MICE-Contact News Archive

Thailand Convention and Exhibition Bureau teams up with THAI and THAI Smile to tap into MICE in APAC

Feb 14, 2020

Thailand Convention and Exhibition Bureau (TCEB) teams up with THAI and THAI Smile to launch APAC MaxiMICE, a new promotional campaign specifically designed to attract corporate customers in the Asia Pacific region. Highlighting a series of privileges including special airfare, the new incentive scheme aims to boost a quality MICE market and has a goal to attract 10,000 travellers in the Meetings and Incentives (MI) segment.

Vichaya Soonthornsaratoon, Vice President – Administration, TCEB said, “TCEB joins forces with strategic partners, namely Thai Airways International Public Company Limited (THAI) and THAI Smile Airways Company Limited to introduce APAC MaxiMICE, the latest marketing promotional campaign designed to stimulate the local economy by increasing numbers of international MICE travellers. The campaign targets to grow the corporate market and expand the customer base in the Asia-Pacific region, which is the primary market source of Meetings and Incentives segment for Thailand’s business events industry.”

The Asia Pacific region is regarded as the most important source market which occupies the largest share in Thailand’s MICE sector. In the fiscal year 2019 (from October 2018 to September 2019), the country welcomed 1,162,170 MICE travellers from Asia Pacific countries, representing 91.22% of the international MICE travellers with a record of 1,273,981 in total. Of those MICE travellers from the Asia Pacific countries, the MI segment occupied 56.23% of the market share or 653,459 travellers.

To continue the momentum in this fiscal year (from October 2019 to September 2020), TCEB expands the proactive marketing campaign beyond the ASEAN market. The APAC MaxiMICE campaign is available in 15 territories in the Asia Pacific region: India, Singapore, Malaysia, Indonesia, Philippines, Cambodia, Laos, Myanmar, Australia, New Zealand, Japan, China, Taiwan and Hong Kong. By partnering with the national carrier – THAI and its subsidiary carrier – THAI Smile, served with extensive networks covering key economic routes in the region, the promotional campaign is expected to enhance the growth of the Asia Pacific market and attract as high as 10,000 MICE travellers to the kingdom.

The APAC MaxiMICE campaign offers customised privileges for corporate organisations in the Asia Pacific countries which organise a meeting or an incentive trip in Thailand. The campaign offers three levels of support, including Silver, Gold and Platinum, to award a group of at least 40 delegates with a minimum 2-night stay in Thailand. Applicants must apply for the promotional campaign between December 4, 2019 and August 31, 2020, while the meeting or incentive event can take place in Thailand between 1 January and 30 September 2020.

Siriphong Mangkalee, Director, ASEAN Department, Thai Airways International Public Company Limited said, “THAI and THAI Smile Airways are delighted to partner with TCEB to jointly promote the APAC MaxiMICE campaign as a means to attract more MICE travellers to Thailand. The MICE market from the Asia Pacific region features strong performance and the segment is among the largest customer markets for THAI.”

The APAC MaxiMICE is designed to facilitate groups of MICE travellers. The campaign is part of a mechanism that not only encourages more visitors but also generates revenue to propel the growth of tourism and the economy as a whole.


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By: MC Media Group International Global Office Berlin | Editor-in-Chief Werner Kreis

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