TCC Land in JV with Dutch organiser to push Kingdom as MICE hub
TCC Land, a subsidiary company of whisky tycoon Charoen Sirivadhanaphakdi, has joined with VNU Exhibitions Europe to establish VNU Exhibitions Asia Pacific to promote Thailand as a MICE hub in the Asia-Pacific region, focusing on promoting the agricultura
The Thai-Dutch joint venture will be one of the strongest organisers in Thailand with expertise in that segment, said Ladda Mongkolchaivivat, general manager of VNU Exhibitions Asia Pacific.
TCC Land has not revealed how much investment capital the two shareholders put in. However, it expects that the joint venture will help boost the company’s income at least 15-20 per cent a year during the next three to five years, as it will get more jobs.
“Thailand has high potential to become the Asia-Pacific centre for the farming and food industry. Along with the move to the Asean Economic Community, Thailand should be not only a base for food production and processing, but also a trading centre,” Ladda said.
VNU Exhibitions Asia Pacific will focus on the agricultural and food industries as they have high potential to grow significantly on high demand in the world market, she added.
She said the collaboration would also help the company improve knowledge, potential and ability to compete at the international level, both in Europe and the Asia-Pacific region.
Gerard Willem Leeuwenburgh, managing director of VNU Exhibitions Asia Pacific, said the European parent foresaw Thailand’s potential for being the MICE (meetings, incentives, conventions and exhibitions) hub in Asia and the Pacific. Thailand, particularly Bangkok, is a very attractive location with good infrastructure and service-minded people.
He said that being the main organising venue, Thailand would become better known among the target groups as a country with agricultural knowledge, expertise and capability, enhancing its reputation on the global stage.
The company plans to organise at least eight trade exhibitions in Asia this year. These are Horti Asia (an international trade show for horticultural and floricultural production and processing technology); VIV Asia; ILDEX (International Livestock, Dairy, Meat processing, and Aquaculture Exhibition) Vietnam; ILDEX Bangkok; Pig, Poultry and Dairy Focus Asia; VIV/ILDEX India; PET-VET Asia Expo; and Thailand Lab.
