Offering special privileges for Chinese MICE travellers
Aiming to raise the growth of MICE travellers from China by 5% in 2017, TCEB and the THAI team kick off the fourth edition of Thailand’s MICE United in Beijing, China. The strategic collaborative campaign offers a wider range of privileges from the new alliances allowing Chinese MICE travellers to enjoy their first steps into Thailand until reaching the Thai’s magical city centre.
The Thailand Convention & Exhibition Bureau or TCEB, today unveiled the latest strategic marketing approaches to attract MICE travellers from China with a launch of Thailand’s brand campaign entitled “Thailand CONNECT: Your Vibrant Journey to Business Success”, together with a strategic collaborative campaign, “Thailand’s MICE United IV”.
Launching to more than 150 MICE experts and key decision makers at the “Thailand CONNECT: China Business Events Road Show 2017” held in Beijing, China, both campaigns are the bureau’s key efforts to emphasize the awareness of Thailand as the premier MICE destination in Asia as well as to highlight the country’s MICE industry and the privileges that the destination offer to the business event travellers.
China is a top source market of the international MICE travellers to Thailand. In fiscal year 2016 (from October 2015 to September 2016), the country welcomed a total of 1,273,465 business events visitors generating revenue of 102,936 million baht (US$2,895.86 million / RMB 19,851.50 million*). Of those business events visitors, there were 127,390 MICE travellers from China which generated 10,252.60 million baht (US$288.43 million/ RMB 1,977.24 million*) in revenue to Thailand.
To retain the market base and expand new opportunities in the world’s largest trading and manufacturing nation, strategic marketing approach has been carrying out by TCEB to attract the Chinese MICE travellers. The bureau targets the business events groups in major cities such as Beijing, Shanghai, and Guangzhou. Furthermore, the bureau is reaching out to Shenzen and Qingdao, both prominent home bases for direct sales companies, and Hangzhou which is known for IT and finance corporations. Meanwhile, Suzhou has been identified as an emerging source market where TCEB will explore opportunities through a series of marketing activities.
Ms. Parichat Svetasreni, Director of Marketing and Corporate Image Department of TCEB, said “Throughout this year, all of TCEB’s marketing activities will be implemented under the new Thailand brand campaign, entitled ‘Thailand CONNECT: Your Vibrant Journey to Business Success’. The campaign showcases the legacy of three fundamental pillars of Thailand’s MICE industry which are Diverse Destinations, Myriad Business Opportunities, and the People of Thailand. These key elements are the highlights which differentiate Thailand from other MICE destinations,” said Ms. Parichat.
Furthermore, TCEB features the collaboration between Government and Private sectors among THAI team and international arena. The partnership is highlighted by the strategic collaborative campaign, “THAILAND MICE UNITED IV”, which is now being introduced in China after a launch of the campaign in Thailand just last week.
Building on the success of the on-going campaign that initiated in 2014, the fourth edition of THAILAND MICE UNITED is presented under the concept of “Driving Economic Growth, Developing Sustainable MICE Business”. The campaign involves a partnership between 10 alliances include two newcomers, namely Airport of Thailand Public Company Limited (AOT) and King Power International Company Limited. The wider partnership brings a great variety of benefits for MICE delegates making their business trip in the kingdom even more pleasurable.
Ms. Parichat said that “TCEB along with new partners joins hands to develop a new sales promotional package, Thailand CONNECT Welcome Package III – Airport Services, to encourage MICE event organisers and international MICE travellers to choose Thailand for their next business events destination, extend their time in Thailand, and increase spending per traveller. The brand new package, focusing on offering premium services at the airport, comprises.
1) Thailand CONNECT Welcome Package: King Power – with special discounts at King Power Duty Free Shop, restaurants, and spas in nine locations across Thailand including Rangnam, Srivaree, Pattaya, Phuket, Suvarnabhumi Airport, Don Mueang Airport, Chiang Mai Airport, Phuket Airport, Had Yai Airport, as well as special benefits for accommodation, food and beverages, and services at the Pullman Bangkok King Power Hotel;
2) Thailand CONNECT Welcome Package: AOT – offers international MICE travellers special benefits from the Miracle Group Limited at the Suvarnabhumi Airport, such as discounts at Miracle Lounge, special prices at the Miracle Transit Hotel, and limousine services.
Currently, the sales promotional packages that continue to serve international MICE travellers are the Thailand CONNECT Welcome Package offering a 100-baht BTS SmartPass, 7-day unlimited speed Free WiFi card, and the Thailand CONNECT Welcome Package: Ratchaprasong District delivering MICE travellers special privileges including hotels, restaurants, and spa discounts from eight participating RSTA member hotels. These packages are still also available for MICE travellers.
Thailand’s MICE United brings together 10 strategic public and private sectors partners including the Ministry of Foreign Affairs, the Tourism Authority of Thailand, Thai Airways International PLC, Ratchaprasong Square Trade Association, Thailand Incentive and Convention Association, Thai Exhibition Association, True Corporation PLC, Bangkok Mass Transit System PLC, Airports of Thailand PLC and King Power International Ltd. Under Thailand’s MICE United IV campaign, TCEB will work closely with partners to conduct sales and marketing activities in target markets including a roadshow to showcase products and services for Chinese MICE travellers, in Beijing, China on 30 March 2017, and an international media familiarization trip scheduled for end of July 2017. Additionally, the Thailand CONNECT Welcome Package III sales kits and promotional materials are being developed for targets in Thailand and overseas with production including promotional videos, leaflet brochures and sales packages.
Mrs. Wu Qing, Department Manager – Oversea Market, King Power International Limited said that, “As Thailand’s leading duty free retailer, King Power aims to uplift travellers’ journeys as they join MICE activities in Thailand, by participating in the Thailand’s MICE United IV: ‘Driving Economic Growth, Developing Sustainable MICE Business’ campaign. Our special privileges and benefits dedicated to MICE travellers include 5-15 per cent shopping discounts for participating items at King Power Duty Free, 10-20 per cent restaurant discounts at King Power, and participating restaurants at the Suvarnabhumi Airport, and 10-20 per cent discounts at the Pullman Bangkok King Power Hotel, reflecting our slogan ‘We understand travellers because we are travellers too’.”
With the launch of the strategic campaigns and marketing efforts, the bureau expects that by the end of this year, Thailand will be welcoming 1.1 million MICE travellers, with the projected revenue at 101,000 million baht. (US$2,841.40 million or RMB 19,478.10 million*).
The highlight of the business events from China which will be taking place in Thailand this year are, for example, mega size incentive groups from Infinitus (China) Overseas Training; Shenzhen Qi Li Enron Management Consulting Co Ltd; Anran Nanometer Industry Development Co Ltd.; 3SBio Inc Annual Meeting and Nature International Bangkok-Pattaya six-day/five-night incentives.
The “Thailand CONNECT: China Business Events Road Show 2017” featured a platform for MICE suppliers from Thailand to showcase their premium products and services to more than 150 leading China-based MICE planners. Activities include seminars, business matching, press conference, and reception.
(*Remark: Exchange rate at 35.5459 Baht/US Dollar and 5.1853 Baht /RMB per the Bank of Thailand as of 12 March 2017).