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TCEB Accelerates Domestic MICE Industry Launches ‘D-MICE: Meeting in Thailand’ campaign to drive Thai MICE trade

July 20, 2013 MICE No Comments Email Email

Thailand Convention & Exhibition Bureau (Public Organisation) or TCEB has announced its operations strategy for the maximization of Thailand’s MICE industry, as well as initiatives to empower the domestic MICE industry under TCEB’s Growth Driver plan, which is being executed to reflect the bureau’s new role and mission as the agent to ensure the success of the Thai MICE business.

The ‘D-MICE: Meeting in Thailand’ campaign aims to create awareness on a national level, and D_MICE_Prachum_Muang01aspires to attract the social sectors to organise meetings and exhibitions in the country. The domestic MICE initiative will help generate revenue across regions and reinforce the Thai economy to endure sustainability. TCEB expects the domestic MICE industry to grow by 15 per cent in 2013.

The ‘D-MICE: Meeting in Thailand’ campaign has been created to further the achievements of the previous campaign, which was launched in June 2009 to tackle economic slowdown. Promotion of the domestic MICE market is considered as one of the country’s growth driving factors that will help to strengthen the Thai economy. The 2009 campaign was embraced by the public and private sector as well as educational institutes, resulting in higher numbers of domestic MICE activities, and accelerating economic recovery. Today, the domestic MICE industry plays an important role in the Thai economy by generating one-fifth of overall MICE market value, which is equivalent to 12,500 million baht in total revenue, contributed by approximately four million MICE travellers each year. Mr Nopparat Maythaveekulchai, TCEB President, disclosed at the launch of ‘D-MICE: Meeting in Thailand’ that, “Domestic MICE or local business relevant to meetings, seminars, incentives and exhibitions is crucial as it not only generates a huge amount of revenue for the Thai economy through the holding of events, but is also a mechanism propelling employment, generating revenue and accelerating local economies across the country. Statistics show that in 2012, domestic MICE travellers totalled 3.82 million, generating revenue of more than 12,461 million baht.”

In 2013, TCEB has mapped out a marketing strategy for the domestic MICE in harmony with government policy, which significantly prioritises the advancement of tourism and the MICE industry through the acceleration of revenue from domestic and international tourism. This is D_MICE_Prachum_Muang03achieved through cooperation by both the public and private sectors, particularly in the segment of domestic conventions. Additionally, dynamic marketing strategies for domestic and international markets have been designed to showcase Thailand as a hub of international meetings and exhibitions.

TCEB President Mr Nopparat added that, “In order to work harmoniously with government policy, TCEB has positioned its role as a generator of domestic MICE business in an integrated manner. MICE City will be implemented in three pillars, including policy and strategy; marketing promotion; and provision of knowledge and consultancy, alongside specification of standards for MICE business and MICE City. Under these three pillars, TCEB has stipulated the role for the development of D-MICE, based on five policies of the Growth Driver plan, including:

1) Building strategic alliances – via the establishment of a network that pools domestic alliances together. The connection is meant to encourage all demand and supply relevant to the domestic MICE industry through cooperation with alliances as follows: Provincial Chambers of Commerce, The Federation of Thai Industries, Stock Exchange of Thailand, Personnel Management Association of Thailand, Thailand Management Association, Marketing Association of Thailand, The Association of Thai Travel Agents, The Association of Thai Tour Operators, The Association of Domestic Travel, as well as provinces listed as MICE Cities and regional committees. The objective of all events is to urge demand and supply, which will, in turn, connect all domestic MICE markets.

2) Strategic business partnerships – through the expansion of connections for success. This can beD_MICE_Prachum_Muang02 achieved through sales promotion activities, meetings and exhibitions of new products, as well as various marketing activities such as Familiarization Trips and Matching of Business Alliances. Close coordination between the public and private sectors, as well as local MICE entrepreneurs are required to create business opportunities. Further, activities designed to boost the potential of entrepreneurs in various provinces will also be held to initiate new markets in primary cities, expand MICE activities to secondary cities and accelerate sales opportunities between regions.

3) Thought leader of MICE industry – through strategic development of the provincial roadmap in order to differentiate the provinces as ideal destinations for domestic MICE. The roadmap will be used as a model for future MICE City destinations. The success of this strategy is exemplified by the creation of Chiang Mai’s MICE City roadmap.

4) MICE knowledge platform – through our leadership in establishing regional information centres whose functions involve the provision of MICE information and MICE market analysis. In addition, a MICE personnel development centre and MICE cooperation centre will also be launched.

5) Strategic solutions provider – TCEB encourages the improvement of a sustainable Thai MICE industry by supporting the strategic development of the domestic MICE industry through the elevation of domestic meetings and exhibitions to prosper as regional or national events. The bureau aims to promote nationally successful exhibitions towards expansion to other regions by holding such events in other parts of the country, as well as supporting the exhibition of products that are brand new and have never been launched before, in order to disseminate economic growth and revenue to other regions in a practical way.

“The launch of ‘D-MICE: Meeting in Thailand’ today is considered one of TCEB’s domestic MICE industry advancement schemes implemented under the TCEB’s Growth Driver plan. As the generator and liaison partner, particularly for government support, TCEB’s endeavours prove the importance of the MICE business as a mechanism for the improvement and generation of revenue for the nation, which can bring sustainability to the Thai economy. The domestic MICE industry is expected to grow by 15 per cent in 2013 to approximately 4 million MICE travellers, which is equivalent to 13,706 million baht in total revenue,” concluded Mr Nopparat.

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