THAILAND Convention & Exhibition Bureau (TCEB) yesterday unveiled its 2014 exhibition industry strategy.
The bureau is driving the exhibition industry under the three-year exhibition industry roadmap by playing three key roles, including as connector/facilitator by establishing connections and providing support for the private sector to enable business opportunities; marketer/partner by developing international marketing campaigns and helping to accommodate business needs; as well as creator/initiator by identifying and winning new exhibition business opportunities into Thailand.
According to the 2014 strategy, TCEB will focus on its role as marketer/partner. It will strive to win new shows for Thailand, especially those industries that are in demand by ASEAN, including the health and beauty industry (Beyond Beauty ASEAN 2014, Cosmobeaute 2014 and Cosmex 2014); transportation and automobile industry (Automotive Aftermarket Industry and Tuning Trade Fair – AAITF, and Smart Rail Congress & Expo 2014); and others (Pulier Asia Pacific 2014, International, Security & Safety Expo & Forum 2014 and Pharmex Asia 2014).
As connector/initiator, TCEB will emphasise the strength of business opportunities in Thailand as a springboard into success in the AEC. It also supports joint ventures between Thailand’s exhibition organisers and foreign corporations specialising in various industries. The rapport reflects the reputation of Thailand’s international exhibition industry, which is attractive to international MICE operators looking into expanding their success towards the AEC.
An example is the JV between Kavin Intertrade, a Thai exhibition organiser, and Diversified Communications Asia, a leading exhibition organiser from the US specialising in the food industry. Both parties will join forces to upgrade the Thailand Franchise and Business Opportunities and Thailand Retail, Food & Hospitality Services shows.
There is also the JV between Inter-Media Consultant, organiser of Motor Expo, and Tarsus Group, to bring the Automotive Aftermarket Industry and Tuning Trade Fair to co-locate with the Thailand International Motor Expo 2014, which will heighten the reputation of Motor Expo as a comprehensive exhibition for vehicle and automobile accessories in South-east Asia.
TCEB president, Nopparat Maythaveekulchai, said: “The trend of joint ventures, mergers and acquisitions as well as strategic partnerships in the exhibition industry from Europe and the USA is rising, in accordance with rapidly growing demand for business opportunities in ASEAN.
“Thailand must move fast to enhance its marketing strategy…By highlighting our strategic location at the heart of ASEAN, the readiness of our transportation system and infrastructure connecting the whole of ASEAN and the strength of the country’s key industries, international exhibitions held in Thailand will also become regional exhibitions.
“TCEB is confident that Thailand will be able to attract eight new exhibitions into the country while upgrading 32 existing exhibitions towards high industry calibre, from a total of 83 – 85 exhibitions in 2014.”
TCEB also places importance on direct marketing via digital media, which include the iFair smartphone application for information on international exhibitions in Thailand, a newly launched website www.businesseventsthailand.com, as well as an online monthly magazine.
In 2014, TCEB expects the number of MICE travellers for the international exhibition segment will grow to 181,200 travellers, representing a five per cent increase from the previous year’s target, while revenue will grow 10 per cent from the previous year’s target to 15,400 million baht in total revenue.
