Bangkok – 23 January 2015 - Thailand Convention and Exhibition Bureau (Public Organization) or TCEB organised the Thailand International Exhibitions and Events Forum 2015 (TIEEF 2015) with the aim to unveil an annual strategic plan to strengthen Thai international exhibition industry and announced the launch of the ASEAN Rising Trade Show (ART) to be a key national economic driver. The new initiative reiterates the position of Thailand as the leading exhibition platform for the ASEAN region through three strategies – upgrading international exhibitions in five key rising industries with high potentials and in line with demand by the AEC;, financial supporting for international marketing; and expanding ASEAN Mice Collaboration program to capture new markets in South China.
Mrs Supawan Teerarat, Vice President, Strategic and Business Development, The Thailand Convention and Exhibition Bureau (TCEB) said that, “to become better equipped to compete in a challenging landscape brought about by the ASEAN Economic Community, TCEB launched the ASEAN Rising Trade Show campaign, underlining the theme, "Think Big, Go Beyond", with the aim to strengthen the country's position as the leading exhibition platform for ASEAN. In addition, TCEB commits to facilitate the improvement of Thailand’s international exhibitions to be a key national economic driver. The ART campaign is endorsed by the Thai Exhibition Association, the Global Association of The Exhibition Industry (UFI) also participated as one of the judging panel.”
In fiscal year 2014, Thailand welcomed 919,164 MICE travellers, generating revenue of Bt 80,800 million to the national economy. Among these, 157,996 are business travellers in the exhibition sector with revenue of Bt 13,616 million. The top five countries with buyers and visitors participating in Thai international exhibitions are Japan, Malaysia, China, Singapore and India respectively.
Supported by several growth factors including the status of being a major production and export base of the region, strong support from the government, world-class exhibition facilities and infrastructure; and massive business opportunities as the gateway to ASEAN. In 2015, TCEB strives to drive the Thai exhibition industry forward, with the aim to strengthen Thailand’s leadership position as exhibition platform of the ASEAN region, through three key strategies – upgrading the Thai exhibition industry, providing financial support for international marketing activities; and expanding ASEAN Mice Collaboration network to capture new markets beyond the AEC.
In upgrading the Thai exhibition industry to compete in the regional arena, TCEB initiated the ASEAN Rising Trade Show (ART) with the aim to support the industry in sustaining a 3-year strategic plan in raising the profile of the country as the key exhibition platform of the AEC. Highlighting five key industries which are fundamental to build economic growth of the AEC: Automotive, Energy, Food & Agriculture, Healthcare & Wellness, and Infrastructure, theASEAN Rising Trade Show campaign also aligns with TCEB’s strategy to provide financial support for for the selected international exhibitions while motivating trade show organisers to uplift the quality of the shows and devised innovative marketing activities to attract more visitors and better reach high quality target audiences.
“The ASEAN Rising Trade Show is a three-year program running from 2015 to 2017. The criteria for participation in the program includes exhibitions that are new and creative, promote business sustainability for trade fairs, demonstrate the growth of international participants from AEC countries and contribute to the growth of the trade fair industry,” added Mrs Supawan.
The shortlisted international exhibitions under ASEAN Industry Trade Shows 2015 comprised of : the Food and Agriculture industry - Horti Asia 2015, Food Ingredients Asia 2015, Food & Hotel Thailand 2015 and TFBO & TRAFS 2015; the Automotive industry - Automotive Manufacturing 2015 and Assembly and Automation Technology 2015; the Energy industry - Renewable Energy 2015, 3W Expo 2015 and PEA Presents EcolightTech Asia 2015; the Healthcare and Wellness industry - Thailand Lab 2015; and the Infrastructure industry - Smart Rail 2015 and ASEAN Ceramics 2015.
Under the regional collaboration strategy to prepare for the AEC, TCEB continues the ASEAN MICE Collaboration program, initiated since 2011 with the aim to synergise the local association-level organisations to the government sector, which is fundamental to support Thai private sector in accessing target audience in international markets especially in the ASEAN region. In the first quarter of fiscal 2015 (October – December 2014), TCEB has reached an agreement with Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS); and China Council for the Promotion of International Trade (Yunnan Sub Council), which is a part of the Greater Mekong Subregion connecting to the rest of China. The agreement focuses on collaboration with the members of these associations which are quality targets of the Thai exhibition industry as well as help the organizers of exhibitions under the support of the ASEAN Rising Trade Show increase the number of quality visitors.
With the new 2015 initiatives to bolster the Thai exhibition industry, TCEB expects to attract over 190,400 international exhibitions in Thailand, generating revenue of Bt 17,000 million. More broadly, for the overall MICE industry, TCEB targets international MICE travellers to Thailand in 2015 will reach 1,036,300, earning to the Thai economy over Bt 106,780 million..
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