According to a report by International Congress and Convention Association (ICCA), India has emerged as second in the list of international MiCE travellers visiting Thailand. Thailand witnessed more than 8 million MiCE travellers generating 54 billion baht in the second quarter of fiscal 2019, informed Chiruit Isarangkun Na Ayuthaya, President of Thailand Convention & Exhibition Bureau (Public Organization) or TCEB. He said that the international MiCE travellers during second fiscal stood at 353,256, up 11%, for 26.7 billion baht in income, up 7%. The key category was corporate meetings. The top five in international MiCE arrivals in the quarter were China, India, Japan, Hong Kong and Indonesia.
The strong MiCE business in the quarter of 193 meetings lifted the ranking of Thailand’s MiCE sector to fourth in Asia, up from fifth place last year. Based on the report, Japan, China and South Korea, in that order, led the region’s MiCE business.
TCEB is moving on to implement main strategy to penetrate into the ASEAN+6, CLMV and European markets with the revenue goal of 220 billion baht in 2019.
In addition, the 2018 report of International Congress and Convention Association indicated that Bangkok ranked no. 2 (with 135 events), Chiang Mai no. 25 (25 events) and Pattaya no. 60 (11 events) of Asia for international conventions on provincial scale.
Domestic MICE market has marked the highest growth in Incentives market, both in number and revenue. Traveller growth totaled 18 per cent, whereas the revenue growth registered 180%. Top 5 MiCE cities include Bangkok, Chiang Mai, Khon Kaen, Phuket and Pattaya, respectively.
“The overall picture of Thai MICE market in Quarter 2 indicated that Thailand has maintained our status as a significant MICE destination and has continued to gain trust to hold major events amidst the fluctuation and fierce competition. Triumphantly, we can say that the success is from strong collaborations of involving parties from public and private sectors, who have dedicated to boost the growth of national MICE and enable it to prosper with stability,” TCEB President said.
According to a research conducted by Frost & Sullivan (Thailand) Co. Ltd., the study found that economic impacts of MICE industry in the Fiscal Year 2018 may incur expenditures of 251,400 million baht, which will contribute to gross domestic product (GDP) by 177,200 million, or 1.2% equivalent of Thailand’s GDP.
TCEB President further said about the direction to drive Thai MiCE in the latter half of 2019 that TCEB will continue to operate in line with the government’s policy accentuating 3 strategic goals, including the generation of revenue, the distribution of revenue to the region and the development of MiCE through innovations. Altogether, TCEB has prepared to launch a stronger strategic plan to heighten Thailand’s MiCE industry with regard to escalate the country’s competitiveness through integrated operations with other parties involved in Thailand’s MICE industry whose goals are similar with ours.
In implementing the strategy on revenue generation and economic development, TCEB focuses on penetration into ASEAN+6 and CLMV markets, while also maintaining Europe as key long-haul markets. Promotional marketing activities will include the following:
- TIME (Thailand Incentive and Meeting Exchange 2019), from June11-15.
- ASEAN MAXIMICE, marketing package in collaboration with Thai Airways (MI market).
- ASEAN Plus 6 Visitor Privilege Campaign, marketing package for Exhibition market.
- IT&CMA &CTW 2019, trade show in Bangkok, from September 24-26.
- Fly & Meet Bonus, joint marketing package with Bangkok Airways (CLMV – MI market).
- CLMV Media Fam Trip (Bangkok-Pattaya), from June 10-14.
- IMEX Frankfurt 2019, trade show in Germany, from May 21-23.
In the distribution of revenue and growth, TCEB will concentrate in the development of networks and promotion of regional MICE. The 5 key campaigns are as follows:
- MiCE database project for Central, Northeastern and Southern regions (operating zones include 20 provinces in 3 regions)