Thailand’s MICE body has unveiled a new strategy to lure tens of thousands of business event delegates to the country, mainly from China.
The Thailand Convention and Exhibition Bureau (TCEB) revealed on Wednesday that it will target “mega-sized events” by allocating additional promotional budgets through its ‘Thailand Big Thanks!’ campaign.
Much of this additional budget will be directed towards China, which TCEB identified as a “key target source market”. This year Thailand will host more than 14,000 Chinese delegates for the Infinitus Overseas Training 2016 event, which is expected to generate THB1.3 billion (US$37 million) in revenue for the kingdom.
“To promote the meetings and incentives travel sector in 2016… TCEB will focus on attracting mega-sized events with more than 2,000 international delegates by establishing the Thailand Big Thanks! sales promotion campaign,” said TCEB’s president, Nopparat Maythaveekulchai. “With high spending power, every mega-sized event can help inject healthy MICE revenue into our economy.”
As well as China, the new campaign will target other Asian countries, along with “secondary markets” such as the EU, US and Oceania. TCEB said it would also “closely monitor” Eastern Europe, the Middle East and Latin America.
The Thailand Big Thanks! campaign is aimed at attracting events of more than 2,000 international delegates staying at least three nights in the kingdom. Event planners will be offered incentives such as VIP receptions and logistical support. The campaign will run until 30 September 2017.
Thailand welcomed almost 1.1 million international MICE delegates in 2015, generating THB95.9bn in revenue. China alone accounted for 110,000 of these delegates, making it Thailand’s largest MICE source market, followed by India, Singapore, Malaysia and the US.