TCEB discloses performance and potential of Thai MICE industry


BANGKOK, 21st August 2013 The Thailand Convention and Exhibition Bureau (TCEB) has disclosed the performance and potential of Thai MICE. 

The MICE, or Meeting, Incentive travel, Convention and Exhibitions, has grown 12% from the 1st to 3rd quarters of this fiscal year. With particular focus on Asian markets as the region accounts for the largest number of MICE travelers, the Thailand Convention and Exhibition Bureau (TCEB) was confident that Thai MICE would attract up to 940,000 travellers in 2013, generating up to 80 billion baht for the country.

According to Mr. Nopparat Maythaveekulchai, president of TCEB, the progress has been driven by the execution of strategic marketing movements as well as the strengthening of THAI MICE to tackle the launch of AEC.

Over 740,000 foreign MICE travelers have visited Thailand in 2013 fiscal year, generating 64 billion baht baht in revenue. The international convention segment accounts for the largest number of MICE travellers, roughly 30%. The incentives segment boasts 26% of travellers, bringing in 12 billion baht. Corporate meetings have also generated 18 billion baht. As for International exhibitions, 20% visited Thailand.

Mr. Nopparat further stated that that the Asian MICE market has the highest market penetration of 73%, equivalent to over half a million travellers. The top MICE travelers entering Thailand are from ASEAN Plus six nations: China, India, Singapore, Korea, and Malaysia respectively. TCEB has supported 339 conventions and 47 international exhibitions in the past 3 tri-mesters as well as winning many event biddings.

Finally, TCEB expressed the desire to improve the MICE service sector in Thailand by focusing on developing skills, in conjunction with higher education systems, and expanding the outlook of the industry. In perspective of local communities, this will provide a new pool of jobs, advocate MICE as a new lucrative industry for Thais. In view of the international market, the 4th quarter will see TCEB focusing more on ASEAN through alliances with high-potential countries.