Underlining its vision to drive Thailand’s leadership position as a premiere MICE destination in Asia, the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB recently unveiled key strategic approaches being used to help Thailand win more meetings and incentives events, to build greater awareness of Thailand as a world-class MI destination, and to sustainably enhance the number of MI events and MICE travellers to Thailand.
As a government agency under the Prime Minister’s Office, TCEB works very closely to facilitate integrated collaboration among key industry partners including public and private organisations, equipping industry players with a competitive edge, from market development activities to promotional campaigns, and from marketing research to the appointment of more overseas representatives.
Encompassing the strategy to drive Thailand’s meetings and incentives sector forward, key highlight activities in 2017 include participation in international trade shows in key markets such as AIME 2017 (Melbourne, Australia), IT&CM China 2017 (Shanghai, China), IMEX 2017 (Frankfurt, Germany), IMEX America 2017 (Las Vegas, USA), and IBTM World (Barcelona, Spain); Thailand MICE Road Shows in China, Japan, and India and Sales Missions in Asia Pacific and Europe to explore new business opportunities and partnerships; Thailand Incentive and Meeting Exchange or TIME as a platform for MICE agencies, corporate clients and Thai MICE suppliers to share experiences through three components; Knowledge Exchange, Business Exchange and Experience Exchange; and market expansion through representative offices (covering China, India, Japan, Singapore, US, Europe and Australia).
Thailand’s MICE industry has enjoyed a period of rapid and sustained growth. During the first three quarters of the 2016 fiscal year, the total number of business events travellers reached 750,742, generating revenue of 60.593 billion baht. The meetings and incentives sector represented approximately 50 per cent of the total MICE market, in terms of visitors and revenue.
As the seventh annual Meetings and Incentives Industry Day 2016: MI Dynamic came to a close, more than 250 participants were able to create opportunities to share, make connections and discover inspiration to initiate new business ideas throughout the productive and stimulating event.