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 speaking at the PATA Knowledge Forum
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.
Plaza Premium Group (PPG) has appointed Jonathan Song as chief commercial officer and Mei Mei Song as chief transformation officer.
In his new capacity, Jonathan will spearhead the global development of new airport hospitality services and facilities in new airports. He will also lead key strategic partnerships, enhancing and growing sales channels, product development, and drive PPG’s loyalty programme – Smart Traveller.
From left: Jonathan Song and Mei Mei Song
Mei Mei will oversee the brand’s evolution and implement transformation initiatives including enhancing customer experiences, diversifying PPG’s sales mix and anticipating future trends and opportunities, as well as lead PPG’s sustainability strategy.
The St. Regis Jakarta Hotel and Residences has named Oliver Kreuzer as general manager, where he will lead the team at the 282-key hotel.
With a career in the hospitality industry spanning over three decades, Kreuzer has worked in countries such as Europe, Asia, the US, and the Middle East.
EA Rooftop, an integrated culinary lifestyle complex by Asset World Corporation (AWC) atop the Empire Tower in Sathorn’s CBD is set to launch on September 18.
The project, spearheaded by AWC CEO and president Wallapa Traisorat, is expected to revolutionise the city’s culinary and business events landscape.
EA Rooftop at The Empire
With an investment of over one billion baht (US$29.3 million), the EA Rooftop project is expected to elevate The Empire into a global lifestyle destination. It will feature some of the highest and most spacious high-end culinary and event spaces in Thailand, capable of accommodating large groups and events.
The 10,000m2 EA Rooftop, pronounced “ey-ah”, is a multi-level culinary haven featuring 2,500m2 of outdoor dining and entertainment spaces. A unique lift, dubbed the Aya Experience, will transport guests between the various levels, enhancing the overall atmosphere.
The complex, spanning more than six storeys, offers a diverse range of dining options. Casual dining options are found at EA Gallery on the 55th floor while Michelin-star experiences are presented at EA Chef’s Table one floor up. The experience culminates on the top four floors with Nobu Bangkok and its open-air Nobu Rooftop Bar on the 60th floor.
Event planners have a choice of various indoor function rooms here, along with a double-storey outdoor function space, complete with a large LED screen.
By end-2024, AWC will partially open a floor devoted to wellness cuisine.
“EA Rooftop is strategically located to draw traffic from nearby five-star hotels such as W Bangkok and The Standard. During the day, the complex will cater to executive groups and expatriates in the area, while in the evenings, it will transform into a culinary hotspot for tourists. The Instagrammable rooftop views are expected to attract short-haul markets, further boosting its popularity,” said Wallapa.
She added that “Bangkok doesn’t yet have such an expansive high-end culinary destination that can handle large volumes of MICE groups – particularly this high up”.
According to AWC’s head of hotel operations Rungruang Wirojcheewan, the venue has already garnered significant interest and buy-out enquiries for high-profile events, such as the World CEO Forum and various fashion shows.
Next month, AWC will also launch a dedicated event booking platform.
Matt Knights, chief hospitality group officer at AWC, said the project is crucial to Bangkok’s competitiveness as an events destination. “Bangkok is competing against other cities like Tokyo, Seoul and Kuala Lumpur. A landmark like the EA Rooftop adds another selling point that MICE suppliers can leverage to sell the destination to their clients,” he remarked.
Situated on the south-eastern coast of Vietnam, Cam Ranh’s coastline is reminiscent of Thailand’s long stretches of uninterrupted beaches, and would work as a great destination for business events, but few international corporates have taken notice.
Believing in the city’s potential for business events, The Anam Group opened Axi Plaza, a multipurpose building with event spaces, lounge and shopping, in April 2024.
Axi Plaza will help to raise Cam Ranh’s business events profile
“Axi Plaza is a gamechanger for Cam Ranh, where it will help support local tourism through MICE. This MICE business is not limited to The Anam Cam Ranh (which stands adjacent), and instead, serves the wider community and other five-star hotels nearby that do not have facilities to host large corporate groups,” said Pham Van Hien, chairman of The Anam Group.
Sporting a design inspired by the country’s ubiquitous coracle boat, Axi Plaza’s main event space is a 1,197m2 conference hall good for 1,000 pax in theatre-setting, or 500 pax for gala dinners. The hall features a high ceiling with timber beams fashioned in a fan formation, a 75m2 LED screen, as well as floor-to-ceiling windows that let in an abundance of natural light and offer a 180-degree view of the ocean. Meanwhile, outdoor spaces include a 1,077m2 rooftop area on the fifth floor, and a grass lawn on the beachfront.
The building also houses a 200m2 Axi Plaza Lounge, and more than 40 shopping and dining outlets. The lounge will be a boon for travellers who have hours to kill before their evening flights, as the international airport is only 15 minutes away.
Next to Axi Plaza is the 212-key Anam Cam Ranh, which currently welcomes more leisure guests than corporates. But Norbert Meyer, the resort manager, opined that the opening of Axi Plaza will change the guest mix, as Axi Plaza will satisfy demand for “the growing business events sector”.
Prior to Axi Plaza’s opening, the largest corporate group The Anam Cam Ranh handled was a 200 pax group from an international company based in Vietnam, which took up 50 per cent of the resort, and made use of the property’s two indoor event spaces and outdoor lawns.
Along the same stretch of coastline are the Radisson Blu Resort Cam Ranh and Wyndham Garden Cam Ranh, which handle similarly sized corporate groups.
The Radisson Blu Resort Cam Ranh offers 292 keys alongside six on-site event spaces including a Grand Ballroom, three grass lawns, and can handle groups of up to 300 comfortably.
On the area’s drawcard, Kurt Vieren, general manager at Radisson Blu Resort Cam Ranh, said: “As a destination, Cam Ranh offers (international corporates) a unique blend of local Vietnamese culture, natural beauty and tranquillity.”
“Approximately a third of our business stems from the MICE segment. We are actively seeking new avenues to appeal to this key segment through strategic partnerships with event planners and corporate clients,” he told TTGmice.
For Rami Obeid, general manager of Wyndham Garden Cam Ranh, while the hotel’s focus has primarily been domestic corporates, they are planning to attract more international groups.
“Our strategy to attract these groups involves offering prime beachside locations for teambuilding at no additional cost, customised dining options, and flexible pricing dependent on the number of villas booked and duration of stay. Our promotions include a complimentary villa for every 10 booked and complimentary upgrades for special guests of the group,” he elaborated.
Overall, all three general managers were in agreement that Cam Ranh needs more destination promotion.
“A new expressway between Ho Chi Minh City and Nha Trang was completed in April 2024. A journey that used to take eight hours by train now takes four hours by car, but this development is not communicated well outside of Vietnam. It would be helpful to let international guests know the country is making good progress,” said Meyer.
“Cam Ranh can certainly benefit from a further uplift in international arrivals – amid stiff competition from already established MICE destinations,” Vieren added.
Fortunately, according to Obeid, “the Khanh Hoa Department of Tourism is actively working to bolster MICE tourism through various initiatives”. He added that plans include “hosting roadshows and promotional events in countries like India and Thailand and organising festivals in collaboration with local associations”.
When asked what was sorely lacking to elevate Cam Ranh’s profile as a business events destination, Laurent Myter, group general manager, The Anam Group, said: “What’s missing is a direct flight connection to Singapore. We used to have a Vietnam Airlines flight that launched just before Covid, but it was scrapped after a few months. I’m hopeful that this will be restored in the future, as Singapore will help make Cam Ranh a one-stop connection for many countries.”
Vieren agreed that “direct flights, especially from neighbouring markets like Singapore, Jakarta, and Hong Kong” would benefit the Vietnamese city greatly.
As for Obeid, challenges he pointed out include “high airfares” to Cam Ranh, as well as the “competitive dynamics with nearby Nha Trang”, as the “oversaturated hotel market has driven down prices”.
The 29th edition of the PATA Gold Awards brings yet another triumphant moment to the editorial team at TTG Asia Media. TTGmice’sGoing green story, authored by Caroline Boey and Karen Yue, was named the Business Article winner.
TTG Asia Media’s Karen Yue and Darren Ng (second and third from left) receive the award from PATA’s Noor Ahmad Hamid (far left), MGTO’s Maria Helena de Senna Fernandes (second from right), and PATA’s Peter Semone
The winning feature looked into what convention centres in the region are doing to make a significant impact on net zero carbon goals set by the business events industry and their national government.
TTG Asia Media’s managing director Darren Ng and group editor Karen Yue received the award on behalf of their team.
This is TTG Asia Media’s 11th PATA Gold Award recognition. TTG Asia and TTG Asia Luxury were also recipients of past Business Article awards.
The Malaysia Convention & Exhibition Bureau (MyCEB) has appointed Tan Mei Phing as the acting CEO, effective August 20, 2024.
In her role, she will oversee the strategic direction, financial planning, and operational execution of MyCEB’s initiatives, ensuring the bureau’s continued growth and reinforcing Malaysia’s standing as a premier destination for business events.
Prior to this appointment, she successfully managed several key divisions, including Event Facilitation, Sales, Marketing & Branding, Industry Development, PR & Communications, and Market Intelligence. Her strategic oversight in these areas has been instrumental in elevating Malaysia’s profile as a leading hub for international business events and conferences.
Tan’s career in the business events sector is distinguished by her involvement in numerous major international conferences held in Malaysia. She began her career with an international Destination Management Company, where she gained valuable experience in event management. Her journey then led her to the role of a Professional Conference Organiser (PCO), where she honed her expertise in bidding and managing a large-scale event.
Leveraging work from Google Xi’s The Neu Project, Marriott strives to create a more inclusive experience for meeting attendees
Marriott International has announced its commitment to incorporate neuroinclusive practices at Marriott-hosted events of 250 people or more globally.
This commitment is a result of joining forces with The Neu Project, an initiative from Google’s Experience Institute (Xi) that aims to share resources designed to better accommodate and create a more inclusive experience during meetings and events for neurodivergent attendees.
Leveraging work from Google Xi’s The Neu Project, Marriott strives to create a more inclusive experience for meeting attendees
Ramesh Daryanani, vice president global sales, loyalty operations & partnerships at Marriott International, told TTGmice: “We are committed to providing a more inclusive experience for all meeting attendees. In November 2023, we became the first hospitality company to introduce neuroinclusive practices at events of 250 people or more, globally.”
Neuroinclusive practices include providing real-time subtitles and captions during main stage events and conference presentations.
Delegates will also have access to a Quiet Room, a dedicated space at Marriott customer events for recovery from sensory overwhelm, restoration and regulation. It will serve as a calming retreat where guests can break from the event to manage fatigue, overload and/or sensory needs.
At registration, event attendees will also have the opportunity to request various tools to better accommodate their needs, including sensory & fidget toys, noise-cancelling ear plugs, sleep masks, etc.
Marriott will further its neuroinclusion efforts by conducting active listening sessions with the community through conversations with The Neu Project and people who are neurodivergent, which will help shape future content.
“The Neu Project was born out of a desire to rethink event experiences post-pandemic, and has since grown into a major initiative that is driving change at events across industries,“ said Megan Henshall, global events strategy at Google.
“Marriott understands that creating environments where differing perspectives and experiences can come together boosts creativity, and we have witnessed their passion for increasing inclusivity at meetings and events. We’re excited to continue working with them as we strive to create more inclusive experiences with and for the neurodivergent community.”
Approximately 15 to 20 per cent of the world’s population has neuro differences, including ADHD, obsessive-compulsive disorder, autism, dyslexia, epilepsy, and Tourette Syndrome. In 2022, the Google Experience Institute launched The Neu Project in order to demystify and educate event professionals on the design of more neuroinclusive experiences through a helpful guide and checklist.
An appointment session at a previous IT&CM Asia tradeshow
IT&CM Asia and CTW Asia-Pacific 2024 is set to redefine the MICE and corporate travel industry with a focus on innovation, inclusivity, and educational opportunities.
The three-day event, taking place from September 24-26, will feature a diverse lineup of conferences, networking sessions, and pre-show activities designed to cater to the evolving needs of delegates.
An appointment session at a previous IT&CM Asia tradeshow
Before the main tradeshow, attendees can immerse themselves in the culture of Bangkok through a Pre-Show City Tour hosted by the Thailand Convention & Exhibition Bureau (TCEB). Topgolf Megacity will also be hosting a fam trip that combines golfing fun with networking opportunities, and demonstrate how its venue can be used for corporate meetings and teambuilding events.
The conference sessions will delve into a range of topics, ranging from the evolution of cruise tourism in Hong Kong and impact of AI on the events industry; to developing young leaders in the business events and corporate travel industries, and exploring how incentive travel can incorporate wellness and cultural immersion to enhance employee performance and well-being.
There will also be tracks dedicated to the importance of DEIBA (Diversity, Equity, Inclusion, Belonging, and Accessibility) in the business events industry, and a session by SAP Concur as to how to create more inclusive travel policies for individuals with medical needs.
IT&CM Asia will also host a casual evening get-together, providing a perfect opportunity for attendees to network, collaborate, and celebrate.
Following a multi-year transformation, the Grand Hyatt Singapore has reopened, featuring upgraded event software with a strong emphasis on wellness.
“Structurally, the meeting spaces did not change. These days, it’s all about how we deliver the service and software. For example, we now offer Care Stations for all our meetings, and how we thoughtfully plan out the menu for tea breaks,” Wendy Teo, the hotel’s director of sales and marketing, told TTGmice.
Grand Hyatt Singapore’s Grand Ballroom
Designed to ensure a delegate’s well-being, Care Stations at events provide essential items such as cleansing wipes, mints, bandages, blankets, vitamins, stress balls, and more.
The refurbishment has also resulted in “more green space than before”, and Teo suggested that event planners can offer delegates a tea break at the outdoor lawn next to the 25-meter lap pool, where they can enjoy some refreshing coconut juice. Alternatively, invigorating bootcamps can be done in that space, while sound healing or mindful meditation can be included in the programme.
Another example of wellness, Teo has noticed, is the increasing requests for “white space” for attendees to network and make connections, take a call or check some emails, as opposed to a packed meeting schedule.
Moreover, the property’s event menus are guided by Hyatt’s philosophy, “Food. Thoughtfully Sourced. Carefully Served”, and feature a selection of dishes that emphasise fresh vegetables and fruits, with reduced meat options. For overnight business visitors, Grand Hyatt Singapore also offers access the Headspace app in guestrooms, providing a curated selection of guided meditations and mindfulness exercises.
When asked how busy the events team has been since the reopening, Teo shared that throughout the hotel’s closure enquiries have continued to stream in, “but now, requests for site inspections have really intensified”. She pointed out that the hotel is “perfect for mid-sized events”, as its maximum capacity is 500 people in theatre-style.
However, lead times these days are very short, with planners expecting fast turnarounds.
“The greatest challenge these days are that everyone needs to be very prompt. Gone are the days when you’re given three to five days. If we’re not fast enough, we might lose the business to other hotels or other destinations. To be successful, we need to listen what the customer is looking for in their proposal,” Teo elaborated.
The first opening phase of Grand Hyatt Singapore includes 292 rooms in the nature-inspired Terrace Wing, alongside all amenities. Its Grand Wing is slated to open in early 2025, adding another 407 keys.
The newly-opened Ritz-Carlton, Bangkok anchors the One Bangkok development with cosmopolitan elegance. Featuring the city's largest ballroom and a spectacular new penthouse suite, it delivers exceptional hardware and deeply authentic, soulful service for business and leisure travellers alike
Behind the imposing, Brutalist concrete that defines Zurich’s Oerlikon district lies a surprising secret. While its exterior honours the neighbourhood’s industrial roots, stepping inside Mama Shelter reveals a vibrant, neon-soaked world that is a far cry from its rigid shell
A polished urban retreat designed for business travellers, Hyatt Regency Kuala Lumpur at KL Midtown combines thoughtful design, seamless service, and exceptional facilities.
With a career in the hospitality industry spanning over three decades, Kreuzer has worked in countries such as Europe, Asia, the US, and the Middle East.
