thailand mice - a new paradigm for tourism
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8th UNWTO Asia/Pacific Executive TrainingProgram on Tourism Policy and Strategy Bali28 April to 1 May 2014TRANSCRIPT
MICE - A New Paradigm for
Tourism 8th UNWTO Asia/Pacific Executive Training
Program on Tourism Policy and Strategy Bali
28 April to 1 May 2014
Introduction of MICE Industry in Thailand
TCEB, the Thailand Convention and Exhibition Bureau,
is a public organization established on 28th September 2002,
under the supervision of the Prime Minister. TCEB is tasked with
promoting and developing business events in Thailand.
Vision “ Thailand to become a globally recognized and preferred MICE
destination in Asia”
Mission To enhance the impact of Thailand’s MICE industry on the Thai economy.
Mission “To enhance the impact of Thailand’s MICE industry on the Thai
economy”
“To create sustainable fundamentals for Thailand’s MICE industry to compete efficiently and effectively in the international arena”
Meetings
Incentives Conventions
Exhibitions
Current state of MICE in Thailand
Overall Performance in 2013
1,013,502 Persons
MICE Delegates
Income from MICE Delegates
88,485 Mill.THB
Current state of MICE in Thailand
Overall Performance in 2013
Events in Thailand
Expenses
87,306 THB/person/day
7,866 events
Forecast on MICE in Thailand in 2014
987,000 Persons
96,900million Bath
Growth 10%
National MICE Strategies
The Thailand Convention & Exhibition Bureau has
a plan: a strategic, 5-year master plan that takes direct
aim at the continued growth and development of creative
and rewarding business events in Thailand.
WIN Promote Develop
more bids for
international
business
functions in Thailand
Thailand as
an ideal
business destination
Thailand’s
potential for
unique, truly
memorable events
Strategies
more bids for
international
business
functions in Thailand
Thailand’s
potential for
unique, truly
memorable events
WIN :
Strategy 1: Consolidate existing markets and expand to new target
markets.
PROMOTE:
Strategy 2: Establish Thailand as the “Top of Mind” MICE destination
in Asia.
DEVELOP:
Strategy 3: Enhance the growth of the domestic MICE market.
Strategy 4: Develop various “MICE Cities” to establish Thailand as
a regional leader in the industry.
Strategies
more bids for
international
business
functions in Thailand
Thailand’s
potential for
unique, truly
memorable events
DEVELOP:
Strategy 5: Differentiate Thailand’s MICE market and add value
through creativity and ingenuity.
Strategy 6: Develop a robust MICE infrastructure to maintain
international competitiveness.
Strategy 7: Strengthen the MICE professional network at both the
local and international levels.
Strategy 8: Broaden the role and enhance the potential of TCEB at
home and abroad.
more bids for
international
business
functions in Thailand
Thailand’s
potential for
unique, truly
memorable events
Supporting agencies of MICE and their roles
Our partners
Logo EMA
Marketing Support
more bids for
international
business
functions in Thailand
Supporting agencies of MICE and their roles
Our Government partners
Ministry of Foreign Affairs
Ministry of Finance (Custom Dept.)
Immigration Bureau
Airport Authority of Thailand
Facilitating Support
MICE Destination Promotion by country
Digital Marketing
Online marketing plan prioritizes participation in online
marketing activities by the private sector of the MICE industry,
including organisers, MICE travellers, foreign business partners and entrepreneurs.
MICE Destination Promotion by country
Earn 100 USD for each trade
visitor achieving 3 business matching
meetings (terms and conditions apply).
"Be My Guest" campaign has been
helping organizers attract key buyers around the
globe, giving them an additional advantage when
marketing Thailand's international exhibitions. Under "Be My Guest"
Subsidies are available for
marketing activities with prior
approval from TCEB and held in
ASEAN+6 countries
MICE Destination Promotion by country
Recent Marketing Campaign
‘Thailand’s MICE Rewards’ Scheme
At Abu Dhabi / 25 March 2014
TCEB, has announced the special ‘Thailand’s MICE
Rewards’ package with exciting promotions – running from now
until September 2014 – in a clear show of confidence in Thailand’s
world-renowned MICE industry include ‘Meetings Bonus’
‘Conventions Bonus’ ‘Business Up 2 U’ and ‘Be My Guest’
MICE Destination Promotion by country
which draws collaboration from TCEB, the Tourism
Authority of Thailand, Thai Airways International Plc,
Department of International Trade Promotion, Ministry of
Commerce and VISA Inc. The collaboration will pool
privileges, various products and services, such as air tickets,
airport shuttle, golf, spa, entertainment and internet service,
especially for registered MICE travellers joining exhibition
fairs in Thailand.
Facilitation For MICE Visitor
MICE Lane Service
MICE Capabilities “Driving an Exceptional MICE Future for
Thailand” TCEB is driving a nationwide effort to reshape the future
of MICE in Thailand. It is taking a holistic approach to
educate the present and future generations of MICE
professionals so that their capabilities are not only in
synch with industry demands but also be among the
best in the world.
Copyright © by Thailand Convention and Exhibition Bureau. All rights reserved.
Thailand MICE Efficiency Standard:
Human Capital Development
Concept
“From Capabilities To Profitability” TCEB realizing the Value of People Management for MICE Industry
Copyright © by Thailand Convention and Exhibition Bureau. All rights reserved.
EXTEND knowledge to new generations who can be future
leaders.
ELEVATE capabilities through knowledge, content sharing, networking,
promotion and marketing activities.
support to domestic and international trade alliances. EXPAND
service and operational quality to international standards.
ENHANCE
Pro Active Strategies of TCEB by MICE Capabilities supporting MICE industry in Thailand
Copyright © by Thailand Convention and Exhibition Bureau. All rights reserved.
Multipliers Professionals already involved in the meetings and event industry and related government agencies: • PCOs/PEOs/Government • Primary Support Industries • Exhibitors/ Visitors
New Entrants Peripheral service providers and newcomers to the meetings and event industry: • New Graduates • Secondary Subcontractors
Gen Y/ Students Attract new students to a career in the meetings and event industry. • High School Seniors • Thai & International University/ College Students, especially from ASEAN countries
Main Beneficiaries of Thai MICE industry:
Copyright © by Thailand Convention and Exhibition Bureau. All rights reserved.
The Thailand Experience
• What did in the past – Green Meetings
Guideline
– Green Meetings Package
www.greenmeetingsthailand.com
Our Aim and Our Vision in 2020 The World’s most preferred Sustainable Destination for
Business Event
Future Plans for MICE in country
3 Dimension Thailand’s Strength
Destination
Business
People
Future Plans for MICE in country
Marketing Objective
1.Increase and Expand business events industry to Thailand by:
- Increase 5% of business travellers to Thailand
- Increase 10% of business events revenue
2. Strategically increase the market positioning and brand
awareness of Thailand as Asia’s High Quality Business Events
Destination.
3. Expand the promotional of Thailand in targeted niched and segmentation market.
Future Plans for MICE in country
Source: Policy Statement of the Council of the Minister to the National Assembly 29 December B.E. 2551 (2008)
Government Policy toward Tourism and Services Sector
Promote the market for quality
tourists, both inbound and domestic, through proactive marketing
strategies targeting various groups in Thailand and abroad;
making Thailand a world-class tourist destination, a center for
international meetings and exhibitions, as well as a medical
tourism hub; improve efficiency in issuing visas, waive visa
fees for visitors from Thailand’s FTA partner countries, or those
with trade and investment relations with Thailand and waive visa requirements for tourists from target countries.
28 http://www.tceb.or.th/capabilities/
by increasing variety, value and competitiveness of their services, generating income from abroad and domestically, such as from tourism, healthcare services, meetings and exhibitions, international education, construction, film business, fashion design, jewelry, freight services, information technology and communications, sports and recreation and creative products based on a fusion of cultural and traditional knowledge with new technology.
Government Policy toward Tourism and Services Sector
Develop service industries with growth potential to expand production and marketing bases at the regional level
Source: Policy Statement of the Council of the Minister to the National Assembly 29 December B.E. 2551 (2008)
29
to add value to the tourism sector; improve the quality of tourism
services; promote Thailand as a filming location; and, support
Thailand’s bid to host international events
Government Policy toward Tourism and Services Sector
Source: Policy Statement of the Council of the Minister to the National Assembly 29 December B.E. 2551 (2008)
Promote tourism activities
30
TCEB Communication Channel
Mobile Application
Social Media www.businesseventsthailand.com
TCEB Journal
www.facebook.com/BusinessEventsThailand
Biz EventsThailand
Business Events Thailand
NAME OF SPEAKER: MS.WIPARAT THARATEERAPAB
ORGANIZATION: THAILAND CONVENTION AND EXHIBITION BUREAU
(PUBLIC ORGANIZATION)
COUNTRY: THAILAND
EMAIL CONTACT: [email protected]
Thank You
www.businesseventsthailand.com