The Thailand Convention and Exhibition Bureau or TCEB today announces strategic blueprint to promote Thailand as a unique destination for meetings and incentives travel for the fast growing China market offering strategic marketing plans and promotional campaigns to attract Chinese business events travellers at IT&CM China 2017 in Shanghai, China.
Ms. Nooch Homrossukhon, Director of Meetings and Incentives Department of TCEB,revealed that TCEB is delighted once again to be here at IT&CM China. The Chinese meetings, incentive travels and conventions market is important to Thailand. In fiscal year 2016 (October 2015 to September 2016) Thailand welcomed 1,273,465 business event visitors, who experienced a diversity of business destinations, global service standards and varied business opportunities. Business event visitors generated THB 102,936 million in revenue (USD 2,895.86 million / RMB 19,851.50 million).
As a top source market for Thailand’s expanding events business, mainland China supplied 127,390 MICE travellers generating revenue of THB 10,252.60 million (USD288.43 million/ RMB 1,977.24 million). Thailand’s other top source markets include India, Singapore, Malaysia, Japan, US, Hong Kong, Korea, Indonesia, and Vietnam.
Throughout this year, TCEB’s marketing activities in China 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.
In the MI segment, TCEB has introduced three key strategies to drive growth from China, who is now Thailand’s highest ranked source market for MICE business.
Reach out to key industries
The first strategy focuses on specific mega-sized groups sourced in core industries, such as direct sales, IT, telecommunications, automobile and MLM, that have potential to attract mega-size groups of more than 2,000 delegates.
Attracting corporate meeting, training and group plant visits, are included in this strategy, which focuses on banking & finance, automobile, IT, telecommunications and pharmaceuticals.
Premium incentive groups are to deliver positive testimonials, and create awareness for Thailand’s travel product diversity sourced from direct sales, IT, telecommunications and automobile industries.
Target cities by tiers
The second strategy identifies market priorities by city tiers. Tier 1 cities – Beijing, Shanghai and Guangzhou remain the core priority drivers for TCEB’s MICE sales. They deliver volume and high revenue events year-round.
But the marketing push extends this year to newly identified Tier 2 cities – Shenzhen and Qingdao, which are both prominent home bases for direct sales companies; and Hangzhou that is known for its IT and finance corporations. Tier 3 Suzhou has been identified as an emerging source market where TCEB’s sales team will explore opportunities through a series of sales calls.
TCEB’s third China-specific strategy concentrates on the task of building bridges, networking, face-to- face contacts and creating partnerships to push MICE business to Thailand.
The main thrust engages TCEB in China’s international trade shows such as IT&CM China 2017 and other leading shows that have high MICE content.
For Supplementing trade fairs, TCEB will organise road shows, this month, in Beijing and Guangzhou and reinforce specific sales missions to major Chinese corporation while reaching out to direct sales companies in Suzhou.
Commenting on TCEB marketing push at IT&CM China, Ms Nooch added, “We will introduce various promotional campaigns to boost MI travel from the China MICE market during business discussions with key contacts and potential partners.”
Promotional campaign trio
‘Thailand BIG Thanks’ is the lead-out campaign featuring a financial subsidy scheme that offers up to THB 2 million for eligible mega-size events with more than 2,000 international delegates, who stay at least three nights in the country. Applications are open through to 30 September, with the travel period expiring 31 December.
‘Meet Double Cities’ package presents international corporate clients with the opportunity to discover the diversity of Thailand highlighting two or more destinations.
Requirements include a group size of more than 200 delegates, a minimum stay in Thailand of four nights in at least two destinations. Organisers will receive financial support of THB 100,000 per event.
‘The Meet Sustainable Way’ package helps promote sustainable MICE practices in Thailand. Requirements include a group size of more than 200 international delegates, staying in Thailand for at least three nights. The event should incorporate CSR activities at Thailand MICE Venue Standard-certified venues. The organiser will receive financial support of THB 100,000.
These initiatives have resulted in a raft of China’s meetings and incentives being hosted in Thailand. They include Infinitus (China) Overseas Training, Shenzhen Qi Li Enron Management Consulting Co Ltd, Anran Nanometer Industry Development Co Ltd, EZ Go Luck Study Tour in Thailand, 3SBio Inc Annual Meeting and Nature International Bangkok-Pattaya six-day/five-night incentives.
“These special TCEB promotions highlight the growing tend towards “bleisure” — or combining business travel with leisure opportunities — a trend which Thailand is uniquely positioned to deliver. Visitors to IT&CM 2017 can learn more about the campaign and special promotions at Pavilion B16, They can network with 13 operators from Thailand’s MICE industry representing hotels, venues, destination management companies and airlines. Activities include umbrella-painting, Lanna embossed metalwork demonstrations and a Thailand 360 degree virtual reality video,” concluded Ms. Nooch.