MESSAGE FROM

President

Dear TICA Members,

At the Thailand Incentive and Meeting Exchange (TIME) 2023 event held in June, TCEB’s President, Khun Chiruit Isarangkun Na Ayuthaya, revealed what I believe could be Thailand’s new winning strategy; a small, well-encapsulated mantra that will help propel the entire MICE industry to greater heights. If skilfully applied, especially by DMCs, this mantra will help events, especially Meetings and Incentives, become more ‘Meaningful, Delightful, and Impactful’. This unique mantra is: Experience – Sustainability – Innovation. Add to it a little catalyst in the form of Thailand’s soft power, and you will get a transformational event for which your clients will thank you.

With the Kingdom’s beautiful temples, pristine beaches, world-class venues, and renowned Thai hospitality, providing the ‘Experience’ for MICE visitors should come naturally to all DMCs. However, the challenge lies within ‘Sustainability.’ While ‘food waste’ and ‘zero-carbon emissions’ are key phrases that we have long heard and grappled with, little has been done to implement initiatives to achieve these objectives. While these initiatives may add to overall project costs, we should make a conscientious effort to address the looming climate crisis worldwide. Moreover, believe it or not, clients, especially those from Europe and the US, are more than willing to pay a small premium for the assurance of sustainability. The Tourism Authority of Thailand (TAT) has also recognised the importance of sustainability, highlighting the need for luxury tourism experiences, wellness tourism, and tourism towards sustainability.

As far as ‘Innovation’ is concerned, we need to continuously upskill ourselves, understanding the available technologies while embracing new ones, such as AI and other technological trends that are emerging. Innovation should not just stop at technology, but should also include creative and innovative ideas that aim to provide a better overall experience for visitors, which in turn will compel them to spread the word of Thailand’s one-of-a-kind experiences to their peers and associates. To achieve this, we must learn to mix and match a range of Thailand’s soft powers, of which there are plenty, spanning food, health and wellness, cultural festivals, dances, and much more.

We must also not neglect initiatives that push the MICE industry forward, by highlighting leading destinations in Thailand for MICE events. An example is the ‘MICE Industry’ academic conference in Pattaya, a high-profile event which will elevate Pattaya’s profile for industry professionals both locally and abroad, and raise its status as a prestigious, ICCA-ranked MICE City. It is hoped that initiatives such as these will signal to the world that Thailand is ready and willing to be a global industry player, with facilities, technology, and infrastructure to match.

This is increasingly important as the world’s eyes are on ASEAN, which is primed to receive infrastructure investment as international businesses are looking to expand into countries with lower labour costs. For example, Thailand, along with Indonesia and Vietnam, will play key roles in the electric vehicle and semiconductor supply chain, and many global investors are eyeing with interest the region’s growing number of digital start-ups. However, in order to encourage this investment, further connectivity is needed within Thailand and throughout the region.

To that end, a rail link connecting Laos, Thailand, and Kunming in Yunnan province, China, is under construction, with support from China. Moreover, the National Environment Board (NEB) has approved the Environmental Impact Assessments (EIA) for a dual-track railway spanning 321 kilometres in the South of Thailand, which will be a cost-effective, safe, and convenient addition to the region’s transportation.

We cannot forget TCEB’s invaluable contributions to boosting domestic MICE, including their recent restructuring of operations in order to upgrade the role of domestic MICE to the same level as international MICE. Part of this is the establishment of the Domestic MICE Market Promotion Department.

This new MICE mantra should boost Thailand’s MICE industry to new heights, and it’s clear that we have a very bright future ahead of us. I wish all of our members great success in the second half of the year!


Sumate Sudasna
President,
Thailand Incentive and Convention Association