TCEB’s “3Ls” campaign aims to set a National and International Sustainability Standard for Thai MICE operators. Photo Credit: Adobe Stock/tawanlubfah
With APAC destinations remaining a major source of meeting and
incentive travellers for Thailand, in part driven by visa-free policies
for China and India, the Thailand Convention and Exhibition Bureau
(TCEB) has been stepping up efforts to woo MICE visitors and events from
the region.
“Thailand’s advantage is diversity of attractions in different MICE
Cities and potential cities throughout the country. In collaboration
with TCEB, each city constantly develops MICE products and attractions,
especially localised experiences, targeting MICE groups,” said Supanich
Thiansing director of meetings and incentive department, TCEB.
The bureau is also showcasing Thailand as a high-value destination focused on what the organisation has coined the “3Ls”:
Larger than Life is about making each moment of an
experience count, says TCEB: “It adds a dimension of meaning to the
meeting and incentive trip, and the team’s achievements ripple beyond
the office, positively impacting the environment and communities.”
Localised experiences are aimed at deepening
connections with Thailand, and about fostering immersion with the
location. “Thailand is known for its vibrant culture, delicious food,
and warm hospitality. Through this, travellers can experience the
authentic Thai way of life through experiences provided by local
communities.”
Finally, Lasting Change encourages travellers to
create unforgettable memories and drive socially responsible actions for
lasting change. “Travel is as much about memories as it is about the
destination; travellers can create moments that leave an indelible mark
on their soul, and stories that they can carry back, share, and cherish
for years.”
The 3Ls aim to achieve net-zero carbon emissions and foster
sustainable practices, driving sustainable development between the MICE
industry and local communities by launching community engagement
programmes, encouraging MICE sustainability alliance-building, and
setting a National and International Sustainability Standard for Thai
MICE operators.
“Thailand’s advantage is diversity of attractions in different MICE Cities and potential cities throughout the country,” says TCEB’s Supanich Thiansing.Country-wide collaboration
TCEB has also collaborated with over 50 attraction and sightseeing
suppliers in Thailand to offer the concept of “one trip, multiple
locations” to M&I groups.
Two Thai MICE Cities will be hosting UNESCO Creative Cities Network
(UCCN) Conference, with Phuket on gastronomy in May 2024 while Chiang
Mai on craft and folk arts in 2025, each drawing on its traditional
cultural assets.
Seven Thai festivals have recently earned awards from International
Festivals and Events Association – Asia, possible “experience products”
for future MICE groups if events are planned in the same duration with
the festivals.
At The Meetings Show Asia Pacific 2024 in Singapore, TCEB was joined
by five other exhibitors, including Bangkok Marriott Marquis Queen’s
Park, Hyatt Regency Bangkok Sukhumvit, Montien Hotel Bangkok, Journey to
Asia, and True Icon Siam.