TCEB KICKS OFF COLLABORATIVE THAILAND’S MICE UNITED II, PARTNERING WITH PUBLIC-PRIVATE ALLIANCES TO MOVE THAI MICE TOWARD AEC

• Highlights 4P Strategy, showcasing public - private - people partnerships, introducing Thailand CONNECT Welcome Package to stimulate international MICE market


• Targets 1,036,300 international MICE visitors, with revenue 106,780 million baht in 2015

Bangkok, 27 February 2015 - The Thailand Convention and Exhibition Bureau (Public Organization) or TCEB today announced the launch of the Thailand’s MICE United II, a strategic collaborative campaign to drive the Thai MICE industry towards a leadership position in the ASEAN Economic Community (AEC), with strong support from nine public and private organisations. Together with the launch of the campaign, TCEB also joined forces with TrueMove H and BTS Skytrain to introduce the Thailand CONNECT Welcome Package, as a sales and marketing tool to attract international MICE visitors to experience Thailand’s MICE industry, and strengthen Thailand’s position as a preferred MICE destination in Asia.


Mr Nopparat Maythaveekulchai, president of the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB revealed that, “Our key marketing strategy in 2015 will focus on the high quality market, driving sustainable growth for the Thai MICE sector, and positioning Thailand as ‘Top of Mind’ as a high quality MICE destination in Asia. TCEB aims to increase international visitor number by five per cent and revenue by 10 per cent. The 4P strategic approach showcases public-private-people partnerships among strategic stakeholders to stimulate collaboration, and raise awareness about the MICE industry.”


To reinvigorate Thailand’s positive image and reinforce confidence among the international business community, Thailand’s MICE United campaign was established in 2014 with four key founding members including the Ministry of Foreign Affairs, the Tourism Authority of Thailand, Thai Airways International PLC, the Ratchaprasong Square Trade Association, and TCEB. The initiative was well received by target audiences through a wide range of activities including international media familiarisation trips, and Thailand MICE Roadshows.


This year, TCEB has enhanced the collaborative framework for Thailand’s MICE United II, introducing new partners inside and outside of the MICE industry to strengthen Thailand’s leadership position ahead of full implementation of the AEC. To this end, TCEB has partnered with nine public and private organisations including the Ministry of Foreign Affairs, the Tourism Authority of Thailand, Thai Airways International PLC, the Ratchaprasong Square Trade Association, the Bangkok Riverside Marketing Partnership, the Thailand Incentive and Convention association, the Thai Exhibition Association, True Corporation PLC, and Bangkok Mass Transit System PLC.

Mr Nopparat added that, “TCEB kicks off the Thailand’s MICE United II with the launch of the Thailand CONNECT Welcome Package, in collaboration with True Corporation PLC, and Bangkok Mass Transit System PLC. It is aimed at attracting organisers and international MICE visitors to participate in MICE activities in Thailand. The sales and marketing tool will help increase both visitor numbers and spending per head while enabling travellers to enjoy what Thailand has to offer. Underlining Thailand’s strategic location connecting Asia with business success, the package comprises a special Thailand CONNECT edition BTS Connect SmartPass, and one-hour Free WiFi Trial by TrueMove H, with more than 100,000 True WiFi hotspots around the country.


Currently, TCEB has developed a total of 15,000 Thailand CONNECT Welcome packages, of which 12,000 sets will be used as a part of international marketing support for corporate meetings, incentives travel, conventions, and international exhibitions, as well as to promote TCEB’s support through the Thailand Incentive and Convention Association and Thai Exhibition Association, while another 3,000 sets will be distributed for public relations purposes targeting members of the press throughout Asia, Europe and the US.”


Mr Pakpong Pattanamas, True Corporation Plc’s Deputy Director – Mobile Office/Mobile Strategy, said, “TrueMove H is delighted to collaborate with TCEB in its tireless efforts to promote Thailand as the ultimate destination for MICE events. With other partners, the campaign offers value-added services and benefits to MICE visitors to Thailand. All these elements work well together to show that Thailand is the ideal destination for MICE events in terms of infrastructure, accommodation, meeting venues, transportation, and of course communications services, which are on par with the rest of the world.”


Mr Surachet Sangchayosawat, Strategy and Planning Director, Bangkok Mass Transit System PLC said that, “BTS Skytrain places great importance on satisfying all of our passengers, including MICE visitors. By using a network that seamlessly links to other systems, passengers will be able to enjoy connectivity more conveniently. BTS Skytrain will continue to work closely with our strategic counterparts such as TCEB, as we commit to providing greater access to everyone.”

“Other activities under the Thailand’s MICE United II campaign include Thailand MICE Roadshows from April to September 2015 in three key markets including Japan, Germany, and China, international and local media familiarisation trips focusing Thailand’s five MICE Cities, from May to July 2015, and the Thailand’s MICE Award Charity Dinner to raise industry engagement ahead of a CSR activity designed to give back to the people of Thailand later this year. It is expected that this campaign will be able to reach a targeted MICE industry audience of more than 1,000,000.


In addition, TCEB foresees that in 2015 Thailand will welcome 1,036,300 international MICE visitors, earning the Thai economy 106,780 million baht,” Mr Nopparat concluded.


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For further information, please contact:


Corporate Communications Division, Thailand Convention and Exhibition Bureau


Ms Arisara Thanuplang    Tel: +662 694 6095    Email: arisara_t@tceb.or.th


Mr Pishnu Plaikaew Tel: +662 694 6000    Email: pishnu_p@tceb.or.th


Ms Kanokwan Kadeedaeng    Tel: + 662 694 6006    Email: kanokwan_k@tceb.or.th


Ms Kwanchanok Otton Tel: + 662 694 6096 Email: kwanchanok_o@tceb.or.th