Thailand Convention and Exhibition Bureau (TCEB) is leveraging soft power to promote Thailand as a high-value-added business events destination, which then drives the local economy and contributes to the country’s GDP.
Soft power is defined as the use of local culture, values and innovative ideas to create valuable experiences that business event delegates will find distinctive and unforgettable.
Jaruwan Suwannasat, director of the MICE Intelligence and Innovation Department and acting chief information officer with TCEB, shared that the bureau’s soft power strategy, which utilises local assets, is a well-thought-out and comprehensive one that is strengthened by government and private sector collaboration.
During her short presentation at the PATA Knowledge Forum, she cited examples of soft power in action – turning community strengths into national assets and further elevating the return on experiences for events delegates.
Designated as a City of Gastronomy under UNESCO’s Creative Cities Network in 2015, Phuket hosted the inaugural UNESCO Creative Cities of Gastronomy Annual Conference in May. The event gathered culinary experts from around the world, which sparked collaborative opportunities between global chefs and local food artisans, and resulted in a vibrant exchange of ideas that elevated Phuket’s standing in the global culinary scene.
TCEB also works closely with other government agencies and the private sector to nurture local events into international ones.
Yi Peng Festival of the Lanna people in Chiang Mai is one example. TCEB worked with Chiang Mai authorities to develop a festival format that resonated with local and global communities.
“By implementing international standards and innovative approaches, we elevated it into the world-class Lantern Festival, and a flagship event for Chiang Mai,” shared Jaruwan.
The annual event attracts visitors from around the world, and their spending contributes to the local economy.
