Bangkok, 4 February 2015 - Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, unveiled its strategic direction targeting the lucrative Chinese MICE market, highlighting Thailand’s strategic location at the heart of ASEAN, connecting Southeast Asia and the Greater Mekong Sub-region; as a major manufacturing hub for key industries in demand by the AEC; and the enhancement of strategic synergetic frameworks towards ASEAN+6 through the ASEAN MICE Collaboration framework. Recently, the bureau led Thai exhibition organisers to tap in to the Chinese MICE market, targeting high quality trade visitors and exhibition industry partners, helping to achieve TCEB’s overall goal of 190,400 international trade visitors, generating 17 billion baht into the Thai economy in 2015.

Mrs Jaruwan Suwannasat, Director of the Exhibitions Industry, TCEB said that, “In preparation for the forthcoming ASEAN Economic Community, TCEB is enhancing its partnership strategy to strengthen the country’s MICE industry, especially for the exhibitions sector. With the implementation of the ASEAN MICE Collaboration framework, Thailand will benefit from an upward trend of quality international visitors. This year, we are leveraging a regional collective effort towards China, the top source market for the bustling Thai MICE industry. Last year, 120,684 Chinese MICE visitors earned the Thai economy more than 10.536 billion baht. Of this number, 18,908 were Chinese trade visitors, generating more than 2.049 billion baht.”

In addition, 2015 marks the 40th anniversary of the official relationship between the Kingdom of Thailand and the People’s Republic of China. The ties between the two countries highlight strong economic and trade exchange, especially from Yunnan Province, which offers progressive growth for the construction and infrastructure industry. Also, TCEB foresees the business scene in Yunnan Province will grow rapidly; especially in construction and infrastructure. The Greater Mekong Sub-region is a golden gateway connecting China to Southeast Asia with its diverse geographic landscape and vast areas of potential development. Chinese businesses will be able to benefit from the three key fundamental pillars of the Thailand’s MICE industry under the Thailand CONNECT The World campaign, including the world’s business events paradise, the market of opportunities, and proficient professionals.

The ASEAN MICE Collaboration project has previously developed long-term strategic partnerships with counterparts, including federations, associations, and chambers of commerce with six ASEAN member countries, namely Laos, Vietnam, Indonesia, The Philippines, Myanmar, and Singapore. To enhance and expand trade promotion and the exhibition industry between Thailand and China, TCEB recently signed agreements with the China Council for the Promotion of International Trade’s Exhibition Department and its Yunan Sub-council, providing Thai exhibition organisers the chance to reach potential Chinese market players and trade visitors, as well as to attract Chinese Pavilion to join exhibitions in Thailand, while offering Chinese businesses valuable access to Southeast Asia.

The MOUs between TCEB and both CCPIT offices include the exchange and review of information through updated trade information and publications; encouragement of business trade missions, international visits of businesspeople, and participation in trade fairs and exhibitions; and enhancement and development of MICE knowledge including the exchange of material and information, and the sharing of academic research activities. These policies will help contribute to the further development of the exhibition industry with a deepened understanding of the business and cultural backgrounds of both countries.

Following the agreements, TCEB will help encourage Chinese trade visitors to join international trade fairs in Thailand, especially those shortlisted under the ASEAN Rising Trade Shows campaign, in the construction and infrastructure industry, such as ASEAN Ceramics 2015, from 9-11 September 2015, and SmartRail Asia2015, from 25-27 November 2015. In addition, TCEB has joined forces with the Thai Exhibition Association, bringing 16 leading exhibition organisers to meet with 20 members of the CCPIT, in a business matching session in Yunnan. Two road shows in Beijing and Shanghai, as well as workshops will introduce the exhibition industry marketing campaign, CONNECT Businesses, targeting federations, associations, chambers of commerce and MICE travel agents in China.

“The bilateral collaboration between Thailand and China to propel the exhibitions industry represents our deeper interaction, which will yield profound results in both our countries, as well as our region. These links will also drive connections, in turn helping Thailand reach its goal of welcoming 190,000 trade visitors, generating 17 billion baht to the Thai economy in 2015. This will, contribute to our annual target of 1,036,300 MICE travellers, and a total of 106.780 billion baht in 2015,” Mrs Jaruwan concluded.

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For further information, please contact:

Corporate Communications Division, Thailand Convention and Exhibition Bureau (Public Organization)

Ms Arisara Thanuplang    Tel: +662 694 6095    Email:

Mr Pishnu Plaikaew Tel: +662 694 6000    Email:

Ms Kanokwan Kadeedang    Tel: + 662 694 6006    Email:

Ms Kwanchanok Otton Tel: + 662 694 6096 Email: