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Industry Day 2016: Set to Propel Thai Meetings and Incentives Sector TCEB’s MI Marketing Plan for 2017 to Focus on Three New Targets and Global Trends

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The Thailand Convention and Exhibition Bureau (Public Organization) or TCEB unveiled its key strategic marketing plans to help drive the Thai meetings and incentives sectors forward in 2017, by realigning new market segments, focusing targeted customers, and driving aggressive strategies to help increase MICE revenue. Underlining the bureau’s vision to propel Thailand’s leadership position as a premiere MICE destination in Asia, TCEB also introduced the Meeting in Style, Meet in Thailand campaign to help Thailand win more meetings and incentives events, and inspired new business ideas with global industry trends through the productive and stimulating Industry Day 2016.


Mr. Nopparat Maythaveekulchai, President of TCEB said, “The results of a study on economic impact in 2015 show that the Thai MICE industry helped generate total expenditure of 220 billion baht for the country’s economy, while generating 164,427 jobs, and benefitting industry networking, as well as building our brand and capabilities. In the meetings and incentives sector specifically, more than 100 billion baht were spent to conduct MI events, benefiting more than 73,000 jobs. The strategic importance of the bustling sector effectively demonstrates the great contribution of MI businesses as economic growth drivers.”

During the first three quarters of the 2016 fiscal year, Thailand welcomed 750,742 MICE travellers, generating 60.593 billion baht MICE revenue. A total of 393,859 visitors, and 29.664 billion baht were from the meetings and incentives sector. The Top 3 MI markets for visitors were India, China, and Singapore, while TCEB’s geographic targets for the MI sector also include primary markets in Asia; secondary markets in Europe, Americas, and Oceania; and new markets, where TCEB is currently conducting detailed studies, and actively raising awareness of Thailand as a premiere MICE destination, such as Eastern Europe, and the Commonwealth of Independent States (CIS). Encompassing the strategy to drive Thailand’s meetings and incentives sector forward, TCEB defined its MI marketing plan for 2017 by emphasising new market segments focusing targeted customers and buyers with high travel and activity budgets, and identifying target industries as well as specifying key strategic approaches.

Ms. Nooch Homrossukhon, Director of Meetings and Incentives, TCEB revealed, “In terms of target segments, TCEB has identified 3 high potential targets including 1) mega-size groups with more than 2,000 overseas delegates from direct sales and MLM, telecommunications, IT, automobile industries, especially from China, India, and APAC countries; 2) corporate meetings (such as board meetings, annual meetings, regional meetings, corporate training, and group plant visits) from the banking and finance, automobile, IT, telecommunications, and pharmaceutical industries, especially from Japan, Singapore, Malaysia, USA, and Australia; and 3) premium incentives groups (such as executive retreats, high-tier incentives, and company outings) from direct sales, IT, telecommunications, and automobile industries, from China, Singapore, USA, Japan, India, Australia, and Europe.”

TCEB works to foster integrated collaboration among key industry partners to help enhance market opportunities, and showcase a wide variety of activities for MICE travellers through the five marketing plans, which include 1) Participation in international trade shows in key markets such as AIME 2017 (Melbourne, Australia), IMEX 2017 (Frankfurt, Germany), and IMEX America 2017 (Las Vegas, USA); 2) Thailand MICE Road Shows in target markets such as India, China, and Japan; 3) Sales Missions in new emerging premium markets; 4) Knowledge sharing initiative to offer an effective platform for knowledge, business, and experience exchange through the Thailand Incentive and Meeting Exchange (TIME); and 5) Market expansion through representative offices including Europe and Australia, apart from existing offices in China, India, Japan, Singapore, and USA. Especially for the high growth market in China, TCEB also reaches out to primary cities including Beijing, Shanghai, and Guangzhou, and secondary cities including Shenzhen, Chengdu, Chongqing, Hangzhou, Suzhou, and Nanjing.

Ms. Nooch also added, “In 2017, TCEB will also introduce the new Meet in Style, Meet in Thailand marketing campaign encapsulating five MI products and services ranging from 1) Meet at Delightful Destinations: which showcases a variety of MICE destinations from the five MICE Cities, to up-and-coming oasis such as Chiang Rai, Khao Yai, Hua Hin, Krabi, and Samui; 2) Meet at Breathtaking Venues: which features some of Thailand’s fresh, unique off-site venues; 3) Meet with Energy: which highlights outdoor adventures, and treasured team building activities; 4) Meet the Sustainable Way: which provides the chance to host green meetings and CSR activities; and 5) Meet Around Great Flavours: which offers unique culinary journeys, from street food to fine dining, and traditional Thai cuisine.”

Complementing the key strategy to drive growth, the Meet Double Cities Package presents international corporate clients the opportunity to discover the diversity of Thailand. Requirements include a group size of more than 200 delegates, and staying in Thailand at least four nights in more than one city. The organiser will receive financial support of 100,000 baht. Applications are open from 1 October 2016 until 30 September 2017, and travel must take place by 31 December 2017. The Meet Sustainable Package helps promote sustainable MICE practices in Thailand. Requirements include a group size of more than 200 international delegates, staying in Thailand at least three nights, and incorporating CSR activities in the programme or organizing events at Thailand MICE Venue Standard-certified venues. The organiser will receive financial support of 100,000 baht. Applications are open from 1 October 2016 until 30 September 2017, and travel must take place by 31 December 2017.

Additionally, the THAILAND BIG THANKS! campaign was created to help drive the MI sector through a financial subsidy scheme of up to two million baht for eligible Mega Size MI events with more than 2,000 international delegates staying at least three nights in the Kingdom of Thailand. Starting from 2015 until 30 September 2017, the travel must take place in Thailand within 31 December 2017. Moreover, TCEB also provides support for mega-sized events in Thailand by hosting the IT&CMA, and bidding for the SITE Global Conference.

To help drive sustainable growth and equip MI operators with the tools they need, TCEB organised the seventh annual Industry Day 2016 at the AVANI Bangkok Riverside Hotel. Held under the theme of ‘MI Dynamic : Share-Connect-Discover’, TCEB’s Industry Day 2016 also highlighted the outlook for the corporate meeting and incentives travel industry, as well as provided trends, information and inspiration to accelerate business growth. At the event, participants were able to share knowledge and engage with industry partners during the panel discussion sessions, connect with TCEB representatives from India, China, Japan, Singapore, and USA, with local expertise and global perspective on the dynamic business landscape, and discover insights by renowned global experts on how to enter into markets and win businesses.

“According to the 2016 GBTA Global BTI Outlook which predicts global business travel spending to continue to increase over the next five years (2016 – 2020), driven by high growth countries including India, Indonesia, Turkey and China, and medium growth countries including USA, and Europe. This dynamic presents us with vibrant opportunities and great potential, especially in some Asian countries, and TCEB’s target markets. To capitalize on this trend, TCEB is working alongside MICE operators to accommodate the increase in business travel. With our market development plans and destination promotional activities, we are confident in the potential for considerable future growth in 2017, Thailand expects to welcome 1,109,000 international business travellers, generating revenue of 101 billion baht.” Mr Nopparat concluded.