The strategic plan focuses on promoting Thailand’s position as a hub of ASEAN MICE.
BANGKOK - TCEB announced a launch of its new brand marketing communication campaign “Thailand: Redefine Your Business Events”. The new campaign has prompted the bureau to redefine its role as an industry’s partner for success. Tapping into the growing opportunities from the country’s economic development landscape and the expansion of Asia market, TCEB is committed to promoting Thailand’s position as a hub of ASEAN MICE.
Mrs. Nichapa Yoswee, Senior Vice President of the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, said that Asia has been a fast-growing market for Thailand’s MICE industry supported by remarkable growth rates of MICE travellers from ASEAN and CLMV Countries which increased 35% and 100% respectively. In addition, Asia is predicted to be a primary source market for the Meeting & Incentives Sector in 2019 powered by a rising trend of corporate travels in China, and the growth of travellers from India and Indonesia which are predicted at 11.3% and 8.7% respectively.
However, the global MICE market is changing with influences from social and technological developments. The upcoming trends are such as: an increasing focus on MICE activities that enhance active learning, and abilities to broaden fresh perspective and being adaptive; a development of online applications which assist event organisers to manage the show and enhance delegate’s engagement, and a rising numbers of shows from new sectors such as Health and Wellness, Robotic Innovations and Start-up.
To take advantage of these global trends, TCEB has defined marketing strategies for 2019 which focus on four areas:
1. To highlight Thailand’s position as a Hub of ASEAN MICE – a connecting point that provides market access to ASEAN and CLMV countries.
2. To encourage new MICE events through the growing possibilities from the national economic policies including Thailand 4.0, the Eastern Economic Corridor (EEC), 10 S-Curve Industries and New S-Curve Industries.
3. To redefine the organisation’s role from a mere supporter and marketer of business events hosted in Thailand to become a facilitator, developer, thought leader, as well as enabler of the business events industry.
4. To promote Thailand’s MICE industry through a new brand communication campaign “Thailand: Redefine Your Business Events.”
“In this ever-changing world transformation is fundamental and inevitable, especially for business landscape. Capital is no longer a crucial part to drive business success but also abilities to broaden fresh perspective and being adaptive. Thailand welcomes business events with centric resources of knowledge, creativity and culture, enhanced with professional-driven mindset. Business events are now opportunities for getting valuable experiences, inclusive collaboration and sustainably grow together. This concept is a touchpoint of TCEB's new brand campaign ‘Thailand: Redefine Your Business Events’. Along with the new campaign, the role of TCEB will be redefined from a mere supporter and marketer to a co-creator, a thought leader, and to work in a deeper and wider partnership and collaboration with stakeholders. With the green light from the Thai government and the growing opportunities from the country’s economic landscape, TCEB is committed to proactively strengthening the Thai MICE industry through close collaboration with alliances and promoting Thailand as a MICE hub in the region," said Mrs. Nichapa.
For the fiscal year 2019, TCEB estimated that Thailand will welcome 1,419,890 overseas business travellers generating 130,200 million baht in revenue to the country. The forecast is based on TCEB’s proactive marketing strategies which are aimed at attracting more numbers of mega-sized events and premium MICE groups. Also, TCEB has developed a series of supporting tools to enhance experiences for international delegates. Plus, funding programs are offered to attract new events and upgrade existing events. Meanwhile, the bureau is introducing incentives packages such as Exhibiz in Market program to raise the sale of exhibition space, and ASEAN + 6 Privilege to boost show visitors from target countries.
During 18 – 20 September 2018, Thailand is hosting the 26th IT&CMA and the 21st CTW Asia-Pacific 2018 at the Bangkok Convention Centre at CentralWorld, Bangkok. The IT&CM Asia is recognised as the leading international MICE event centred in Asia-Pacific. The show has been held in Thailand for 17 consecutive years and will continue until the year 2020. This year, the show expects to welcome 2,646 trade visitors from 52 countries. At the show, TCEB showcases Thailand's leadership position as a MICE hub through the Thailand Pavilion, a platform where 69 leading MICE suppliers including domestic and international hotels, and Meetings and Incentives operators are presenting products and services to overseas trade partners. This year, the pavilion’s space was expanded to 600 sqm, the expansion area is allocated to highlight innovation in MICE products that are in line with TCEB’s new brand campaign.