Thailand Convention and Exhibition Bureau (Public Organization) or TCEB unveiled a strategic plan to drive growth of the China market in the Thai MICE industry.
Joining IT&CM China 2015 in Shanghai, TCEB led 10 leading Thai MICE operators to tap the high quality Chinese MICE segment, and attract more corporate meetings and incentives travel groups from high potential economic hubs to Thailand, while developing strategic partnerships within the exhibitions sector. The bureau expects to drive growth of the China MICE market in 2015.
Ms. Nooch Homrossukhon Acting director of Meeting and Incentive Department, Thailand Convention and Exhibition Bureau said that, “With our strategic location right at the heart of the region, connecting ASEAN and the Greater Mekong Sub-region, Thailand is an ideal springboard for the China MICE market, complemented by a comprehensive infrastructure network, an efficient transportation system, and world-class facilities. In addition, Thailand is a manufacturing base for many high growth industries, in demand by this region and beyond. Most importantly, Thailand is moving forward with public-private partnerships, as driving forces with strategic counterparts both domestically and internationally.
“China was the top contributor to Thailand’s MICE industry in 2014, with 120,684 Chinese MICE visitors, generating RMB1.940 billionin MICE revenue for the Thai economy. We are confident in the growth of this particular market. In 2015, TCEB has redefined key strategies to stimulate growth in this segment by targeting high quality corporate customers especially within the corporate meetings and incentives travel sectors, while highlighting stronger collaboration within the exhibitions sector.”
TCEB has outlined three key strategies for the China MICE market, which include:
(1) Winning more China MICE events from Beijing, Shanghai, Guangzhou, and Yunnan provinces from high quality Chinese corporate customers in five targeted industries, such as 1. IT; 2. Healthcare and Supplements; 3. Automotive; 4. Cosmetics and Direct Sales; and 5. Government Organisations. To support this, Chinese representatives will also be appointed to enable TCEB to tap into primary and secondary markets effectively.
(2) Promoting awareness about the Thai MICE industry in China with the Thailand Meeting Planning Guide in Chinese, and effective use of traditional and online media channels. As part from Thailand’s presence at IT&CM China 2015, TCEB is also joining the upcoming IBTM China 2015, this August in Beijing. Moreover, a TCEB Roadshow will be conducted in Beijing and Guangzhou, in April. Chinese corporate clients and travel agents will be able to join a familiarisation trip to Thailand to experience the strengths ofThailand’s MICE industry through a specially-designed exclusive programme, including special venues, CSR and team building activities – helping provide first hand experiences and stimulate spending per traveller while in Thailand.
(3) Developing a network of Chinese strategic partners to exchange knowledge and useful information about the MICE industry between the two countries. TCEB will further seek partnerships with strategic counterparts with strong relationships with prospect customers including major tour operators and destination management companies in China, throughout 2015. Moreover, TCEB will emphasize the enhancement of strategic synergetic frameworks for GMS towards ASEAN+6.
Focusing on sales and marketing promotions for the China MICE market, TCEB’s Meetings Bonus campaign offers organisers financial subsidies of RMB20,000 – RMB200,000 for groups of 100 – 1,000 delegates who visit Thailand for a minimum of three nights to attend corporate meetings and incentives in Thailand. For major incentive events with more than 1,000 delegates from China toThailand, TCEB is ready to support organisers with the Mega Event Support campaign.
For the exhibitions industry, the CONNECT Businesses campaign will be offered to Chinese Federations, Business Trade Associations, Chambers of Commerce, Overseas Non-Profit Organizations, MICE Travel Agents, and industry publications to earnUSD100 for each trade visitor achieving three business matching meetings at international exhibitions supported by TCEB in Thailand. A special Be My Guest campaign will also help entice Chinese trade visitors to extend their stay in the Kingdom. This hosted buyer programme provides each qualified international buyer with a maximum of two complimentary room nights.
Joining with TCEB at the IT&CM China 2015 in Shanghai to promote Thailand’s readiness for MICE events from China were 10 leading Thai MICE operators including hotels, venues, event planners and organisers.
During the first quarter of 2015, from October – December 2014, we welcomed 12,563 Chinese MICE travellers, generating revenue of RMB194.9 million. Last week we just hosted Perfect Marie-Anne Tour to Thailand which has more than 5,000 visitors. One more mega events in May is Infinitus China Overseas Training which is welcoming 12,000 Chinese visitors, generating around RMB20 million. TCEB forecasts this year’s full year goal of welcoming a total of 1,036,300 international MICE visitors, earning the Thai economy RMB20.14 billion,” Ms. Nooch concluded.
As a step to achieving this, Thailand’s Prime Minister General Prayuth Chan-ocha earlier this month announced the lifting of martial law, replacing it with a new security order under Article 44 of the Provisional Charter. The Thai government has promised to restore democracy following reforms, and responsibly exercise powers to urgently solve national problems.