TCEB unveils three-year plan, new intelligence department

TCEB's Supawan Teerarat

The Thailand Convention and Exhibition Bureau (TCEB) has created a new MICE Intelligence & Innovation department and unveiled the three-year MICE Intelligence & Innovation Strategic Plan (2019-2021).

One of the new initiatives is a MICE Intelligence & Resource Center on its website, which will allow all target groups – entrepreneurs, businessmen, students and the public – to jointly foster MICE business through data.

TCEB’s Supawan Teerarat

According to TCEB, in the past governments mainly supported budgets to develop personnel, venues and win more MICE events. However, financial support on its own cannot meet customer needs and ensure sustainable growth of the MICE business.

In addition to financing, many countries are now designing strategies to support the industry through other means, including Thailand which is moving from the role of general information provider to offering more insightful information to allow operators to come up with concrete business plans through data analytics and artificial intelligence, TCEB said.

The bureau hence initiated the MICE Intelligence & Innovation Department to promote the adoption of innovations and data for MICE development with particular emphasis on creating innovations based on the real demands of entrepreneurs.

Part of its three-year plan is to better support event organisers and suppliers, TCEB will roll out the Paperless MICE Lane Request to welcome VIPs at the airports; online financial support request; chatbot help desk; and MICE permit advisor.

With a view to develop MICE Supply, TCEB has three projects: the MICE Online Standard Assessment, which allows entrepreneurs to apply for MICE standard certificates; MICE Career Portal; and MICE Digital Learning Platform.

There are two projects geared towards enhancing efficiency of events, including a mobile application to accommodate the organisers; and event traffic analytics to assess visitors via video.

Another focus area is to connect MICE supply and demand. This encompasses five projects, namely the event opportunities portal which compiles names and information on events for bidding; a crowd funding platform to support event organisation; a marketplace for visitors’ registration or exhibitor bookings; an event discovery platform; and an e-commerce marketplace for MICE products and services to create business opportunities pre and post
events.

Finally, there will be a MICE Intelligence & Resource Center, a database for assistance in creating innovations.

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