Three-party alliance to boost Thai MICE industry

Initiative aimed at gaining more market insights into meetings and incentives travel sectors

shthai251019TCEB's senior vice-president for business Nichapa Yoswee.

BANGKOK - In a bid to win more business for Thailand, the Thailand Convention and Exhibition Bureau (TCEB) is forming a three-party alliance with the Thailand Incentive and Convention Association (TICA) and the Association of Thai Travel Agents (ATTA).

Called  "M&I Redefine-M&I Market Champion", the tripartite initiative is aimed at gaining more market insights into the meetings and incentives travel (M&I) sectors, which have a key role in Thailand's MICE businesses, reported the Bangkok Post.

TCEB's senior vice-president for business Nichapa Yoswee said the initiative will help TCEB design marketing directions, strategies and campaigns for Thailand to attract more M&I groups from key source markets overseas.

Under the partnership, each partner will nominate representatives to be champions of a specific market, stated the Bangkok Post report. For TICA and ATTA market champions, their roles will include advisory positions to the TCEB's M&I Department, including overseas representatives.

Together, they provide strategic direction, marketing plans, ideas and initiatives from the M&I team while sharing market movements, key trends and hot issues.

For now, 17 market champions have been appointed: nine from TICA, five from TCEB and three from ATTA.

According to TCEB, during the financial year 2019 ending on Sept 30, the M&I Department provided support to 286 M&I groups, totalling 199,458 participants, generating 15.2 billion baht (US$502 million) in revenue.

Of the total number of groups, South-east Asia accounted for the highest with 112 groups (25,448 participants); followed by South Asia with 51 groups (32,381 participants) and North Asia 46 groups (111,556 participants).

In the first nine months of this year, Thailand welcomed a total of 967,828 overseas MICE visitors.

Of this figure, 249,371 were meeting travellers, representing 25.8%, while incentive travellers totalled 274,093, accounting for 28.3%.


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