The Thailand Convention and Exhibition Bureau (TCEB)
has reported that since
it was established 13 years ago, Thailand has hosted an average of 20 international
MICE events per year and supported more than 5,000 domestic and
international events held in Thailand and other countries. These
events have generated more than 1 trillion Baht in revenue for
TCEB used the annual Thailand MICE Forum,
held in Bangkok on Tuesday, to unveil a three-pronged strategy to promote
MICE industry in 2019.
Sibunruang, TCEB Chairman of the Board of Directors, said, "The statistics form 2017
show that TCEB and operators in the MICE industry have created a
positive impact on Thailand’s economy.
MICE expenditure reached 231,200 million Baht,
contributing 173,000 million Baht, or 1.1%, to the country's GDP.
The contribution rate of MICE to the country’s GDP is comparable
to Singapore. Meanwhile, in the same year, the industry has
contributed 21,600 million Baht of tax and created as many as
For the year 2017, the International Congress and Convention Association
(ICCA) and the Global Association of the Exhibition Industry (UFI)
rated Thailand as the fifth Convention Destination in
Asia by the number of conventions, and the seventh Exhibition
Destination in Asia by exhibition space sold. The country ranked
first amongst ASEAN countries for both rankings.
According to TCEB,
Thailand welcomed 1,276,411 international MICE travellers in 2017
and has a target of 1,327,000 for 2018. The target for 2019 is
1,419,890. Revenue generated by these international MICE
travellers in 2017 reached 106,912 million Baht with 2018 expected
to hit 124,000 million Baht, while 2019 has a revenue target
of 130,200 million Baht.
Domestically, TCEB reports that there were
35,316,505 MICE travellers in 2017 with 2018 expected to reach
around 37,082,330. TCEB has set a target of 38,936,447 domestic
MICE travellers for 2019. These travellers created 91,010 million
Baht of revenue in 2017 with 2018 and 2019 expected to reach
95,561 million Baht and 98,427 million Baht respectively.
Dr. Atchaka said that for the next
fiscal year, challenges confronting the country’s MICE
industry include how to retain the 1st position in
ASEAN and how to be ranked the 5th Conference Destination and the
6th Exhibition Destination in Asia by 2021.
With these key
factors, TCEB has set the strategic plan for 2019. The operation
guidelines focus on three areas:
1) Generate income and economic development. The strategy is aimed at
generating income from MICE to promote the country’s economy. TCEB
will be a facilitator proving private sector with marketing
packages. The bureau will work closely with alliances to attract
MICE event and provide support to encourage business events under
the Thailand 4.0 policy. In the year 2017, TCEB supported more
than 90 events from S Curve and New S Curve industries including
Robotics, Aviation and Logistics, Biofuels and Biochemicals, as
well as Medical and Digital industries.
2) Develop MICE
industry through innovation. The development of a digital tool,
Biz CONNECT Application, creates an online business platform that
connects event organisers and delegates. The application features
information about the event and allows delegates to register and
get ready for business meetings. TCEB has also partnered
the National Innovation Agency (NIA) to
promote the MICE industry through innovation and to support start-ups
in the sector to strengthen Thailand's position as a MICE hub.
Distribute wealth across all sectors of society. Under the MICE for Community
project, TCEB has partnered with
the Cooperative Promotion Department to develop co-op centres as
venues for MICE. Initially, 35 co-ops have been selected, while
the project is intended to expand to 200 co-ops across the
country. In addition, and for the first time in Thailand, TCEB
together with its strategic alliances has formed a working group
to develop the exhibition sector. The group, established as the
Empower Thailand Exhibition or EMTEX, provides a collaborative
platform for the public and private sector to enhance and create
new exhibitions and encourage exhibitions to different regions.
"The change of operation guideline enables TCEB to reform its
tasks and roles by focusing on the joint effort which truly
dedicates to the industry, creatively make a difference, and
establish the partnership to drive the growth of MICE industry. In
the fiscal year of 2019, Thailand is projected to welcome
40,356,337 MICE travellers with projected revenue at 228,627
million baht. Of those projected figures, 1,419,890 are
International MICE travellers generating 130,200 million baht in
revenue, while 38,936,447 are domestic MICE travellers generating
98,427 million Baht in revenue to the country," said Dr. Atchaka.
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