TCEB builds MICE Ecosystem at ‘TIME 2018’
Sep 24, 2018
Thailand Convention and Exhibition Bureau (Public Organization) or TCEB showcases MICE Ecosystem at the Thailand Incentive & Meeting Exchange 2018 (TIME 2018). Held in its third edition, this year’s TIME focuses on Long Haul MICE markets namely Europe, North America, and Oceania.
Mrs. Nichapa Yoswee, Vice President of Business of TCEB said that “Meetings and Incentives (MI) sector is a significant contributor to Thailand’s MICE industry, generating approximately 50% of the industry’s total revenue. The recent statistics in the first-half of this fiscal year show that MI sector delivered the highest growth rate. Meeting sector (M) alone welcomed 150,849 business travellers, or 11.81% increased from the same period last year. Incentives sector (I) welcomed 176,005 business travellers representing 21.63% growth. To elevate the MI sector, TCEB implements strategic plans for the year 2018 and 2019 that focus on building MICE Ecosystem to supporting all related factors, encourage target groups, and integrate works for mutual-benefit in three directions: Firstly, enhancing MI activities in targeted industries under Thailand 4.0 Policy. The idea is aimed at promoting the country’s key industrial sectors through meeting activities; Secondly, increasing meeting activities in MICE Cities and second tier MICE destinations such as the Eastern Economic Corridor (EEC), Hua Hin, Prachuabkirikhan, Chiang Rai, and Koh Samui in Surat Thani. The development of MICE resources in these cities helps to create jobs and raise revenue following the Thai government policy on income distribution and sustainable economic development; and thirdly, strengthening proficiencies of local MICE operators in the area of products and services development as well as marketing and sales capabilities. TCEB is tasked with responsibilities to create business and knowledge platforms for MICE entrepreneurs, stimulates demand and supports the development of supply that reflects the needs of MICE market.”
TIME 2018 is one of the highlight activities organised by TCEB’s Meetings and Incentives Department. The event creates business opportunities, enhance understanding and new perspectives, and updates market insights for MICE entrepreneurs. TCEB aims that TIME will encourage MICE operators and develop their capabilities to create creative marketing plans, response to the needs of customers, develop new marketing opportunities, create uniqueness, and add value to Thailand’s MICE industry.
The first and the second editions of TIME focused on China and India markets respectively. For this year’s edition, the event is aimed at enhancing Long Haul markets in three continents which are Europe, North America, and Oceania. Recent statistics from TCEB shows that in the first two quarters of this fiscal year, there were 101,514 business travellers from these Long Haul markets which generated 7, 943 million baht in revenue to the Thai economy. The figures increased by 8.34% when compared to last year. In general, business travellers from Long Haul market tend to spend extra time for leisure after work and make repeat visits. Therefore, Long Haul markets are considered as a high-value market for MICE industry.
The three primary activities at TIME2018 are:
1) Knowledge Exchange, conducted on June 19 under a concept of 'Element of Thailand'. This knowledge platform focuses on enhancing competitive capabilities and market insights. It helps participants to learn about the target markets including business environment and trends, politics, economics, tourism, policies, regulations, as well as key factors that influence customers’ decision on choosing meeting and incentive destination.
2) Business Exchange, this networking platform is also organised on June 19 in the style of ‘Social Club’. It allows 30 buyers from Long Haul markets to meet with Thai MICE operators in four different settings which reflect Thailand’s meeting destinations. These themed settings are: Beach - the theme demonstrates the ideal creative atmosphere of business meetings in Thailand's beach resorts; Nature - the themes feature sustainable MICE events; Culture – the themes highlight the uniqueness of Thai culture; and City – the themes demonstrates Thailand’s MICE capabilities in major MICE Cities.
3) Experience Exchange, this activity is a familiarisation trip organised under the theme 'Global Exchange for Change' during June 20-23 in Koh Samui, Surat Thani. It is aimed at showcasing Koh Samui’s capabilities in accommodating small and medium-sized MI groups with numbers of 50-100 delegates. It creates a direct experience and highlights a luxury theme to expand new marketing opportunities for the local operators. During the trip, participants will get a chance experience CSR and Team Building Activities. TCEB expects that this activity will generate more business opportunities for Koh Samui, principally from the premium MI markets. It is estimated that TIME 2018 will create a trade value of 170 million baht.
Mrs. Nichapa added, "Besides TIME2018, TCEB is introducing a promotional campaign so-called ‘Meet by Design’ which is specially created to attract MI groups. Promotions include: Meet Now - facilitations and supports will be provided to MI group with a minimum attendance of 50 delegates and a minimum stay in Thailand for three nights, and Meet Smart - 100,000 baht support will be provided to MI group coming from five targeted industries under the Thailand 4.0 Policy. The eligible group must have a minimum attendance of 50 delegates and organise at least two full-day meetings at a venue certified Thailand MICE Venue Standard. Throughout this year, TCEB joins a series of leading exhibitions for Incentive travel and Meetings to promote Thailand MICE industry in Long Haul markets. The bureau creates Thailand Pavilion at the IMEX Frankfurt 2018, IMEX America 2018, and IBTM World 2018 in Spain. Furthermore, sales and marketing missions are conducted in major cities including Paris, Sydney, and Melbourne as well as cities in the midwestern United States namely Dallas, Minneapolis, and Chicago. International corporations which conducted MI activities in Thailand this year include IT and Communications companies from Australia namely Beyond Trust with 100 delegates, Business Blueprint with 180 delegates, Autodesk Otx APAC with 700 delegates, and Vodaphone which conducted an incentive trip to Samui with 144 delegates. From Europe, Colt Technologies Services brought 160 delegates to Bangkok, and from USA, IBM AP Cloud Fast Start which organised its meeting in Bangkok with 1,100 delegates. Thailand welcomed 547,623 business travellers generating revenue of 42,854 million baht in the first half of 2018 fiscal year. MI sector made the highest growth rate when compared to other sectors in MICE. There were 150, 849 business travellers from Meeting sector (M) which increased 4.95% over the same period year. This sector generated 14,574 million baht of revenue to the country. Meanwhile, Incentives travel (I) welcomed 176,005 delegates, or 21.63% increased when compared to last year. The sector generated an income of 10,282 million baht which increased 15.67%. With this growth performance, TCEB will continue to focus on integrating intensive marketing strategies to attract the MI markets throughout 2018 and 2019,” said Mrs. Nichapa.
TCEB expects that at the end of 2018 fiscal year, Thailand will welcome 1,327,000 business travellers with 124,000 million baht in revenue to the country. Of these figures, business travellers from MI sectors are expected to reach 569,000 with a growth rate of 7%. In overall, the Long Haul MICE market is expected to grow by 5%.
By: MC Media Group International Global Office Berlin | Editor-in-Chief Werner Kreis
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