Launches plan to pilot first ‘MICE 101’ course at 4 universities, starting 2012.
Bangkok/ 26th January 2012 – The Thailand Convention and Exhibition Bureau (Public Organisation) or TCEB is accelerating its stakeholder outreach in developing the potential of Thailand’s MICE industry through superior integration, in the ‘MICE Capabilities Development Plan 2012’. The plan focuses on upgrading the whole system in preparation for ASEAN’s forthcoming economic integration through the AEC. Education, seen as critical to long-term competitiveness, is addressed in the Plan through a new initiative to develop a MICE curriculum for students. The course, known as ‘MICE 101’, will provide students with a comprehensive introduction to the diverse aspects of managing corporate meetings, incentive activities, international conventions and the international exhibitions ad trade shows. The curriculum will be piloted at 4 leading Thai universities by this 2012 academic year.
Mr. Akapol Sorasuchart, TCEB President, revealed that “We began the task of designing this course following wide stakeholder consultation and brainstorming within the MICE industry concerning the implications of the opening of the ASEAN Economic Community (AEC). Preparing for this single ASEAN marketplace through professional development and enhancing MICE standards is one of the industry’s top four priorities, and one which must be urgently addressed in order to meet the competitive challenges of a liberalised market in 2015.
“TCEB has therefore joined with its partners from all related sectors, including government and industry in order to bring together our respective capabilities to promote and strengthen the future competitiveness of Thailand’s MICE industry. It is of course significant to develop this potential in the run-up to the AEC, and so TCEB will ramp up its efforts in earnest from this year on. The ‘MICE Capabilities Development Plan 2012’ resulted directly from our consultations with industry, and focuses on building capacity and enhancing the entire industry’s potential, encompassing the roles of the private and public sectors as well as the education system.
The Plan has four main fundamental components: (1) Establishment of a MICE Working Committee to develop the potential of Thailand’s MICE sector; (2) Preparation and develop of a research report on the detailed implications of the formation of the AEC on the MICE sector; (3) Organising of a nationwide series of workshops, in cooperation with ‘MICE Cities’; and (4) Focus on professional development training to build capacity and calibre of Thailand’s MICE professionals”, Mr Akapol added.
The National MICE Development Working Committee includes wide representation from all MICE stakeholders, comprising the following: (1) TCEB; (2) the Trade Negotiation Department, Ministry of Commerce; (3) Tourism Department, Ministry of Sports and Tourism; (4) Thai Exhibition Association (TEA); (5) the Thai Incentive and Convention Association (TICA); and (6) the Thai Hotels Association (THA). The working committee will bring together a large body of knowledge and expertise in studying the implications of the AEC for Thailand’s MICE sector, which will serve as an invaluable database for MICE operators in Thailand. The study report will be made available both as a hard copy and in electronic form.
In regard to organising the workshops, TCEB has joined forces with four MICE Cities – Bangkok, Pattaya, Phuket and Chiang Mai- to conduct all scheduled workshops during 2012. The workshop objectives are to build a wider understanding among entrepreneurs of the opportunities, challenges and threats that are presented by economic integration and liberalisation through the AEC.
Reflecting the plan’s emphasis on human resources development, TCEB takes a holistic perspective, targeting public sector agencies, the private sector, educational institutions, teachers and students. Training courses will be given at both national and international levels.
“Moreover, TCEB also plans to offer an English for MICE Business course and a Leadership Programme targeted at MICE professionals, in order to build capacity and skills amongst Thai MICE professionals. The courses will be conducted throughout the year. For the international training course we are also delighted that Thailand has extended its contract to host the UFI Exhibition Management Degree (EMD) training courses; this attests to Thailand’s leadership in the region’s MICE industry. Most recently, TCEB has signed a cooperation agreement with the International Association of Professional Congress Organisers (IAPCO) to jointly plan and support training courses for MICE operators in Thailand and the ASEAN region covering organisation of international conferences in the region. The courses aim to contribute to the industry’s preparations for the forthcoming establishment of the AEC,” Mr Akapol added.
Apart from this, the ‘MICE 101’ curriculum developed by TCEB in association with TICA and TEA will provide students with contemporary, business-relevant knowledge and skills that can prepare them for a career in the MICE industry following graduation. In bringing together the combined knowledge, experience and expertise of TCEB, TICA and TEA, including the establishment of a ‘MICE Curriculum Development Committee’, for students enrolled in higher education institutions, we believe that the course content is fully up to date with contemporary industry issues at local, regional and global levels. From the outset, TCEB has already received expressions of interest from four universities- Mahidol University International College, Prince of Songkhla University, Ban Somdej Chaopraya Rajabhat University and Siam University.
“The course content provides an entry-level introduction and overview of the MICE industry. The course outline is divided into 3 major parts: (1) The overview of Thailand’s MICE industry; (2) Event management in the MICE industry; and (3) other important aspects in the MICE industry. Taken together, the three parts will provide students with comprehensive industry knowledge, from basic principles, event management for corporate meetings, incentive programmes, international conventions and exhibitions, organisations, companies and key industry standards. The curriculum also covers industry ethics and governance. In future, the course will be continually developed and upgraded to a full curriculum to be delivered by higher education institutions nationwide.
This multi-agency collaboration between TCEB, TICA and TEA has resulted in a comprehensive MICE 101 programme, which will really meet the needs of all players in the MICE industry. The course will form part of the first and second year foundation course for undergraduates. The goal is to provide students with a thorough understanding of the MICE industry and its management, which can be practically applied after graduation and prepare them for a professional career in the MICE industry. We anticipate the courses will be ready for launch at all four pilot universities during the 2012 academic year. For the first year, we estimate an intake of about 285 students for the four pilot universities. With wider understanding and appreciation of the course, this number will probably rise as other universities begin to offer the programme, with up to 40 universities across the country to offer the programme prior to the liberalization of the ASEAN Economic Community in 2015.
TCEB is confident that the launch of the ‘MICE Capabilities Development Plan 2012’ which will be implemented throughout the run-up to 2015 will contribute to TCEB’s efforts to develop human resources in the MICE sector and overall will impact up to 1,000 professionals from the public and private sectors, teachers and students. We’re therefore confident that Thailand can maintain and extend its leadership in ASEAN’s MICE industry in a sustainable way," cited 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.
