Thailand MICE - A New Paradigm for Tourism

MICE - A New Paradigm for

Tourism 8th UNWTO Asia/Pacific Executive Training

Program on Tourism Policy and Strategy Bali

28 April to 1 May 2014

Introduction of MICE Industry in Thailand

TCEB, the Thailand Convention and Exhibition Bureau,

is a public organization established on 28th September 2002,

under the supervision of the Prime Minister. TCEB is tasked with

promoting and developing business events in Thailand.

Vision “ Thailand to become a globally recognized and preferred MICE

destination in Asia”

Mission To enhance the impact of Thailand’s MICE industry on the Thai economy.

Mission “To enhance the impact of Thailand’s MICE industry on the Thai

economy”

“To create sustainable fundamentals for Thailand’s MICE industry to compete efficiently and effectively in the international arena”

Meetings

Incentives Conventions

Exhibitions

Current state of MICE in Thailand

Overall Performance in 2013

1,013,502 Persons

MICE Delegates

Income from MICE Delegates

88,485 Mill.THB

Current state of MICE in Thailand

Overall Performance in 2013

Events in Thailand

Expenses

87,306 THB/person/day

7,866 events

Forecast on MICE in Thailand in 2014

987,000 Persons

96,900million Bath

Growth 10%

National MICE Strategies

The Thailand Convention & Exhibition Bureau has

a plan: a strategic, 5-year master plan that takes direct

aim at the continued growth and development of creative

and rewarding business events in Thailand.

WIN Promote Develop

more bids for

international

business

functions in Thailand

Thailand as

an ideal

business destination

Thailand’s

potential for

unique, truly

memorable events

Strategies

more bids for

international

business

functions in Thailand

Thailand’s

potential for

unique, truly

memorable events

WIN :

Strategy 1: Consolidate existing markets and expand to new target

markets.

PROMOTE:

Strategy 2: Establish Thailand as the “Top of Mind” MICE destination

in Asia.

DEVELOP:

Strategy 3: Enhance the growth of the domestic MICE market.

Strategy 4: Develop various “MICE Cities” to establish Thailand as

a regional leader in the industry.

Strategies

more bids for

international

business

functions in Thailand

Thailand’s

potential for

unique, truly

memorable events

DEVELOP:

Strategy 5: Differentiate Thailand’s MICE market and add value

through creativity and ingenuity.

Strategy 6: Develop a robust MICE infrastructure to maintain

international competitiveness.

Strategy 7: Strengthen the MICE professional network at both the

local and international levels.

Strategy 8: Broaden the role and enhance the potential of TCEB at

home and abroad.

more bids for

international

business

functions in Thailand

Thailand’s

potential for

unique, truly

memorable events

Supporting agencies of MICE and their roles

Our partners

Logo EMA

Marketing Support

more bids for

international

business

functions in Thailand

Supporting agencies of MICE and their roles

Our Government partners

Ministry of Foreign Affairs

Ministry of Finance (Custom Dept.)

Immigration Bureau

Airport Authority of Thailand

Facilitating Support

MICE Destination Promotion by country

Digital Marketing

Online marketing plan prioritizes participation in online

marketing activities by the private sector of the MICE industry,

including organisers, MICE travellers, foreign business partners and entrepreneurs.

MICE Destination Promotion by country

Earn 100 USD for each trade

visitor achieving 3 business matching

meetings (terms and conditions apply).

"Be My Guest" campaign has been

helping organizers attract key buyers around the

globe, giving them an additional advantage when

marketing Thailand's international exhibitions. Under "Be My Guest"

Subsidies are available for

marketing activities with prior

approval from TCEB and held in

ASEAN+6 countries

MICE Destination Promotion by country

Recent Marketing Campaign

‘Thailand’s MICE Rewards’ Scheme

At Abu Dhabi / 25 March 2014

TCEB, has announced the special ‘Thailand’s MICE

Rewards’ package with exciting promotions – running from now

until September 2014 – in a clear show of confidence in Thailand’s

world-renowned MICE industry include ‘Meetings Bonus’

‘Conventions Bonus’ ‘Business Up 2 U’ and ‘Be My Guest’

MICE Destination Promotion by country

which draws collaboration from TCEB, the Tourism

Authority of Thailand, Thai Airways International Plc,

Department of International Trade Promotion, Ministry of

Commerce and VISA Inc. The collaboration will pool

privileges, various products and services, such as air tickets,

airport shuttle, golf, spa, entertainment and internet service,

especially for registered MICE travellers joining exhibition

fairs in Thailand.

Facilitation For MICE Visitor

MICE Lane Service

MICE Capabilities “Driving an Exceptional MICE Future for

Thailand” TCEB is driving a nationwide effort to reshape the future

of MICE in Thailand. It is taking a holistic approach to

educate the present and future generations of MICE

professionals so that their capabilities are not only in

synch with industry demands but also be among the

best in the world.

Copyright © by Thailand Convention and Exhibition Bureau. All rights reserved.

Thailand MICE Efficiency Standard:

Human Capital Development

Concept

“From Capabilities To Profitability” TCEB realizing the Value of People Management for MICE Industry

Copyright © by Thailand Convention and Exhibition Bureau. All rights reserved.

EXTEND knowledge to new generations who can be future

leaders.

ELEVATE capabilities through knowledge, content sharing, networking,

promotion and marketing activities.

support to domestic and international trade alliances. EXPAND

service and operational quality to international standards.

ENHANCE

Pro Active Strategies of TCEB by MICE Capabilities supporting MICE industry in Thailand

Copyright © by Thailand Convention and Exhibition Bureau. All rights reserved.

Multipliers Professionals already involved in the meetings and event industry and related government agencies: • PCOs/PEOs/Government • Primary Support Industries • Exhibitors/ Visitors

New Entrants Peripheral service providers and newcomers to the meetings and event industry: • New Graduates • Secondary Subcontractors

Gen Y/ Students Attract new students to a career in the meetings and event industry. • High School Seniors • Thai & International University/ College Students, especially from ASEAN countries

Main Beneficiaries of Thai MICE industry:

Copyright © by Thailand Convention and Exhibition Bureau. All rights reserved.

The Thailand Experience

• What did in the past – Green Meetings

Guideline

– Green Meetings Package

www.greenmeetingsthailand.com

Our Aim and Our Vision in 2020 The World’s most preferred Sustainable Destination for

Business Event

Future Plans for MICE in country

3 Dimension Thailand’s Strength

Destination

Business

People

Future Plans for MICE in country

Marketing Objective

1.Increase and Expand business events industry to Thailand by:

- Increase 5% of business travellers to Thailand

- Increase 10% of business events revenue

2. Strategically increase the market positioning and brand

awareness of Thailand as Asia’s High Quality Business Events

Destination.

3. Expand the promotional of Thailand in targeted niched and segmentation market.

Future Plans for MICE in country

Source: Policy Statement of the Council of the Minister to the National Assembly 29 December B.E. 2551 (2008)

Government Policy toward Tourism and Services Sector

Promote the market for quality

tourists, both inbound and domestic, through proactive marketing

strategies targeting various groups in Thailand and abroad;

making Thailand a world-class tourist destination, a center for

international meetings and exhibitions, as well as a medical

tourism hub; improve efficiency in issuing visas, waive visa

fees for visitors from Thailand’s FTA partner countries, or those

with trade and investment relations with Thailand and waive visa requirements for tourists from target countries.

28 http://www.tceb.or.th/capabilities/

by increasing variety, value and competitiveness of their services, generating income from abroad and domestically, such as from tourism, healthcare services, meetings and exhibitions, international education, construction, film business, fashion design, jewelry, freight services, information technology and communications, sports and recreation and creative products based on a fusion of cultural and traditional knowledge with new technology.

Government Policy toward Tourism and Services Sector

Develop service industries with growth potential to expand production and marketing bases at the regional level

Source: Policy Statement of the Council of the Minister to the National Assembly 29 December B.E. 2551 (2008)

29

to add value to the tourism sector; improve the quality of tourism

services; promote Thailand as a filming location; and, support

Thailand’s bid to host international events

Government Policy toward Tourism and Services Sector

Source: Policy Statement of the Council of the Minister to the National Assembly 29 December B.E. 2551 (2008)

Promote tourism activities

30

TCEB Communication Channel

Mobile Application

Social Media www.businesseventsthailand.com

TCEB Journal

www.facebook.com/BusinessEventsThailand

Biz EventsThailand

Business Events Thailand

NAME OF SPEAKER: MS.WIPARAT THARATEERAPAB

ORGANIZATION: THAILAND CONVENTION AND EXHIBITION BUREAU

(PUBLIC ORGANIZATION)

COUNTRY: THAILAND

EMAIL CONTACT: [email protected]

Thank You

www.businesseventsthailand.com