BANGKOK—A new five-year action plan by the Thailand Convention and Exhibition Bureau is focused on promoting the country as a leading destination for business events. The plan will be supported by two initiatives, “TCEB Go” and Thailand “MICE to Meet You Year 2023.”
In 2019, the international MICE market generated 93.9 billion baht for Thailand, while domestic MICE business earned 107 billion baht, according to the Bangkok Post. Total MICE revenue accounted for 3.27% of the country’s GDP.
TCEB Go includes both sustainability and innovation in its five-pronged approach. On the sustainability front, TCEB has committed to supporting its destinations’ efforts to obtain certification from the Global Destination Sustainability Index; to supporting MICE organizers who wish to obtain ISO 20121 certification; and to getting more than 450 MICE organizers across the country certified under the Thailand Sustainable Event Management Standard (TSEMS), to reduce their carbon footprints. To foster digital skills and innovation, TCEB will continue investing in its MICE Intelligence Center and the Thailand MICE One Stop Service as a digital platform to facilitate MICE logistics. It will also continue its MICE Winnovation project, an incubator for innovative solutions for MICE events.
“Last year alone, TCEB supported a total of 11 new shows and 25 new ones are scheduled for 2023, which we expect will attract around 160,000 overseas business travelers, representing a 236% rise from 2022, and generate 10.60 billion baht in revenue. It is an indicator of the strong confidence in Thailand as a platform for business growth,” Chiruit Isarangkun Na Ayuthaya, President, Thailand Convention and Exhibition Bureau, said.
TCEB is also focused on promoting its cities’ and provinces’ cultural identities and local experiences for convention groups. It has developed a series of seven “Magnificent MICE Routes” and identified local products and services that can be used as souvenirs, snacks or gifts for delegates.
“TCEB has been well aware of the post-COVID trend where travelers around the world are looking for four main elements—culture, nature, adventure and well-being—and Thailand is recognized as a destination which has all these elements,” Chiruit said.
Thailand has several high-profile international events on its roster in 2023, including the World Congress of Nephrology, taking place from March 30-April 2; the 29th International Montessori Congress from August 2-5; the Asian Federation of Exhibition and Convention Association (AFECA)’s Annual General Meeting in October; the 62nd International Congress and Convention Association (ICCA) Congress in November; and the World Allergy Congress 2023 in December. These follow on the heels of the prestigious APEC Economic Leaders’ Week, held last November, which garnered global media coverage as senior officials from 21 Asia-Pacific economies convened at Bangkok’s Queen Sirikit National Convention Center.
Senthil Gopinath, ICCA CEO, said his organization’s goal for its upcoming Congress in Bangkok is twofold: to produce a world-class global event and to sample a new format.
“There is no doubt that the ICCA Congress will showcase how business events can contribute to socioeconomic development, enhance the intellectuality of the meetings industry and be prepared for the future,” Gopinath said. “The format will consider both education and shared experiences, and delegates will be able to experience memorable Thai hospitality and professionalism.”
Reach Senthil Gopinath at 31 203981919 or senthil.g@iccaworld.org; Chiruit Isarangkun Na Ayuthaya at chiruit_i@tceb.or.th
