TCEB to focus on Asia

BANGKOK, 26 April 2013: Five key Asian MICE markets — India, China, South Korea, Japan and Singapore — have been identified as priority markets by the Thailand Conventions and Exhibitions Bureau.

“It will require collaboration with associations and stronger efforts to build human resources, campaigns and roadshows to support these markets,” TCEB board member and acting president, Thongchai Sridama, said.

He noted that both the European and US economies have not shown signs of recovery so the priority is to seek business in Asian MICE markets.

“Asian markets have come a long way as countries in the region realise the importance of MICE business.” He said.

He used the evaluation of Pacific Asia Travel Association to support his argument claiming the association’s studies showed Asian MICE markets will continue to expand driven mainly by China, India and Indonesia.

Mr Thongchai cited that in 2012, Asian MICE markets had the highest penetration in the Thai market accounting for 65% of overall MICE or 476,837 visits and generating Bt42,489 million in revenue.

India, China, South Korea, Japan and Singapore were the five top markets in 2012.

TCEB then will implement two key strategies — retaining existing markets and strengthening connection between domestic and international associates.

In India, TCEB will tap business in three cities; Coimbatore, Mangalore and Pune besides strengthening its contacts in Mumbai, Delhi and Bangalore.

In China, there are two key campaigns:

• Mega Event Sustainable Challenge project to draw more companies with potential for meetings and incentives of up to 1,000 attendees. Expected duration of stay is at least three days with funding support of Bt1 million.

• Support and retain exhibitions in Thailand for at least three years focusing on five sectors — direct sales, car industry, medical and pharmaceuticals, financials and banking and insurance.

In Japan, TCEB will sign an agreement with Okinawa Convention & Visitors Bureau to establish and strengthen cooperation with bureaus of Fukuoka, Osaka, Sendai, and Sapporo.

In South Korea, the bureau will work with Korean Universities to develop MICE human resources and in Singapore it will drive business through an incentives campaign called “OptiMICE Pass” launched in partnering with THAI Airways International to target conference organisers and corporate clients.

TCEB says the strategies in Asia should give the country 510,276 MICE visitors and circulate Bt47,966 million in revenue.

Sourced: ttrweekly