Thailand strengthens bilateral MICE industry ties with Japan

The Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, has unveiled the next step in its strategy to boost confidence among Japanese business events stakeholders in Thailand’s MICE industry, positioning the country as a gateway to success in ASEAN. The bureau is spearheading both global initiatives including the Thailand CONNECT The World and Thailand’s MICE United II campaigns, and targeted initiatives for Japan, such as special financial subsidies of up to 1 million baht (approximately 3 million yen) for large corporate meeting groups, per head incentives for groups who engage in business matching activities, and comprehensive support for Mega Events, among others.

The bureau also reported that from October 2013 to September 2014, Thailand welcomed 919,614 business events travellers, contributing more than 80.8 billion baht (297.34 billion yen) to the country’s economy. Of these, 31,373 were Japanese MICE travellers, generating 2.8 billion baht (11.41 billion yen), placing Japan in Thailand’s top 10 source markets. The momentum continued in the first quarter of the 2015 fiscal year – October to December 2014 – when 5,893 Japanese business events travellers generated in total 2.16 billion yen for the Thai economy, representing a 45.76 percent and 127.81 percent year-over-year increase in visitor numbers and revenue, respectively.

A core part of TCEB’s outreach to Japanese MICE stakeholders is Thailand CONNECT The World, an integrated campaign highlighting Thailand’s unrivalled destinations, business prospects, and people. Under ‘Destinations’, Thailand’s five top-tier business events cities are showcased, offering limitless options both inside and outside the event venue. ‘Business’ highlights how, as a world leader in a range of industries, Thailand harnesses regional integration to offer global prospects and opportunities to businesses seeking a springboard for AEC success. ‘People’ emphasises Thailand’s proficient professionals who serve with effortless simplicity, gracious smiles and signature Thai service, as well as benchmark-setting industry standards.

The second key initiative is Thailand’s MICE United II, a strategic campaign with collaboration from nine public and private organisations, including the Ministry of Foreign Affairs, the Tourism Authority of Thailand, Thai Airways International PLC, the Ratchaprasong Square Trade Association, the Bangkok Riverside Marketing Partnership, the Thailand Incentive and Convention Association, the Thai Exhibition Association, True Corporation PLC, and Bangkok Mass Transit System PLC. TCEB kicked off the first activity of Thailand’s MICE United II by joining forces with TrueMove H and BTS Skytrain to introduce the Thailand CONNECT Welcome Package, designed to attract international MICE visitors to experience Thailand’s MICE industry, and strengthen Thailand’s position as a preferred MICE destination in Asia.

The package comprises a special Thailand CONNECT edition BTS Connect SmartPass, and one-hour free WiFi trial by TrueMove H, with more than 100,000 True WiFi hotspots around the country.

To bring both of these core campaigns to life, TCEB has also launched a series of targeted, local promotions for Japanese stakeholders.

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