The campaign will focus on three pillars: diversity of Thai destinations, unrivalled business opportunities, and the high quality of Thailand's MICE professionals. It is accompanied by a number of specific promotional packages that will extend financial support to MICE events and delegates attending MICE events in Thailand, depending on their country of origin and duration.
Mr Nopparat Maythaveekulchai, TCEB's President, said that the new "CONNECT" campaign is designed to help Thailand achieve a 2014 target of 987,000 MICE visitors from abroad, with revenues projected at 96.9 billion baht (US$3.2 billion), up respective 5% and 10% over the figures projected for 2013. It will help TCEB enhance the global visibility of the Thailand brand as part of the Five-Year Master Plan (2012-2016) and its three key strategies - WIN, PROMOTE and DEVELOP.
"The key word here is "CONNECT". We believe that Thailand can "connect" extremely well with global buyers by offering a combined package of three Unique Selling Propositions," Mr. Nopparat said.
These USPs are:
1. Diversity of Destinations.
2.Unrivalled Business Opportunities.
3. High Quality Professionals.
Said Mr. Nopparat, "The MICE industry has always played a key role in driving the broader economy, earning revenues of approximately 80 billion baht or about 2.66 billion U.S. dollars per year. During the 2013 fiscal year, from October 2012 to August 2013, Thailand welcomed 993,072 MICE travelers, with revenues of over 86,280 billion baht (US$ 2.87 billion). Top MICE visitors were from the conventions industry (318,663 visitors), followed by incentives travelers (247,888 visitors), corporate meetings (237,701 visitors) and exhibitions (188,820 visitors).