TCEB has won the title Thailand’s Most Admired Company 2020 under the category of public organisation, marking the two consecutive years the bureau has earned this honourable recognition.
This article was originally found on Bangkok Post.
TCEB has high scores in organisation management, innovation and expansion of MICE business opportunities nationwide.
Thailand’s Most Admired Company 2020 is a research project jointly conducted for nine years by BrandAge and the Faculty of Mass Communication Technology, Rajamangala University of Technology Phra Nakhon. The research examines organisations making efficient achievement in various aspects and, thus, earning trust from their target groups.
In 2020, TCEB has remained for the second year the organisation that has earned highest level of reliability with the highest scores in management, followed by innovation, corporate social responsibility, corporate image, business operations and service.
Mr. Chiruit Isarangkun Na Ayuthaya, President, Thailand Convention & Exhibition Bureau (Public Organisation), or TCEB, stated that major factor contributing such reliability is the unity of collaboration from both inside TCEB and its partners, both public and private agencies.
“MICE industry involves service delivery and facilitating tasks. Therefore, everybody can be a co-owner. In achieving efficient management that ensures smooth operations of MICE industry, collaboration management is the key. The research results were the fruit of collaboration in the entire industry.”
Mr. Chiruit said that TCEB has clearly defined its role as a government agency responsible for promoting the nation’s strength with MICE industry, the major tasks of which are market promotion, standard development and creating opportunities.
Furthermore, solid collaboration between TCEB and partners from all sectors, both domestic and international, has enabled Thailand’s MICE industry to become the top destination in ASEAN, both in meetings and exhibitions, according to the report of International Congress and Convention Association (ICCA) and the Global Association of the Exhibition Industry (UFI). TCEB’s partners include Thailand Incentive and Convention Association (TICA), Thai Exhibition Association (TEA), Thai Hotels Association (THA), convention centres, venues, hotels and accommodation, organisers and all segments representing public and private agencies.
Currently, Thailand has been ranked 4th in Asia as a destination for international conventions and ranked 7th as a destination for international exhibitions in the region.
“TCEB considerably prioritises innovation. In terms of marketing, we developed BIZ Connect app and channel expansion on several platforms such as websites for MICE Intelligence Center and Thai MICE Connect. What’s more, we provide support for MICE innovation such as the Thailand MICE Startup project which is a tool to ignite industry-wide innovation.”
Not limited to marketing, TCEB’s initiatives have also been concentrated in standard development to enable long-term competitiveness of Thailand’s MICE industry. Such initiatives include Thailand MICE Venue Standard, ASEAN MICE Venue Standard and the standards in service, hygiene, environment and safety.
Mr. Chiruit revealed that, “TCEB takes pride in encouraging the awareness towards MICE on a wider scale. Kicking off with MICE City a few years back, MICE Cities have now risen to a total of seven provinces and are projected to expand continually as a result of many provinces, including both government sectors and communities, realising the importance of such status. In line with the trend, TCEB has for the first time opened regional offices in the four key regions that will have a role in co-ordination and facilitation of the development of domestic MICE industry, thus, creating MICE opportunities across the country and offering new services without limitation.”
As for Thai MICE industry preparations to respond to the global trend induced by the COVID-19 pandemic, TCEB has devised a strategy, dubbed “New Way of MICE for Sustainable Growth”. The strategy aims to build up strength through four key approaches: stimulating the domestic market, bidding for international events, innovation-driven MICE and development of Thailand’s MICE ecosystem. The overall goal is to restore the Thai MICE industry as quickly as possible.