Thailand prepares for 2022 with three MICE strategies

Thailand Convention & Exhibition Bureau outlines plans to develop and upskill the sector, and refine its bidding strategy.

TCEB will launch signature festivals to push various region's advantages with the aim of attracting more business events.
TCEB will launch signature festivals to push various region's advantages with the aim of attracting more business events.

Thailand Convention & Exhibition Bureau (TCEB) is preparing for 2022 with a three-pronged MICE strategy, focusing on developing and upskilling the sector towards more prominent hosting opportunities.

"Each region has been positioned for a particular industry sector based on its potential and foundation, such as creative economy for the North, bio-farming for the Northeast, high-quality global tourism for the South, including the development of smart cities and special economic zones along the border areas," said Wirot Nararak, deputy secretary-general of the Office of the National Economic and Social Development Council.

According to Chiruit Isarangkun Na Ayuthaya, President of TCEB, the national strategy will revolve around three core pillars.

One: upgrading more cities to become MICE-ready, creating new events, and helping event organisers meet international standards to achieve greater economic impact.

To this end, 'Festival Economy' which will be introduced — where the idea of 1 City: 1 License Event will see the creation of a dedicated festival that will leverage the city of region's advantages and become a drawcard for industry-specific business events.

Since the outbreak of the pandemic, TCEB's financial support for domestic meetings — now in its third phase — has attracted more than 1,000 applicants, while support for 645 meetings has already been approved.

MICE ranking in pre-pandemic 2019, where Thailand was fifth and sixth respectively for number of conventions and exhibitions hosted.
MICE ranking in pre-pandemic 2019, where Thailand was fifth and sixth respectively for number of conventions and exhibitions hosted.

Two: partnering with professional associations such as Thailand Incentive and Convention Association (TICA) and International Congress and Convention Association (ICCA) to prepare the workforce and venues for the return of international MICE.

Three: moving towards the eventual goal of securing global international events, where the Asia-Pacific Economic Cooperation (APEC) Summit 2022 is expected to support TCEB's plan to attract more high-profile events in the following years.

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