overall tourism industry.
Suripong Tantiyanon, Visa country manager, Thailand, said: “Visa selected special privileges to meet the lifestyles and demands of MICE travellers all around the world, as well as in Thailand. Privileges this year include free gifts, vouchers and discounts of up to 50 per cent from participating restaurants, department stores, spa/wellness centres, golf courses, car rental services, airport transfers, and other recreational locations. In addition, when booking a hotel in Thailand through www.booking.com/visain and making the payment using a Visa card, travellers can get 7 per cent off the total price by using a King Power discount coupon.”
Suripong said Visa is also cooperating with the Thai Travel Centre and Asia-Discovery in order to provide alternatives for MICE travellers wanting to stay longer for leisure or relaxation. For example, tour packages in Thailand are available with special prices as well as other additional privileges. “Apart from offers especially designated for MICE travellers, Visa also provides many special privilege programmes for both Thai and foreign Visa card holders, including Chinese MICE travellers, the group which was the first rank last year in terms of the number of privileges and coupons used,” Suripong said.
To encourage more MICE travellers to download the privilege coupons on offer as part of the Spice Up Thailand campaign, TCEB has organised an online activity, “Plan More, Enjoy More”, which enables MICE travellers to design their own trips and share their experiences through social media channels, such as Facebook or Twitter, using the hashtags#PlanMoreEnjoyMore and #SpiceUpThailand. The participant who obtains the highest number of Likes & Shares will receive a prize of two international air tickets courtesy of Thai Airways (the winner can choose to fly to any destination within the flight route operated by Thai Airways). This activity will be held from May to July 2017.