VOL: 50 MARCH - APRIL 2018



With Thai MICE industry continuing to grow last year, generating total revenue of over 200 billion baht, the Thailand Convention and Exhibition Bureau (TCEB), a public organisation, has initiated and presented business directions to drive the Thai economy through MICE. The strategies incorporate Thai public and private sectors and focus on 10 targeted S-Curve industries and the Thailand 4.0 initiative.

TCEB Senior Vice President Nichapa Yoswee revealed the organisation’s strategies for conducting Thai MICE (Meetings, Incentive Travel, Conventions and Exhibitions) that TCEB performs the role of the country’s marketing agency and to attract organisers of MICE event to host MICE activities in Thailand. TCEB is mandate to establish Thailand as a dynamic MICE destination where an ecosystem of ideas, people, and technology draws on vibrant knowledge and wide networks to tailor success for event organisers and business travellers. Business travellers are considered quality customers with three times higher spending than tourists. This in turn generates multiple effect and positive impact on MICE supply chain such as venues, hotels, logistic services, attractions, and other related service sectors. Moreover, MICE activities generally bring in new know-how and business opportunities for Thais.”

Mrs Nichapa clarified “In 2018, TCEB has framed 4 business strategic directions as follows;

“The first is a measurement of economic impact for MICE industry. Direct, indirect and induce impact are important factors to evaluate and quantify the economic benefits from MICE industry to Thailand’s economy. Direct impact is a calculation of the value measured in expenditures by MICE segment industry including organisers. For instance, a spending by event organisers on venue rental, logistic services, booth set up, securities services, equipment rental. On the other hand, indirect impact create additional expenditure incurred by the vendors of the MICE industry and those businesses that provide goods and services to visitors/delegates whereby induce impact generate spending by MICE segment-related employees in the local Thailand economy on food and beverage serving services, health, transport, recreation, education, etc. All these aspects give us a comprehension of how MICE activities contribute to the country’s economy.”

“The second strategy is supporting the 10 targeted S-Curve industries, namely: Health Tourism, Biotechnology, Robotics, Smart Devices, Digital, Future Automotive, Food Processing, Aviation & Logistics, Biofuels & Biochemicals, and Integrated Medical Services. TCEB’s supportive strategy is in harmony with the government’s ‘ Thailand 4.0’ initiative focusing on making Thailand the business centre for ASEAN by driving and supporting the 10 S-Curve industries. TCEB aims to support any MICE activities related to these industries and this in turn will provide know-how and international business matching opportunities for Thai entrepreneurs, and at the same time, persuade global investors to come to Thailand. For example, if Thailand wins the bidding of new show or attracts business events in robotic profile, our country will gain lots of benefit and create multiple effect apart from economic impact including potential opportunity for new business investment of products, services and knowledge.” TCEB SVP Nichapa added.

“Additional to TCEB’s support to attract new business events to Thailand, working with strategic alliances is another crucial strategic move to drive Thailand MICE industry so we have to work with our partners domestically and internationally both public and private sectors. As TCEB aims to expand into new markets through megaprojects under ‘One Ministry, One Expo’ initiative, TCEB will collaborate with the relevant ministry in bidding for world-class business events aiming at 10 S-Curve industries profile to organize in Thailand. TCEB will also support organisers, associations, and MICE related professionals, especially those in the 10 S-Curve industries, to support them with vital business information, strategic advice, and resources needed to strengthen the growth of their industries through MICE platform.”

“Last but not least, a business expansion into MICE Cities including Chiang Mai, Khon Kaen, Phuket and Pattaya by attracting or establishing new business events into those cities with the support of extra incentives. This strategic direction will help creating economic of scale and benefit neighbouring cities in terms of additional income and employment in supply chain for MICE industry.”

TCEB Senior Vice President Nichapa Yoswee concluded that: “One of the success story of attracting new business events profiling under 10 s-curve industries is an anchor of new international exhibition namely; ‘Future Energy Asia 2018’, the European energy exhibition that will be hosted for the first time in Thailand this December. The success came from tri-party collaboration between the DMG Events Global Energy who is the organizer of Future Energy Asia, TCEB, and the Ministry of Energy. Apart from this; with business potential of Thailand MICE destination; we attracted 20 international business events varied from meetings and incentives, conventions, and exhibitions to Thailand, making up of 75,347 business travellers which generating to 4.4 billion baht for the first quarter performance of 2018.”

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