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IMEX 2012 – FRANKFURT – REPORT: Thailand unveiled its ‘Thailand Ultimate Choice for All’ Q3/2012 Strategic Plan for the MICE industry, building on the success of its ‘Thailand Destination of Choices’ campaign. TCEB has identified 5 key MICE market segments with significant potential for growth, and will also present several new MICE Cities exhibiting for the first time at IMEX 2012. Thailand’s MICE industry has shown strong performance in early 2012, and MICE revenue growth is expected to meet its ambitious year-end target.
Ms. Vichaya Soonthornsaratoon, Acting Director of Meetings Industry Department of TCEB, disclosed that “From 2011 to early 2012 Thailand faced a number of domestic and external challenges, including the US economic downturn and the Eurozone crisis, both of which impacted on Thailand’s meetings and tourism industries. The impact was compounded by the flooding we experienced in late 2011, which affected many venues and services for a time. Now that the situation has returned to normal, we have updated TCEB’s international marketing strategy to boost international confidence and encourage more MICE organizers to host their events in Thailand. We are therefore pleased to share our ‘Thailand Ultimate Choice for All’ Q3 Strategic Plan at IMEX 2012, building on last year’s successful theme, ‘Thailand Destination of Choices’. Analysis of past MICE events and demographics revealed 5 key target groups of MICE travellers, which we’ve called ‘Businessmen on the Go’, ‘Women in Travel’, ‘Young & Adventurous’, ‘Art and Culture Lovers’, and ‘Happy Family’. TCEB has developed tailored strategies to meet the specific needs of MICE travellers in each of these groups.
TCEB has adopted 2 approaches:
1. Selection of locations in Thailand that are best suited to each client group, focusing on 4 MICE cities- Bangkok, Pattaya, Phuket and Chiang Mai, and also extending to other cities with potential such as Kanchanaburi, Had Yai, Samui and HuaHin. TCEB also recommends appropriate event venues and hotels in each location.
2. Presentation of a wide range of activities tailored to the priorities of each target group. Discerning business persons will love Thailand’s vast selection of first-class accommodation, global-standard event venues and facilities, and world-class dining and entertainment. For the female traveller, apart from its fame as a shopper’s paradise, perfect for every style or budget, Thailand has so much to offer: courses in crafts or Thai cuisine, traditional festivals or community-based tourism, and an unrivalled choice of spa, aromatherapy and cosmetic treatments. The young and adventurous can choose from a breathtaking variety of activities, including ecotourism programmes, jungle trekking or even Muay Thai boxing courses! Culture vultures can steep themselves in Thailand’s rich and ancient cultural heritage, with Royal palaces, UNESCO World Heritage sites and numerous museums and art galleries to visit. Family groups can enjoy a vast range of family-friendly activities, from open zoos, night safaris, fun-filled amusement parks as well as the famed white sandy beaches on the Gulf of Thailand and the Andaman Sea coasts and islands.
“Moreover, Thailand has many new attractions, for example the landmark ‘AsiatiqueThe Riverfront’ scene in downtown Bangkok, several brand-new boutique hotels such as the Sofitel SO, Okura Prestige, Amara and Eastin Grand Hotels in Bangkok, or the exclusive villas at the Conrad in KohSamui. Whatever their interest, every MICE visitors can be assured of a rich and unforgettable experience in Thailand.
“TCEB is unveiling its ‘Thailand Ultimate Choice for All’ marketing strategy for incentive travel for the first time at IMEX 2012, to be held from 22-24 May 2012 at Messe Frankfurt. TCEB is leading a 19-member official Thai delegation of MICE organizers and representatives from hotels, conference centres, airlines and travel agencies who will exhibit a wide range of innovative products and services for the MICE and incentive travel sectors. Visitors are most welcome to visit the Thailand Pavilion at Booth B150.
"TCEB has chosen to launch its latest marketing strategy at IMEX as the event celebrates 10 years at the heart of the world’s meetings and incentive travel business. Most importantly, with Europe as a key market for Thailand’s MICE industry, we anticipate strong interest from buyers in Europe. We have scheduled 425 business appointments during this event, which are expected to generate business deals worth over Euro 7.65 million. Europe’s share of Thailand’s MICE market is also growing, with the Federal Republic of Germany ranked first in terms of both meetings and incentive travel, whilst the Netherlands holds the lead in international conventions. Last year Thailand welcomed 86,800 European MICE travellers, earning revenues of Euro 132 million. TCEB has set a target of 10% growth for its European market in 2012, and expects 95,500 MICE visitors and revenues approaching Euro150 million. Overall, in 2012 Thailand’s MICE industry is expected to attract 750,000 MICE visitors and generate more than Euro 1.5 billion from group meetings, international conventions and incentive travel," said Ms. Vichaya, in conclusion.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
