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TCEB and THAI Form Marketing Collaboration Attracting MICE Travellers from Asia, Europe_3The collaboration between TCEB and THAI aims to promote Thailand as a preferred meeting and incentive travel (MI) destination, both quantitatively and qualitatively, for corporate markets and, thus, driving the national economy along with the development of the MI sector.

Thailand Convention and Exhibition Bureau (TCEB) and Thai Airways International Public Company Limited (THAI) signed a deal on 2023 marketing collaboration through trade shows and road shows. The two parties expect the collaboration will attract at least 500,000 travellers and generate 33 billion baht revenue.

The two parties will involve in joint marketing to create new business opportunities and international markets. The target is quality meetings and incentive travellers from Asia and Europe.

Our targets are both short-haul market in the Asia Pacific and long-haul one in Europe. “The collaboration is expected to create confidence and incentives and make it easier for travellers to choose Thailand”.

CEB and THAI Form Marketing Collaboration Attracting MICE Travellers from Asia, Europe_5

CEB and THAI Form Marketing Collaboration Attracting MICE Travellers from Asia, Europe

This sector has been a significant market source of travellers for Thailand since the middle of this year. We will focus first on the overseas market of meetings and incentive travel.

Mr Chiruit Isarangkun Na Ayuthaya, President of Thailand Convention and Exhibition Bureau (TCEB), stated that “TCEB and THAI will join hands to promote the MICE industry in 2023. The particular focus is the markets where THAI and THAI Smile Airways operate flight services, for example, Europe, India, Australia, Japan, Korea, China, Hong Kong, Taiwan, Philippines, Singapore, Indonesia, Malaysia, Lao PDR, Vietnam, Cambodia and Myanmar.”

Mr Korakot Chatasingha, THAI Chief Commercial Officer, stated, “THAI and TCEB are preparing next year’s plan to boost and promote Thailand as a meeting destination for corporate clients. It will build confidence and trust among MICE travellers in selecting Thailand because the services of THAI and THAI Smile Airways cover global routes due to their Star Alliance network. This means more convenience for holding meetings in Thailand.”

So that THAI and TCEB are aligned with each other in travel promotion, a collaboration deal has been signed today to promote and support the MICE industry in 2023.

In this connection, TCEB and THAI will be involved in pro-active marketing activities, whether trade shows and road shows in key markets or other activities throughout 2023. The major global trade shows for meetings and incentive travel sector are IMEX Frankfurt 2023 in May in Germany, IT&CM Asia and CTW Asia-Pacific 2023 in Thailand, IMEX America 2023 in October in the US and IBTM World 2023 in November in Spain.

In response to the assessment of the potential markets conducted jointly with industry stakeholders, it is found that Australia is a high-spending market. Thus, the planned road shows in Sydney and Melbourne in May.

TCEB and THAI are confident that the collaboration will help revive the meetings and incentive travel markets to achieve 60% growth compared to 2019. More proactive marketing activities are in the pipeline for TCEB overseas representatives to tap into India, Singapore, Europe and the UK.

At the same time, plans for China are prepared for immediate action once the circumstances permit. In line with the prospect, TCEB and THAI are designing new campaigns for 2023 to help speed up the Thai MICE industry to return to normalcy as soon as possible.

Sale calls and business networking activities are undertaken to keep the clients in these markets updated on Thailand. Currently, TCEB has overseas representatives in 7 potential markets – Australia, the UK and Europe, North America, India, Singapore, Japan and China.

Based on the projected growth figure, an estimated 500,000 travellers generating 33 billion baht revenue is expected. For the road shows, the first targets are Cambodia and Vietnam. These two markets show signs of a speedy recovery.




Written by: Supaporn  Pholrach (Joom)