Bangkok / 27th January 2012 – The Thailand Convention and Exhibition Bureau (Public Organisation) or TCEB announced its readiness to set off on ‘Year of MICE’ in 2012, following this year’s first public-private sector meeting to discuss solutions to the region’s economic problems, as proposed to Cabinet by the National Economic and Social Development Board. Continuing with its Thailand: Destination of ‘CHOICES’ campaign, TCEB also plans an aggressive market promotion campaign to appeal both local and global MICE events to Thailand. TCEB is confident of accomplishing its annual target through its strategy of highlighting Thailand’s potential at a total of 17 major MICE events to be held throughout this year.
Mr. Akapol Sorasuchart, TCEB President, revealed that “Following a private-public sector consultation meeting held on 14 January to address economic problems in the region, the National Economic and Social Development Board, together with the Joint committee of three private sector organisations and the Thailand Tourism Council, submitted a proposal to the Cabinet Meeting held on 15 January at the Bank of Thailand Auditorium Northern Region Office in Chiang Mai. The proposal contained a recommendation for a ‘Year of MICE’ imitative to support MICE tourism and services in Thailand in the year 2013. The proposal noted that TCEB, as the lead agency for promotion and development of Thailand’s MICE industry, is ready to undertake implementation of this project, in line with the agency’s long-term strategy to prepare Thailand’s MICE industry for regional economic integration under the AEC in 2015.
“At the same time TCEB continues to target the global MICE market with an aggressive marketing campaign to attract global mega-events such as the World Expo 2020, and has campaigned to officially establish this project as a national agenda item, so that all concerned stakeholders can adopt a unified communication strategy to promote the country’s bid to host this event.
“In addition, to further restore confidence and boost Thailand’s international image, TCEB recently consulted with the Ministry of Foreign Affairs in preparing its ‘Believe in Thailand: World Expo 2020’ plan. Under this initiative, resident ambassadors of all countries, international organisations, and the International Chamber of Commerce will be invited to join a briefing session to explain progress in Thailand’s bid to host World Expo 2020.
“The Ministry of Foreign Affairs will present the plan to Cabinet and officially request this project be officially adopted as a national agenda item. Since it will be necessary to build support among more than 158 countries around the world, the project will be promoted overseas via all available communication channels in order to boost international consensus in support of Thailand’s bid.
“Moreover, TCEB is working to acquire additional MICE events in 2012, and is currently negotiating to host Forbes Asia's “Best Under a Billion” Award Ceremony and Dinner’, a glittering award ceremony and dinner held annually in recognition of the achievement of the top 200 of 15,000 organisations in the Asia-Pacific region with annual revenues between US$ 5 million to US$ 1 billion, considering corporate performance, growth and future prospects.
“Should Thailand be selected to host this event in 2012 and 2013, TCEB will be in a strong position to host the prestigious Forbes Global CEO Conference, an annual international conference attended by some 400 global CEOs, tycoons, entrepreneurs, investors and thought leaders, who will share their vision and debate the world’s burning issues. This year’s event is hosted by Dubai, United Arab Emirates.
“In regard to TCEB’s plans to promote Thailand’s MICE industry overseas, TCEB will continue with its successful campaign: THAILAND: Destination of "CHOICES", which focuses on Thailand’s diversity of destinations that can match the needs of all kinds of MICE events. The campaign highlights Thailand’s comprehensive MICE services and Thailand’s status as the hub of ASEAN for all industry sectors as we approach economic integration through the AEC.
“In addition TCEB is helping to drive growth in the domestic MICE market. TCEB’s 2012 action plan focuses on facilitating cooperation among all stakeholders, in order to create a network to stimulate MICE activities in all regions, as well as to build public awareness and understanding and support professional development within the MICE industry.
“TCEB is also supporting activities under the ‘MICE City’ campaign, under three main approaches: (1) Marketing and sales promotion- MICE Cities have been invited to join trade fairs and road shows, including organisation of overseas buyers-seller matching form. MICE Cities bear their own travel costs to these events; (2) Public relations- preparation of a promotional video, brochures and leaflets together with each MICE City, along with a project to develop the Smart DMICE application to promote MICE Cities via smart-phone (to be launched this year) and joint MICE City press conferences targeting the international market; and (3) Human resource and infrastructure development- TCEB will work together with the MICE Cities and the industry in the preparation of training courses for civil servants, students and private sector MICE entrepreneurs. The courses, which will help build expertise in the areas of marketing, sales and public relations, will be tailored to the professional understanding and needs of each target group. Training courses are scheduled throughout the year.
"In addition to these initiatives, TCEB plans to accelerate the restoration of international confidence in Thailand’s MICE industry through ‘highlight’ events already confirmed for 2012, and will also enhance its integration of services and market communication in order to build confidence among MICE organisers and travellers, both domestic and overseas. A total of 17 MICE events have already been emphasised as the highlight events for 2012- 2 corporate meetings and incentive travel events, 6 international coventions, 5 international trade shows, and 4 domestic MICE events," added Mr Akapol.
TCEB will support the following ‘Highlight Events in Thailand during 2012: 1) Corporate Meetings & Incentive travel: Amway China (18,000 people), Unilever Hindustan (1,700 people); 2) International conventions - The 2012 Rotary International Convention (30,000 people), Million Dollar Round Table (5,000 people), 15th International Congress on Infectious Diseases (3,000 people), Asia Pacific Digestive Week (3,000 people), World Tunnel Congress (2,200 people) and the Asia Pacific Water Summit (1,000 people); 3), International exhibitions - Propak Asia 2012, Renewable Energy 2012, Metalex 2012, Horti Asia 2012 and the Fastener Fair Thailand 2012; and 4) Domestic MICE- Had Yai Book Week (100,000 people), 7th December Flora Fair (30,000 people), Pattaya Food and Hotelier Expo 2012 (15,000 people), and Pattaya International Livestock Show 2012 (1,500 people).
Mr Akapol continued, “During 2012 TCEB will promote Thailand’s MICE industry at a number of international events. This year we are joining 10 international trade fairs and road shows in 6 countries, covering both short- and long-haul markets. In addition, other marketing activities such as group meetings, seminars and familiarisation trips are also planned, along with interviews of organisers and participants in Thai Highlight events. Personal testimonials will contribute further to enhancing confidence among MICE organisers worldwide.
"In overview, TCEB anticipates that Thailand’s international MICE industry in 2012 will represent approximately 9.49 percent of overall tourism industry value, or 0.58 percent of total GDP. Average expenditure per capita will be about US$ 2,672 (80,160 baht) per trip, TCEB will do its best to meet our original industry targets for 2012, which are 1.9 million domestic MICE travellers, generating US$3.3 billion (10 billion baht) in revenues and 750,000 international MICE travellers, generating an expected income of more than US$2 billion (60.1 billion baht)" said Mr Akapol in conclusion.
# # #
For more information, please contact:
Thailand Convention and Exhibition Bureau (Public Organization)
Ms. Parichat Svetasreni Tel: 0-2694-6092 / 081-8404701 Email: parichat_s@tceb.or.th.
Mr. Sumet Kanchanapan Tel: 0-2694-6096 / 086-604-9594 Email: sumet_k@tceb.or.th.
English
