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Thailand as a global Bleisure destination Driven By The TCEB
The Thailand Convention and Exhibition Bureau or TCEB, unveiled its latest strategic marketing initiative for 2018 at IBTM World, that positions the country as Asia’s top Bleisure destination, further strengthening the delivery of quality business venues and innovative leisure activities for EU-based event organisers.
The EU MICE market remains a major target for TCEB’s promotions as it gears up a campaign that presents a simple core message; hosting business events in Thailand can be fun.
In 2017 Thailand’s MICE sector drew 1,276,411 MICE visitors, generating an earning of Euro 2.61 billion. A total of 109,012 EU MICE travellers visited Thailand, up 20% over 2016. Revenues also grew from Euro 200 million in 2016 to EURO 243 million in 2017 – an increase of 21.60%. UK, France and Germany are the top three EU nationalities among MICE visitors to Thailand.
“Through the recent marketing communication campaign, ‘THAILAND CONNECT Your Vibrant Journey to Business Success,’ TCEB aims to build upon the fundamental pillars of Thailand’s MICE industry, including our diversity of destinations, a myriad of business opportunities, and of course the people of Thailand. By highlighting these unique strengths, TCEB can help position Thailand as a leading destination for Bleisure activities for European event organisers, professional bodies and corporate events,” said Mrs. Nichapa Yoswee, TCEB Senior Vice-President, commenting on the launch.
TCEB’s strategy to attract more EU MICE events targets key industry sectors under the “Thailand 4.0 policy”, which aims to transform Thailand into an innovation-driven economy. The bureau will implement 4 tailor-designed strategies: 1. CONNECT INDUSTRY, 2. CONNECT MARKET, 3. CONNECT US and 4. CONNECT ALLIANCE to drive EU business events market.
For CONNECT INDUSTRY , TCEB will focus on MICE events supporting key economic sectors prioritised under the 4.0 policy to identify new markets in key future industries. Tier 1 sectors include digital, automotive, culture & high-value services, pharmaceuticals and food & agriculture. Tier 2 sectors include aviation, IT and new technology, creative industries and robotics. For CONNECT MARKET, key markets for Thailand are France, UK and Germany (Tier 1 markets) and the Netherlands, Belgium, Poland, Italy (Tier 2 markets).
Under the strategy, CONNECT US features a range of TCEB marketing activities to encourage corporate associations, organisers and key decision makers to choose Thailand as the ideal destination for their business events. TCEB will participate in a number of key global annual trade shows (IBTM World, ITLM Cannes, IMEX Frankfurt) and will lead two European Road Shows to Berlin and Paris, and the Thailand MICE Roadshow Europe edition. An educational familiarisation trip or TIME 2018 will also take place in 2018. These events will be supplemented by sales calls and one-on-one meetings with key influencers and decision makers.
CONNECT ALLIANCE will focus on collaboration with European government agencies and international partners including airlines, hotels, DMCs etc. to boost awareness and create new opportunities to attract meetings and incentive travel events to Thailand. TCEB will also organise events jointly with UFI (Global Association of the Exhibition Industry) as a global exhibition platform for networking and meetings with EU-based event organisers, including the Italian Exhibition and Trade Fair Association and Thai-Italian Chamber of Commerce (AEFI), the Association of Event Organisers (AEO) in UK, and AUMA, the Association of the German Trade Fair Industry.
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