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TCEB launches “360 Degree Exhibition Success” campaign for Chinese MICE market

The Thailand Convention and Exhibition Bureau (TCEB) recently launched a new “360 Degree Exhibition Success” campaign during the China Business Forum 2019 in Beijing, maximising benefits for Chinese business partners through growing opportunities originating from Thailand’s 4.0 economic transformation policy.

Ms. Kanokporn Damrongkul, TCEB’s Director of Exhibitions Department, said: “Thailand as a destination can meet or exceed the expectations of the Chinese business sector. TCEB’s roles as co-creator, partner, collaborator and thought leader to the MICE industry can ensure a mutually beneficial experience for both the Thai and Chinese business sectors through strategies such as this new support campaign.”

The new “360 Degree Exhibition Success” initiative is designed as a strategic complement to TCEB’s ‘Thailand Redefine Your Business Events’ branding that offers incentives for exhibition organisers, exhibitors and trade visitors from China and other international destinations.

The new “360 Degree Exhibition Success” campaign comprises three key elements:

A ‘Bidding Fund Programme’ element is designed to help organizers launch international exhibitions in Thailand, by providing market support and unparalleled access to industries. The ‘Exhibiz in Market’ element is designed to grow new business by giving the national pavilion leader a business platform at exhibitions in Thailand. The final ‘ASEAN+6 Privilege’ element assists business missions in bringing trade visitors from ASEAN+6 countries, including China, to Thailand for business meetings during exhibitions held in the Kingdom.  

Ms. Kanokporn added: “We believe Chinese companies will find exceptional value in Thailand for their business growth. TCEB continues to strengthen our partnership with China and our commitment to promoting sustainable growth of the exhibition industry that benefits both Thailand and the region as a whole. We are optimistic that we can achieve more than 10% growth in terms of exhibitions from China in 2019.”

China remains a growing source market for MICE business to Thailand. In 2018, Chinese MICE travellers coming to Thailand grew 40%, making China Thailand’s top source market for the fifth consecutive year. For exhibitions, China is Thailand’s top source market as well, growing from only 16,000 participants in 2013 to 46,000 participants during 2018, a jump of 187 per cent.

TCEB’s participation at the China Business Forum 2019 in Beijing also proved a huge success. It generated two new potential show leads in the energy and bicycle sectors, comprising over 20 groups of exhibitors. It also saw five visitor groups sourcing MICE opportunities in key Thai industrial sectors of food and agriculture, automobile, construction and building materials, machinery and metal, plastics and packaging, medical devices, logistics, lighting, tourism, robotics, energy, and beauty and make up.

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