The Thailand Convention and Exhibition Bureau (TCEB) has unveiled a broad-ranging business and marketing strategy designed to generate 1.1 million Meetings, Incentives, Conventions and Exhibitions (MICE) visitors in 2009.

The three-pronged “win, promote and develop” strategy will see the Thailand Conventions and Exhibitions Bureau become more aggressive in attracting business, promoting Thailand as a world-class MICE destination, and developing the local teamwork and industry capabilities through training and education programmes.

At the same time, major efforts will be made to boost collaboration and cooperation with the public sector agencies to boost facilitation and services like better meet-and-greet facilities and special fast-track lanes for MICE delegates at the international airports, upgrading safety and security, and working to alleviate the environmental impact of MICE events.

M.R. Disnadda Diskul, Chairman of the TCEB Board, said, “TCEB is determined to position Thailand as Asia's leading world-class destination for MICE events. Increasing Thailand's competitiveness at the global level will boost the domestic economy and generate more foreign investments in Thailand.

In order to service an expanded MICE sector, new world-class skillsets will be needed, and TCEB will therefore prioritize capacity-building through human resource development and working with all parties concerned, he said.

One key concept is to create a “Thai Team” (by boosting collaboration with and amongst all MICE stakeholders in Thailand) under a “Thai Theme” (raising the MICE industry to the level of a national agenda, with the common aim of enhancing Thailand's MICE competitiveness based on its unique selling propositions).

This will entail close collaboration with more than 10 state agencies, aligning their strategies in a single unified direction he added. For example, TCEB is working with customs and immigration units to streamline incoming and outgoing MICE travel procedures.

TCEB President, Mr. Natwut Amornvivat, stated, “In the past three to four years, the MICE industry has enjoyed an annual growth rate of around 20 percent. We expect to see this continue for the next few years.

“We have laid out three business strategies to realize our goals. Firstly, TCEB aims to help the private sector to bid for and win more convention and exhibition events by offering financial and non-financial incentives to convince organisers to bring their events to Thailand.

“Secondly, we need to promote Thailand as a preferred destination for both domestic and international MICE travels. Thirdly, we will foster closer and more effective partnerships between the private and government sectors. This will contribute to a culture of excellence, alignment with global best practice, supported by an enabling regulatory environment. This will help build Thailand's ability to compete internationally in the long term.”

Mr. Natwut said that much effort will be made in strengthening the services offered by TCEB.

“This will mean helping the Thai industry bid more aggressively for international business events and supporting, promoting Thailand as a globally preferred MICE destination, as well as the burgeoning domestic MICE, which shows great promise especially during times of global crisis and filling the gaps during the low season.

“MICE organisers abroad will get both a financial subsidy/assistance as well as non-financial assistance. TCEB will help with the bid preparation and presentation and has just set up an online “Request for proposal & meeting planner”.

On the development front, TCEB will also provide market intelligence to stakeholders, and upgrade training education programmes to develop staff capabilities to be world-class, improve financial processes and deploy technology for operational efficiency.

Key components of the TCEB business strategy:

BACKGROUND: STATISTICAL INDICATORS

• In 2004, MICE visitors totalled 443,599, generating an estimated revenue of 33 billion baht. By 2006, this had risen to 677,500 MICE visitors, generating revenue of 47 billion baht. In 2007, MICE arrivals were estimated at 797,000, pushing the revenue up to 54.9 billion baht.
• In 2008, TCEB expects 947,600 MICE visitors, up 19% from 2007, while MICE revenue will hit more than 65 billion baht.
• In 2007, Thailand won 17 bids for international MICE events, which will bring in business with an estimated revenue of 2,713 million baht.
• The MICE industry participated in 18 global and regional trade shows in 2007. It also conducted 17 roadshows to specific markets.
• Intensive training programmes have helped raise the number of trained MICE professionals from 149 in 2005 to 413 in 2007.

2008 ACTIVITIES
Through trade shows and roadshows, Thailand will be promoted and marketed as a world-class destination, across North America, Europe, Asia and Australia. Although in the past there has been some emphasis on cash subsidies, in future, subsidies will be backed by a proactive marketing and promotions campaign designed to seek more international events.

There will also step up mass communication efforts to better position Thailand as a globally preferred MICE destination through print media, catalogue/brochure and web advertisement. Familiarization trips will be held to help decision-makers better discover Thailand.

Strengthen collaboration and industry competitiveness, will be critical because, in the words of TCEB President Natwut Amonrvivat. “We can't do it alone.” TCEB will boost MICE capabilities via courses, training and intelligence gathering efforts.

• A one stop-service website has been launched to help industry professionals access essential information on the MICE sector. A meeting planner section and online requests for proposal systems will help match Thailand's meeting venues with international customer inquiries. The website include an e-survey system for private sector use — free of charge - as a tool for client research. TCEB will constantly update and add new services to promote new offerings and opportunities as they arise.
  
  
• MICE fast-track lane: As the first and last impressions of arriving and departing, visitors are always very important, a special MICE fast-track lane is to be created to facilitate entry/exit by delegates of officially supported MICE events. This is being done in cooperation with the government and private sector agencies including the Customs Department, the Immigration Department and Thai Airways International.
  
  
• Ambassador Programme: TCEB will appoint and assist selected outstanding local and/or international professionals to be TCEB Meetings Ambassadors. This will be designed to create awareness of TCEB, enlarge the marketing effort and strengthen relationships between local professionals, TCEB and service providers.

2007 HIGHLIGHTS

• The 46th ICCA Congress and Exhibition was held 27-31 October 2007 in Pattaya. It set a new a new attendance record: 814 from 64 countries in 2007 compared to 811 from 60 countries in 2006. An Asian MICE Summit was held alongside for the first time and is to be held again in Thailand in 2008.
  
  
• The 15th Incentive Travel and Conventions, Meetings Asia and 10th Corporate Travel World Asia-Pacific was held 23-25 October 2007 in Bangkok. It is the largest collection of Asia-Pacific incentive and meetings products, and will continue to be hosted in Thailand for the next 5 years.
  
  
• The World of Muslim 2007 was held between 9-7 September 2007 in Bangkok to build economic, social and cultural relations between Thailand and the 1.2 billion people of the Islamic world. It included a conference and exhibition to showcase Thai entrepreneurs’ full capacity and readiness, and to create new investment opportunities between Thai and Muslim people.
  
  
• An MOU was signed with the Barcelona Convention and Visitor Bureau to exchange business opportunities and staff training amongst the two cities which host two of the most important global MICE trade shows, the EIBTM and the ITCMA/CTW.
  
  
• A MICE Think Tank was held amongst all stakeholders in the MICE industry such as government agencies, convention and exhibition centres, professional conference organisers, hotels and other organizations meet to discuss on how to grow the Thai MICE industry and other significant related issues.

SOME UPCOMING CONVENTIONS
91st Lions Clubs International Convention 2008
More than 25,000 Lions Clubs members worldwide are expected for this massive convention of the worldwide community of Lions. Date: 23-27 June 2008.
Websites: www.lionsclubs.org and www.roarbangkok2008.com

ITU Telecom Asia 2008
A high-calibre Exhibition, a Forum and much more, ITU TELECOM ASIA 2008 will provide a major networking platform for the Asia-Pacific region's top ICT names to focus on issues relating to ICT expansion. Date: 2-5 September 2007, Bangkok.
Web site: www.itu.int/ASIA2008

NEW CONVENTION CENTRE FOR CHIANG MAI
Thailand’s northern capital of Chiang Mai, known as the Rose of the North, has just received a major boost with the opening of the Empress Convention Centre. An ideal venue for productive, stimulating and rewarding engagements, it is capable of handling full-scale conventions, exhibitions, trade fairs, product launches as well as weddings and other events. This multi-functional centre is located adjacent to the Empress Hotel building.

Close to 980 square metres of pillar-less hall space and another 660 square metres of meeting area with flexibility and adaptability by completed sound proof partitions is the highlight of the ECC. Capacities at ECC range from a small-sized meeting of 10 persons to full-fledged conventions capable of handling 1,500 persons. An assortment of other support facilities such as small breakout rooms, business centre, simultaneous interpretation facilities, registration counters, VIP rooms and more are also available to make your next event a resounding success.

Chiang Mai is becoming world renowned as a beautiful destination. It is becoming a major centre of social, economic and cultural development in North Thailand and will eventually play a major role as a bridgehead between Thailand and the neighbouring countries of the Greater Mekong Subregion, especially Laos PDR., Myanmar and Southern China’s Yunnan Province.

Recent developments have included a significant growth in high-class boutique hotels and health and wellness properties such as the Mandarin Oriental Dhara Dhevi, the Pangviman Place, and the Rarin Jinda Wellness Spa Resort. These properties were highlighted in the first Chiang Mai Travel Fair held last year, a show that we hope will become an annual feature on the calendar.

Chiang Mai is served by nine airlines, including Thai Airways International, Silk Air, Tiger Airways, Air Mandalay, Lao Airlines, China Airlines, Korean Air, Hong Kong Express Airways, and Thai Air Asia.

Contact information:
International Public Relation Division
Tel: +66 (0) 2250 5500 ext. 4545-48
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E-mail: prdiv3@tat.or.th
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