The Thailand Convention and Exhibition Bureau (TCEB) unveiled a “MICE Winnovation” project last week, to promote the use of technology to event planners looking to organise, or have organised, MICE events in the near future.
Aside from developing planners’ technology literacy, the initiative aims to reduce the number of postponements and cancellations of already booked events by going virtual or hybrid, should the in-person event is cancelled due to the pandemic or closure of borders.
TCEB’s president Chiruit Isarangkun Na Ayuthaya said this initiative was started as the bureau learnt that MICE operators currently lack the innovation and technology support needed to host virtual or hybrid events.
Under “MICE Winnovation”, four main pillars have been established – a MICE Innovation Catalogue; Technomart Activities; Digital Literacy; and Inno-Voucher.
The MICE Innovation Catalogue is an online platform that brings together innovation and technology service providers under one roof, while Technomart Activities aims to create business opportunities through business matching and presentations from MICE entrepreneurs.
Meanwhile, under the Digital Literacy pillar, TCEB will organise talks and workshops every quarter through 2021, and introduce topics such as digital marketing knowledge. Lastly, Inno-Voucher will provide financial support for MICE entrepreneurs who want to introduce innovation and technology at their events.
Talun Theng, president of the Thai Exhibition Association, called “MICE Winnovation” a necessary move as event planners need to have more technology support and backing in light of the current situation.
This way, Thailand can position itself more competitively for MICE events, and attract international markets to host their business events in the Kingdom, regardless of whether they are virtual, hybrid, or in-person.
According to TCEB, around 70 per cent of MICE events that were supposed to be held in Thailand were cancelled last year. Those that went ahead were done in a virtual or hybrid format.