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Thailand aims for 10% more MICE revenue in 2014

Financial inducements for event organisers and delegates

The Thailand Convention and Exhibition Bureau (TCEB) has unveiled 'Thailand CONNECT', the banner for a global marketing campaign designed to make it easier for corporate buyers and meetings organisers to sell Thailand as a premier MICE destination.
The campaign focuses on three pillars. They are: diversity of Thai destinations, unrivalled business opportunities and the high quality of Thailand’s MICE professionals.
A number of specific promotional packages extend financial support to MICE events and to delegates attending MICE events in Thailand, depending on their country of origin and duration of stay..

Nopparat Maythaveekulchai, TCEB’s President, said that  the new ‘CONNECT’ campaign is designed to help Thailand achieve a 2014 target of 987,000 MICE visitors from abroad, with revenues projected at 96.9bn baht (US$3.2bn). These are increases of 5% and 10% over the figures projected for 2013. It will help TCEB enhance the global visibility of the Thailand brand as part of a Five-Year Master Plan (2012-2016), which has three key strategies - Win, Promote and Develop.
Khun Nopparat says. ’The key word here is ‘CONNECT’. We believe that Thailand can connect extremely well with global buyers by offering a combined package of the three Unique Selling Propositions,’

These are:
1. Diversity of Destinations. Thailand’s strategic location at the heart of Asia, together with convenient facilities and infrastructure, offer visitors an extensive choice of venues covering five ‘MICE Cities’ (Bangkok, Pattaya, Phuket, Chiang Mai and Khon Kaen).

Six international airports connect to 190 destinations worldwide with over 500 flights per day. Nine conference and exhibition venues offer a combined total exhibition space of 222,984sqm. 
2. Unrivalled Business Opportunities. ASEAN’s second largest economy is poised to play a leading role in the forthcoming unified regional market of the ASEAN Economic Community, AEC, in 2015.

Economic integration will remove trade barriers and bring free transfer of goods, services, skilled labour, trade and investment amongst the ASEAN population of almost 600m. Thailand is a production and export base for key industries such as automotive and industrial components, computers and IT, energy, rubber and plastics. In addition, Thailand’s free trade agreements with 11 countries will create more business opportunities.
3. High Quality Professionals. In addition to its legendary hospitality and quality of service, Thailand’s MICE industry has led the world in setting global standards and winning numerous global accolades and awards. ICCA ranked Thailand as worldwide No.1 by number of international meetings, while UFI ranked Thailand No.1 by number of international exhibitions.

Thailand’s MICE statistics
Mr Nopparat added: ‘The MICE industry has always played a key role in driving the broader economy, earning revenues of approximately 80bn baht or about US$2.66bn per year. During the 2013 fiscal year, from October 2012 to August 2013, Thailand welcomed 993,072 MICE travellers, with revenues of over 86,280bn baht (US$ 2.87bn).’

The MICE visitors statistics break down as: the conventions industry (318,663 visitors), followed by incentives travellers (247,888 visitors), corporate meetings (237,701 visitors) and exhibitions (188,820 visitors).

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