TCEB HIGHLIGHTS 4 KEY STRATEGIES TO STIMULATE DOMESTIC MICE MARKET

• Driving growth of domestic MICE, penetrating Special Economic Zones and CLMV countries, promoting domestic meetings and incentives travel to the Royal Initiative Projects and The Royal Thai Military tourism destinations


• Targeting 15.2 million domestic MICE travellers, generating total revenue of 33 billion baht in 2015

Bangkok, 3 March 2015 - The Thailand Convention and Exhibition Bureau (Public Organization) or TCEB today unveiled a strategic plan to promote the domestic MICE (DMICE) market, in line with the organisation’s 4Ps strategic direction, which highlights collaborative efforts to stimulate prosperity and drive growth of the sector through the ‘Meeting in Thailand’ campaign. The bureau also put in place plans to penetrate Special Economic Zones (SEZ), and CLMV countries, as well as to promote meetings and incentives travel to Royal Initiative Projects and Royal Thai Military tourism destinations throughout the country. Moreover, TCEB aims to support domestic exhibitions (D-Exhibition) through the Invent-Upgrade-Clone strategy.


Mr Nopparat Maythaveekulchai, president of TCEB disclosed at the opening ceremony for the 2nd Thailand Domestic MICE Mart 2015 that, “In tandem with our international market support strategy, TCEB’s approach to market promotion for Thailand’s domestic MICE industry follows the 4Ps (Public – Private – People – Partnership) strategic direction, emphasizing collaboration among ‘Thai Team’ organisations, the private sector in the MICE industry, members of the press, and the general public. To stimulate the domestic MICE market, TCEB has identified four key strategies to drive growth of this sector.”


The first strategy focuses on the Meeting in Thailand campaign, underlining MICE activities in five MICE Cities, including Bangkok, Pattaya, Chiang Mai, Phuket, and Khon Kaen, as well as other high potential cities.


The second strategy focuses on the expansion of domestic meetings and exhibitions in Special Economic Zones, and CLMV countries (comprising Cambodia, Laos, Myanmar and Vietnam) - gateways to rising border trade and investment in the AEC era. In line with the government’s economic policy to accelerate the development of the Special Economic Zones, TCEB will work closely with local chambers of commerce in Tak, Mukdahan, Sra Kaew, Trad, and Song Khla to promote MICE activities along the borders of Thailand and neighbouring countries.


The third strategy emphasises the promotion of domestic meetings and incentives travel at Royal Initiative Projects and Royal Thai Military tourism destinations. Organisations can enjoy abundant hands-on learning experiences by participating in rice terrace farming, restoration and conservation of the forest, and many more, while being delighted by military-themed activities such as adventure, culture and history, unity, and local lifestyle. This year, TCEB will focus on three key provinces including Satun, Lampang, and Petchaburi.


The fourth strategy underscores the promotion of domestic exhibitions through three key directions including the invention of new domestic exhibitions throughout the country, significant upgrades of local exhibitions to become regional exhibitions, and cloning successful exhibitions by replicating them in other markets.


A core part of the Meeting in Thailand campaign is driving growth of the domestic MICE industry by increasing the number of domestic MICE travellers and revenue, while uplifting Thailand’s strategic positioning as a high quality MICE destination in Asia. Under the campaign, TCEB has launched the 2nd Domestic MICE Mart 2015, building upon last year’s success. In addition, the campaign incorporates testimony from public and private sector stakeholders to promote the domestic MICE industry through communications channels such as broadcast and print media targeting MICE Cities markets, from March to September 2015. “To move Thailand forward through the promotion of the domestic MICE industry, this sector needs cooperation from everyone. With collaboration between public and private sector organisations, and our commitment, TCEB is more than ready to help provide financial and marketing support such as business matching, and business networking, for all MICE activities in Thailand. With our effective strategies, promotions and support, TCEB foresees growth of Thailand’s domestic MICE industry in the 2015 fiscal year, with a total of 15.23 million domestic MICE travellers, earning the Thai economy 33.06 million baht,” Mr Nopparat concluded.

For further information, please contact:


Corporate Communications Division, Thailand Convention and Exhibition Bureau


Ms Arisara Thanuplang    Tel: +662 694 6095    Email: arisara_t@tceb.or.th


Mr Pishnu Plaikaew Tel: +662 694 6000    Email: pishnu_p@tceb.or.th


Ms Kanokwan Kadeedaeng    Tel: + 662 694 6006    Email: kanokwan_k@tceb.or.th


Ms Kwanchanok Otton Tel: + 662 694 6096 Email: kwanchanok_o@tceb.or.th