TCEB Outlines MICE Strategy for 2019

The Thailand Convention and Exhibition Bureau (TCEB) has reported that since it was established 13 years ago, Thailand has hosted an average of 20 international MICE events per year and supported more than 5,000 domestic and international events held in Thailand and other countries. These events have generated more than 1 trillion Baht in revenue for Thailand’s economy.

TCEB used the annual Thailand MICE Forum, held in Bangkok on Tuesday, to unveil a three-pronged strategy to promote the Thai MICE industry in 2019.

Dr. Atchaka Sibunruang, TCEB Chairman of the Board of Directors, said, "The statistics form 2017 show that TCEB and operators in the MICE industry have created a positive impact on Thailand’s economy. MICE expenditure reached 231,200 million Baht, contributing 173,000 million Baht, or 1.1%, to the country's GDP. The contribution rate of MICE to the country’s GDP is comparable to Singapore. Meanwhile, in the same year, the industry has contributed 21,600 million Baht of tax and created as many as 167,300 jobs."

For the year 2017, the International Congress and Convention Association (ICCA) and the Global Association of the Exhibition Industry (UFI) rated Thailand as the fifth Convention Destination in Asia by the number of conventions, and the seventh Exhibition Destination in Asia by exhibition space sold. The country ranked first amongst ASEAN countries for both rankings.

According to TCEB, Thailand welcomed 1,276,411 international MICE travellers in 2017 and has a target of 1,327,000 for 2018. The target for 2019 is 1,419,890. Revenue generated by these international MICE travellers in 2017 reached 106,912 million Baht with 2018 expected to hit  124,000 million Baht, while 2019 has a revenue target of 130,200 million Baht.

Domestically, TCEB reports that there were 35,316,505 MICE travellers in 2017 with 2018 expected to reach around 37,082,330. TCEB has set a target of 38,936,447 domestic MICE travellers for 2019. These travellers created 91,010 million Baht of revenue in 2017 with 2018 and 2019 expected to reach 95,561 million Baht and 98,427 million Baht respectively.

Dr. Atchaka said that for the next fiscal year, challenges confronting the country’s MICE industry include how to retain the 1st position in ASEAN and how to be ranked the 5th Conference Destination and the 6th Exhibition Destination in Asia by 2021.

With these key factors, TCEB has set the strategic plan for 2019. The operation guidelines focus on three areas:

1) Generate income and economic development. The strategy is aimed at generating income from MICE to promote the country’s economy. TCEB will be a facilitator proving private sector with marketing packages. The bureau will work closely with alliances to attract MICE event and provide support to encourage business events under the Thailand 4.0 policy. In the year 2017, TCEB supported more than 90 events from S Curve and New S Curve industries including Robotics, Aviation and Logistics, Biofuels and Biochemicals, as well as Medical and Digital industries.

2) Develop MICE industry through innovation. The development of a digital tool, Biz CONNECT Application, creates an online business platform that connects event organisers and delegates. The application features information about the event and allows delegates to register and get ready for business meetings. TCEB has also partnered the National Innovation Agency (NIA) to promote the MICE industry through innovation and to support start-ups in the sector to strengthen Thailand's position as a MICE hub.

3) Distribute wealth across all sectors of society. Under the MICE for Community project, TCEB has partnered with the Cooperative Promotion Department to develop co-op centres as venues for MICE. Initially, 35 co-ops have been selected, while the project is intended to expand to 200 co-ops across the country. In addition, and for the first time in Thailand, TCEB together with its strategic alliances has formed a working group to develop the exhibition sector. The group, established as the Empower Thailand Exhibition or EMTEX, provides a collaborative platform for the public and private sector to enhance and create new exhibitions and encourage exhibitions to different regions.

"The change of operation guideline enables TCEB to reform its tasks and roles by focusing on the joint effort which truly dedicates to the industry, creatively make a difference, and establish the partnership to drive the growth of MICE industry. In the fiscal year of 2019, Thailand is projected to welcome 40,356,337 MICE travellers with projected revenue at 228,627 million baht. Of those projected figures, 1,419,890 are International MICE travellers generating 130,200 million baht in revenue, while 38,936,447 are domestic MICE travellers generating 98,427 million Baht in revenue to the country," said Dr. Atchaka.

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