TCEB to grow meetings, incentives market
THE THAILAND Convention and Exhibition Bureau (TCEB) yesterday announced its strategic marketing plan for the meetings and incentives (MI) travel segment in the 2017 fiscal year with new initiatives to tap luxury travellers and emerging markets.
TCEB president Nopparat Maythaveekulchai said the bureau was focusing on target markets. Asia – particularly India, China, Singapore and Malaysia – remains the primary area, representing 78 per cent of Thailand’s MI market, followed by Europe, the United States and Oceania. Eastern Europe including the Commonwealth of Independent States is a new emerging market.
The TCEB has also divided the MI market into three segments: corporate meetings (board meetings, annual meetings, regional meetings, corporate training, and group plant visits), premium incentives (executive retreats, high-tier incentives and company outings), and mega-size groups (more than 2,000 international delegates).
Nooch Homrossukhon, the TCEB’s MI director, said the bureau’s new “Meet in Style, Meet in Thailand” marketing campaign had five key attributes. These are meet at a delightful destination (fascinating history and culture as well as beach bliss), meet at breathtaking venues (lavish luxury), meet in sustainable ways (green meetings and corporate social responsibility), meet with energy (team building, exhilarating adventures), and meet around great flavours (culinary journeys).
In addition, the bureau has developed “double-city packages” offering international corporate clients the opportunity to discover the diversity of Thailand. The packages require a minimum of 200 delegates staying in Thailand for at least four nights in more than one city. The organiser will receive financial support of Bt100,000. Applications are open from October 1, 2016, until September 30, 2017, and travel must take place by December 31, 2017.
Another campaign is the “sustainable package”. It is open to groups of more than 200 international delegates staying in Thailand at least three nights, and incorporating CSR activities in their programme or organising events.
Earlier, the bureau launched the “Thailand BIG Thanks” campaign to tap MI groups of more than 2,000 international delegates.
Meanwhile, the TCEB will create an “afternoon with MI” approach for closer ties with industry partners. It will allow participants to hear more from industry partners in a cosy and relaxed ambience, allowing better information exchange, to discuss the industry needs and expectations, and then form a strategic plan.
Nooch said the TCEB had for the first time won a bid to be the host country for the SITE (Society for Incentive Travel Excellence) global conference, which will take place in Bangkok from January 11-13, 2019. This annual event will bring together about 400 entrepreneurs and top executives as well as buyers in incentive travel worldwide.
