TCEB Moves Fast to Exploit 5 Key Markets in Asia to Boost Sales During High Times of Asian MICE Markets

Bangkok/ 24 April - Thailand Convention & Exhibition Bureau (Public Organisation) or TCEB seizes the mainstream during high times of Asian MICE markets. Aiming to exploit 5 key markets in Asia, including India, China, Japan, Korea and Singapore, after having found that these markets rank among top five Asian markets for Thai MICE industry, TCEB is moving fast to join pact with both domestic and international associates in enhancing the markets, human resources development through the holding of mega events, supportive campaigns and road shows. Asian MICE is expected to grow by 7 per cent in 2013.

Mr. Thongchai Sridama, Acting President of Thailand Convention & Exhibition Bureau or TCEB, disclosed that, “Currently, various countries are paying their great interest in Asian MICE markets after European and American markets have been suffering economic crisis for 3 years now and no signs of recovery are shown yet. Besides, Asian MICE markets have undergone a long pathway of improvement as countries in the region realise the importance of MICE business. The evaluation of Pacific Asia Travel Association or PATA indicated that Asian MICE markets will continue to expand due to economic growth, especially in China, India and Indonesia.

“In 2012, Asian MICE markets had the highest penetration in Thai market, or 65 per cent of total foreign MICE travellers. The numbers accounted for 476,837 MICE travellers which generated as much revenue as 42,489 million baht. This tremendously impacted the expansion of Thai MICE industry that the “Era of Asian MICE” is said to have begun. Top 5 MICE travellers include India (74,941 travellers), China (63,955 travellers), Japan (45,424 travellers), Korea (37,175 travellers) and Singapore (35,783 travellers), respectively,”

With the herald of the golden era for MICE, TCEB realised this is the opportunities to excite Asian markets for the industry could generate massive revenue streams for the country. TCEB has revamped the rebranding direction and designed strategic marketing scheme in a successive manner. The stimulation of Asian MICE markets will be implemented following 2 key strategies included in the National Economic and Social Development Plan (2012-2016) which are; the first strategy emphasises the retaining of existing markets/the addition of new markets; the second strategy strengthens the connection between domestic and international associates. The two core approaches will be adapted with the creation of marketing plan and activity design for target markets as follows:

1.Indian market: The strategy in expanding into the series of new economy and stimulating the market in the “Insight Focus Group” way. Meetings and exhibition segments will see the stimulation in cities with new economy in India. Meetings will be emphasised in new 3 cities, including Coimbatore, Mangalore and Pune for which

TCEB determined as target cities for this year after having exploited major cities such as Mumbai, Delhi and Bangalore. The new 3 cities have continued to show constant business growth and are ranked among India’s top industrial cities. Residents possess potential to travel to Thailand more on meetings and incentives trips. Exhibition segment will not only be promoted in main cities, such as New Delhi and Mumbai, but also in Gujarat State which is located in the Northwestern India and is home to more than 60

million people. Gujarat composes of 7 large cities including Ahmedabad, Surat, Vadodara, Rajkot, Bhavnagar, Jamnagar and Junaghad. The state houses the largest numbers of corporate organisations in India, as well as factories and industrial estates. In this area, TCEB will exercise the “Insight Focus Group” by attracting business people and investors to join the exhibition in Thailand. Along with leading the exhibitors in the clusters of agricultural and food, machinery, auto parts, lifestyle, medical and pharmaceutical to establish connection and join the business matching, TCEB also supports the exhibitors in terms of funding when the exhibitors publicise their exhibition to any trade association or in the meeting held by trade associations in India. In the past 1-2 years, the strategy for exhibition segment has emphasised in attracting more exhibition organisers into Thailand, apart from the addition of the numbers of exhibitors and visitors.

2.Chinese market :The strategy in retaining existing markets, targeting grouping exhibitions and clinging on public sector system. Meetings business will be promoted via 2 key campaigns. Firstly, the Mega Event Sustainable Challenge aims to draw companies with potential in meetings and incentives holding of 1,000 attendees or more into Thailand. Expected duration of stay is at least 3 days with funding support of 1 million baht. The second campaign is the provision of support in escalation approach by retaining the holding of constant exhibitions in Thailand for at least 3 years with the concentration in 5 main business groups, including direct sales, automobile, medical and pharmaceutical, financial and banking and insurance. The campaign has defined the conditions under which the companies must be able to draw visitors at 10 per cent more each year. TCEB has planned to launch the campaign in other Asian countries in the near future. Exhibition market will see the cooperation with public sector in China, such as the holding of marketing activities with Shanghai Conferences and Exhibition Industry Association in matching business alliances for Shanghai is the hub of trade associations and corporate organisations of China. Exhibition will be represented in clusters, including automobile and spare parts, machinery, agricultural and food. Further, conferences of the China Council for the Promotion of International Trade or CCPIT will also be held across China in order to attract Chinese exporters to join exhibition in Thailand more with support from public sectors of the two countries.

3. Japanese market :The strategy in establishing rapport with district-level MICE bureau. In this year, TCEB has planned to sign the agreement with Okinawa Convention & Visitors Bureau after the success in establishing alliance with conventions bureau in 3 various prefectures in Japan, including Fukuoka, Osaka and Sendai. Earlier this year, TCEB has reinforced the cooperation with Supporo city. Further, a survey tour was also jointly organised with Thai Airways International (Tokyo) and Japan Association of Travel Agents (JATA) in Supporo to bring 5 leading travel agents to witness the readiness in terms of MICE facilities in Bangkok and Chiang Mai. Besides, TCEB has expanded the operation and collaboration with Japan External Trade Organization (JETRO) in order to bridge MICE industry towards trade and commerce of the two countries.

4.Korean market: The strategy in laying foundation in the development of human resources in MICE industry. TCEB signed the agreement with the Korea Exhibition Organizer’s Association : KEOA and another 5 Korean universities in the development of human resources for MICE in order to soar together as MICE leaders of Asia. The agreement covers 4 strategic approaches as follows: 1. Exchange of information about the industry. 2. Sharing of knowledge in terms of academic and research data, as well as student exchange. 3. Coordination in the development of MICE curriculum, and 4. Holding of curriculum training and joint research.

5.Singaporean market:The strategy in implementing visitor promotion. The incentives campaign “OptiMICE Pass” in collaboration with Thai Airways International (Singapore) was launched to target conference organisers and corporate clients in Singapore who are interested to hold conventions in Thailand. The promotion includes discounted airfare for Bangkok-Singapore route with various privileges, such as

advance check-in, seat selection, extra baggage weight, special passenger track at the airports and complimentary Bangkok’s skytrain ticket. The privilege is categorised into 3 levels which range from Silver: for 10-30 persons; Gold: for 31-99 persons and Platinum: for attendees from 100 persons. Minimum duration of stay is 2 days. Reservation must be made from 1 April-31 July 2013. Travel date is from 1 April-31 October 2013.

The aforementioned strategies have enable TCEB to estimate the numbers of MICE travellers into Thailand at 510,276 persons or equal to 7-per cent increase. The revenue of Asian markets is foreseen to surge by 13 per cent or 47,966 million baht. The 5 key target markets of Thai MICE are expected to grow at 10 per cent in average.

“Moreover, TCEB has paid attention to new economy in Asian markets in order to broaden the base of foreign business people, especially from the Greater Mekong Subregion (GMS) for which the population is totalled at 250 million and the BIMSTEC which is home to more than 1,300-million residents. In the near future, TCEB will launch the so-called road show “Thailand-Myanmar Business Opportunity through Exhibition Platform” which is designed to bring 10 exhibition organisers to initiate business matching with association, chamber of commerce, tourism federation and the public sector relevant to trade show business in Yangon. The event is expected to prepare for the upcoming ASEAN Connectivity and to serve as the region’s hub of international exhibition. These marketing activities are essential elements contributing to the achievement of TCEB’s mission to boost MICE industry to grow by 5-10 per cent or equal to 940,000 MICE travellers which could generate more than 88,000 million baht in revenue for the kingdom of Thailand.” concluded Mr. Thongchai.

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For more information please contact:

Thailand Convention & Exhibition Bureau

Ms. Arisara Thanuplang

Tel: +66 2 694 6095


Mr. Sumet Kanchanapan

Tel: +66 2 694 6096



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