Bangkok, 20 February 2015 – The Thailand Convention and Exhibition Bureau (Public Organization) or TCEB unveiled its strategic plan to further develop the international festivals and mega events sector in order to drive Thailand as a host of world-class major events. The strategies highlighted the importance of the partnership between public and private sector counterparts, which is crucial to the success of winning bids for international events. The bureau also organized a workshop entitled ‘Thailand’s Strategic Direction for Festivals and Events’ to provide a brainstorming platform for tourism and MICE organisations. Findings from the session will help redefine the country’s strategic direction for collaboration among the Ministry of Culture, Bangkok Metropolitan Administration, Tourism Authority of Thailand, TCEB, and Thai Chamber of Commerce, reflecting industry demand to drive Thailand’s as Asia’s hub for festivals and events. The development of the international festivals and mega events industry will help increase the number of international visitors and stimulate the economy, while reinforcing the country’s positive image and strengthening confidence among the international community.
Mr Nopparat Maythaveekulchai, president of the Thailand Convention and Exhibition Bureau (Public Organization) revealed that, “TCEB is mobilising our strategic plan to promote Thailand as a preferred destination for major events in line with TCEB’s three corporate strategies, including 1) Win Strategy – TCEB will accelerate bids, while increasing the number of international visitors to festivals and events in Thailand; 2) Promote Strategy – TCEB underlines Thailand’s position as a preferred destination for festivals and events among international communities; and 3) Develop Strategy – TCEB elevates Thailand’s capabilities to organise international festivals and mega events as well as enable strategic networking among the public and private sector, domestically and internationally. The clear strategic direction helps reaffirm our role as a solutions provider to for all touch points of the festivals and events franchise, from bidding facilitation and linkage to international networks, to partnership establishment and international marketing activities, audit research, and re-bidding.”
Strategic Direction to Support Thailand as a Host to Major Events
Under the Win Strategy, TCEB is elevating its support for international festivals and mega events to attract revenue by increasing the number of international visitors to Thailand. The bureau also encourages MICE Cities to regularly organise large scale festivals and events – with a duration of three days and involving more than 10,000 participants per event, throughout the year.
To enable the Promote Strategy, TCEB organizes international roadshows to showcase Thailand as a preferred destination for international festivals and mega events in key markets in Europe such as the United Kingdom – a world-class organizer market, Asia-Pacific such as Japan, and Korea, where local governments strongly support the import of their events to promote arts and culture, and Australia, where the festivals and events market is mature, playing host to many world-class events.
To implement the Develop Strategy, TCEB facilitates collaboration among stakeholders, in line with government policy to drive public-private partnerships and move Thailand forward. A core part of the strategy highlights a tourism and MICE industry listening workshop to redefine the country’s strategic direction for the betterment of international festivals and mega events. Results from the industry hearing with more than 20 public and private organisations will be comprehensively integrated into a mutual plan to drive Thailand as Asia’s hub for international festivals and mega events, involving public and private sector stakeholders including the Ministry of Culture, Bangkok Metropolitan Administration, Tourism Authority of Thailand, TCEB, and Thai Chamber of Commerce. Also, TCEB looks to further develop and upgrade the local festivals and events to be recognised at the international level.
“To drive the Thai economy through the development of international festivals and mega events, TCEB is committed to working closely with key strategic partners by proposing the country’s strategic direction in five key dimensions, including 1) visitor numbers and visitor quality 2) content and event quality 3) public partnerships 4) integrated marketing and 5) industry intelligence reports,” Mr Nopparat added.
Redefining Thailand’s Strategic Direction for Festivals and Events
1) Visitor numbers and visitor quality focuses on increasing high quality international visitors attending festivals and events in Thailand, as well as encouraging top tier cities to organise major events.
2) Content and event quality focuses on creating major events that best reflect the country’s unique attributes in arts and culture, creativity and lifestyle, entertainment, and tourism and sports, while promoting activities in line with the city’s DNA, utilizing cultural content to differentiate from other events.
3) Public partnerships highlights strategic collaboration among participating government agencies, and clear roles for each state organization to drive Thailand’s position as an Asia’s hub for festivals and events.
4) Integrated marketing showcases collaboration among private sector organisations including the Thai Exhibition Association and Thailand Incentive and Convention Association, providing linkages between international organisers and local MICE operators.
5) Industry intelligence reports underline the importance of developing an efficient database between the tourism and MICE industry.
Further Developing the International Festivals and Mega Events Sector to Drive Prosperity
The success of international festivals and mega events stems from the cultural context of the events. Thailand can enjoy many advantages thanks to its long history and deep culture, and a wide variety of venues in Bangkok, MICE Cities, and around the country. The differentiation of events based on City DNA will help attract local and international organisers to choose each destination.