Published on : Friday, November 15, 2013
TCEB also disclosed its ambitious 2014 Strategic Plan, which is synthesized with the ‘Thailand New Growth Model’ under the National Economic and Social Development Plan.
Targeting key high-quality markets, the plan aims to boost the ‘Thailand Brand’ as Asia’s premiere MICE destination and highlights three main pillars of Thailand’s MICE industry consisting of (1) Destination; (2) Business; and (3) People. Together with TCEB’s unique ‘3C’s’ approach – Co-creation, Customisation and Creativity, the bureau aims to boost 2014 revenues by 10% to 96.9 billion baht.
Mr Nopparat Maythaveekulchai, TCEB’s President, disclosed that “Our efforts to drive the MICE sector in collaboration with all other stakeholders from both the public and private sectors have borne fruit. Thailand’s MICE sector comprises three main industry categories: corporate meetings (25% market share), incentive travel (24%), international conventions (33%) and international exhibitions and trade fairs (18%). In all, this year we have welcomed a total of 1,013,502 overseas MICE visitors, up 13.21% compared with 2012. In revenue terms, earnings were also up by 10.93% to 88.485 billion baht, surpassing our annual targets for both numbers and industry earnings. Asia was our largest source of MICE visitors, representing 75.25% of all MICE visitors, followed by Europe, with 10.06%, and USA, with 4.72%. The top five countries were China, India, Malaysia, Japan and Singapore.”
For the 2014 fiscal year, TCEB has been allocated a budget of 880 million Baht to drive the country’s MICE sector under the 2012-2016 MICE Industry Master Plan, with the following key strategic goals:
1. Maintain existing markets, and open up new markets
2. Promote Thai MICE as ‘Top of Mind’ in Asia
3. Differentiate and add value through the Creative Economy approach
4. Build strong networks and alliances both domestically and internationally
5. Enhance TCEB’s organizational role and capacity
With these goals in mind, TCEB’s 2014 Vision is to ‘elevate Thailand’s MICE sector and moves towards high quality markets’, integrating with ‘Thailand New Growth Model’ under the National Economic and Social Development Plan. Aiming to attract more MICE events to Thailand and elevate Thailand’s reputation for excellence as a quality Asian MICE destination, the 2014 Strategic Plan incorporates recommendations from the private sector, and takes into account the latest global trends affecting Thailand’s overall economic growth as well as its MICE and tourism sectors.
Emphasizing on the three key pillars of Thailand’s MICE industry: (1) Diversity of destinations; (2) Unrivalled business opportunities; and (3) high-calibre personnel and legendary hospitality, TCEB has also incorporated the ‘3C’s’ approach -Co-creation, Customization and Creativity to differentiate Thailand’s MICE industry and drive competitiveness.
The plan identifies three main groups of destination markets, categorised by Thailand’s competitive strengths:
1. For the 50% share represented by primary markets, TCEB aims to win more bids for Thailand, and attract more MICE events under its ‘WIN’ strategy, especially from the ASEAN+6 and Oceania markets (Cambodia, Hong Kong, Lao PDR, Myanmar, Taiwan and Vietnam);
2. For the 30% of Thailand’s MICE market represented by existing markets, TCEB will focus on maintaining and developing these markets in Europe, North America and the Middle East. Key countries are the United Kingdom, Germany, France, Netherlands, Spain, USA and the United Arab Emirates.
3. For emerging markets with rapid market growth of 20% or more, TCEB aims to enter these new markets and build Thailand’s market share. Key markets include Africa, Eastern Europe and the BRIC countries (Brazil, Russia, India and China).
In terms of the business sector, the MICE industry comprises three broad categories:
1. Industries promoted by the Board of Investment (BOI) and key export industries (food and agriculture, gems and jewelry, tourism, medical and pharmaceutical industries, and electronic equipment)
2. Industry sectors attracting large numbers of MICE visitors (automotive, transportation, communications, finance, banking, insurance, and the environment)
3. Emerging industries and those receiving government support, such as arts and culture, clean energy, health, creative industries and aerospace.
The last group is further subdivided by profession, as follows:
1. Decision makers from associations, companies and government;
2. Influencers such as agents, organizers, trade associations, chambers of commerce;
3. Related businesses such as airlines, hotels, conference centres etc.
Commenting on TCEB’s 2014 Strategic MICE Promotion Plan, Mr Nopparat added that “I am confident that by implementing this plan, TCEB can contribute to boosting the number of MICE travellers by 5% compared with last year, to a total of 987,000 visitors in 2014, whilst MICE industry earnings will grow by 10% to 96.9 billion Baht.”
Highlighted events in the 2014 MICE calendar include incentive travel events such as the Unicity Global Convention (20,000 delegates), HerbalLife Asia Pacific World Team University 2013 (12,000 delegates) and Jeunesse Expo Annual World Conference 2013 (5,000 delegates), international conferences such as the World Marketing Forum 2014 (4,000 delegates), the International Congress of Pharmaceutical Sciences – FIP 2014 (2,500 delegates) and the 3rd Global Congress for Consensus (2,000 delegates). In terms of international exhibitions and trade fairs, in 2014 Thailand will host events such as Metalex 2014 (50,000 visitors) Intermach 2014 (40,000 visitors), Propak 2014 (30,000 visitors) and TFBO&TRAFS 2014 (25,000 visitors).