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TCEB captivates business events market with three promotional campaigns for EU MICE travellers

Thailand Convention and Exhibition Bureau (Public Organization) or TCEB has announced the latest developments of Thailand’s business events industry, with the 2015 fiscal year delivering double-digit growth for both business events traveller numbers and earnings, helped by a strong performance in the European MICE market. Reaffirming the success of the Thailand brand in the global arena at ibtm world 2015, TCEB also introduced a range of promotional packages designed especially for EU MICE travellers, as part of the ‘Thailand CONNECT…Our Heart Your World’ communications campaign for the 2016 fiscal year.

Outlining the industry’s latest milestones, TCEB reported that from October 2014 – September 2015, Thailand welcomed a total of 1,086,229 business events travellers, generating more than EUR 2.4 billion for the country’s economy, reflecting 18.18 per cent and 17.53 per cent year-on-year growth respectively. As a major contributor to the Thai business events sector, the EU market contributed 93,226 business events travellers, earning the Thai economy more than EUR 221 million during the first three quarters of the fiscal year (October 2014-June 2015). The top five contributing countries from Europe during the period included France, Germany, UK, the Netherlands, and Italy.

To build on this strong performance, TCEB introduced several exciting promotional packages for EU MICE travellers. The first is the Thailand Connect Ratchaprasong Square Trade Association (RSTA) Welcome Package, providing recipients with special hotel and retail discounts, as well as other benefits, right in the heart of Bangkok’s vibrant downtown district. Complementing this is the CONNECT Beyond The Capital Package, presenting international corporate clients the opportunity to discover the diversity of Thailand with promotions from domestic partner airlines, and thirdly the CONNECT Business package, which offers exclusive promotions for trade visitors who achieve business matching at exhibitions in Thailand.  All three packages offer special privileges for overseas organizers and delegates alike.

The promotional campaigns form part of ‘Thailand CONNECT…Our Heart, Your World’, TCEB’s innovative brand communications umbrella campaign in 2016.

Mr Nopparat Maythaveekulchai, president of TCEB said that, “Contributing to our achievements in 2015 were our ongoing efforts to strengthen international confidence in Thailand, as well as the strong legacy of our ‘Thailand CONNECT’, and ‘Thailand CONNECT The World’ brand campaigns that highlighted Thailand as a ‘Top of Mind’ destination in Asia that can truly connect business events to visitor success. 

Spearheading our refreshed and renewed strategy in 2016 are a range of promotional packages for EU MICE travellers, forming part of the ‘Thailand CONNECT…Our Heart, Your World’ campaign highlights Thailand’s role not only as a unique destination at the HEART of ASEAN and an unparalleled business hub at the HEART of both the emerging Asian region and the global marketplace, but also a thriving hub, where passionate people offer seamless service from the HEART, and with an unforgettable smile.”

‘Thailand CONNECT…Our Heart, Your World’ builds on a strong legacy of the three fundamental pillars of Thailand’s MICE industry including (1) Destinations (2) Business and (3) People.

1. Destinations of Thailand: ‘Destinations of Desire’. ‘Endless Opportunities to Experience’ Thailand’s unique culture are highlighted, ranging from unique history and culture, beautiful beaches and wild jungles, team-building playgrounds, lavish luxury, CSR and green meetings. Also highlighted are Thailand’s 5 Dynamic MICE cities and how the country’s world-class infrastructure makes Thailand a key hub for connecting business in the fast-growing ASEAN Economic Community, as well as free WiFi at Thailand’s international airports and state-of-the-art facilities at MICE venues.

2. Business in Thailand: ‘Thailand…The Hub of ASEAN’. The campaign’s ‘business’ element emphasises how Thailand’s strategic location at the heart of South-East Asia means it is an expanding hub of trade, manufacturing and industry, acting as a gateway into ASEAN and the AEC. As a ‘Market of High Potential’, Thailand has been ranked the world’s fifth best emerging market, with world-leading export industries. Also highlighted is Thailand’s position at the ‘Beating Heart of Asia’ and role as the ‘AEC’s Driving Force’.

3. People of Thailand: ‘Passionate Hearts, Seamless Excellence’. The third element focuses on Thailand’s ‘People’, highlighting how excellence is shown through the Thailand MICE Venue Standard, which is being used as a model for the ASEAN MICE Venue Standard. Next is ‘Professional Partnerships’, with MICE professionals nurtured by a strong business events curriculum, internationally recognized business event courses, and teacher training, and thirdly, ‘Welcomes Made in Thailand’, emphasizes the essence of ‘Thainess’, serving from the heart and with a smile.

The 2016 fiscal year also sees Thailand’s thriving MICE industry play host of a range of the world’s most important events. Highlights from Europe include the International Banking Security Association (IBSA) 69th Conference, Masseurs du Monde, Gyproc Belgium (Thailand 2015), Orange Microsoft Group, and the NK Trans Russian Incentive group. In addition, Thailand will host premier events including the F6 Global Convention 2015, the Organo Gold Asia Convention 2015, the 28th World Young Women's Christian  Association (YWCA) Council 2015, the 2015 Special Convention of Jehovah's Witnesses, One Young World 2015, The 54th OSEAL Forum Program, the 3rd Asia Pacific Glaucoma Congress 2016, the Asia Fitness Conference and Expo 2015, Cosmex 2015, Exporail South East Asia 2016, TBEX Asia, in addition to Thailand’s inaugural world-class lighting festival, and others.

“There is no better platform for TCEB to launch the ‘Thailand CONNECT The World…Our Heart, Your World’ than the ibtm world 2015, as we mark the beginning of our collaborative synergy to further boost confidence in Thailand among European and international business communities. An initiative such as this, along with other market development and outreach programmes will help enable us to achieve our goal of welcoming 1,060,000 business events travellers, earning more than EUR 2.32 billion in the 2016 fiscal year.” Mr Nopparat added.

Visitors to ibtm world 2015 can learn more about TCEB’s three special promotions at pavilion number H50, while meeting a range of Thailand’s leading business events entrepreneurs – from hotels to venues, destination management companies to airlines.

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