MICE - A New Paradigm for Tourism 8 th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy Bali 28 April to 1 May 2014

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1 MICE - A New Paradigm for Tourism 8 th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy Bali 28 April to 1 May 2014

2 Introduction of MICE Industry in Thailand

3 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 To create sustainable fundamentals for Thailand s MICE industry to compete efficiently and effectively in the international arena Mission

4 Meetings Incentives Conventions Exhibitions

5 Current state of MICE in Thailand Overall Performance in 2013 MICE Delegates 1,013,502 Persons Income from MICE Delegates 88,485 Mill.THB

6 Current state of MICE in Thailand Overall Performance in 2013 Events in Thailand 7,866 events Expenses 87,306 THB/person/day

7 Forecast on MICE in Thailand in ,000 Persons Growth 10% 96,900million Bath

8 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

9 Strategies 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: more bids for Thailand s international potential for Strategy 3: Enhance the growth of the domestic MICE business unique, market. truly memorable functions events in Strategy Thailand 4: Develop various MICE Cities to establish Thailand as a regional leader in the industry.

10 Strategies DEVELOP: Strategy 5: Differentiate Thailand s MICE market and add value through creativity and ingenuity. Strategy 6: Develop a robust MICE infrastructure to maintain more bids for international competitiveness. Thailand s international potential for business Strategy 7: Strengthen the MICE professional network unique, at both truly the memorable functions local and international levels. events in Thailand Strategy 8: Broaden the role and enhance the potential of TCEB at home and abroad.

11 Supporting agencies of MICE and their roles Marketing Support more bids for international business functions in Thailand Our partners Thailand s potential for unique, Logo truly EMA memorable events

12 Supporting agencies of MICE and their roles Facilitating Support more bids for international business functions in Thailand Our Government partners Ministry of Foreign Affairs Ministry of Finance (Custom Dept.) Immigration Bureau Airport Authority of Thailand

13 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.

14 MICE Destination Promotion by country "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" Earn 100 USD for each trade visitor achieving 3 business matching meetings (terms and conditions apply). Subsidies are available for marketing activities with prior approval from TCEB and held in ASEAN+6 countries

15 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

16 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.

17 Facilitation For MICE Visitor

18 MICE Lane Service

19 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.

20 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.

21 Pro Active Strategies of TCEB by MICE Capabilities supporting MICE industry in Thailand EXTEND ELEVATE EXPAND knowledge to new generations who can be future leaders. capabilities through knowledge, content sharing, networking, promotion and marketing activities. support to domestic and international trade alliances. ENHANCE service and operational quality to international standards. Copyright by Thailand Convention and Exhibition Bureau. All rights reserved.

22 Main Beneficiaries of Thai MICE industry: 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 Copyright by Thailand Convention and Exhibition Bureau. All rights reserved.

23 The Thailand Experience What did in the past Green Meetings Guideline Green Meetings Package

24 Our Aim and Our Vision in 2020 The World s most preferred Sustainable Destination for Business Event

25 Future Plans for MICE in country 3 Dimension Thailand s Strength Destination Business People

26 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.

27 Future Plans for MICE in country

28 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. Source: Policy Statement of the Council of the Minister to the National Assembly 29 December B.E (2008) 28

29 Government Policy toward Tourism and Services Sector Develop service industries with growth potential to expand production and marketing bases at the regional level 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. Source: Policy Statement of the Council of the Minister to the National Assembly 29 December B.E (2008) 29

30 Government Policy toward Tourism and Services Sector Promote tourism activities 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 Source: Policy Statement of the Council of the Minister to the National Assembly 29 December B.E (2008) 30

31 TCEB Communication Channel Social Media TCEB Journal Biz EventsThailand Mobile Application Business Events Thailand

32 Thank You NAME OF SPEAKER: MS.WIPARAT THARATEERAPAB ORGANIZATION: THAILAND CONVENTION AND EXHIBITION BUREAU (PUBLIC ORGANIZATION) COUNTRY: THAILAND CONTACT:

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