TCEB’s Chiruit Isarangkun Na Ayuthaya delivering the opening keynote on Thailand’s Festival Economy at IT&CM Asia
As part of the Thailand Convention and Exhibition Bureau’s (TCEB) MiceNext strategy, festivals are seen as more than just cultural gatherings – they are tools for economic development and community collaboration.
During his opening keynote at IT&CM Asia, Chiruit Isarangkun Na Ayuthaya, president of TCEB, laid out how festivals are emerging as a vital component of the business events industry, pushing the boundaries of traditional events.
TCEB’s Chiruit Isarangkun Na Ayuthaya delivering the opening keynote on Thailand’s Festival Economy at IT&CM Asia
“A close watch on the industry reveals we are experiencing new forms of events that go beyond the existing differentiation of conferences, tradeshows, meetings, and incentives – they are a combination of all three,” said Chiruit.
As such, TCEB’s MiceNext strategy aims to create a “festival economy”, positioning festivals as platforms for promoting Thailand’s cultural soft power and supporting regional economies.
He elaborated: “Often, what is important is the support from the government bodies and we realise that. Especially in festival destinations, when we combine the business elements that we have and professional knowledge, they can become a tool in distributing economic welfare of higher value to more (secondary) destinations around the country, rather than having it concentrated in major cities like Bangkok.”
Festivals can also cater to evolving audience preferences, particularly among younger generations.
This is because the younger generation seeks experiences that go beyond traditional business models, prioritising personal growth and knowledge. Festivals, in particular, offer a unique platform to fulfil this aspiration, Chiruit explained.
Additionally, he emphasised that transforming local festivals into key contributors to the global economy “is possible”, citing examples of the evolution of Thailand’s silk industry festivals.
For example, the Khon Kaen Silk Festival has grown from a local event into a thriving international platform featuring business matching between local silk entrepreneurs and buyers from major cities. This achievement has generated significant revenue, and showcased the global cultural significance of silk production.
Next year, TCEB will lead a delegation of Thai silk entrepreneurs to France. They will participate in the Silk In Lyon event, which offers an opportunity to learn about Lyon’s silk production history and explore potential partnerships.
Any exhibition or a business event can also be styled as an experiential festival too, such as the Money 20/20 FinTech event held in Bangkok in April 2024. The event incorporated innovative, non-conventional settings, networking opportunities, and CSR activities.
According to Chiruit, “Money 20/20 gave us at TCEB a whole new perspective”, as it was not a typical corporate meeting, and was a “business festival” that attracted participants from all over the globe.
Su: new venues to propel the sector’s continuous growth
Taiwan’s business events industry is charging ahead, showcasing a robust post-pandemic recovery, bolstered by the addition of two new conference venues set to open in the coming months.
One of the most anticipated venues is Messe Taoyuan. Slated to open on October 29, Messe Taoyuan will be the largest international conference facility in Taoyuan, and is the first venue in Taiwan to integrate a shopping mall with conference and exhibition spaces. It will be operated by Interplan Group, which is also the operator of Kaohsiung Exhibition Center.
Su: new venues to propel the sector’s continuous growth
Messe Taoyuan will feature 10,168m2 of exhibition space (up to 600 booths), a ballroom for up to 5,000 guests, and nine meeting rooms totalling 11,467m2 of meeting space.
Lily Su, co-project leader, Meet Taiwan, shared: “The World Congress of Junior Chamber International will be held at Messe Taoyuan from October 29 to November 2, 2024, and this will bring more international attention to Taiwan’s business events industry.”
The World Congress of Junior Chamber International will be the venue’s inaugural event, and is set to attract approximately 4,000 international participants from 120 countries.
Su added that Messe Taoyuan boasts a strategic advantage due to its prime location near Taoyuan International Airport and Hsinchu Science Park. The science park is home to over 400 high-tech companies in sectors such as semiconductors, computers, telecommunications, and optoelectronics, offering excellent proximity to key industry hubs.
Another major development is the Taichung International Convention and Exhibition Center (TICEC). Slated for completion in 4Q2025, TICEC will be able to house 2,360 exhibition booths, and feature an outdoor plaza, and a large international conference hall with 2,200 seats.
Su shared: “Central Taiwan is known for its precision machinery industry and rich industrial and tourism resources, and this venue will further enhance the city’s economic competitiveness and international reputation.”
Building upon the success of last year’s Meet Taiwan Open Arms campaign, this year’s initiative, the Taiwan Business Events Corridor, invites international delegates to discover the diverse business events offerings in Taipei, Taoyuan, Taichung, Tainan, and Kaohsiung; all reachable by high-speed rail.
In 2023, Taiwan’s business events sector bounced back to 98 per cent of pre-Covid levels. The destination hosted 382 international conferences and 186 exhibitions, which drew 135,000 participants and generated an economic impact of US$430 million.
This momentum carried into 2024, with 1H2024 registering 239 international conferences and exhibitions, marking a 9.6 per cent year-on-year increase, to date. Meet Taiwan expects this upward trajectory to continue into 2025.
The importance of collaboration reverberated throughout CruiseXchange’s Mapping Asia’s Cruise Development fireside chat on Tuesday morning, with cruise industry veterans on the panel highlighting positive outcomes in responsible tourism development and regional cruise tourism industry prosperity when partnerships are done right.
The panel featured Patricia Yuen, director of cruise at the Hong Kong Tourism Board, who also delivered the CruiseXchange keynote; Oliviero Morelli, president of MSC Cruises Japan and South Korea; and Diana Bloss, co-founder and director of operations at Worldwide Cruise Associates.
From left: Worldwide Cruise Associates’ Diana Bloss; MSC Cruises Japan’s Oliviero Morelli; Hong Kong Tourism Board’s Patricia Yuen; and TTG Asia Media’s Karen Yue
While panellists acknowledged that cruise ships would deposit many travellers onto a destination at once, they said cooperation among partners could prevent congestion and inconveniences to both cruise passengers and local residents.
Yuen explained that Hong Kong Tourism Board, port managers, cruise lines and other tourism suppliers work very closely to ensure a seamless flow of cruise passengers from ship, through to the city, and back.
She added that cruise tourism plays an important role in the well-being of Hong Kong’s tourism industry, as it creates jobs for a large segment of locals, and drives business to many local companies.
“The benefit is not Hong Kong’s alone. Cruise ships employ a large crew, and deployments allow them to make a living,” Yuen said.
Intensifying collaboration is also seen between cruise lines and destinations to develop meaningful shore excursions, especially as corporate interest in authentic and unique experiences spikes.
Morelli shared that more corporate event planners from China, Japan, and Taiwan are opting to host events onboard cruise ships. These participants, he said, tended to seek out experiences that incorporate local culture, festivals, and events.
Environmentally-conscious excursions were also gaining in popularity, he added.
Panellists emphasised that opportunities to engage in meaningful shore excursions contribute to regenerative tourism, as travellers’ interest in disappearing trade and arts, as well as authentic local practices, will help to sustain them.
Another valuable outcome of collaboration is the opportunity to further develop Asia’s cruise tourism industry.
Yuen opined that a regional strategy to promote multiple Asian ports would encourage cruise lines to expand their programmes in the region.
A prime example of such cooperation was showcased at Seatrade Cruise Global in April, where Hong Kong and members of the Asia Cruise Cooperation hosted a lunch to highlight cruise developments in the region, to entice cruise lines. Members in the 10-year alliance include South Korea, Taiwan, China’s Xiamen and Hainan, and the Philippines. – Additional reporting by Karen Yue
Bintan Resorts is expanding its appeal to international corporate groups in Asia-Pacific by developing new properties with modern meeting facilities, improving accessibility, and constructing a world-class convention centre.
Bintan Resort Cakrawala (BRC), a subsidiary of Gallant Venture, oversees the operations and destination marketing of Bintan Resorts, whose key markets include Singapore, China, South Korea, India, and Australia.
An aerial view of Lagoi Bay
As the master developer of Bintan Island’s northern coast, BRC leases out parcels of land and currently coordinates 23 independently owned and operated properties, all of which are equipped with PA systems and high-speed Internet access.
Abdul Wahab, chief operating officer at BRC, shared that Singapore’s business events sector is its primary target due to its close proximity.
He said: “We can offer a more focused environment for meetings, free from daily distractions that participants might face if the event was held in Singapore.”
To better capture demand, BRC is developing a new, five-hectare convention centre in Lagoi Bay. Once operational, this multipurpose venue will be able to accommodate up to 10,000 attendees. A joint venture between Bintan Resorts’ stakeholders, the venue is expected to be completed by 2027.
Moreover, another eight to 10 hotels are set to rise over the next three years, such as the Mövenpick Resort & Spa Bintan Lagoon. Scheduled to open in March 2025, the property will boast a ballroom that can accommodate up to 500.
Beyond the hardware, BRC is also in discussion with Changi Airport Group, Singapore Tourism Board, and Singapore Cruise Centre to explore ways to increase passenger traffic from Singapore to Bintan Island.
This comes as Bandar Bentan Telani Ferry Terminal, a private ferry terminal in the heart of Bintan Resorts, is also managed by BRC.
Abdul told TTGmice: “We are upgrading the ferry terminal, and are in discussion with local authorities to install e-gates – similar to those in Singapore – for a seamless immigration process.”
One of the most anticipated developments is an international airport with a three-kilometre runway, designed to accommodate large aircraft such as the A380.
BRC is currently at the final stages of obtaining approval and licensing to build the airport, Abdul revealed.
The Slate, a luxury hotel and event venue in Phuket, Thailand, has launched a new Mindful Meetings campaign at IT&CM Asia.
The campaign offers a range of wellness-focused activities and amenities, including yoga sessions, mindfulness workshops, nutritious dining options, and relaxation spaces. By integrating these elements into their events, The Slate aims to create a more engaging, inspiring, and fulfilling experience for attendees.
Mindful Meetings at The Slate
“We believe that a healthy and happy workforce is a more productive one,” said David Barrett, general manager of The Slate. “Our Mindful Meetings campaign is designed to help companies elevate their events while also promoting the well-being of their employees.”
In addition to its wellness offerings, The Slate also boasts state-of-the-art meeting facilities, such as the Jomon Pavilion, a stunning venue with panoramic views of the surrounding landscape.
FCM Travel Asia has promoted Gursheel Dhillon to head of marketing.
Dhillon, a seasoned marketer and communicator, has been a pivotal part of the business, overseeing public relations and communications across six key markets in Asia.
She was awarded the Global Corporate Marketer of the Year by the ASX-listed Flight Centre Travel Group (FCTG) in her first year with the business. Dhillon has successfully driven FCM’s narrative in Asia, contributing to growing the brand’s presence across both trade and mainstream media titles while working closely with key stakeholders.
Large industry organisations are leading the charge towards sustainable exhibitions
Some reusable booth furniture and materials are still too pricey for widespread adoption
Production and post-show processes must be considered when measuring sustainability goals
Solar panels on top of Singapore Expo’s roof
Business event organisers, participants and industry organisations are increasingly paying attention to their role in meeting sustainability goals through their activities.
In advocating for greater sustainability commitment, the ninth edition of the Global Exhibitions Day (GED) on June 5, 2024, bore the theme, Exhibitions are catalysts to sustainable futures. It underscored four key messages: exhibition’s ability to drive progress; exhibition’s ability to facilitate economic growth; exhibitions are sustainable; and exhibitions connect people. Aligned with this theme, GED 2024 saw UFI – The Global Association of the Exhibitions Industry planting 3,000 trees across the Philippines, Madagascar, and Ecuador through a collaboration with sustainability partner EcoMatcher and digital marketing partner snöbal.
A month later, the massive Net Zero Carbon Events (NZCE) initiative, hosted by the Joint Meetings Industry Council, gained a new signatory. ASM Global, a global company specialising in venue development and management and live entertainment content management, signed the NZCE Pledge on July 29.
In taking the NZCE Pledge, the signatory organisation aims to achieve net zero greenhouse gas (GHG) emissions by 2050. This is in line with global efforts set out by the Paris Agreement to limit warming to 1.5°C and reduce total global GHG emissions by 50 per cent by 2030, and to actively promote and advocate for industry efforts throughout the value chain.
ASM Global’s pledge is significant to the NZCE initiative, as the single organisation has a network of over 400 venues worldwide, which gives it the power to galvanise widespread adoption of sustainable practices within the industry.
Venue support
Singapore-based Constellar Holdings, which manages the Singapore Expo venue, is also a signatory of the NZCE Pledge. It is the first business events venue in Asia to install solar panels. Set across Singapore Expo roofs, these 16,508 panels can generate 12GWh annually – enough to power 4,000 three-room apartments for a year, and allow the venue to effectively reduce carbon emissions equivalent to 500 round trips between Singapore and New York, shared group CEO Chua Wee Phong.
Constellar Holdings has also installed a food digester and built three on-site herb gardens that grow over 25 varieties of herbs and spices, which are used by the in-house culinary team to prepare meals for events.
Chua told TTGmice that the team is relentless in testing “new innovative prototypes to achieve our sustainability goals”, and is driven by the desire to do their part “to ensure that our future generations have a good planet Earth to live on”.
He emphasised that the journey to sustainable events must be taken by everyone in the industry. “In Singapore, our direction is set by the Singapore Tourism Board. We are all involved, from venue managers like us to stand builders like Pico, and to exhibitors and attendees,” stated Chua.
While Constellar Holdings cannot dictate how clients build their booths, Chua said the sustainability initiatives set out by Constellar Holdings were a way to help event owners and organisers achieve their green objectives.
“Sustainability comes at a cost, and it isn’t cheap to use special paper furniture and modular booths made of recyclable materials. However, by choosing to take their events to an accredited sustainable venue like ours, event owners and organisers are already halfway there. They know that their events at Singapore Expo are running on sustainable energy, they are minimising single-use plastic consumption, their food waste is being put to good use, etc,” explained Chua, adding that Constellar Holdings offers clients a post-event report that spells out their environmental impact to aid planning.
Many layers to sustainability
David Holmquist, sales executive with Queensland-based Pyramid Displays, acknowledged the growing trend in sustainable exhibition booths, but said event owners, organisers and exhibitors have many factors to consider when aiming for a low carbon impact event.
One consideration is how stand equipment is produced and handled after tear-down.
Holmquist told TTGmice: “Sustainability has to make sense. You could use booth furniture made of cardboard, which is made of recycled material and is foldable for storage and future use. However, it is extremely fragile with no longevity. You could print a reusable fabric banner, but you have to ensure that your future stands are the same to be able to use that fabric banner again. Also, there is a cost attached to storing and freighting these reusable items to your next event somewhere in the world.”
Recognising that the sustainability responsibility rests not only on the user, Pyramid Displays has developed ways to minimise post-event waste. Boards and fabrics removed from stands are reused as infills, to create other pieces of furniture, or as in-house packaging materials.
He added that sustainability goals are not all about waste reduction and management; community goals are crucial too.
“We are an Australian homegrown company and have been in business for 28 years. We build a lot of our counters and fashion a lot of booth equipment in-house with the hands of Australians. When event owners and organisers use Pyramid Displays for their events in Queensland, they are helping us to feed the local community. By producing everything locally, we also minimise the carbon footprint of event build-up,” he said.
Both Chua and Holmquist agree that environmentally efficient exhibition furnishing is generally still pricey today due to the lack of production scale. However, the ongoing sustainability movement will eventually build up enough demand and bring costs down to an economical level.
“I love seeing new things popping up for the sake of sustainable events. The events industry is still in an experimental phase now, and some ideas are bound to do well and stick around. Sustainable exhibition design is an ongoing conversation,” Holmquist opined.
Chua agrees that just as some event supplies are made redundant due to sustainability considerations, other new ideas will come along. Citing the use of carpets in exhibitions as an example, he said most shows have completely done away with its use, but for events that still require a central carpet for aesthetics, there are now reusable and washable options.
Several APAC destinations are witnessing a surge in arriving Indian business event groups; Hoi An, Vietnam pictured
Asian destinations are experiencing a surge in demand from Indian business events groups, with Dubai being among the established favourites while more are becoming increasingly attractive due to direct flight options.
Bindeshwari Prasad, executive director, Axplore Travelplus, told TTGmice that approximately 70 per cent of the company’s outbound business is focused on Asia. A bulk of these are incentive trips while there are several meetings and conferences.
Several APAC destinations are witnessing a surge in arriving Indian business event groups; Hoi An, Vietnam pictured
He elaborated: “In the period following the pandemic, Dubai was the most in demand. However, Thailand has since reclaimed the top spot. Vietnam is rapidly emerging as a preferred choice for Indian incentive groups, while Gulf countries like Qatar and Oman are also rising in popularity.”
Akshay Moza, vice president, commercial division at The Grand Ho Tram Strip, Vietnam, said: “The expansion of direct flights to Ho Chi Minh City has greatly enhanced Vietnam’s appeal to Indian travellers, solidifying our position as an accessible and attractive MICE destination. This improved connectivity is crucial for attracting larger corporate groups.”
Pre-pandemic, there were six direct flights between India and Vietnam. Since then, there have been multiple direct flights connecting destinations like New Delhi, Mumbai, Ahmedabad, Bengaluru, Kolkata and Kochi in India to Hanoi, Ho Chi Minh City, Danang and Phu Quoc in Vietnam.
The introduction of visa waivers by Sri Lanka, Thailand, and Malaysia has also contributed to the growing popularity of these destinations among Indian corporate groups.
Naveen Kundu, managing director, Ebix Travel Group, India, Middle East & ASEAN, said that the demand for Asian destinations for business events is “skyrocketing”, thanks to the “visa-free entry for Indians” offered by several Asian countries.
He added: “Following the lead of countries like Sri Lanka and Thailand, there are reports that Indonesia will soon offer visa exemptions to Indian travellers. I believe that in the next five years, the Indian outbound MICE market alone will surpass the entire (inbound) tourism economy of many countries.”
According to Prasad, there remains a strong pent-up demand for business event activities among corporations in various sectors, including IT, pharmaceutical, finance, and manufacturing.
“There is an average of 18 to 20 per cent growth in demand for outbound MICE this year compared to the last year,” shared Prasad.
Secondary destinations like Zhangjiajie (pictured) are rising in popularity among Malaysia’s outbound corporates
Malaysia and China’s implementation of visa-free travel – in celebration of 50 years of Malaysia-China bilateral diplomatic relations – for their citizens has significantly boosted business events tourism.
The reciprocal visa-free policy, effective until the end of 2025 for Malaysians and 2026 for Chinese, has led to a significant increase in Chinese visitors to Malaysia since its implementation on December 1, 2023. In 1H2024, Chinese arrivals totalled 1.5 million, a 190.8 per cent increase over the same period in 2023.
Secondary destinations like Zhangjiajie (pictured) are rising in popularity among Malaysia’s outbound corporates
Faeez Fadhlillah, co-founder and CEO of Tripfez Travel & Tours, told TTGmice that small corporate groups travelling to China for meetings or incentive trips have shortened to three weeks or less, due to the elimination of visa-related hassles. However, Faeez noted that groups of over 50 still require longer lead times due to the high demand for airline seats.
“In the past, China was seldom a choice for Malaysian companies looking to reward their employees with an all-expenses-paid trip abroad. Obtaining a Chinese visa used to be a hassle, so companies often chose other destinations that did not require a visa,” he explained.
He added that secondary destinations in China, such as Xi’an and Zhangjiajie, are now favoured over first-tier cities like Shanghai and Guangzhou, thanks to the former’s cultural and scenic experiences.
Mint Leong, managing director of Sunflower Holidays in Kuala Lumpur, noted that improved direct air access from Kuala Lumpur to second- and third-tier cities is driving outbound travel demand to China.
As more Malaysians are eager to explore and seek in-depth experiences at their destinations, Leong is promoting destinations such as Lanzhou, Yantai, Chongqing, Qingdao, and Lijiang.
She said: “Gone are the days when Malaysians were content with sit-in coaches and visiting many places in one trip. Now, they want to explore the destination and experience it like a local.”
For inbound incentive travel to Malaysia from China, Hasniza Suid, director of sales, Langkawi MICE Holidays & Tours, shared that the duty-free status of Langkawi, as well as its beaches and islands, appeals to Chinese incentive groups.
As there were no direct flights from China to Langkawi, many groups on scheduled flights travel from either Kuala Lumpur or Penang to Langkawi, resulting in an average stay of at least three nights.
Zulkifli Rahman, director of sales and marketing at The Ritz-Carlton, Langkawi, concurred, sharing that the average length of stay for Chinese groups has increased from two nights to five nights, as many organisers prefer to stay at a single accommodation rather than split between multiple locations.
Pigeonhole Live, an interactive platform crafted for a diverse range of meetings and events, signed a Memorandum of Understanding (MoU) with simultaneous interpretation solutions provider Interprefy earlier this year to create better engagement among members of the audience through inclusive Q&As and multilingual communication.
Hew Joon Yeng, chief business officer and co-founder of Singapore-headquartered Pigeonhole Live, told TTGmice: “While simultaneous interpretation is readily available, a gap remains in Q&A sessions, where questions are typically submitted in the main event language. Our partnership with Interprefy bridges this gap by enabling diverse audience members to ask questions in their preferred language, creating a fully inclusive end-to-end experience.”
The AI Insights feature can analyse audience sentiments
This, Hew indicated, will bring about a more meaningful experience for attendees, because “when participants can express themselves comfortably in their preferred language, they are more likely to ask genuine questions that reflect their true thoughts, concerns, or feedback”.
Aside from merely being a tool for Q&A sessions and polls at events, Pigeonhole Live also boasts an integrated AI Insights feature to help organisers plan better events in the future.
“Our AI Insights tool analyses questions for sentiment, detecting positive or negative tones in discussions that might not be immediately obvious. It examines the original language of each question without translation, preserving its most authentic form. This allows event organisers to identify key topics, pinpoint areas for improvement based on negative sentiments, and filter responses to understand the true mood and concerns of their audience,” Hew explained.
When asked why partnerships are important in scaling up, JoonHew shared that as industry leaders experience the benefits of multilingual communication and Pigeonhole Live’s interactive tools at large-scale conferences, there is also a chance they may adopt the platform for their own internal meetings or town halls to bring about more inclusive and genuine Q&A sessions.
“This creates a ripple effect, extending the value of our partnership beyond just external events to improve communication and engagement within organisations themselves.”
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