TCEB’s 5 Strategies to Promote International Exhibitions in 2021
23 December 2020, Bangkok: TCEB will employ 5 strategies to promote international exhibitions, adjusting market approach to be more target-specific in order to gain tangible results. The highlight is to focus on high potential 12 industries and penetrate Asian market as it is the region showing trend of continued growth. In all, the bureau will support 58 international exhibitions in 2021, generating an estimated 23,000 million baht in revenue.
Mr. Chiruit Isarangkun Na Ayuthaya, President, Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, revealed that the bureau’s 5-year international exhibition promotion plan (2019-2023) focuses on attracting and supporting trade shows in 12 key industries to help drive the government’s policy. Due to COVID-19 pandemic in 2020, the bureau has, however, adjusted the plan to accommodate new norm exhibition as a means to boost domestic economy and enable the organization of trade show, whether it is face-to-face event or hybrid one, in accordance with safety measures.
In 2021, TCEB plans to support 58 international exhibitions, comprising 44 existing shows and 14 new ones. The shows are involved in smart electronics, national defense industry, digital industry, integrated medical industry, and biofuel & biochemical industry. They are expected to generate 23,000 million baht in revenue to the national economy.
To promote trade exhibitions in the 12 key industries, TCEB will use 5 strategies: 1) Asia-centric which aims to increase visitors and participants from the Asian region in both online and offline trade shows, and support package will be developed for exhibitors, organisers and visitors from the region. This strategy will help maintain the country’s position as a center of international exhibitions in Asia, 2) attract new shows and promote trade shows, conventions and festivals of the same nature and are co-located (new shows-clustering events) which will attract more visitors and participants, 3) promoting the expansion of trade shows into potential areas, for example, LOG-IN events planned for Eastern Economic Corridor (EEC), 4) collaboration with government agencies to support them to hold large-scale trade show or convention under “One Ministry, One Expo” concept. This strategy will stimulate government agencies to recognize the importance of international exhibitions and spur the competition among trade shows of the same industry, which will ignite industrial knowledge and enhance the importance of international trade shows, and 5) innovation and technology to enhance the experience of visitors through online platform, which will create business opportunities, expand trade network, generate return of investment for both exhibitors and organisers and lower physical touching points at the shows.
Mr. Sanchai Noombunnam, Deputy Managing Director, Informa Markets (Thailand), said that, Informa Markets has utilised modern technology, especially digital platform, to promote and organise new normal exhibitions, such as webinar, adherence to standard operating procedure (SOP), quantifying public relations channels, be they facebook, e-newsletter and LINE OA and organising hybrid exhibitions which can attract over 2,500 visitors from various countries, including over 500 online business matching in several industries.
Mr. Sakchai Pattarapreechakul, President, N.C.C. Exhibition Organizer Co., Ltd. (NEO), viewed that exhibition remains a key mechanism in linking the industries and driving the national economy even during the pandemic. As an organiser of international trade shows, the company has immersed technology and creativity to bring about new form of exhibitions, such as webinar, live streaming, virtual trade show and online business matching, which help enhance the show’s potential and unlimited access.
“When we are back to normalcy after the pandemic, I am confident that online technology will be a key instrument in creating experiences for trade show participants and it will be an efficient platform connecting business network and buyers worldwide.”
Mr. Kavin Kittiboonya, Managing Director, Kavin Intertrade Co., Ltd., stated that as a result of the COVID-19 pandemic and travel restrictions, the company has adopted digital technology into the organization of trade shows as it can serve as a window of opportunity for Thai exhibitors to meet overseas buyers who cannot travel to Thailand due to lockdown. The company has received positive feedback from Thai exhibitors.
“In 2021, the company has planned to organise hybrid exhibitions, incorporating both face-to-face and digital, because we foresee that COVID-19 will not end soon and developed vaccine will remain insufficient. We plan to utilize the digital technology to benefit both international exhibitors interested to expand in Thai market but are restricted by travel ban and Thai exhibitors wishing to sell overseas.”
“Even though the COVID-19 pandemic has restricted international travel in 2020, international exhibition organisers are able to make use of technology in blending face-to-face shows with online channel, creating hybrid exhibition which has enabled business negotiation, business dealing and around 15,000 business matching between Thai and Asian businessmen. TCEB has supported a total of 24 international exhibitions with the participation of 133,259 Thai and overseas business people, generating 6,521 million baht in revenue.” concluded Mr. Chiruit.
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