TCEB eyes MICE at SEZs in AEC era
The Thailand Convention and Exhibition Bureau (TCEB) plans to promote the domestic MICE market, in line with the organisation's 4Ps strategic direction, which highlights collaborative efforts to stimulate prosperity and drive the growth of the industry th
TCEB also plans to penetrate the special economic zones (SEZs) and CLMV countries as well as promote meetings and incentives travel to royal projects and military tourism destinations throughout the country.
TCEB aims to support domestic exhibitions through the invent-upgrade-clone strategy, president Nopparat Maythaveekulchai said at the opening ceremony for the Second Thailand Domestic MICE Mart yesterday.
In tandem with its international market support strategy, TCEB’s approach to market promotion for the domestic MICE industry follows the 4Ps – public, private, people and partnership – strategic direction, emphasising collaboration among "Thai Team" organisations, the private sector in the MICE industry, members of the press and the general public.
To stimulate the domestic MICE market, TCEB has identified four key measures.
The first focuses on underlining MICE activities in five MICE cities – Bangkok, Pattaya, Chiang Mai, Phuket and Khon Kaen – as well as other high potential cities under the "Meeting in Thailand" campaign,
The second focuses on expanding domestic meetings and exhibitions in SEZs and Cambodia, Laos, Myanmar and Vietnam (CLMV) – gateways to rising border trade and investment in the AEC era. In line with the government’s economic policy to accelerate the development of the SEZs, TCEB will work closely with local chambers of commerce in Tak, Mukdahan, Sa Kaew, Trat and Songkhla to promote MICE activities along the borders with neighbouring countries.
The third emphasises promoting domestic meetings and incentives travel at royal projects and military tourism destinations.
Organisations can enjoy abundant hands-on learning experience by participating in activities such as rice terrace farming and the restoration and conservation of forests, while participating in military-themed activities such as adventures, culture and history, unity and local lifestyle.
This year, TCEB will focus on the three key provinces of Satun, Lampang and Phetchaburi.
The fourth underscores promoting domestic exhibitions through three key directions –inventing domestic exhibitions throughout the country, significantly upgrading local exhibitions into regional exhibitions and cloning successful exhibitions in other markets.
A core part of the "Meeting in Thailand" campaign is driving growth of the domestic MICE industry by increasing domestic MICE travellers and revenue, while uplifting Thailand’s strategic positioning as a high-quality MICE destination in Asia.
Under the campaign, TCEB has launched the Domestic MICE Mart 2015, building upon last year’s success.
The campaign incorporates testimony from the public and private sectors to promote the domestic MICE industry through communications channels such as broadcast and print media targeting MICE Cities markets from this month to September.
