Thailand welcome more MICE

Thailand is expected to welcome 720,000 MICE (meeting, incentives, conventions, exhibitions) visitors this year, generating roughly US$1.9 billion in revenue.

At the Connections Plus 2011 Programme last week, the yearly event during which Thailand hosted key buyers, corporate clientele and members of media, the Thailand Convention and Exhibition Bureau announced Hua Hin as one of the five carefully selected luxury destinations, in its latest MICE marketing initiative, especially designed for an untapped niche market.

Akapol Sorasuchart, TCEB president, said “Thailand’s MICE industry had offered endless possibilities and inspired success for both business and leisure travellers for a long time. In 2011, the country turned another page in its service history by lifting its status and moving into the luxury destinations category.

“This shift was due to an adjustment in global trends. In 2011, the global meetings industry will see a gradual shift to high-end meetings. Thailand is in the position to offer luxurious destinations and services for a reasonable and competitive price.”

Despite the global financial crisis and domestic political situation, Thailand has outshone competitors with its leadership position as ASEAN’s top trade fair destination for five consecutive years, according to market research conducted by UFI (the Global Association of the Exhibition Industry) in 2010.

Situated on the west coast of the Gulf of Thailand and about 200km south of Bangkok, Hua Hin embodies its status as one of the country’s favorite beachside destinations by royalty and members of the Thai elite, as well as offering good infrastructure and accommodation.

Hua Hin, among other selected cities including Bangkok, Chiang Mai, Phuket and Samui, promises to provide a truly captivating experience, high standards and unspoiled natural landscapes, he said.

“We are confident that this brand new initiative will help us to achieve our targets for 2011 and exceed the LUXURY MICE expectations of all our visitors. This campaign also reflects our commitment to further the Thai MICE industry as a whole and to leverage our capacity to meet international demands, and to promote ASEAN as the world’s most preferred MICE destination,” Akapol added.

Viet Nam is one of Thailand’s potential MICE markets, he said, adding that they hoped that the East-West Economic Corridor linking Viet Nam, Laos, Thailand and Myanmar will bring more visitors from Viet Nam to Thailand, especially for meetings and incentives.

“Viet Nam is the gateway to southern China and the Greater Mekong Sub-region, our main focus,” he said.

Currently, many Thai investors are investing in Viet Nam. Despite the political unrest in Thailand, bilateral trade has increased strongly in the past years, from $6.06 billion in 2009 to $7.24 billion last year. The figure is expected to reach $10 billion this year. — VNS