Thailand Convention and Exhibitions Bureau (TCEB) introduced its 2017 global communication campaign “Thailand CONNECT Your Vibrant Journey to Business Success” to international MICE delegates and press members at the recent IT&CM Asia and CTW Asia-Pacific 2016.
The 2017 brand communication campaign followed the footstep of last year’s “Thailand CONNECT… Our Heart Your World”. The concept of “Thailand CONNECT Your Vibrant Journey to Business Success” is aimed to further strengthen the recognition among the international business community that Thailand is a premier MICE destination at the HEART of ASEAN and a leading MICE destination of the world with the quality of destinations, venues, facilities and professional services on par with international standard.
Ms. Parichat Svetasreni, Director of Marketing and Corporate Image of TCEB revealed that, “The strategic direction to promote Thailand’s MICE industry is in response to the government policy of reinforcing international image in Thailand especially boosting the vibrancy of the country’s MICE industry. Business events travellers will find many destinations in Thailand with its own distinct charisma and characteristics. Each destination is embraced with its exciting allure, myriad business opportunities with government support, accommodation and infrastructure of the highest standards, and experienced, adaptable event professionals, and spontaneous Thai hospitality”.
“Thailand CONNECT Your Vibrant Journey to Business Success” continues to build on the strong legacy of the three fundamental pillars of Thailand’s MICE industry including (1) Destinations (2) Business and (3) People, by showcasing the best of all three elements.
The three key pillars of Thailand’s MICE industry include:
1. DESTINATIONS OF THAILAND. Exploring vibrant destinations embraced with vivid inspirations, highlighting three key attributes, which include:
2. BUSINESS IN THAILAND. Embarking on the resourceful Thailand with vital business collaborations for worldwide opportunities, highlighting three key attributes, which include:
3. PEOPLE OF THAILAND. Engaging passionate professionals with a touch of Thai vibrancy. Thailand’s MICE professionals are more than ready to service the needs of any business events and make any business journey a vibrant journey, highlighting three key attributes, which include:
In 2017 Thailand expects to welcome a total of 1,109,000 business events travellers, an increase from 1,060,000 in 2016 and earning the Thai economy a total of 101 billion baht (US$ 2,900 million), or up from 92 billion baht (US$ 2,600 million) in 2016. In 2017, Thailand continues to successfully attract major business events to the country such as the 10th International Petroleum Technology Conference with 2,500 delegates; the 10th International Convention of Asia Scholars (ICAS) with 2,000 delegates; VIV Asia 2017 with 30,000 delegates; Bangkok Entertainment Week 2017 with 700,000 participants and many more.
The exhibition floor and full-fledged education programme at IT&CMA and CTW Asia-Pacific 2016 kicked off on 27 September 2016. This year, more than ever before, 18 National Tourism Organisations (NTOs), Convention Visitor Bureaus (CVBs), corporates, and various organisations have snapped up close to 30 captive engagement sessions. The exclusively-branded platforms that include media briefings, destination presentations, and social networking functions, allow hosts and sponsors to effectively introduce their brands and destinations to their target delegate profiles.
IT&CMA and CTW Asia-Pacific’s results-proven, integrated marketing approach has stimulated brands to invest beyond individual business appointments. The invaluable exposure that exposes buyers and media to new or updated product solutions that they might not have otherwise considered, make these tailored outreach platforms a worthwhile investment.
Ralf Ostendorf, Visit Berlin’s Director of Market Management for Asia, Australia, and Middle East explained the motivation behind their hosted luncheon for 32 Asia-based buyers. “We were interested in finding a different way to further strengthen our network in Asia, so we decided to return as an exhibitor and come in as a first-time sponsor. The added value and targeted engagement from pre-selecting the buyers we wanted really gave us the opportunity to present our destination and show our buyers what Berlin has to offer. This gave us the exact audience we were seeking.”
The return of previous year’s sponsors is also testimony to the efficacy of such platforms in achieving the necessary preliminary awareness that precedes procurement interest. It further supports the business generation front by raising potential future conversions.
HRS’ Ewa Cyman, Regional Sales Manager (Hotels), Asia-Pacific, said, “Our previous years as CTW Asia-Pacific coffee break sponsors have been very beneficial as it enabled us to foster a closer relationship with our buyers on a more casual, open level. Leveraging on the various events and sponsorship spaces gave us the opportunity to share our value propositions and end-to-end solutions with our corporate clients.”
Other engagement session headliners include Busan, Chiang Mai, Dubai, Fukuoka, India, Malaysia, Monaco, Philippines, Taiwan, Thailand, Airbnb, Carey International, JW Marriott, Oakwood Worldwide®, Royal Caribbean International, Worldwide Cruise Associates & Celebrity Cruise Lines.
The Thailand Convention and Exhibition Bureau or TCEB organises the ASEAN Conference on MICE in Collaboration with UNWTO to enable a dialogue aimed at leveraging knowledge and policy exchange, and driving regional ties towards the mutually beneficial goal of accommodating MICE travellers from around the globe. The bureau is also committed to the 10-Year ASEAN Tourism Strategy (2016-2025) as a framework to enable sustainable growth, and empower Thailand's position as a high quality MICE destination.
Mr Nopparat Maythaveekulchai, President of TCEB said that, "Promotion of the Thai MICE industry in line with the 20-Year National Strategic Plan (2017-2036) prioritises collaboration among ASEAN member countries and world-leading organisations. Since 2015, TCEB has become as affiliate member of the World Tourism Organisation (UNWTO) to establish connections and be part of a global network, stimulating support for the MICE sector. For the first time in Thailand, the ASEAN Conference on MICE in Collaboration with UNWTO is being held as part of the ASEAN strategy to provide a platform to help raise awareness and showcase the important role the MICE industry plays in the region among ASEAN leaders. The inaugural conference will also provide opportunities for exchange of knowledge and experience, bridging connections and collaboration in ASEAN, especially to improve the quality and standard of infrastructure and facilities to accommodate the needs of MICE travellers from around the globe, right here in Southeast Asia. Additionally, the activity, which will draw more than 270 delegates from public and private organisations as well as MICE operators from across the region, will help promote Thailand as a high quality MICE destination in ASEAN."
Ms Wiparat Tharateerapab, Director of Government and Corporate Affairs, TCEB, revealed that the vision for The 10-Year ASEAN Tourism Strategy (2016-2025) is “By 2025, ASEAN will be a quality tourism & MICE destination offering a unique, diverse ASEAN experience, and will be committed to responsible, sustainable, inclusive and balanced tourism development, so as to contribute significantly to the socioeconomic well-being of ASEAN people.” To work towards the vision, TCEB has equipped the Thai MICE industry with preparedness in two directions:
1. To Enhance The Competitiveness of ASEAN As A Single MICE Destination by 1) Intensify Promotion And Marketing; 2) Diversify Tourism Products; 3) Attract MICE Investments; 4) Raise Capacity and Capability of Tourism Human Capital; 5) Implement and Expand ASEAN MICE Standards for Facilities, Services And Destinations; 6) Implement and Expand Connectivity and Destination Infrastructure; and 7) Enhance Travel Facilitation
2. To Ensure That ASEAN Tourism Is Sustainable And Inclusive such as 1) Upgrade Local Communities and Public-Private Sector Participation in the Tourism Value Chain; 2) Ensure Safety and Security, Prioritize Protection and Management of Heritage Sites; and 3) Increase Responsiveness to Environmental Protection and Climate Change.
For the first time in Thailand, the ASEAN Conference on MICE in Collaboration with UNWTO is held as part of the ASEAN strategy to provide a platform to help raise awareness and showcase the important role the MICE industry plays in the region among ASEAN leaders. The inaugural conference will also provide opportunities for exchange of knowledge and experience, bridging connections and collaboration in ASEAN, especially to improve the quality and standard of infrastructure and facilities to accommodate the needs of MICE travellers from around the globe, right here in Southeast Asia. Additionally, the activity, which will draw more than 270 delegates from public and private organisations as well as MICE operators from across the region, will help promote Thailand as a high quality MICE destination in ASEAN.
"To drive the MICE sector, TCEB can be beneficial to the ASEAN Strategy's regional direction of helping identify policy, targets, and strategic directions in line with regional dynamism. Previously, Thailand has worked closely with the ASEAN MICE Working Group in a wide variety of ways, but our proudest moment as a nation was at the 43rd Meeting of ASEAN Tourism Ministers in Manila, the Philippines, where the ASEAN MICE Venue Standard, was included as part of the 10-Year ASEAN Tourism Strategy, and Thailand was appointed to help drive the standardisation. The ASEAN MICE Venue Standard was developed out of the Thailand MICE Venue Standard, which was the world's first standard dedicated to MICE venues. Moreover, we are looking forward to collaborating to move ASEAN MICE forward, ranging from marketing and promotions, to product and service development, to capability building among MICE professionals. ASEAN member countries have to work together to achieve our mutual goals in each of these areas," Mr Nopparat concluded.
As host of the World Tourism Day in Thailand on 27-28 September 2016, TCEB cordially invited a top executive from the UNWTO, Mr Xu Jing, Regional Director for Asia and the Pacific to provide opening remarks, which underlined that the meetings industry in the last several decades helped speed up growth of the global tourism sector effectively, while stimulating the world economy through job creation, revenue generation, and investments. Moreover, the meetings industry also helped encourage travel all year round, as well as foster opportunities for professional networking and knowledge exchange.
Reflecting the fast-growing facets of the MICE industry in this region, Mr Xu Jing also disclosed that by 2018, ASEAN will be able to welcome more than 12 million MICE visitors, out of a total of 119 million travellers from around the globe. The ASEAN Conference also served as a platform to help enable a dialogue aimed at leveraging knowledge and policy exchange, and driving growth within the region. Additionally, the UNWTO also plans to release the second edition of the Asia-Pacific MICE Industry Report in the near future.
The ASEAN Conference on MICE in Collaboration with UNWTO is scheduled for 28 September 2016, with key attendants including Mr Xu Jing, Regional Director for Asia and the Pacific, UNWTO, and Mr Igor Stefanovic, representative from UNWTO, who will be presenting a special session on the Role of Accessibility towards Competitive Advantage on MICE. Panel discussions with well-respected speakers from Thailand and around the world will also be held, including Dr Porametee Vimolsiri, Secretary-General of the Office of the National
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