Thailand puts on a ‘MICE United’ front to grow industry confidence

IN A concerted effort to recover grounds lost from the volatile political situation earlier this year, industry players in the Thai public and private sector have joined forces to launch Thailand’s MICE United to boost confidence internationally.

Comprising Thailand Convention and Exhibition Bureau (TCEB), the Tourism Authority of Thailand, Thai Airways International (THAI) and Ratchaprasong Square Trade Association (RSTA), the alliance seeks to reach out to 250 key influencers, including 100 international media, and 150 high-potential MICE buyers within Asia, while maintaining the important European target market.

“Thailand’s MICE United is a strategic partnership programme designed to re-invigorate the country’s positive image and reaffirm confidence among the international business community,” said Nopparat Maythaveekulchai, president of TCEB, at the Thailand Connect 2014 – Isan Indulgence media fam trip launch on Monday.

In addition to media fam trips to Isan and Chiang Mai (held earlier in August), the alliance has also planned MICE roadshows in Shanghai and London in September and November respectively.

THAI will offer support for the campaign by flying in international media delegates for the fam trips while RSTA will highlight new products and services of its members in the area.

With these promotion activities in place, TCEB expects 888,210 MICE visitors to Thailand and revenue to reach US$2.9 billion in 2014.

RSTA president, Chai Srivikorn, commented that “(stronger) law enforcement at (the) grassroot levels” has been “a big transformation” that sends an important message to the international business community in Thailand.

When enquired if TCEB has other initiatives in place to convince overseas companies still hesitant about sending MICE events to Thailand when martial law is still in place, Nopparat revealed that the alliance will focus its attention on ASEAN countries that are “more familiar” with the situation in Thailand, with certain markets like China, India, Malaysia, Singapore, and South Korea already making a “quick comeback” in terms of MICE business to the country.

“Furthermore, Thailand winning the bid for One Young World Summit 2015 despite competition from Japan and Hong Kong shows the (growing confidence in the country),” he pointed out.

Sek Wannamethee, spokesperson of the Thai Ministry of Foreign Affairs and director-general of the Department of Information, said: “According to the PM (Prayuth Chan-ocha), martial law will be partially eased in some tourist destinations soon.”

Sponsored Post