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TCEB joins Pact with Phuket and TAT in welcoming “Amway 2012” from China

Thailand: Moving fast to implement government’s scheme and boost MICE industry

Thailand Convention & Exhibition Bureau joins pact with Phuket Provincial and Tourism Authority of Thailand in welcoming MICE travelers ‘Amway 2012’ from China. The group includes 15,000 delegates, making it the year’s most distinct record.  Highlighting 7 wonders of Andaman MICE as key selling points, the province opens doors for meetings events from all over the world. The event expects to generate more than 2,500 million baht in revenue.

Mr. Chaiporn Patanarak, Chief of Strategy for Province Development at Phuket Provincial, disclosed that, “Being selected as the destination for incentives event of Amway which brings more than 15,000 delegates to Phuket truly reflected the confidence that a major Chinese entrepreneur has in the kingdom of Thailand. Phuket possesses potentials and a variety of resources, making the province a perfect destination for international tourists and businesspeople. Thanks to Thai government who plays a vital role in allocating funds for local infrastructure development. For example, the improvement of mass transport such as the 3-route light railway project across Phuket, the improvement of dock such as deep sea port at Bang Rong Port and especially Chalong Bay Port which has now revamped as an efficient yacht marina and serves as one-stop yacht service centre.”

Phuket is one of the world’s finest destinations. With the readiness in basic infrastructure for MICE, Phuket has been well praised and promoted as the “MICE City” of Thailand apart from Bangkok, Chiangmai and Pattaya. Furthermore, the provincial has designed special packages for those aiming to hold MICE events in Phuket in order to endorse Phuket as an ideal destination for MICE travellers, such as the arrangement of exclusive entrance to Phuket International Airport and extra security.       

“Phuket has welcomed MICE travellers every year. Tourists coming with MICE events account for 10 percent of general tourists that compose of European, American and Asian, respectively. MICE is hence considered an industry that generates significant revenue for the province. This time, the hospitality is a seamless collaboration between local representatives from Amway, public and private sectors which were pre-assigned to work under the model designed to ensure smooth operations for the meetings at Phuket Fantasy, the excursion, hotels and relevant attractions. So to speak, every party has strongly joined forces to impress Amway delegates with the touch of Thai hospitality” concluded Mr. Chaiporn.

Mr. Thongchai Sridama, Acting President of Thailand Convention and Exhibition Bureau, said, “TCEB, as the key supporter from public sector and main sponsor of the symposium, aspires to promote meetings and incentives market which are the biggest segment in MICE market.  Currently, Chinese MICE market comprises of travellers from 3 main cities including Beijing, Shanghai and Guangzhou. Chinese earn more and in relation with national growth, resulting in the increase in demand for excursion outside of China. Interestingly, the travel also has to convey a sense of luxury and taste, particularly when it comes to meetings and vacation in beautiful beach towns. This has raised the expenditure for up to 30 percent higher than MICE activities of other ranges. Chinese MICE travellers to Thailand has been the second largest MICE group after India through the years. The group has an average growth at 15-20 percent each year and tends to grow in a quantum leap for the Government of China has reduced the travelling regulations of the Chinese, allowing them to travel abroad more for both tourism and business.   
“The Amway China’s symposium this time is considered the meetings and incentives events for leading corporate people that could initiate the income distribution in direct and indirect ways. TCEB has provided full support in allocation and cooperation with public and private sectors, especially with the Tourism Authority of Thailand and Phuket Provicial that in turn collaborates strongly with the Immigration Bureau, Phuket Custom House, Phuket International Airport, Phuket Tourist Police, Phuket Provincial Police, as well as attraction sites, local hotels and transport companies. The endeavour was aimed to create special work groups and ensure smooth hospitality for delegates. It is estimated that these 15,000 delegates would generate more than 2,500 million baht of revenue into the national economy”
concluded Mr. Thongchai.

Mr. Sansern Ngaorungsi, Deputy Governor for International Marketing (Asia and South Pacific), Tourism Authority of Thailand (TAT), disclosed that, “Chinese market is a key target for tourism of Thailand. Preceding situation of Chinese market has shown that growth emerges in a successive manner. In 2011, the number of Chinese tourists by nationality travelling into Thailand totalled at 1,760,564 which jumped by 56.88 percent from 2010. Chinese tourists generated 58,001.85 million baht of revenue into Thailand, surging by 68.77 percent. The Chinese market has well proved to be a shining star for MICE.”

“The analysis of opportunity and positive factors of Thailand towards the Chinese market clearly reflected that Chinese tourist is one of the key target tourism markets for Thailand. Chinese market plays an essential role in enforcing the tourism and economy of Thailand. TAT foresees the happenings of Amway event will bring more than 2,500 million baht of revenue into Phuket. Besides, for the colossal corporation of China like Amway had selected Phuket as the destination for their meeting is truly a privilege as the event shall create reputation and recognition of Phuket as a premium travel destination among Chinese tourists, especially for MICE which is the market with promising potential of China. We are certain that the event will attract more of Chinese large-sized corporations into Thailand for their future meetings and incentives events” said Mr. Sansern.

Mr. Martin Liu, Vice President of Amway Greater China Region, revealed that, “The 2012’s meeting of high-ranking Amway Business Owners in Phuket makes a new history for Amway China as it pools as huge amount of delegates as 16,000 which was divided into 7 main groups and 21 sub-groups. The gala dinners or massive celebration are being held at Phuket Fantasy for 7 times. More than 100 air-conditioned coaches are set for use continuously for one month from 15 April to 15 May 2012. The event is truly a new record for Amway China as more than thousand million baht of company’s budget was spared for this event, excluding personal expenses of the delegates themselves. The meeting at Phuket this time is the fruit of meticulous selection of the destination that is ideal in famous natural beauty, unique generosity of Thai people and wonderful Thai cuisine. Amway China anticipates the event shall raise the relationship between Thai and Chinese to a new height. Above all, the event definitely encourages and elevates the growth of Thai economy.” 

“The location of events is lined up by the lagoon of the Laguna Phuket which was divided into two zones, including the first area where the China Nights and grandiose gala dinners are taking place for 21 days; and the Amway Expo that features the exposition of Amway products and the exhibition of “Amway Charity Foundation” that highlights the activities Amway has contributed for the society especially for kids. Additionally, the showcase also includes Amway products using high technology and possessing excellent quality, such as high-efficiency water purifier, supplementary food and Amway online market. Amway strongly believes that all delegates will be well catered by every relevant party” concluded Mr. Martin Liu.

The overall picture of MICE industry in 2012 sees the tentative amount of foreigner MICE travellers at 750,000 which could generate around 60,120 million baht in revenue into Thailand by which the meetings and incentives segment shares the contribution at 45 percent. In 2012, this segment is expected to pool up to 378,000 travellers that could bring more than 27,000 million baht of revenue into Thailand.

Co-Founder & Chief Editor - TravelDailyNews Media Network | + Articles

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.