TCEB targets top Chinese firms for meetings, conventions

“It’s our crucial task to figure out how we can reposition ourselves to become one of the high-end destinations for the luxury Chinese market,” Supawan Teerarat, vice president for strategic and business development, said last week.
The move came after the bureau organised a focus group with public and private organisations to redefine its strategy to attract more corporate meetings and large incentive travel groups from China.
Although Thailand is enjoying soaring growth in Chinese tourists, it is not considered a A-list destination for corporate meetings and incentive travel.
Europe, the United States and Dubai remain the first-tier group for the luxury market, followed by Australia and New Zealand as the second tier, while Japan, South Korea, Thailand, Malaysia, Singapore and Taiwan are in the third tier.
“We all agree that Thailand has to develop unique and outstanding products and services, communications and marketing activities to meet customers’ needs,” she said.
Infrastructure and facilities such as hotels and meeting rooms are among the decisive factors for customers in choosing a destination for an event.
The Thai Hotels Association is now considering rating hotels by stars to ensure Thailand can truly accommodate luxury customers.
Other obstacles are the visa and visa on arrival process, and customs procedures for bringing in goods for meetings and incentives.
The private sector has urged government agencies to simplify regulations to give large meetings and incentive travel groups greater convenience in holding their events in Thailand.
The readiness of Chinese communications and service skills of tour guides and sales staff is also required to prepare for the luxury market.
Technical devices are essential for meetings. However, not only are rental costs high, there is a lack of advanced IT equipment such as high definition LED monitors to facilitate high-end corporate meetings.
Vichaya Soonthornsaratoon, director for meetings, incentives and conventions, said a brainstorming session identified the high-end Chinese market for corporate meetings and incentives by focusing on the three high potential provinces of Shanghai, Guangzhou and Beijing. The target industries are IT software, pharmaceuticals, automobile parts and direct sales. Chinese organisations in the public sector are also eyed.
For luxury incentive travel groups, the bureau will join hands with associations and the private sector to create a campaign in Chinese offering Chinese firms more information about business events in Thailand. The private sector also suggested that initially, the TCEB should widen its role in the Chinese market as the government’s main agency promoting the MICE (meetings, incentives, conventions and exhibitions) business.
To attract major events with more than 1,000 delegates from China, the TCEB offers organisers the Mega Event Support campaign. Chinese representatives will also be appointed to implement marketing activities in the target areas.
This year, the bureau expects 12-per-cent growth in corporate meetings and incentive travel from China with 96,000 high quality Chinese business travellers generating Bt8.4 billion in revenue.