Thailand Convention & Exhibition Bureau (TCEB) is moving fast to rock global MICE market, highlighting the “4M”s at this year’s IT&CMA and CTW Asia-Pacific, held in Bangkok from 24-26 September 2019. The aim is to attract more business meeting groups into Thailand across all segments. It is expected that the campaign will generate 57,000 million baht in 2020. TCEB joins hands with the five MICE cities and their entrepreneurs to activate MICE measures for the environments, targeting to cut down waste volume by 50%.
“Today, the world is changing at the ultra-fast pace owing to digital technology, trade wars, economic depression, inflation and natural disasters. These have inevitably and thoroughly affected economy, politics and society. To expedite MICE to achieve the goals, it is therefore necessary to seek collaboration on both national and international levels. We can expect our operations to yield maximum efficiency with lowest costs, while also remaining competitive and surviving with sustainability,” said Mr Chiruit Isarangkun Na Ayuthaya, President, TCEB
IT&CMA and CTW Asia-Pacific is Asia-Pacific’s premiere annual MICE trade show that serves as a business arena for regional meetings and incentives opportunities. TCEB used this platform to highlight the marketing strategy designed for meetings and incentives in 2020 to domestic and international audience.
TCEB’s prime strategy concentrates on market and sales promotional campaigns, alongside the initiation of collaboration with marketing partners. Thai MICE entrepreneurs were brought in to participate in this global MICE tradeshow to matchmake with other MICE stakeholders like hotels, venues and DMCs. Exchanges of opinion through networking sessions such as “An Afternoon with MI…” event stimulated ideas in product development, joint marketing or sales promotional activities, as well as co-operation to attract new events into Thailand.
The “4M”s market and sales promotional activities designed by TCEB will include the provision of extension in support and co-hosting of campaigns with associates to reach different targets, including meetings groups travelling to potential cities (Meet Now); the large-sized meetings group (Meet Mega); the meetings group with conformity to Thailand 4.0 policy (Meet Smart), and the meetings group with sustainable activities (Meet sustainable 2020). These groups will be offered privileges, including the special MICE fast lane at the airport, cultural performance, souvenirs and conditional supporting budget of up to 1 million baht.
Apart from enhancing the nation’s image and Thailand’s readiness to host international events, improving local MICE ecosystems with the spirit of volunteering for five key cities is also important. TCEB announced the collaboration in four dimensions:
1) development of potentiality, knowledge, alongside training and information dissemination.
2) promotion of venues and MICE organisers.
3) provision of support for sustainable events and for MICE venues to earn sustainable standards.
4) monitoring and evaluation of tangible sustainability of MICE businesses.
This year, TCEB’s first campaign for these five MICE Cities is “Zero Plastic Events”. It aims to reduce the number of plastic bottles used in meeting facilities across all MICE Cities to reduce by 50% or from as high as 17,345,674 to 8,672,837 within one year. TCEB has joined forces with Thailand’s five MICE Cities to hasten the cutback of plastic bottle uses in meetings, seminars and exhibitions to be held in MICE Cities. The initiation will be campaigned in three ways, including:
“If the operations goes well as planned, the number of plastic bottles will be reduced as estimated, which is 638 tonnes of carbon dioxide equivalent or equal to planting 70,226 trees. Costs can be lowered by 30,000,000 baht. TCEB is confident that this collaboration is another milestone of unification towards bringing Thai MICE towards sustainability and enabling Thai MICE to meet the standards and recognition as Asia’s leading MICE destination.” concluded Mr Chiruit.
The TCEB booth this year highlighted new MICE innovations, such as the MICE Intelligence Centre as the heart of knowledge and updates of MICE in the form of digital files and e-Books. These are systematically stored in the e-Library as the source that serves studying and disseminating of MICE data for all MICE associates and entrepreneurs. The BIzCONNECT application that notifies users of all types of MICE events in Thailand for all lifestyles and all target groups with information and activities featured in each event, plus registration and ticketing functions in one application. Additionally, the Thai MICE Connect was designed as a platform that stores precise and complete information in MICE products and services nationwide. It will be launched in October as Thailand’s first and most comprehensive E-Marketplace for MICE businesses.
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