TCEB forges first-time partnership with Cambodia as part of a new workshop for its Extra Exhibition campaign in Phnom Penh.

1 September, 2016 / Phnom Penh, Cambodia – Thailand Convention & Exhibition Bureau (TCEB) is staging its first business campaign in Cambodia, with a trade promoter workshop in Phnom Penh.

The forum, the latest event in TCEB’s global marketing activity, brings Thailand closer to one of the ASEAN region’s developing economies. It is an effort to boost international exhibition relations between the two countries and reinforce its latest campaign ‘Extra Exhibition: Expand Business Opportunities in ASEAN’, created to promote Thailand’s exhibition industry as well as position the country as the key entry point for the ASEAN marketplace. This will primarily be a push into key sectors related to Cambodia’s foremost industries, namely food and agriculture, textile and garments, infrastructure, automotive and machinery.

This will be the first time that TCEB has promoted and launched a Connect Business Campaign in the Cambodian market; and is expected to strengthen relationships with trade bodies; the chamber of commerce; trade associations; MICE travel agents and media in Cambodia. This is expected to generate an increase in international trade visitors at trade shows organised in Thailand.

The visit follows the second Cambodia-Thailand Joint Cabinet Retreat in Bangkok, during which Cambodian Prime Minister Hun Sen and his Thai counterpart, Prayuth Chan-ocha signed several accords aimed at increasing trade, security and tourism, in addition to cooperation in agriculture and labour. Bilateral trade between Cambodia and Thailand hit US$5.5bn during January-December 2015, that figure representing a roughly 9.43 per cent increase from the same period in 2014.

The two leaders set a target at the retreat to boost bilateral trade to a level three times beyond its current position to $15 billion by 2020. Cambodian exports currently stand at $571m according to the nation’s Ministry of Commerce. The country’s primary exports to Thailand include electrical machinery and parts; agricultural produce, stranded wire and cable, metal ores and garments. In return, Thailand chiefly provides Cambodia with precious stones and jewellery, refined fuels, beverages, cement, sugar and machinery.

Infrastructure will also be improved between the two countries, including two new international border crossings and special economic zones (SEZs), and a long-awaited railway line linking Phnom Penh and Bangkok by the end of 2016.

Such infrastructure development is fundamental to the success of a healthy exhibition and business event industry. The transit not just of people, but products and supplies into and out of the country, is an important factor in the success of a country’s international exhibition industry.

A desire for closer ties

This forum will showcase three attributes of Thailand: Thailand as a destination; as a source of great business opportunities; and as a place to connect with people. This initiative is supported by the bureau's world-class support and services, aimed at positioning the country’s exhibition platform as a high potential marketplace to connect companies from around the world with counterparts in the ASEAN region, and as a gateway to the Greater Mekong Sub-Region marketplace.

It is hoped this event will lead to growth in terms of both visitors and exhibitors. TCEB claims there is great opportunity for increasing the number of Cambodian visitors, pointing to growth figures of 155 per cent in 2015 from 2014 in terms of total visitors and 355 per cent growth if looking only at the food and agriculture sector.

According to a recent TCEB audit, Cambodian visitors paid greatest interest to the food and agriculture sector (52.72%), then automotive (10.74%) and health and wellness (7.88%). The top five Thai exhibitions for the Cambodian market, in terms of attendance, are the agriculture events including VIV Asia, Food Ingredients Asia, Food & Hotel Thailand, RetailEX and FranchisEX ASEAN, TFBO and TRAFS, which welcomed 55 per cent of Cambodia's total visitors in 2015. This business interest demonstrates opportunity where Thailand and Cambodia can strengthen their economic-tie in terms of the food and agriculture sector, upstream to downstream.

Speaking ahead of the event, Mrs. Jaruwan Suwannasat, Director of TCEB’s Exhibitions and Events Department, said Thailand offers great opportunity to potential trading partners in Cambodia. “In 2015, exhibitions in Thailand reached new heights, and this year the country expects to welcome 191,000 international exhibition delegates, generating a total of US 447 million,” she said. “With the Exhibition Extra Advantage Programme, we will further assist and facilitate the demands of Cambodian businessmen looking to grow their business in ASEAN through exhibition platform in Thailand.”

Exhibition Extra Advantage Programme includes Be My Guest – buyer appreciation program to attract buyer from around the globe, and Connect Businesses – an exclusive promotion for match-making at exhibitions in Thailand to earn US$100 for each trade visitor.

Thailand’s trade connections with other countries in the region have expanded as a result of the formation of the ASEAN Economic Community (AEC); a common market with an economy valued at US 2.4 trillion. Exhibitions of course play a key role in facilitating trade and export between countries, and TCEB hopes to build on these numbers with its September workshop in Cambodia.

Contact TCEB or find out more about trade shows being held in Thailand at www.businesseventsthailand.com

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For more information, please contact

Marketing & Support – Exhibitions & Events Department of TCEB

Ms. Siriwan Kamonwichian | Tel: +662 694 6038 | Email: Siriwan_k@tceb.or.th

Mr. Techadhorn Vilaiwan | Tel: +662 694 6039 | Email: Techadhorn_v@tceb.or.th