TCEB in global drive to lure MICE travellers
The Thailand Convention and Exhibition Bureau has unveiled "Thailand Connect", a global marketing campaign designed to make it easier for corporate buyers and organisers to sell this country as a premier destination for meetings, incentive trips, conven
The campaign will focus on three pillars: diversity of Thai destinations, unrivalled business opportunities, and the high quality of Thailand’s MICE professionals. It is accompanied by a number of specific promotional packages that will extend financial support to MICE events and delegates attending them in Thailand, depending on their country of origin and duration.
TCEB president Nopparat Maythaveekulchai said the new "Connect" campaign was designed to help Thailand achieve a 2014 target of 987,000 MICE visitors from abroad, with revenues projected at Bt96.9 billion, up respective 5 per cent and 10 per cent over the figures projected for this year. It is aimed at helping the TCEB enhance the global visibility of the Thailand brand as part of its five-year master plan (2012-16) and its three key strategies – win, promote and develop.
"The key word here is ‘connect’. We believe that Thailand can connect extremely well with global buyers by offering a combined package of three unique selling propositions," he said.
These propositions are diversity of destinations, with the five "MICE cities" of Bangkok, Pattaya, Phuket, Chiang Mai and Khon Kaen and six international airports connecting to 190 destinations worldwide with more than 500 flights per day; unrivalled business opportunities as an Asean hub; and high-quality professionals, including its renowned hospitality sector.
1. Diversity of destinations. Thailand’s strategic location at the heart of Asia, together with convenient facilities and infrastructure, offers visitors an extensive choice of venues covering five "MICE cities" (Bangkok, Pattaya, Phuket, Chiang Mai and Khon Kaen). Six international airports connect to 190 destinations worldwide with more than 500 flights per day. Nine conference and exhibition venues offer a combined exhibition space of 222,984 square metres.
2. Unrivalled business opportunities. Asean’s second-largest economy is poised to play a leading role in the unified regional market of the Asean Economic Community coming in 2015. Economic integration will remove trade barriers and bring free transfer of goods, services, skilled labour, trade and investment among the Asean population of almost 600 million. Thailand is a production and export base for key industries such as automotive and industrial components, computers and other information technology, energy, rubber and plastics. In addition, Thailand’s free-trade agreements with 11 countries will create more business opportunities.
3. High-quality professionals. In addition to its legendary hospitality and quality of service, Thailand’s MICE industry has led the world in setting global standards and winning numerous global accolades and awards. The International Congress and Convention Association ranked Thailand as worldwide No 1 by number of international meetings, while global exhibition industry association UFI ranked Thailand No 1 by number of international exhibitions.
The MICE industry has always played a key role in driving the broader Thai economy, earning revenue of about Bt80 billion per year. During the 2013 fiscal year, from October 2012 to August 2013, Thailand welcomed 993,072 MICE travellers, with revenue of more than Bt86.28 trillion. Top MICE visitors were from the conventions industry (318,663 visitors), followed by incentives travellers (247,888), corporate meetings (237,701 visitors) and exhibitions (188,820 visitors).
