Bangkok, 7 August 2014 – The Thailand Convention and Exhibition Bureau (Public Organization) or TCEB has joined forces with Thai Airways International Public Company Limited, the Tourism Authority of Thailand, and Ratchaprasong Square Trade Association to introduce ‘Thailand’s MICE UNITED’, a strategic initiative to boost confidence in Thailand’s MICE industry. Aimed at reaching more than 250 key influencer targets worldwide, the campaign is developed in line with the National Council of Peace and Order’s communications guidelines, and with guidance from the Department of Information, Ministry of Foreign Affairs. Four major activities will be implemented during the fourth quarter of the 2014 fiscal year in order to boost the industry, while driving MICE sector performance to reach targets in line with 2013 levels.
Mr Sek Wannamethee, Director-General, Department of Information, Ministry of Foreign Affairs revealed that, “The situation in Thailand has now returned to being orderly and peaceful. Foreign investors and business people are confident in the investments they make in our economy, so now is the perfect time to organise activities that can best showcase that it’s business as usual in Thailand. A wide range of government policies are being mobilized, especially crucial projects such as the development of our logistics network, which will be implemented as planned. This also presents investment opportunities, especially for foreign investment, because Thailand is a key player in the Southeast Asian market, which has a population of more than 600 million. With strong economic fundamentals, Thailand is also a regional connectivity hub, a vibrant country with friendly people, and a world-class tourist destination. On top of all these factors, Thailand is also a gateway to conduct profitable business in ASEAN.
Mr Nopparat Maythaveekulchai, President of TCEB explained that “The Thailand’s MICE UNITED campaign was initiated with the key objective of helping to reaffirm confidence among business communities around the world. By highlighting the country’s key strengths in the MICE industry, under Thailand CONNECT, the bureau is elevating Thailand’s reputation for excellence as a premiere regional business hub with a diversity of destinations, including five designated MICE Cities, unrivalled business opportunities, and high quality professionals and industry standards.”
“Considered as a strategic tool to reaffirm confidence in the Thai MICE sector, Thailand’s MICE UNITED will reach more than 250 key influencers, including 100 international media and 150 high potential MICE buyers within Asia, while maintaining the important European target market. Four major activities, including two international media familiarisation trips, and two mega road shows in China and the UK, will include representation by top MICE contributors in each region,” Mr Nopparat added.
Mr Charles Pamonmontri, Director Thailand Sales Services Department, Thai Airways International Public Company Limited stated that, “Thai Airways has long realised the strategic importance of the MICE industry and continuously supported the sector. The most important factor for driving growth in the industry lies in confidence. In developed markets, MICE businesses continue to flourish because of the confidence both entrepreneurs and buyers have in such destinations. In this way, Thai Airways can see great synergy among partners including TCEB and TAT in reasserting confidence and reinvigorating Thailand’s image as a premiere MICE destination. In addition, Thai Airways is committed to leveraging the success of the campaign by offering support with promotions, roadshows and complementary orspecially-priced air tickets on routes that the airline flies.”
Mr Wiboon Nimitrwanich, Executive Director Advertising and Public Relations Department, Tourism Authority of Thailand disclosed that, “As part of our role, TAT continues to promote the country’s positive image through a variety of promotional campaigns, including the Thailand Happiness Street Festival, which was held recently to bring back happiness and joy to Thai people, joined by invited tourism entrepreneurs and media. We know that MICE travellers tend to spend more and stay longer than other tourists, thus generating significant revenue for the country’s tourism industry. TAT is confident that Thailand’s MICE UNITED is a great opportunity to support this, as its objectives are in line with the organisation’s policies and strategy. Specifically, we are delighted to help support a welcome reception for a media familiarisation trip from Bangkok – KhonKaen. We are certain that this campaign will effectively help reaffirm confidence around the world.”
Mr Chai Srivikorn, President of Ratchaprasong Square Trade Association (RSTA) commented that Ratchaprasong is considered ‘The Heart of Bangkok’, combining bustling businesses, transcendent tourism and unbeatable lifestyle attractions. In addition, the district is also a centre for MICE activities, with ample venues and facilities of up to 420,000 sqm. Among these are seven luxurious hotels including the Centara Grand at CentralWorld, the Four Seasons Hotel Bangkok, The Grand Hyatt Erawan Bangkok, the InterContinental Bangkok, the Novotel Bangkok Platinum Pratunam, the Renaissance Bangkok Ratchaprasong Hotel, and the St Regis Bangkok, equipped with a combined total of 3,648 luxurious appointed rooms. Ratchaprasong is also known for its unbeatable lifestyle offers ranging from high-end to wholesale, Thai brands to international labels, and from restaurants to relaxing spas, catered especially for discerning businesspeople and travellers alike.
“Especially for the Thailand’s MICE UNITED campaign, RSTA is preparing to welcome MICE travellers and media by highlighting the potential and readiness of the district, while putting in place the ‘Ratchaprasong Showcase’ to allow members of the association to present new products and services to participating media on 8 August. We strongly believe that our support will help boost confidence in Ratchaprasong among MICE stakeholders once again.”
“Embraced by our strategic partners, all of our activities will be key drivers in reinvigorating Thailand’s positive image, as well as opening sales and marketing opportunities for MICE entrepreneurs through a series of media engagement programmes. The implementation of the campaign will not only sure up but also boost MICE activities in Thailand during the final quarter of the 2014 fiscal year. It is expected that Thailand will welcome 888,210 international MICE visitors in 2014, earning the Thai economy a total of THB 87,210 million,” Mr Nopparat concluded.
The Thailand’s MICE UNITED campaign comprises of 1) International Media Familiarization Trip (Bangkok – Chiang Mai) from18 – 21 August 2014; 2) International Media Familiarization Trip (Bangkok – KhonKaen) from7 – 11 September 2014; 3) Thailand’s MICE Roadshow in Shanghai, on 15 September 2014; and 4) Thailand’s MICE Roadshow in London, on 13 November 2014.
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