The Thailand Convention and Exhibition Bureau (TCEB) reveals a scheme to drive forward the Thai MICE industry, by creating long-term strength through the concept of cultural capital. The aim is to generate 140 billion baht in revenue by the end of next year.
The president of TCEB, Chiruit Isarangkun Na Ayuthaya, said that the MICE industry around the world is facing various significant challenges, starting from decreasing business trips, shorter travel time, and shifting demands, such as MICE innovations, new convention venues, new experiences, new business goals and most importantly, sustainability.
Therefore, TCEB has set the goal of transforming Thailand into a High Value-Added Destination, by developing new strategies, adapting Thai identities through innovation and creativity, and integrating with related sectors.
‘Soft Power’ is once again set to become a core to creating unique and valuable experiences. He stressed that these strategies will boost the image of the Thai MICE industry, as well as drive the role of Thailand as the Springboard of ASIA’s Growth which will stimulate the MICE industry across Asia.
TCEB will be supporting the MICE industry through 3 main key departments: Mega Events and Festivals; International Exhibition; and Domestic MICE Market.
They also aim to initiate the ‘Quick-Win’ approach in 2024, which includes a roadshow, pro-active overseas marketing, building a network through one-on-one meetings, and building a discussion platform for all stakeholders. (NNT)