TCEB today announced a launch of its new brand campaign entitled “Thailand Redefine Your Business Events” aiming to match and meet shifting demands of business travellers with a fresh perspective of corporate events that enhance success through experimental and unique experiences. Driven by the Thailand 4.0 Policy, the national economic blueprint has prompted the bureau to redefine its roles in order to keep Thailand to stay ahead of the competition in today’s fast-paced business landscape. The launch of new TCEB brand campaign took place during the IT&CMA 2018, held at the Bangkok Convention Center at CentralWorld Bangkok, Thailand.
Mrs. Nichapa Yoswee, Senior Vice President of the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, said that the new global branding redefines perspective of business events to fulfil expanded demands and higher expectation from the international market. Drawing a premise upon the landscape of Thailand 4.0 Policy and the ever-changing of business environment of which the abilities to broaden fresh perspective and being adaptive are perceived as a foundation for successful business, the brand redefines a definition of business events as opportunities for getting “Valuable Experience, Inclusive Collaboration, Partnership, and Sustainability”. The touchpoint of the brand leverages a unique and differentiated offering of Thailand which features a centric resource of knowledge, creativity, connectivity and are enhanced with a professional mindset.
“TCEB new branding strategy is set to match the expanded demands of business travellers in looking for more experimental, unique and new experiences, and searching for more return. From return on investment to return on objective and return on happiness. Building upon the 3-year milestone of the Thailand CONNECT, which has been successfully highlighting Thailand’s position as a connecting point for business and international ties, key in the new branding strategy is to further spotlight Thailand as a fast-paced, innovative, and progressive business events destination in lines with the Thailand 4.0 and the dynamic business landscape.”
Under the new brand campaign, each of the key sectors, M.I.C.E, will be implementing strategic plans that enhance Thailand’s recognition in the international arena as well as the growth of revenues. For Meetings and Incentive sectors (MI), Asia remains in focus as a primary source market powering by rising trends of corporate travels sector and Meetings & Incentives in China, while the growth of travellers from India and Indonesia are predicted at 11.3% and 8.7% (GBTA) respectively. By type of events, the bureau aims to attracting mega-size groups, corporate meetings, and premium incentives groups from Asia. In the secondary markets including Europe, Oceania and Emerging countries, TCEB will focus on premium incentives groups and corporate meetings.
For Convention sector (C), TCEB aims primarily to Bring More Business in the 10 S-Curve Industries through a deeper partnership with strategic alliances. The bureau will encourage the sector to Uplift Experience for delegates through active learning and participant activities, apply technology such as Engaging Apps to facilitate delegates, and Strengthen Key Players to improve the capability of conference sector.
For Exhibition sector (E), TCEB introduces a newly designed campaign so-called ‘We Support You 360 Degree’ to provide supporting tools for essential activities in the entire value chain. Funding programs are offered to organisers from the pitching phase to the execution phase to attract new shows and upgrade existing shows. In term of the exhibitors and show visitors, TCEB introduces incentives through Exhibiz in Market program to raise the sale of exhibition space, and through ASEAN + 6 Privilege, a brand new program which is introduced to boost show visitors from target countries.
Along with the new brand, TCEB is redefining its role to help driving the Thailand 4.0 Policy to fruition. The bureau is transforming from a mere supporter and marketer of business events hosted to become a facilitator, developer, thought leader, co-creator as well as enabler of the business events industry. Meanwhile, TCEB is focusing on a more in-depth and broader partnership as well as a collaboration with stakeholders in bidding and attracting business events from the 10 S-Curve Industries. A sample of the collaborative project is One Ministry One Expo, which will be a platform that unifies efforts from the public and private sectors.
TCEB is moving forward with an important mission to promote business events industry as Thailand’s key economic contributor. The bureau estimated that at the end of the fiscal year 2018, Thailand will welcome 1,327,000 overseas business travellers or 3.96% growth from 2017, generating 124,000 million baht in revenue to the country or a growth of 15.98%.
Over the year, TCEB successfully won 14 bids, attracted and supported 8 new tradeshows and 10 mega-size groups to take place in Thailand. Moreover, 4 new shows, 3 of which are from the 10 S-Curve Industries, are due to take place in the fiscal year 2019 namely: CEBIT ASEAN Thailand 2018 (Digital show from Germany); Future Energy Asia 2018 (Energy show from Singapore); and CPhI South East Asia 2019 (Pharmaceutical and Life Science show from Europe). The convention bid wins include the 40th World Universities Debating Championship; the 30th Conference of the Asian Pacific Associations of the Study of the Liver; 2018 IEEE International Conference on Industrial Engineering and Engineering Management; and the 10th World Environmental Education Congress (WEEC) 2019.
For the next fiscal year, TCEB projected 1,419,890 overseas business travellers or 7% growth from 2018. In term of the revenue, the bureau expected that business events will generate 130,200 million baht or 5% higher than in 2018. The positive outlook is based on a growth momentum of the Thai industries supported by the national economic transformation policy and the country’s improved business landscape as seen in ranking results from global economic indexes. The latest Logistics Performance Index by The World Bank showed that Thailand has moved up 13 places in the ranking from 45th to 32nd in 2018. The country has also jumped 20 places from 46th in 2017 to 26th in The Ease of Doing Business (EODB) Index according to A World Bank Group Flagship Report. Also, Thailand has been listed among 20 countries with high capacities in innovation development in the Global Innovation Index 2018 of the World Intellectual Property Organization.
“Thailand welcomes the global business community to foster synergies with our key industries. The Thailand 4.0 Policy opens up business and professional opportunities for the country at a scale never experienced before over the past 40 years. The government has implemented measures to facilitate the business environment, promoting massive infrastructure and investment projects in the Eastern Economic Corridor (EEC) as part of the economic transformation policy. Meanwhile, the regional cooperation policy Thailand’s Stronger Together has been strengthening the country’s economic partnership with neighbouring countries. These significant factors are widening business opportunities and expanding market access in Thailand which will also advantage the development business events industry.
With the combination of the past success together with future opportunities to emerge from Thailand 4.0 and shifting demands, it is the right time for the business events industry to REDEFINE in order to make Thailand stay ahead of the competition as the in-store recipe for success will never deliver the results, making REDEFINE matching the changing policy and the dynamic business landscape,” said Mrs. Nichapa.
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