TCEB’s Chiruit Isarangkun Na Ayuthaya. Photo Credit: TCEB
Thailand is ramping up its efforts to present the destination as a
high value-added place that leads MICE clients to their future success.
One way to do this is by seeking out opportunities that enable event
owners and organisers to tap into high-potential future industries while
also making it easier to discover more authentic and localised
activities that meet the demands of a new generation of MICE visitors,
said Thailand Convention and Exhibition Bureau (TCEB)
This new direction is supported by insights from a recent study, MICE
Foresight, which revealed that future-oriented opportunities and
authentic experiences are among the top buying criteria.
TCEB president, Chiruit Isarangkun Na Ayuthaya, said: “As an advocate
for Thailand’s MICE industry, TCEB keeps a close eye on how Thailand
stands out. Guided by insights from our latest market study, we have
developed a more holistic vision – to be a high value-added destination.
This leads us to include the future success of our customers so that
Thailand can contribute to their personal, professional and business
growth.
“For meeting and incentive visitors, we will continue to invest in
product development so that there is always a good mix of activities
that are not only engaging but also meaningful to be found in Thailand.”
We have developed a more holistic vision – to be a high value-added destination. This leads us to include the future success of our customers so that Thailand can contribute to their personal, professional and business growth.
TCEB president, Chiruit Isarangkun Na Ayuthaya
TCEB is drawing on its experience in promoting MICE cities and will
work with the Office of the Eastern Economic Corridor (EEC). The latter
is in charge of driving the country’s strategic industrial sectors.
Some projects which showcase TCEB’s positioning:
Promoting Pattaya as the business hub of the EEC
TCEB teamed up with the Office of the Eastern Economic Corridor (EEC)
in organising a recent EEC Cluster Fair 2023 at an industrial
subcontracting trade show, MIRA/Subcon 2023, in Pattaya. The aim was to
promote investment in robotics and automation sector in Thailand.
Looking ahead, TCEB is planning an event called EEC Expo 2025 in Pattaya
that will spotlight the 12 strategic industries of the EEC.
The CVB has also collaborated with the City of Pattaya to launch a special “City Package” for MICE.
Promoting the gastronomy of Phuket
TCEB is building on Phuket’s status as a UNESCO Creative City of
Gastronomy and the city’s own gastronomy promotion campaign to create a
fine-dining experience. Themed “Food for Faith”, it is part of TCEB’s
Festival Economy initiative which is inspired by the island’s Vegetarian
Festival and co-created with some of Phuket’s most celebrated chefs.
Promoting Chiang Mai as the gateway to Thailand’s best coffees and teas
Fresh from celebrating Chiang Mai’s win as a “World Festival and
Event City” from the International Festivals & Events Association
(IFEA) in 2022, TCEB has embarked on a new project with Chiang Mai and
Chiang Rai to develop a multi-faceted coffee-and-tea route for MICE
visitors.
It will be an immersive experience that takes in the region’s
mountainous coffee and tea plantation and production to deliver a deeper
appreciation for Thailand’s best coffees and teas.
Two Thai brands that have been conferred Geographic Indication (GI) status in Japan will be featured.