The Thailand Convention and Exhibition Bureau (TCEB) reassured confidence in Thailand as a dynamic and motivational business event destination in Asia by forming an alliance and joining with the Meetings, Incentives, Conventions, and Exhibitions (MICE) Thai Team from both the government and private sectors.
Mr. Puripan Bunnag, TCEB’s senior manager for meetings and incentives, said, “TCEB has already formed an alliance with Bangkok and Pattaya, signing a memorandum of understanding that boosts the city to the status of an international MICE destination. With a tourism and business event infrastructure that, by international standards is extremely well developed, it is certain that [with] Bangkok as the capital city and Pattaya at the center of the eastern region of the country, [we] will attract both domestic and international MICE travelers, driving the Thai MICE industry to the forefront of the global market.”
Together with boosting Thailand as a MICE city to promote their dynamic and motivational destination, TCEB has initiated “Thailand’s clustered marketing strategy,” which has demarked five regions: Bangkok/Pattaya, Chiang Mai/Chiang Rai, Nakon Ratchasima/Khon Kaen, Cha-am/Hua Hin, and Phuket/Krabi/Phangnga. To support the initiative, TCEB has produced a new eye-catching 174-page “Venue Variety” directory with full information about Thailand business event facilities at each location.
In addition, TCEB has developed their marketing packages especially to promote the meetings and incentives, called “Meetings More Memorable and Meetings Plus” to target smaller groups of 25-50 delegates from long-haul markets by offering value-added golf, spa, welcome receptions, and cultural shows. The experience of marketing and direct-approach marketing has been focused more by going for tradeshows and roadshows all over the world together with both the government and private sectors.
For the marketing communication strategy, TCEB will emphasize testimonials from organizations with first-hand experience of holding recent business events in Thailand. The emphasis on building trust via testimonials is part of TCEB’s “Thailand Moving Forward” campaign under the government policy, which the Prime Minister, HE Abhisit Vejjajiva has endorsed exculsively to the TCEB to promote the Thailand MICE industry.
“With all strategies of marketing and communication working together with our Thai Team [from] both [the] government and private sector[s], we believe that we could reinforce Thailand as a dynamic and motivational business event destination in Asia,” Mr. Puripan reconfirmed.
TCEB now estimates that the MICE industry in Thailand will bring in 41 billion baht (US$1.24 billion) this year and attract half a million participants.