Countries vie for incentive travellers from the Kingdom
Play
Countries throughout the region are vying to cash in on Thailand's outbound incentive-travel market, according to the Thai Travel Agents Association (TTAA).
As a result, the sector is likely to expand. This year, it is projected to grow by 10 per cent from 500,000 travellers in 2012.
TTAA president Suthiphong Pheunphiphop said Japan was the top destination for incentive tourism because it offers a 15-day free-entry visa. In addition, that country has government agencies working in the MICE (meetings, incentives, conventions and exhibitions) sector that offer Thais attractive packages.
Tourism operators are well aware that incentive travellers spend a great deal more than regular tourists – a major reason countries have no choice but to promote their services in this segment.
Suthiphong said premium outbound incentive tours cost between Bt110,000 and Bt150,000, for trips ranging from five to eight days. Thai travel operators have positioned themselves carefully to attract clients for the various sectors of the incentive market.
Besides Japan, South Korea, Taiwan and Malaysia are also joining the fray. They are offering incentives ranging from food to air tickets for MICE travellers, depending on the size of the group.
The Malaysia Convention and Exhibition Bureau said that country would focus more on the MICE market next year, to coincide with the “Visit Malaysia Year 2014” campaign.
It offers two incentive reward options for MICE travellers. One of them is a free vacation for five days and four nights for two persons to their two preferred destinations in Malaysia. This includes a return air ticket, accommodation at a five-star hotel, and one iPad Mini – if there are up to 2,000 participants in the group.
This is a new challenge for the Thailand Convention and Exhibition Bureau as it tries to promote Thailand as the MICE hub of the region. Some people close to the industry say the TCEB is lagging behind other nations, especially in its ability to bid successfully for the world’s big events. Also, procedures that event organisers have to go through to apply for financial subsidies are complicated and time-consuming.
