The Thailand Convention and Exhibition Bureau (TCEB) presented an ambitious US$30 million 3-year plan, targeting corporate Incentive travel. It aims to bring 3 million MICE visitors to Thailand and generate revenues of US$ 6 billion (180 billion baht) over the coming three years through its ASEAN Visitors Promotion Campaign and the MICE industry.
TCEB’s approach during 2013 will focus on driving Thailand’s meetings industry as part of the government’s ‘Modern Thailand’ policy. The policy seeks to create new trade and investment opportunities by positioning Thailand as a hub for creation of new region-wide business opportunities.
The three year plan will increasing focus on short-haul markets, high purchasing power and Thailand’s strategic location. All these factors translate into a huge potential for Thailand’s MICE industry, which has shown strong continuous growth in recent years. The top 5 key Asian markets for MICE visitors to Thailand have been India, China, Singapore, Japan and South Korea, whilst Indonesia, Malaysia, Philippines and Australia also have potential for increases in incoming business.
The TCEB will also aim to sustain Thailand’s existing long-haul markets in USA and Europe, particularly in Germany, UK, France and the Russian Federation, and sees that even with a European slowdown there is room for increasing market exposure with competitive value in regards to cost and facility. The market promotion has three strategies to win more bids to host major international events :
– strengthening the country’s image as a meetings hub
– promote the sector MICE industry by close cooperation with government agencies;
– develop the industry by enhancing its global competitiveness.
A range of promotional campaigns will raise awareness of Thailand as a destination through trade shows and familiarization trips, market development through existing market network and use online and digital media to reach target groups.
Two major programs aim to support TCEB’s goals.
Firstly, a Mega-event promotion where TCEB offers financial support of US$33,00 for corporate meetings in Thailand with duration of 3 days or more, and 1,000 or more participants. A second program will support events hosted continuously in Thailand for at least three years with 1,000 or more participants with a focus on five main business areas: direct selling, automotives, pharmaceuticals, finance and insurance. The level of support offered increases each year, provided that the event secures at least 10% year-on-year increase in participants.
These two incentive programs are to be implemented from 2013-2015, and alone are expected to result in a targeted 81,200 corporate meetings and incentive travelers, earning US$ 177 million over the period.
To encourage association meetings, a campaign will offer support of US$33 per delegate for business associations, event organizers and travel agencies to encourage hosting of meetings of a minimum of 20 delegates in Thailand. The TCEB will initially focus on groups who will hold 30 meetings, each with more than 300 participants.
A TCEB spokesperson noted that organized familiarization trips for clients from Japan, Malaysia, Russia, Singapore and other key MICE incoming target markets to will be available to experience Thailand’s potential as a destination for international meetings and incentive travel. Road shows in India, China, Japan, Singapore, Malaysia, Korea, Britain, France and Russia, and MICE trade shows will build awareness of Thailand as a destination.
By the end of 2013, TCEB expects to achieve its target of 750,000 MICE travelers to Thailand, with revenues forecast at 60.12 billion baht US$2 billion where the meetings industry alone will contribute 670,000 visitors and revenues of US$ 1.7 billion.
