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Bright Future Ahead for MICE in FY2019 Thailand's MICE industry sees more than 6,600,000 MICE travellers in Q1

Mar 17, 2019

Thailand Convention and Exhibition Bureau (Public Organization) or TCEB unveiled Thailand’s MICE industry performance during the first quarter of the fiscal year 2019. The result underscores Thailand’s position as a leading MICE destination in the region with a total of 6,653,524 MICE travellers generating over 42,525 million baht in revenue to the country. The statistics also show a jump in the growth of international exhibitions while China remains the number one market for international MICE travellers in Thailand.

Mr. Chiruit Isarangkun Na Ayuthaya, President of Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, revealed that Thailand welcomed 241,407 international MICE travellers in the first quarter of the fiscal year 2019 (October – December 2018), representing 2.48% of the country's inbound travellers recorded in the same period. Those MICE travellers generated 18,031 million baht in revenue to the county, while the top three categories of expenditure, spent by MICE travellers, were accommodation, food & beverage, and shopping.

“Of those major sectors in MICE, the exhibition sector demonstrated an outstanding performance with numbers of travellers increased by 60.66%. The growth was supported by key factors including positive trends in the global economy, while MICE travellers continue to show confidence in Thailand reflecting the government’s efforts to stimulate business activities and travel sector.

The waiver on visa-on-arrival fee, effective since November 15, 2018, has been attracting travellers from target markets such as China, India, and Malaysia. Furthermore, Thailand’s business climate enhances the growth of air travel and boosts the expansion of airline services between Thailand and destinations in ASEAN. Also, an improvement of airlines and airport operational efficiency lead to an increase in capability to serve fast-growing numbers of travellers”

According to the latest statistics from TCEB, top five market of international MICE travellers for Thailand in Q1 were China (85,498 travellers), Laos (29,547 travellers), Malaysia (21,352 travellers), Indonesia (21,051 travellers), and Japan 19,205 (travellers) respectively.  Asia has been the biggest MICE market for Thailand with an advantage from short-haul flights within the region, while the Thai government has been implementing numbers of measures to attract international visitors such as the waiver on visa-on-arrival fee. 

             In term of MICE events, there were a total of 275 international MICE events held in Thailand during Q1. Those events were 37 Meetings, 153 Incentive events, 16 conventions, and 19 exhibitions. The numbers of incentive events occupied more than 50% of the total international MICE events held in Thailand. Most of the activities, or 82.18%, were held in the central region of Thailand especially in Bangkok, Pattaya, and Chonburi. The statistics reflect MICE capability in those key MICE cities including MICE venues where many of them are certified by the Thailand MICE Venue Standard (TMVS), a wide variety of meeting facilities, travel convenience, and post-tour activities.  Followed the central region, 9.09% of MICE events were held in the southern region of Thailand while 6.18% were held in the northern region.

             In term of the domestic MICE market, there are 6,412,117 local MICE travellers generated 24,494 million baht in revenue to the country. Top five of domestic MICE destinations were Bangkok, Chiang Mai, Pattaya, Phuket and Khon Kaen.

             Mr.Chiruit added about the highlight performance in Q1, in term of marketing promotions and MICE industry development following 3 goals of Thailand MICE strategic plans are:

             Revenue Generation: TCEB has provided the event supports (through biddings and subsidies) to 119 of international MICE events organised in Thailand. These events include the 2018 Sunhope Thailand Incentive Group attracted more than 10,000 delegates from China, the BNI Global Convention 2018 attracted more than 4,000 delegates; over three decades held in the US while TCEB successfully brought the event to Thailand for the first time, and Future Energy Asia 2018 attracted more than 8,000 delegates.

             Income Distribution to Local Community:  TCEB has provided supports and subsidies to 9 of domestic events including the new events and existing events. These events include the 33rd Annual Academic Meeting of the Royal College of Obstetricians and Gynaecologists held in Chonburi Province, the RICE Expo 2018 in Roi Et Province, and the InDoi Festival held in Chiang Rai Province. The latter were held under TCEB's MICE City strategy aiming at promoting Chiang Rai into the city of learning for excellent service management and the centre of Royal projects in the northern region. Besides, TCEB has provided supports to 8 events enhancing MICE markets from the Greater Mekong Sub-region (GMS/CLMV/SEZ) which include meeting activities of Prudential Life Insurance from Vietnam, and Armo Fertilizer from Myanmar.

             MICE Development through Innovation: TCEB has organised the 7th Special Meeting on ASEAN MICE Venue Standards (AMVS) and the MICE Intelligence and Innovation Conference. Also, the bureau has offered facilitation via MICE Lane Service for international MICE travellers who attended 45 events in Thailand.

             For the fiscal year 2019, TCEB continues to propel Thailand’s MICE industry through the bureau’s operational guidelines strategically planned in accordance with the government’s 20-Year National Strategy. Key drivers are Strategy No.2 “Boosting Capacities and Competitiveness” and Strategy No. 6 “Maintaining balance and development of processes in the management of government affairs.” TCEB places a focus on people-centric MICE management through equally integrated and transparent works. By driving the industry towards achieving the goal of the national strategic plan, TCEB encourages development and distribution of MICE activities through strategic focus areas on MICE Cities (Bangkok, Pattaya, Phuket, Chiang Mai and Khon Kaen) and second-tier cities. Besides, TCEB is embarking on key projects to reach out to all target groups. These projects are:

             1. The development of MICE routes. TCEB is working closely with strategic partners including the Incentive and Convention Association (TICA), the Designated Areas for Sustainable Tourism Administration (DASTA), as well as MICE venue operators to develop 25 MICE routes in five MICE cities and expand to five second-tier cities for at least 50 new MICE routes across the country. 

             2. The development of MICE education under the “MICE Academic Cluster” project. TCEB enhances this collaborative platform through a network established with leading educational institutions in five regional clusters, namely Khon Kaen University, Chiang Mai University, Silpakorn University, Prince of Songkla University, and Dusit Thani College.

             3. The development of MICE models and operational plans for five MICE cities. The project has been conducting through the collaboration with provincial authorities, the government agencies, and MICE entrepreneurs.

             4. The "MICE for Community" project. TCEB joins hands with the Cooperative Promotion Department to promote co-op centres as venues for MICE. Initially, 35 co-ops have been selected while the project intended to expand to 100 co-ops across the country to generate greater local benefits and distribute income to local communities.

             5. The competition of regional MICE promotions. The project has been conducting through TCEB's partnership with educational institutions of senior management, university network, and alliances from the private and social enterprise sectors.

             6. The marketing promotion for more MICE events in 10 targeted industries under Thailand’s 4.0 policy. The project has been conducting through TCEB's partnership with public and private sectors including Thai Team in MICE sector both in Thailand and overseas such as the Royal Thai Embassies, Tourism Authority of Thailand, trade associations, federations, chambers of commerce, and airlines including Thai Airways International and Bangkok Airways.

             7. The development of MICE Intelligence and Innovation. TCEB has been joining hands with key public and private organisations such as the National Innovation Agency (Public Organization) or NIA and the Office of Contemporary Art and Culture (OCAC). 

             8. The public hearing on TCEB’s integrity and transparency for promoting MICE industry. TCEB works closely with MICE entrepreneurs across the country.

             “Through these key projects implemented under the bureau’s operational frameworks for the fiscal year 2019, TCEB will be able to reach out to target markets in all areas. Also, TCEB is confident that Thailand will be able to welcome 35,982,000 MICE travellers with generating MICE revenue of 221,500 million baht projected for the country.  Of those figures, we expect to see 1,320,000 international MICE travellers with projected revenue of 100,500 million baht and 34,662,000 domestic MICE travellers with projected revenue of 121,000 million baht,” said Mr.Chiruit.


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