Thailand targets European MICE markets

The delegation in London
The delegation in London

Thailand has launched a new campaign aimed at driving more MICE business from the UK and Europe.

The Thailand Convention & Exhibition Bureau (TCEB) has unveiled its ‘Thailand CONNECT The World’ campaign for 2015, which it says is aimed at “reaffirming [Thailand’s] leadership position in the business events industry in Asia”.

Targeting buyers and business events visitors, the campaign will showcase what TCEB called the “three key fundamental pillars” of the Thailand’s MICE industry – its destinations, business potential and people.

The initiative was unveiled by TCEB at an event in London.

“The strategic direction to promote Thailand’s MICE industry is in response to the government policy of reinforcing international confidence in Thailand, and especially boosting the vibrancy of the country’s MICE industry, which helps connect business events to global success,” explained Supawan Teerarat, TCEB’s vice president of strategic & business development.

“The announcement of the ‘Thailand CONNECT The World’ brand communications campaign and other market development initiatives will help to boost confidence in Thailand among the international business community, especially in high potential long-haul source market such as the UK and European markets.

“It will also reinforce our strong capabilities proposition as a vital link between global businesses and local experts to boost business events success, and propel the prosperity of the global economy in a sustainable way,” she added.

In the 12 months to 30 September 2014, Thailand welcomed 918,530 international MICE visitors, and generated revenue of approximately US$2.5 billion. TCEB forecasts that the ‘Thailand CONNECT The World’ campaign will help boost these figures to 1.036m visitors and US$3.3bn in revenues.

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