Thailand CONNECT marketing campaign launched to target global buyers


ASIA – With the aim of selling the Southeast Asian nation to international MICE buyers, the Thailand Convention and Exhibition Bureau (TCEB) has unveiled its Thailand CONNECT marketing campaign.

The campaign will focus on three pillars: diversity of Thai destinations, business opportunities, and the quality of Thailand’s MICE professionals. It is accompanied by a number of promotional packages that will extend financial support to organisers and delegates attending MICE events in Thailand, depending on their country of origin and event duration.

Nopparat Maythaveekulchai, TCEB’s President, said that the new campaign is designed to help Thailand achieve a 2014 target of 987,000 MICE visitors from abroad, with revenues projected at 96.9bn baht (US$3.2bn), up respectively five and 10 per cent over the figures projected for 2013.

The campaign is designed to help TCEB enhance the global visibility of the Thailand brand as part of the Five-Year Master Plan (2012-16) and its three key strategies – Win, Promote and Develop.

“During the 2013 fiscal year, from October 2012 to August 2013, Thailand welcomed 993,072 MICE travellers, with revenues of over 86,280bn baht,” he adds. “Top MICE visitors were from the conventions industry (318,663 visitors), followed by incentives travellers (247,888 visitors), corporate meetings (237,701 visitors) and exhibitions (188,820 visitors).”

“We believe that Thailand can ‘connect’ extremely well with global buyers by offering a combined package of three unique selling propositions,” Nopparat said.

These USPs, TCEB claims, are:

1. Diversity of destinations. Thailand’s strategic location at the heart of Asia, together with convenient facilities and infrastructure, offer visitors a choice of venues covering five ‘MICE Cities’ (Bangkok, Pattaya, Phuket, Chiang Mai and Khon Kaen). Six international airports connect to 190 destinations worldwide with 500 flights per day. Nine conference and exhibition venues offer a combined total exhibition space of 222,984sqm.

2. Unrivalled business opportunities. ASEAN’s second largest economy is poised to play a leading role in the forthcoming unified regional market of the ASEAN Economic Community (AEC) in 2015. Economic integration will remove trade barriers and bring free transfer of goods, services, skilled labour, trade and investment among the ASEAN population of 600m. Thailand is a production and export base for key industries such as automotive and industrial components, computers and IT, energy, rubber and plastics. In addition, Thailand’s free trade agreements with 11 countries will create more business opportunities.

3. High quality professionals. UFI ranked Thailand No.1 by number of international exhibitions.

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