Third Asean Rising Trade Show promoted as sector develops

The bureau says this financial support programme for the international marketing of eight shortlisted international exhibitions emphasises innovations related to the “Thailand 4.0” policy, and capabilities to attract international visitors to the shows. 
Bolstered by the success of the programme last year – with more than 30-per-cent growth in international trade visitor numbers – the TCEB says it continues to reaffirm Thailand’s leadership position as the regional exhibition platform in Asean.
“Thailand’s international-exhibition industry is a key platform to help support trade and investment in the Asean region, and is considered an economic growth driver,” said Chiruit Isarangkun Na Ayuthaya, vice president for administration and strategic support at the TCEB. “With this importance, TCEB has been supporting trade-exhibition entrepreneurs, helping them to drive their competitiveness forward and reach their potential. 
“Now in its third consecutive year, the Asean Rising Trade Show [programme], underlining the theme ‘Think Big, Go Beyond’, is a proven successful initiative to improve the industry through three key strategies.” 
He said these strategies were upgrading the Thai exhibition industry, providing financial support for international marketing activities, and expanding Asean MICE (meetings, incentives, conventions and exhibitions) collaboration in line with the Asean Economic Community.
“This year, the Asean Rising Trade Show joins hands with partners including the Global Association of the Exhibition Industry (UFI) and the Thai Exhibition Association to enhance its support criteria to be in line with the Thailand 4.0 policy. This will help exhibition organisers upgrade their shows and drive the country towards achieving Thailand 4.0. 
“In addition to the support given to five key industries that are fundamental to building economic growth in the AEC – automotive, energy, food and agriculture, healthcare and wellness, and infrastructure – the Asean Rising Trade Show campaign targets another 10 industries to create the new S-curve, a new engine of growth, by adding shows that showcase new innovations and technologies such as biotechnology and robotics.”
Jaruwan Suwannasat, director of exhibitions and events for the TCEB, added: “The second edition of the Asean Rising Trade Show programme in 2016 showcased nine shortlisted international exhibitions in four industries. The total number of international trade visitors rose by 32.6 per cent, while Asean trade visitors increased by 30.3 per cent compared with the previous year. 
“By helping expand collaboration and establishing business connections for the supported shows to major trade associations in Asean, this campaign is instrumental to foster the long-term prosperity of the industry, as demonstrated by overall revenue from international exhibitions earning the Thai economy up to Bt15.686 billion, with the contribution from Asean source countries rising 27.5 per cent in 2016.
“The selection criteria for the shortlisted exhibitions in the Asean Rising Trade Show campaign include [being] new and creative, related to the Thailand 4.0 policy, driving business sustainability for the international-exhibition industry, demonstrating the ability to attract international participants from AEC member countries, and contributing to the growth of the industry. [They should be] able to identify marketing issues and challenges facing the trade-exhibition sector, and present solutions and strategic directions aimed at upgrading their shows.”
The eight shortlisted international exhibitions come from four industries. 
In the food and agriculture industry, “Food & Hotel Thailand” will run from September 6-9, “SIMA Asean Thailand” from September 7-9, and “FI Asia” from September. 
In the energy industry, “Asean Sustainable Energy Week” will take place from June 7-10, and “Thailand Lighting Fair” from November 16-18. 
In the infrastructure industry, “BMAM Expo Asia” will be held from September. 
In the healthcare and wellness industry, “Thailand Lab 2017” will run from September 6-8 and “Beyond Beauty Asean Bangkok” from September 21-23.
Additionally, the TCEB will submit nominations of marketing plans from participating trade-exhibition organisers to compete in the UFI Marketing Awards as a part of the bureau’s commitment to help promote awareness and success of the respective shows.
“TCEB expects that the success of the Asean Rising Trade Show will continue to drive the [increase] of trade visitors from Asean member countries by 30 per cent per year,” Chiruit said. 
“Upon completion of the three-year programme this year, TCEB will create new initiatives that are in line with economic conditions and trends of international exhibitions.”