Five key takeaways from TIME 2024 in Thailand

TCEB’s Chiruit Isarangkun Na Ayuthaya (centre) welcomes TIME 2024 partners on stage, including M&C Asia’s Xinyi Liang-Pholsena, SITE Thailand’s Paula Wongjunpen, Gevme’s Daniel Tjan, PATA’s Noor Ahmad Hamid, TICA’s Sumate Sudasna and Thai Airways' Pornsri Chotiwit. Photo Credit: Chakrawooth Kaewjunthong

Thailand Convention and Exhibition Bureau’s (TCEB) much-anticipated landmark TIME event kicked off in Bangkok on 17 June 2024, featuring a new branding as the Thailand Innovative Meetings Exchange.

Featuring the theme of “Connect Ideas, Motivate People”, this year’s Knowledge Exchange and Business Exchange sessions have been expanded into a full-day programme each to boost more robust engagement, networking and business opportunities between Thai exhibitors and hosted buyers.

Here are some takeaways that really stood out at the event.

Openness to new ideas and initiatives

TCEB President Chiruit Isarangkun Na Ayuthaya speaks of Thailand’s openness to innovation and transformation. *Photo Credit: Chakrawooth Kaewjunthong*

TCEB President Chiruit Isarangkun Na Ayuthaya emphasised the importance of innovation in today’s economic landscape. “TIME is becoming crucial because we are now facing economic constraints. The pressure to deliver more value and return on investment is also rising. With this situation, we are giving a new shape to the content and programme for TIME 2024, hoping to make it more inspiring, more motivating and more meaningful in order to make us all more competitive.”

It also means TCEB taking an open-arm approach towards potential new elements, such as the formation of the Asian Pride Alliance in Phuket to promote gender equality and LGBTQIA+ rights in the region. This openness also paves the way for Thailand to bid for and potentially host the WorldPride conference in the near future, said Chiruit.

Embrace AI without losing the human touch

The Knowledge Exchange was hosted by a virtual emcee. *Photo Credit: Xinyi Liang-Pholsena*

Digital innovation and AI were hot topics at TIME 2024, with speakers such as Gevme’s Daniel Tjan and Predictive’s Nuttakorn Rattanachasit providing insights into AI and data in the MICE industry. Attendees participated in hands-on workshops to gain practical AI experience, while Gevme’s Snapsight provided quick overviews of each discussion at the end of the day.

Notably, the Knowledge Exchange featured a virtual AI emcee to introduce speakers and sessions during the full-day conference. While her speech was clear and polished, the lack of lip-syncing and real motion indicated room for improvement in AI virtual hosts, prompting Chiruit to quip that TCEB would do a better job at selecting (or designing?) future event emcees.

Sustainability takes root

The Lumiere Consultancy’s Ailynn Seah speaking on sustainability in business events sector *Photo Credit: Chakrawooth Kaewjunthong*

Certification has been recognised as critical to advance sustainability in the tourism and events sector, although it’s heartening to hear that most hoteliers in Thailand have already started on the sustainability journey when queried during a session. Industry experts such as The Lumiere Consultancy’s Ailynn Seah, Yaana Ventures’ Willem Niemeijer and MCI’s Marcel Ewals also shared their insights and advice on how MICE players can transition venues and operations towards more sustainable practices.

Know and meet your clients’ needs

Expert speakers sharing insights during the Knowledge Exchange. *Photo Credit: Chakrawooth Kaewjunthong*

Max Boontawee, CEO of Events Travel Asia, emphasised the importance of understanding client needs and preferences to provide personalised experiences in the hospitality industry, highlighting the importance of cultural impression and first impressions. Planners and suppliers must be flexible, agile, and adaptable to stay ahead.

Connectedness remains key in this industry. Lauren Godward, TCEB’s representative in Europe, stressed the power of a phone call or email to connect with prospective clients. “Agencies want that connection, especially after losing contacts during the pandemic. They’ll think of you when they have an RFP.”

Adapt to new generational dynamics

With Gen Z, referred to as the next-gen event-goers, expected to make up more than 30% of clients in less than ten years, existing Gen X and Gen Y members of the MICE industry need to adjust to the new way of thinking. Gen Z seek clear value and opportunities for progression of growth, but they also crave authenticity and personalisation while also being budget conscious and time sensitive.

Gen X and Gen Y need to adjust themselves to understand their way of thinking of the next-gen workforce too. “Our generations need to prove how our past performances can be an invaluable ingredient for their potential development and clearer success,” said Chiruit.