Thailand powers up with new MICE campaign

Thailand has unveiled its new 2019 campaign for MICE, Thailand: Redefine Your Business Events.
Thailand has unveiled its new 2019 campaign for MICE, Thailand: Redefine Your Business Events.

Thailand Convention and Exhibition Bureau (TCEB) has launched a new brand marketing communication campaign as it ramps up efforts to woo more meetings and events from the neighbouring ASEAN and CLMV markets. 

The campaign,"Thailand: Redefine Your Business Events", will promote business events through existing national economic policies. These include Thailand 4.0, which aims to move the country's economy into innovation, and 10 S-Curve Industries and New S-Curve Industries initiatives, which will boost industries such as food and beverage, electric vehicles and robotics. 

The country has attracted more MICE arrivals from the ASEAN and CLMV regions, with growth rates of 35% and 100% respectively, revealed Nichapa Yoswee, senior vice president, TCEB.

Predictions have placed Asia as the primary source market for the meetings and incentives sector next year, powered by a rising trend of corporate travels in China, and the growth of travellers from India and Indonesia, which are predicted to rise by 11.3% and 8.7% respectively. 

But change is afoot in the global MICE market, with developments ranging from social and technology. MICE activities are emerging from new sectors such as health and wellness, robotic innovations and startups. 

"Capital is no longer a crucial part to drive business success. Thailand welcomes business events with centric resources of knowledge, creativity and culture, enhanced with professional-driven mindset," said Yoswee.

Thailand is expected to welcome 1,419,890 overseas business travellers in the fiscal year 2019, bringing in more than 130,200 million baht (US$4.01 billion) in revenue. The country aims to attract more mega-sized events and premium MICE groups. 

To this end, TCEB is offering funding initiatives to attract new events and upgrade existing ones, and incentive packages such as Exhibiz in Market programme to raise the sale of exhibition space, and privileges for ASEAN + 6 to boost show visitors.


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