MICE INITIATIVES

MICE market travellers expected to return by Q4

The TCEB estimates small groups of MICE travellers will be the first to re-enter the country following the roll-out of coronavirus vaccinations by the fourth quarter.

This article was originally found on Bangkok Post.

TCEB president Chiruit Isarangkun Na Ayuthaya said small groups of around 20-40 people or exhibitors who are senior-level executives were expected to be the first groups to visit the country during the early stages of its reopening.

As other countries shift towards their domestic economy and rely more on domestic Mice events, particularly countries that are key markets for Thailand's mice sector such as China and Japan, Thailand has found it increasingly difficult to entice visitors back.

Mr Chiruit said the agency has had to shift to other potential markets such as India and Australia by adding overseas representatives there to try and attract more Mice travellers.

As well as the marketing aspects, there are several conditions relating to reopening, including vaccine passports, local sentiment toward foreigners and the pace of inoculations in Thailand.

In terms of the domestic market which was interrupted by the latest wave of the pandemic, the situation seems to be improving after the easing of some restrictions was implemented and the agency plans to continue promoting domestic meetings from April.

The goal of 64 billion baht in revenue this year may need to be revised as the latest wave of the pandemic persists, according to Mr Chiruit.

"We have to wait for the right time until next year to fully welcome international markets," said Mr Chiruit. "We have to focus on the domestic market, while getting ready to bring back international Mice travellers by using TCEB's representatives in each market."

TCEB will host the Thailand Mice Virtual Expo, which it says is the first fully virtual event of this kind, during Feb 24-25. The event will include 30 virtual booths for local exhibitors, such as hotels, destination management companies and startups. Over 3,000 international buyers and visitors are expected to join the event, of which 80% will be from the Asia-Pacific and China.

"We hope the expo becomes a model for future virtual events, not only in the Mice industry, but also other sectors," said Mr Chiruit.