41 billion baht expected from MICE with increased marketing

Mr. Puripan Bunnag, TCEB’s Senior Manager for meetings and incentives, said “TCEB has already formed an alliance with Bangkok, and Pattaya, signing a Memorandum of Understanding that boosts the city to the status of an international MICE destination. With a tourism and business event infrastructure that, by international standards, is well developed, it is certain that Bangkok as the capital city, and Pattaya, at the center of the Eastern region of the country, will attract both domestic and international MICE travellers, driving the Thai MICE industry to the forefront of the global market.”

TCEB has also initiated “Thailand’s clustered marketing strategy”, which has demarcated five regions: Bangkok/Pattaya, Chiang Mai/Chiang Rai, Nakon Ratchasima/ Khon Kaen, Cha-am/Hua Hin, and Phuket/Krabi/Phangnga. To support the initiative, TCEB has produced a new eye-catching 174-page “Venue Variety” directory with full information about Thailand business event facilities in each location.

In addition, TCEB has developed marketing packages especially to promote the meetings, and incentives, called “Meetings More Memorable and Meetings Plus” to target smaller groups of 25-50 delegates from long-haul markets by offering value added golf, spa, welcome receptions and cultural shows.

For marketing communication strategy, TCEB will emphasize testimonials from organizations with first-hand experience of holding recent business events in Thailand. The emphasis on building trust via testimonials is part of TCEB’s “Thailand Moving Forward” campaign under the government policy of the Prime Minister, H.E. Abhisit Vejjajiva.

“With strategies of marketing and communication working together with our Thai Team both in government, and private sector, we believe that we could reinforce Thailand as a Dynamic and Motivational Business Event Destination in Asia.” Mr. Puripan reconfirms.

TCEB is estimating that the MICE industry in Thailand will bring in 41 billion baht (US$1.24 billion) this year and attract half a million participants.