SITE (Society of Incentive Travel Excellence) Thailand is working towards establishing an Asia Pacific (APAC) cluster, along with three other chapters, to increase partnership and engagement in the region’s incentive sector.
The other chapters are China, India, and Australia-New Zealand, and when combined, will have around 200 members. Globally, there are around 30 chapters formed in 90 countries, with a total of 2,500 members.
The idea for the APAC cluster came about due to the distance limitations to the US head office and different demands that other regions had.
The brainchild of SITE Thailand chapter’s president Boontawee Jantasuwan, the added benefit of forming a regional chapter meant that the region will be able to hold events such as a SITE APAC conference. In addition, the four chapters would be in a more competitive spot to bid for world-class events not just for the incentive sector, but for the MICE industry as a whole.
According to a 2018 study by Events Industry Council’s Global Economic Impact, incentive travel accounted for around seven per cent of business event activities, and estimates the incentive industry to be worth around US$75 billion globally.
Boontawee further shared that the SITE Thailand chapter is currently working on a new indirect marketing video campaign, which will feature hospitality and service, urban living, and sustainability. It will be released over the next few months.
“This is one of the post-Covid-19 strategies we have planned for. The move will be presented to the international markets, (showing how) Thailand has adopted and dealt with the crisis and is now ready to offer something new for MICE travellers,” he elaborated.