TICA MICE UPDATE

MICE INITIATIVES

Thailand’s MICE industry gains a significant boost

TCEB will be forming “a series of deep partnerships” with some of the country’s leading MICE organisations following the commencement of a new marketing plan and trade show strategy

During a press conference in Bangkok Nichapa Yoswee, TCEB’s senior vice president for Business said: “TCEB – Business is using these trade shows as a platform to deepen and create new partnerships with the regional and international business events communities, while developing and growing Thailand’s MICE industry.exhibitions) events.

Yoswee went on to add: “This year the key aim is not just selling destinations and winning business. TCEB’s unique ‘Thailand Redefine Your Business Events’ branding reflects its new role as a thought leader. It also positions TCEB as a co-creator, partner and collaborator for the business events industry.”

One example of this new partnership in action will be at IMEX Frankfurt. TCEB – Business is taking the lead for Asian Association of Conventions and Visitors Bureau (AACVB) and working with AACVB members to develop a model for economic impact assessment of the MICE industry. The objective is to equip Asian CVBs with a common and reliable tool to justify and show the industry’s impact on economic growth. The ultimate goal is to gain enhanced trust from government, policy makers, business community, social and academic entities in the economic importance of MICE industry.

Sumate Sudasna, president of the Thailand Incentive and Convention Association (TICA), said: “TCEB – Business provides the essential foundation to deepen partnerships that further develop Thailand’s MICE industry. It also encourages Thai MICE operators to improve their products and services so they can cater to the needs of new potential business.

Before concluding “Part of TICA’s efforts is collating intelligence from members participating in international trade shows to help formulate a marketing strategy. Now we’re seeing the results from TCEB’s ‘deepened partnership’ initiatives that are beneficial for TICA’s members in terms of business planning and strategy.”