TCEB unveils new brand strategy for business events

Thailand Convention and Exhibitions Bureau (TCEB) has announced new brand marketing communication campaign, ‘Thailand: Redefine Your Business Events’. Through the campaign, TCEB aims to tap into the growing opportunities from the country’s economic development landscape and the expansion of Asia market, while  promoting Thailand as a hub of ASEAN MiCE.

Nichapa Yoswee, Senior Vice, President, TCEB, said that Asia has been a fast-growing market for Thailand’s MiCE industry supported by remarkable growth rates of MiCE travellers from ASEAN and CLMV countries which increased 35 and 100 per cent respectively. In addition, Asia is predicted to be a primary source market for the Meeting & Incentives sector in 2019 powered by a rising trend of corporate travels in China, and the growth of travellers from India and Indonesia which are predicted at 11.3 and 8.7 per cent respectively.

However, the global MiCE market is changing with influences from social and technological developments. The upcoming trends are: an increasing focus on MiCE activities that enhance active learning, and abilities to broaden fresh perspective and being adaptive; a development of online applications which assist event organisers to manage the show and enhance delegate’s engagement, and a rising numbers of shows from new sectors such as Health and Wellness, Robotic Innovations and Start-up.

TCEB has defined marketing strategies for 2019 which focus on four areas:

  1. To highlight Thailand’s position as a hub of ASEAN MiCE – a connecting point that provides market access to ASEAN and CLMV countries.
  2. To encourage new MiCE events through the growing possibilities from the national economic policies including Thailand 4.0, the Eastern Economic Corridor (EEC), 10 S-Curve Industries and New S-Curve Industries.
  3. To redefine the organisation’s role from a mere supporter and marketer of business events hosted in Thailand to become a facilitator, developer, thought leader, as well as enabler of the business events industry.
  4. To promote Thailand’s MiCE industry through a new brand communication campaign Thailand: Redefine Your Business Events’.

TCEB has developed a series of supporting tools to enhance experiences for international delegates. Also, funding programmes are offered to attract new events and upgrade existing events. The bureau is introducing incentives packages such as ‘Exhibiz in Market’ programme to raise the sale of exhibition space, and ‘ASEAN + 6 Privilege’ to boost show visitors from target countries.