TCEB AND ALLIED THAI STRATEGIC PARTNERS LAUNCH THAILAND’S MICE UNITED IV

On 30 March 2017， The Thailand Convention Exhibition Bureau or TCEB， today unveiled the latest strategic marketing approaches to attract MICE travellers from China with a launch of Thailand’s brand campaign entitled “Thailand CONNECT： Your Vibrant Journey to Business Success”， together with a strategic collaborative campaign， “Thailand’s MICE United IV”.

Launching to more than 150 MICE experts and key decision makers at the “Thailand CONNECT： China Business Events Road Show 2017” held in Beijing， China， both campaigns are the bureau’s key efforts to emphasize the awareness of Thailand as the premier MICE destination in Asia as well as to highlight the country’s MICE industry and the privileges that the destination offer to the business event travellers.

China is a top source market of the international MICE travellers to Thailand. In fiscal year 2016 （from October 2015 to September 2016）， the country welcomed a total of 1，273，465 business events visitors generating revenue of 102，936 million baht （US$2，895.86 million / RMB 19，851.50 million）. Of those business events visitors， there were 127，390 MICE travellers from China which generated 10，252.60 million baht （US$288.43 million/ RMB 1，977.24 million） in revenue to Thailand.

Ms. Parichat Svetasreni， Director of Marketing and Corporate Image Department of TCEB， said “Throughout this year， all of TCEB’s marketing activities will be implemented under the new Thailand brand campaign， entitled ‘Thailand CONNECT： Your Vibrant Journey to Business Success’. The campaign showcases the legacy of three fundamental pillars of Thailand’s MICE industry which are Diverse Destinations， Myriad Business Opportunities， and the People of Thailand. These key elements are the highlights which differentiate Thailand from other MICE destinations，” said Ms. Parichat.

With the launch of the strategic campaigns and marketing efforts， the bureau expects that by the end of this year， Thailand will be welcoming 1.1 million MICE travellers， with the projected revenue at 101，000 million baht. （US$2，841.40 million or RMB19，478.10 million）.