Thailand Convention and Exhibition Bureau (TCEB) today announced a launch of its new brand marketing communication campaign “Thailand: Redefine Your Business Events”. The new campaign has prompted the bureau to redefine its role as an industry’s partner for success. Tapping into the growing opportunities from the country’s economic development landscape and the expansion of Asia market, TCEB is committed to promoting Thailand’s position as a hub of ASEAN MICE.
Mrs Nichapa Yoswee, Senior Vice President of TCEB, said that Asia has been a fast-growing market for Thailand’s MICE industry supported by remarkable growth rates of MICE travellers from ASEAN and CLMV Countries which increased 35% and 100% respectively. In addition, Asia is predicted to be a primary source market for the Meeting & Incentives Sector in 2019 powered by a rising trend of corporate travels in China, and the growth of travellers from India and Indonesia which are predicted at 11.3% and 8.7% respectively.
However, the global MICE market is changing with influences from social and technological developments. The upcoming trends are such as: an increasing focus on MICE activities that enhance active learning, and abilities to broaden fresh perspective and being adaptive; a development of online applications which assist event organisers to manage the show and enhance delegate’s engagement, and a rising numbers of shows from new sectors such as Health and Wellness, Robotic Innovations and Start-up.
To take advantage of these global trends, TCEB has defined marketing strategies for 2019 which focus on four areas:
For the fiscal year 2019, TCEB estimated that Thailand will welcome 1,419,890 overseas business travellers generating 130,200 million baht in revenue to the country. The forecast is based on TCEB’s proactive marketing strategies which are aimed at attracting more numbers of mega-sized events and premium MICE groups. Also, TCEB has developed a series of supporting tools to enhance experiences for international delegates. Plus, funding programs are offered to attract new events and upgrade existing events. Meanwhile, the bureau is introducing incentives packages such as Exhibiz in Market program to raise the sale of exhibition space, and ASEAN + 6 Privilege to boost show visitors from target countries.
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