Bangkok/ 10th March 2011: The Thailand Convention & Exhibition Bureau or TCEB is boosting all aspects of Thailand's domestic MICE industry by launching its ‘Believe in Thailand: D-MICE' campaign. TCEB is extending its full support to drive growth in this imperative sector. The bureau is confident that this year's domestic MICE market will grow by more than 30%.
Mr. Akapol Sorasuchart, the President of the Thailand Convention & Exhibition Bureau or TCEB, revealed that "Driving and developing Thailand's domestic MICE industry is part of the government's policy. Our plans are to promote cooperation between the public and private sectors to work jointly and wholeheartedly in developing the industry. This has been especially important in the wake of the recent global financial crisis and domestic political disturbances in Thailand which both impacted heavily on all industry. Thailand's domestic MICE industry therefore has been a pillar to support Thailand's wider MICE sector, which carries major potential for future growth.
TCEB's collaboration with the private sector in drawing up Thailand's first MICE Road Map resulted in a White Paper on Thailand's MICE industry. This roadmap demonstrates a unified sense of purpose to develop the sector. Therefore, TCEB is fast-tracking implementation of the follow-up of the ‘Meet in Thailand, Prosperous Thailand' campaign, in order to build greater awareness of the importance of local MICE industry. This has resulted in a new, comprehensive market promotion programme: ‘Believe in Thailand: D-MICE' campaign. In parallel, a major organization restructuring has taken place, including the establishment of a department dedicated to promoting Thailand's domestic MICE industry.
The ‘Believe in Thailand: D-MICE' campaign comprises a comprehensive range of activities to promote the domestic MICE industry, including a domestic MICE marketing strategy which focuses on driving the sector and stimulating the domestic economy. From a study of the main target groups within the country, and taking into account government policy and ongoing organizational restructuring, it is important that all these must be implemented as part of a coordinated market development strategy.
The market itself can be divided into two major categories, the first being the ‘MIC' group (meetings, incentive tourism and international conventions). TCEB's strategy focuses on paving the way to build the market for domestic events in the MIC category in 6 ways: team building, building pride in Thailand's history and culture, driving productivity by creating a new learning experience, stimulating environmental awareness, CSR, and to raising awareness of the uniqueness and luxury of Thailand.
The second group ‘E', or Exhibitions, focuses on identifying solutions to promote the local exhibition market, highlighting exhibitions in key industry sectors, prioritized by trade volume and exports, namely agriculture, jewelry, textiles, pets and ceramics, etc, The strategy is based on a study of Thailand's potential in regard to infrastructure, especially in relation to ease of access to venues for both organizers and visitors. The D-MICE strategy will be implemented in parallel to other TCEB promotional campaigns including the nationwide MICE City campaign in order to maximize synergies among these initiatives.
In addition to the D-MICE marketing strategy as an activity under the ‘Believe in Thailand: D-MICE' campaign, several activities will be arranged to promote all aspects of the MICE sector, including familiarization trips for MICE organizers, domestic exhibition activities to promote and support seminars and meetings held in Thailand, as well as communications knowledge-sharing activities about Thailand's MICE industry (Education and Promotion) using all media channels. For example, every Sunday from 21:30h to 21:55h Channel 5 broadcasts the ‘Understanding MICE' as part of the Samut kojorn documentary series to enhance knowledge and understanding of the industry. The program is also available via the website: www.meetinginthailand.com and online media groups such as twitter.com/meetinthailand and facebook.com/meetinthailand. In addition, the ‘Meetings in Thailand Directory' provides a convenient reference of all MICE venues in Thailand, and a Call Center hotline has also been established (02-530 7111) to offer information on the MICE industry and encourage greater public participation and support.
The first activity this year will be to organize the event: ‘Creative MICE- Thai Meetings with Creativity' as a follow-up from 2010. The event aims to spark ideas to develop the MICE sector, with three objectives: (1) establishing Thailand as another option for overseas organizations to hold their conferences and exhibition events in a new format in Thailand; (2) creating awareness on harnessing creativity to add value to the MICE business; and (3) to help boost the overall economy. This activity is in line with the government's Creative Economy policy. Recognizing the potential of Thailand's MICE industry, the government has extended the project to cover the domestic MICE sector. This year TCEB is therefore able to extend the scope of its activities through broad-ranging strategies to penetrate the MICE market throughout the country- extending into a further three provinces: Ubon Ratchathani (Upper northeast region); Khon Kaen (Lower Northeast); and Phitsanulok Province (Lower North). It is anticipated that these activities will attract over 300 participants from the three provinces, with radio and TV messages reaching an audience of over 2 million. Event promotion strategy will focus on local TV and radio channels. The first event will be held in Khon Kaen Province on 17 March at the Sala Akarn Jaturamook Building, Khon Kaen University, from 12:00 to 16:00 h.
In conclusion, Mr Akapol disclosed that "Our studies have shown that in 2010, there were over 2 million MICE travellers in the country, generating revenues of 13,500 million baht. This year, the ‘Believe in Thailand: D-MICE' initiative will promote the local MICE industry in an integrated way, with a budget of over 50 million baht. We expect the campaign to boost the domestic MICE industry by more than 30% by year-end. We also expect the number of domestic MICE travelers to reach 2.5 million people, with MICE revenues for the country estimated at 17,500 million baht.
For further details please contact:
TCEB Public Relations Department
Kh Parichat Svetasreni, Senior Manager Tel: 02 694 6092; email parichat_s@tceb.or.th
Kh Arisara Thanuplang, Manager: Tel: 02 694 6095; email arisara_t@tceb.or.th
