Agency to raise Mice revenue

Business News - Thursday December 20, 2007

Agency to raise Mice revenue

CHATRUDEE THEPARAT

The Thailand Convention and Exhibition Bureau (TCEB) aims to increase revenue from meetings, incentives, conventions and exhibitions (Mice) by working closely with the private sector to compete for more international events in Thailand. The TCEB targets a 19% increase in Mice visitors to 947,600 next year to generate around 65 billion baht.

In 2006, Thailand welcomed 677,500 Mice visitors who spent 47 billion baht, marking a 22% rise in arrivals and 21% growth in revenues over the previous year. By the end of this year, Mice arrivals would grow by 18% to 797,000 while revenues would grow by the same rate to 55 billion baht.

M.R. Disnadda Diskul, the chairman of the TCEB board, said the bureau aimed to continue to build the country's brand for wider recognition. The TCEB would work more closely with business partners and government agencies to build on Thailand's recent successes.

In order to expand the Mice sector, world-class skills are needed. The TCEB would therefore focus on human resource development involving more than 10 state agencies under the Thai Team initiative. The plan also includes streamlining customs and immigration services to help incoming and outgoing Mice travellers.

Natwut Amornvivat, the TCEB president, said the agency had laid out three business strategies to realise the goal.

First, the TCEB would help the private sector bid Mice events by offering financial and non-financial incentives to convince organisers to select Thailand as a host.

Second, the agency needs to promote Thailand as a preferred destination for both domestic and international Mice travel.

Third, the agency would improve collaboration and co-ordination between the private and government sectors.

The TCEB has also launched a website at tceb.or.th providing one-stop service for those in the industry. It provides essential information and helps match Thailand's meeting venues with international customer inquiries. It also provides a free e-survey system for companies seeking to do client research.

Over the past year, the TCEB and its partners succeeded in attracting many major Mice events to Thailand, including the World of Muslim 2007, and the 15th IT&CMA and 10th CTW and ICCA Congress & Exhibition 2007. Events that would be held in Thailand next year include ITU Telecom Asia 2008 and 91st Lions Clubs International Convention 2008.

Bangkok Post