The bureau unveiled its 2019 strategy focusing on Economic Development, Innovation, and Income Distribution.
TCEB announced performances over 13 years of its establishment at the Thailand MICE Forum 2018: Redefining Our Industry. The bureau reported, more than one trillion baht of the MICE revenue has been generated to the country’s economy. Since TCEB’s establishment, Thailand has been hosting 20 international MICE events per a year through the bureau’s successful bids while supports have been granted to more than 5,000 MICE events in Thailand and overseas. During the forum, TCEB also announced the reform of its strategies in three parts to promote the sustainable MICE industry in the fiscal year 2019.
Dr. Atchaka Sibunruang, Chairman of the Board of Directors, Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, said that throughout the 13 years of TCEB’s establishment, the bureau has made successful bids attracting more than 300 MICE events to Thailand. In average, the country has been hosting 20 events per year. Also, the bureau has provided support to more than 5,000 domestic and international events held in Thailand and overseas countries. These events have generated more than 1 trillion baht in revenue to the country’s economy. Meanwhile, TCEB has been engaging in important missions to support the development of MICE sector including the establishment of MICE Standards, the facilitation for MICE Visa and MICE logistics, as well as the development of MICE Prototype Manual, MICE Cities and Area-based Development. For every MICE event, TCEB aims to encourage knowledge and innovation sharing along with the establishment of business and investment networks which will enhance the strength of the economic system and increase the competitive capabilities in the international level.
“The statistics form 2017 showed that TCEB and operators in the MICE industry had created a positive impact on the country’s economy in different aspects. MICE expenditure stood as high as 231,200 million baht, contributing 173,000 million baht, or 1.1%, to the country’s GDP. The contribution rate of MICE to the country’s GDP is comparable to Singapore. Meanwhile, in the same year, the industry has contributed 21,600 million baht of tax and created as many as 167,300 jobs,” said Dr. Atchaka.
In term of the global ranking, the International Congress and Convention Association (ICCA) and the Global Association of the Exhibition Industry (UFI) in 2017 have rated Thailand the fifth Convention Destination in Asia by numbers of conventions, and the seventh Exhibition Destination in Asia by exhibitions space sold. The country ranked the top spot in ASEAN countries for both rankings.
According to TCEB, in first three-quarter of the fiscal year 2018, Thailand has welcomed 25,291,439 MICE travellers generating 154,779 million baht in revenue to the country. TCEB estimated that by the end of the fiscal year, there will be 38,397,033 million MICE travellers with revenue projected at 207,561 million baht.
TCEB’s Chairman of the Board said, for the next fiscal year, new challenges confronting the country’s MICE industry including how to retain the 1st positioning of MICE in ASEAN and how to be ranked the 5th Conference Destination and the 6th Exhibition Destination in Asia by 2021. These challenges require greater efforts to attract more events and raise the sale of exhibition space in the country. Furthermore, the industry needs to adopt global trends such as building ‘a new experience’ for MICE delegates as well as immersing local content with a business agenda and branding for MICE event. TCEB will continue and strengthen its support for Thailand 4.0 Policy by adapting technology and innovation to develop MICE industry, enhance MICE activities in different regions especially in the secondary cities in order to encourage income distribution, raise the industry enthusiasm, and speed up process for the Ease of Doing Business to promote and facilitate MICE operators.
With these key factors, TCEB has set the strategic plan for 2019. The operation guidelines focus on three significant areas which are: 1) Generate Income and economic development. The strategy is aimed at generating income from MICE to promote the country’s economy. TCEB will be a facilitator proving private sector with marketing packages. The bureau will work closely with alliances to attract MICE event and provide support to encourage business events under the Thailand 4.0 policy. In the year 2017, TCEB has supported more than 90 events from S Curve and New S Curve industries including Robotics, Aviation and Logistics, Biofuels and Biochemicals, as well as Medical and Digital industries.
2) Develop MICE industry through innovation. The development of a digital tool, Biz CONNECT Application, creates an online business platform that connects event organisers and delegates. The application features information about the event and allows delegates to register and get ready for business meetings. Besides, TCEB joins hands with the National Innovation Agency (Public Organization) or NIA to promote MICE industry through innovation and to support Start-up in MICE industry to strengthen Thailand position as a MICE hub with the economy that is driven by innovation.
3) Distribute wealth across all sectors of society. Under the project so-called MICE for Community, TCEB has been in a partnership with the Cooperative Promotion Department to develop co-op centres as venues for MICE. Initially, 35 co-ops have been selected, while the project is intended to expand to 200 co-ops across the country. In addition, for the first time in Thailand, TCEB together with its strategic alliances has formed a working group to develop the exhibition sector. The group, established as the Empower Thailand Exhibition or EMTEX, provides a collaborative platform for the public and private sector to enhance and create new exhibitions and encourage exhibitions to different regions.
“The change of operation guideline enables TCEB to reform its tasks and roles by focusing on the joint effort which truly dedicates to the industry, creatively make a difference, and establish the partnership to drive the growth of MICE industry. In the fiscal year of 2019, Thailand is projected to welcome 40,356,337 MICE travellers with projected revenue at 228,627 million baht. Of those projected figures, 1,419,890 are International MICE travellers generating 130,200 million baht in revenue, while 38,936,447 are domestic MICE travellers generating 98,427 million baht in revenue to the country,” said Dr. Atchaka.