TCEB pushes MICE industry in Thailand

The MICE industry has had a successful first half of 2018 and with TCEB rolling out several new initiatives, the industry shows no signs of slowing down.

The year kicked off with the ASEAN MICE Conference 2018 during the 37th ASEAN Tourism Forum 2018 (ATF 2018) in Chiang Mai, which aimed at supporting the MICE industry and create business opportunities in second-tier cities. At the event Supawan Teerarat, Senior Vice President, Strategic Business Development and Innovation of TCEB said: “Our focus for this conference is to promote MICE cities as well as the second-tier cities in order to offer travellers more MICE destination choices and at the same time to generate income to the local economy in non-capital cities.”

Then in February, TCEB announced an impressive line-up of MICE and mega events to be held in Bangkok and wider Thailand throughout 2018, estimating that more than 30 million domestic and MICE travellers will help generate MICE revenue of 174 billion baht during the 2018 fiscal year. According to Chiruit Isarangkun Na Ayuthaya, President of TCEB, more than 350 conventions were planned from January to June 2018, with 55 percent of those taking place outside of Bangkok in MICE Cities including Chiang Mai, Pattaya, Phuket, and Khon Kaen, as well as high potential cities such as Chiang Rai, Nakhon Ratchasima, Udon Thani, and Songkhla.

A few months later in May, TCEB unveiled its “SMART MICE” strategy, developed to upgrade and create added value to MICE events with smart technology, innovation and creativity. The Bureau signed a Memorandum of Understanding (MoU) with the National Innovation Agency to support and upgrade the MICE industry with innovations.

“Underlining the need to drive growth and drive the capabilities of the Thai MICE industry to compete in the world marketplace, TCEB foresees the importance of the transformation of this sector from traditional to SMART MICE event platform by utilising creativity and advanced technology,” said Supawan Teerarat, Vice President, Strategic and Business Development, TCEB. “Upgrading and developing SMART MICE events plays a key role in drawing more MICE visitors to Thailand, as well as attracting return MICE visitors. The keys to successful SMART MICE events include the ability to reach customers’ emotions, to enhance the customer experience, and ultimately to stimulate customer engagement and urge their participation in future events.”

May was also the month that TCEB published the results of its market survey conducted in 20 countries. The results showed that Thailand is the most preferred MICE destination that respondents would like to revisit for their future business/MICE trips. Followed by Japan and Singapore, Thailand secured the top spot due to factors such as hospitality, value for money, good variety of international and local cuisine and MICE activities.

More recently, in June, TCEB showcased its MICE Ecosystem, which are strategic plans for 2018 and 2019 that aim to promote the country’s key industrial sectors through meeting activities. Another aspect of MICE Ecosystem is to increase meeting activities in MICE Cities and second-tier MICE destinations such as the Eastern Economic Corridor (EEC), Hua Hin, Prachuabkirikhan, Chiang Rai, and Koh Samui in Surat Thani. Nichapa Yoswee, Vice President of Business of TCEB said: “The development of MICE resources in these cities helps to create jobs and raise revenue following the Thai government policy on income distribution and sustainable economic development.”

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