During a road show to Singapore, the Thailand Convention and Exhibition Bureau (TCEB) unveiled a new campaign to strengthen the image of Thailand to MICE travellers and organisations in Singapore and around the region. The ‘Believe in Thailand’ campaign will reiterate that Thailand is still a dynamic and motivational business destination by highlighting the unique strengths and attractions that have made Thailand a globally preferred MICE destination: the world-renowned hospitality and the service capability of the Thai people, Thailand’s world-class MICE infrastructure, and the significant financial commitments of the Thai government in support of the industry.
“With the launch of this new campaign in Singapore, we want to inform potential business travellers to Thailand and reassure all MICE players, organisations and businesses. Bangkok and Thailand are back to normal. There has never been a better time to hold a business event in Thailand,” explained Mr. Akapol Sorasuchart, the President of the Thailand Convention and Exhibition Bureau. “The objective of this road show and this global campaign is to reignite the interest and confidence in Thailand amongst Singapore’s business and professional communities. Thailand is a country that has developed a thriving business travel industry through the superior service, the professionalism and the friendliness of the Thai people. This has not changed and we are positive that Thailand will continue to be an attractive destination for MICE events.”
TCEB will embark on a series of events around the region, beginning here in Singapore, at which TCEB executives will meet and talk to key MICE trade organisations and individuals to reassure them that Thailand remains ready to welcome all business events. In addition, TCEB is planning a series of familiarisation trips. Key trade associations, travel agents, exhibition organisers, corporate clients and media across the globe will be invited to Thailand to experience the world class venues and facilities Thailand has to offer first-hand.
TCEB has also commissioned a special regional branding campaign which will feature a series of advertisements to be promoted via regional media networks between now and the end of December 2010. In recent years, Thailand’s MICE industry has become an increasingly influential contributor of foreign income to the country with revenues from MICE activities representing around 13 per cent of Thailand’s total income from the combined total of general and business travel activities. Despite the turbulent circumstances, the number of MICE visitors to Thailand this year is expected to remain stable.
TCEB also offers its latest promotional campaign ‘Thailand Extra Value’ alongside its Thailand Maximise campaign, to the Singaporean MICE market. Tailored promotions address the three key MICE focus areas: ‘Max Value’ (for meetings and incentives business), ‘Max Reward’ (for conventions) and ‘Extra Night, Extra Smile’ (for exhibitions), offering even more for your business events.
Looking further into the future, a Cabinet Resolution by the Thai government has resulted in a feasibility study into the possibility of Thailand’s bidding to host the World Expo 2020. “The project is an advancement on government’s policy of ‘Creative Economy’ and would also cultivate further benefits for the country as a whole, not only the MICE industry. As such, we are pushing forward with plans to submit a bid next year,” said Mr Akapol Sorasuchart. “This important decision reaffirms our confidence in Thailand as a superb destination for hosting international events because of its modern infrastructure, strong track record in previously organising international events and its ideal geographic location as a regional hub.”
In conclusion, Mr.Akapol said: “Thailand can deliver. We can ensure the success of your events. We are more ready than ever to welcome you to Thailand with open hearts and open arms, and we thank you for your confidence in us.”
