Hong Kong trains sights on Thai incentives

THE Hong Kong Tourism Board (HKTB) is setting its sights on growing MICE business – and particularly the incentive segment – from Thailand, as the Thai economy grows and the country’s industry development picks up speed since recovering from the 2011 floods.

Pote Sakuntalak, managing director of World Discovery Travel Network Company, HKTB’s representative in Thailand, said: “Of the MICE market from Thailand to Hong Kong, the incentive segment has been the fastest-growing.

“Several industries in Thailand, such as direct sales, automobile production and insurance, have been doing well and these are the top three industries most likely to reward their top performers through incentive travel,” he added.

“This year, I expect double-digit growth for Thailand’s outbound MICE segment to Hong Kong.”

Said Arthit Kiatbenchaphong, sales manager of Bonus Travel Thailand, which also sees more incentive groups among its MICE business to Hong Kong: “The MICE demand from Thailand to Hong Kong has always been steady. Hong Kong sees more repeat incentive visits than Singapore, Indonesia or South Korea due to the city’s strong tourism attractions, from gastronomy dining to shopping to temples that are highly popular among Thais.

“But as Thai incentive travellers become familiar with Hong Kong, they also expect more creative and know-how elements, hence it also requires more homework on our part to come up with unique programmes,” he revealed.

To keep Hong Kong fresh for incentives, the Bangkok-based firm has strived to continually roll out new elements such as exclusive dining experiences on board yachts or in VIP rooms at the Hong Kong Jockey Club, according to Arthit.

To encourage more MICE business from the region, HKTB rolled out the Top Agent Award Program (TAAP) last month in Thailand, Singapore, Malaysia, Indonesia and the Philippines.

Pote shared: “Unlike previous rewards programmes that sought to value-add the experience of MICE visitors to Hong Kong, this new programme is focused on rewarding MICE travel experts, who can compete in terms of the most number of passengers and number of groups, as well as the most creative itinerary.”

Valid until January 31, 2014, TAAP is only valid for groups staying at least two consecutive nights in Hong Kong. Other terms and conditions apply.

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