TCEB inspires success for global luxury MICE business with five ‘chic & charming’ destinations

Thailand’s ‘Believe in Thailand’ campaign, conceived by the Thailand Convention and Exhibition Bureau (TCEB) has been widely credited for the rapid upturn in MICE visitors to the country. TCEB today announces a new initiative to build on this success to further boost Thailand’s image and presence in the high-end “Luxury MICE” market.

Mr. Akapol Sorasuchart, TCEB president disclosed that “this initiative is designed both to extend market penetration in the existing ‘Luxury MICE’ market, and also to increase the size of this niche market. In terms of numbers, the Luxury MICE market has shown steady growth over the past few years. These visitors, especially those from long-haul markets, tend to travel in smaller, more exclusive and senior-level groups, and of course their expectations and standards are correspondingly higher.

Continuing, Mr. Akapol added, “In order to spearhead this campaign, TCEB has selected five         ‘chic & charming’ destinations – one each in Bangkok, Hua Hin, Chiang Mai, Phuket and Samui,        to offer a captivating experience, and unrivalled standards to the most discerning MICE groups. We are confident that the initiative will add 15-20 per cent to Thailand’s overall MICE industry revenues, with the ‘Luxury MICE’ segment projected to contribute around US$ 130 million this year.”

Commenting on TCEB’s recently-launched ‘Believe in Thailand’ campaign, Mr. Akapol explained, “This campaign has been organized jointly with the Thailand Tourism Authority, Thai Airways International and other government agencies, as well as the industry itself. The campaign is the result of intensive industry consultations, and ultimately aims to boost international operators’ confidence in Thailand’s MICE industry by highlighting the country’s four major assets: professional service, world class infrastructure and facilities, variety of meetings and destinations, and countless business opportunities. The campaign’s key message is ‘Thailand: providing inspiration for your business success’.”

To promote the Luxury MICE segment, TCEB has organized activities including a Luxury Familiarization Trip, set to offer a unique, exclusive and first-hand experience as well as the chance to inspect the country’s luxury MICE products. Continuing, Kh Akapol commented, “Our aim is to send a clear message to business travellers and MICE players, organizations and businesses around the world that it’s business as usual in Bangkok. There has never been a better time to hold a business event in Thailand.

“Next year Thailand will host a number of major international business events, including the World Sport Destination Expo 2011, as well as incentive trips from multinational companies based in Europe, USA and Japan from industries including luxury goods, cars, insurance, personal care and pharmaceuticals.”

In regard to the industry’s longer term prospects, Mr. Akapol said, “Thailand has been a regional MICE leader for the past decade. We plan to boost Thailand’s share of key long haul MICE markets, and we also will be organising Corporate Familiarization Trips and seminars to highlight the potential of Thailand’s fast-growing ‘Luxury MICE’ niche. In addition, TCEB has defined a set of ‘Green Meetings’ criteria for meetings and incentives groups, as part of our efforts to enhance environmental performance of business tourism events. We’re also conscious of Thailand’s position as the gateway to the Greater Mekong Subregion (GMS) and its 500 million people.

Mr Akapol concluded, “Finally, I would like to mention that Thailand will bid to host the World Expo 2020 mega-event, and has nominated the city of Ayuthaya as the proposed venue, under the theme ‘Redefine Globalisation: Balanced Life, Sustainable Living’. Hosting the World Expo 2020 in Thailand will make major and lasting contributions not only to employment and the broader economy, but also to creativity and innovation.”

Last year, Thailand welcomed around 679,000 MICE visitors, generating Baht 55 billion (US$ 1.8 billion) in revenues. This year MICE visitor numbers are set to increase to 720,000 MICE visitor, generating Baht 57.6 billion (US$ 1.92 billion).