Thailand anchors position as "growth driver" for international MICE return

With a drop in Covid-19 infection cases in recent weeks, Thailand restarted quarantine-free travel for international travellers on 1 February, with the Thailand Convention & Exhibition Bureau (TCEB) all geared up to welcome business events, having invested time to ensure it delivers the best service possible. 

Thailand’s 'Test & Go' quarantine waiver programme — suspended last December just seven weeks in due to rising Covid-19 cases caused by the omicron variant — tracks visitor movements and requires Covid-19 tests once upon arrival and again five days later.

When the Kingdom last reopened its borders in November, officials issued all organisers, venue operators and delegates a mandatory code of conduct called the ‘Covid-Free Setting’, developed by TCEB and the Ministry of Public Health.

Currently, this protocol for domestic event organisations remains in effect, as a "foundation" of preparedness for the safety of future international clients, and "a boost to the 49 TCEB-supported international tradeshows scheduled to take place in 2022," said TCEB President Chiruit Isarangkun Na Ayuthaya.

The ‘Covid-Free Setting’ covers three elements: 1) hygienic preparation of venues, 2) fully vaccinated organisers and staff with strict adherence to social distancing, mask wearing, hand washing, temperature testing, and 3) delegates must additionally register for events via government-approved applications on top of adherence to point two.

Hindered by start-stop openings, the TCEB President expects "a gradual recovery rather than a quick one,” and to welcome some "130,000 overseas MICE travellers within nine months of the reopening if there is no major interruption".

"In the long term we remain confident Thailand will be able to position itself as a preferred MICE destination, considering the initiatives we have made to meet post-Covid demands.”

Chiruit outlined a range of support schemes for meetings and incentives, conventions, exhibitions and mega events. This includes SMILE (Safe Meeting and Incentive Localized Experience), supporting sustainable practice and technology to ensure safe events; and the Convene Plus scheme, which supports hybrid and virtual events.

Reopening initiatives are also targeting certain types of events; Thailand LOG-IN Next aims to attract infrastructure and logistics exhibitions to the Eastern Economic Corridor, while for mega events and festivals, the Festival Economy 2022 provides support covering a feasibility study, site inspection, supporting partners and marketing.

In addition, Bangkok is expecting the reopening of the renovated Queen Sirikit National Convention Centre in September 2022, offering 45,000sqm of venue space and "an expanded capacity to host large events at organisers’ disposal when the sky for international travel is fully reopened," said Chiruit.

To restore confidence in the industry, there are a number of areas bureaus such as TCEB can play a vital role.

“We need to become a growth driver of the industry, a national bidder and a strategic partner of stakeholders, not a mere event supporter,” Chiruit said. “We are undertaking the plan to bid for world iconic events by working with three cities — Phuket, Udon Thani and Nakhon Ratchasima, so they become event hosts.”

This year, the Eastern Economic Corridor, Pattaya will host the Maintenance, Industrial Robotics, Automation Event 2022, while capital Bangkok will host Free from Food Asia 2022, and the Asia Pacific Economic Cooperation (APEC) Summit in November.

Looking further ahead, there's the International Horticultural Expo 2026 Type B for Udon Thani, Specialised Expo 2028 for Phuket and International Horticultural Expo 2029 Type A for Nakhon Ratchasima. 

“We believe these world events will be a huge economic booster and revitalise the Thai MICE industry,” Ayuthaya added. “We have launched the One Ministry, One Expo initiative to engage the ministry in hosting and organising MICE events related to the area of their responsibility.”

To drive further growth, Chiruit acknowledged the need to prepare local stakeholders for future events by rolling out the 2HY (Hygiene and Hybrid) project. This helps venues and MICE staff get to grips with the knowledge and skills to manage hybrid and hygiene- compliant events.

“This is part of our efforts to earn trust from the authorities overseeing the pandemic situation, [signalling] that our industry is ready to resume business, adhering to health safety standards,” he said.

TCEB also took a leading role in the formation of the Asia Convention Alliance (ACA) in September 2021, with three other Asian convention bureaus — Seoul Tourism Organization, Malaysia Convention & Exhibition Bureau and Taiwan External Trade Development Council. 

Objectives include restoring Asia’s convention industry, strengthening relations among alliance members, facilitating knowledge exchange and co-developing business opportunities. 

Discussions at the first meeting for ACA's founding members recently on 6 January 2022 touched on potential conventions for regional rotation, a brand logo, and plans to "roll out first convention(s) later this year," according to TCEB's Chiruit.

Associations and PCOs interested to learn more about ACA and its ability to serve its future convention are invited to contact TCEB Conventions Department at [email protected] or other members in respective territories.