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Thailand targets EU Market with 2018 MICE Marketing Campaign

Dec 10, 2017

The Thailand Convention and Exhibition Bureau or TCEB, today unveiled its latest strategic marketing initiative for 2018 at IBTM World, today, that positions the country as Asia’s top Bleisure destination, further strengthening the delivery of quality business venues and innovative leisure activities for EU-based event organizers.

The EU MICE market remains a major target for TCEB’s promotions as it gears up a campaign that presents a simple core message; hosting business events in Thailand can be fun.

In 2017 Thailand’s MICE sector drew 1,276,411 MICE visitors, generating earning of Euro 2.61 billion. A total of 109,012 EU MICE travellers visited Thailand, up 20% over 2016. Revenues also grew by Euro 200 million in 2016 to EURO 243 million in 2017 – an increase of 21.60%. UK, France and Germany are the top three EU nationalities among MICE visitors to Thailand.

Commenting on the launch, TCEB Senior Vice-President Mrs. Nichapa Yoswee said: “Through the recent marketing communication campaign, “THAILAND CONNECT Your Vibrant Journey to Business Success”, TCEB aims to build upon the fundamental pillars of Thailand’s MICE industry,  including our diversity of destinations, a myriad business opportunities, and of course the people of Thailand.  By highlighting these unique strengths, TCEB can help position Thailand as a leading destination for Bleisure activities for European event organizers, professional bodies and corporate events.” 

TCEB’s strategy to attract more EU MICE events targets key industry sectors under the “Thailand 4.0’ policy”, which aims to transform Thailand into an innovation-driven economy. The bureau will implement 4 tailor-designed strategies: 1. CONNECT INDUSTRY, 2. CONNECT MARKET, 3. CONNECT US and 4. CONNECT ALLIANCE to drive EU business events market.

For CONNECT INDUSTRY , TCEB will focus on MICE events supporting key economic sectors prioritized under the 4.0 policy to identify new markets in  key future industries. Tier 1 sectors include digital, automotive, culture & high-value services, pharmaceuticals and food & agriculture. Tier 2 sectors include aviation, IT and new technology, creative industries and robotics. For CONNECT MARKET, key markets for Thailand are France, UK and Germany (Tier 1 markets) and the Netherlands, Belgium, Poland, Italy. (Tier 2 markets). 

Under the strategy, CONNECT US features a range of TCEB marketing activities to encourage corporate associations, organisers and key decision makers to choose Thailand as the ideal destination for their business events.  TCEB will participate in a number of key global  annual trade shows (IBTM World, ITLM Cannes, IMEX Frankfurt) and will lead two European Road Shows to Berlin and Paris, and the Thailand MICE Road Show Europe edition. An educational familiarization trip or TIME 2018 will also take place in 2018. These events will be supplemented by sales calls and one-one meetings with key influencers and decision makers. 

CONNECT ALLIANCE will focus on collaboration with european government agencies and international partners including airlines, hotels, DMCs etc. to boost awareness and create new opportunities to attract meetings and incentive travel events to Thailand. TCEB will also organize events jointly with UFI (Global Association of the Exhibition Industry) as a global exhibition platform for networking and meetings with EU-based event organizers, the Italian Exhibition and Trade Fair Association and Thai-Italian Chamber of Commerce (AEFI), the Association of Event Organizers (AEO) in UK, and AUMA, the Association of the German Trade Fair Industry.  

EU - MICE Promotional Campaign 2018 


To stimulate growth in Thailand’s meetings and incentive travel business, TCEB’s Meet By Design Promotional Campaign comprises three components: MEET NOW, MEET SMART and MEET MEGA, each offering a tailored menu of incentives and support for groups bringing their events to Thailand.

For mega-events of corporate meetings and incentive travel events to Thailand, a financial subsidy of up to Euro 25,000 (Baht 1,000,000) is available to groups of over 3,000 delegates, staying in Thailand for at least 3 nights. The event must be held at a venue certified under the Thailand MICE Venue Standard (TMVS). Generous non-financial support is also available for these mega-events. 


For conventions coming to Thailand, TCEB’s Convene in Paradise promotional campaign offers up to Euro 25,000 (Baht 1,000,000) in financial support for eligible convention events for conventions with a minimum attendance of 1,000 international delegates or in the 5 industries prioritized under Thailand 4.0. 


For exhibitions, TCEB Premier Exhibition Access aims to provide world class support and services to exhibition organizers worldwide, offering a range of key support measures tailored to maximize the success and impact of conventions and exhibitions held in Thailand.

“The marketing campaign aims to raise the industry profile and boost visitor numbers. TCEB expects that by the end of 2018, Thailand will welcome 1,340,231 international MICE visitors, generating Euro 2.74 billion in revenues to the national economy” concluded Nichapa.

International events head for Thailand 

During the 2018 fiscal year (October 2017 to September 2018) Thailand will host a wide range of flagship MICE events, including:

Meetings and Incentives 

 1. Herbalife China Extravaganza 2017, 13-16 October 2017
 2. 2017 Unicity Bios Leadership Trip, 15-26 October 2017
 3. 2017 Amway Taiwan Leadership Seminar, 12-17 November 2017 
 4. Herbalife North Asia Extravaganza  2018, 7-10 June 2018


 1. MDRT Experience (Million Dollar Round-Table) and Global Conference, 8-10 February 2018
 2. Sport Accord Convention 2018, 15-20 April 2018
 3. The 31st Congress of Asia-Pacific Association of Cataract & Refractive Surgeon (APACRS 2018), 19 - 21 Jul 2018

Exhibitions and Events

 1. ASEAN Side of the Doc, 30 January – 2 February 2018
 2. Bangkok Design Week, 27 January – 4 February 2018
 3. World Cyber Game, 26-29 April 2018
 4. ASEAN Sustainable Energy Week 2018 , 6-9 June 2018
 5. ProPak Asia 2018, 13-16 June 2018
 6. SILMO 2018, 20-22 June 2018
 7. BEYOND BEAUTY ASEAN 2018, 20-22 September 2018
 8. CeBIT ASEAN Thailand 2018, 18-20 October 2018



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