Thailand MICE Tourism 1 By Ms. Supawan Teerarat Vice President Strategic and Business Development Thailand Convention and Exhibition Bureau
OUTLINE I. Update on Thailand s MICE Segment a. Looking Back at 2013 b. Outlook for 2014 II. Way Forward for Thailand s MICE Segment a. TCEB Roles & Strategies for MICE business b. Thailand Connect, the Brand Campaign c. Domestic MICE : Importance of Pattaya& MICE Cities III. The Thailand s MICE Business & AEC 2015 IV. Future Collaboration
Look Back @ 2013 MICE Performance
MICE Performance 2013 Revenue 88,485 7,866 Events Million Baht MICE Visitors 1,013,502 Travelers
In 2013, Thailand hosted 7,866 MICE Events With an average contribution of THB87,306 Per person per stay The average length of stay 5.8 Days
MICE Visitors to Thailand 2013 Source : IP&C FY2013, 22 Nov 13
MICE Visitors to Thailand 2013 Source : IP&C FY2013 as of 22 Nov 13
Top 10 MICE Source Markets 2011 2012 2013 1 India 82,660 India 74,941 China 128,437 2 China 48,596 China 63,955 India 103,373 3 Singapore 42,236 Japan 45,424 Malaysia 65,549 4 Japan 40,208 Korea 37,175 Japan 61,639 5 Malaysia 29,052 Singapore 35,783 Singapore 60,785 6 U.S.A. 27,082 Malaysia 29,520 Indonesia 46,539 7 Korea 23,570 Indonesia 26,408 Korea 43,795 8 Indonesia 23,103 U.S.A. 21,786 U.S.A. 28,405 9 Australia 19,498 Philippines 16,745 Philippines 25,555 10 Philippines 16,354 Australia 14,655 Hong Kong 23,536 Source : IP&C FY2013 as of 22 Nov 13
Total MICE Visitors to Thailand 2008 2009 2010 2011 2012 2013 Visitors 821,892 686,609 679,585 840,054 895,224 1,013,502 Revenues (MB) 61,570 53,714 53,515 70,625 79,770 88,485
Well done in 2013 But 2014 Challenging so far
FY2014 MICE Target Sector Visitors Revenue (MB) Share Meetings 242,600 29,700 25% Incentives 241,200 17,500 24% Conventions 322,000 35,300 33% Exhibitions 181,200 15,400 18% MICE 987,000 97,900 100% FY2014 MICE target: 5% visitor growth & 10% revenue growth Source: Marketing and Corporate Image Department, TCEB
FY2014 Q1 Performance Quarter FY2012 Growth FY2013 Growth FY2014 Growth Q1 156,887-20.56% 177,699 13.27% 186,590 5% Q2 316,942 14.68% 342,368 8.02% Q3 192,962 33.42% 243,009 25.94% Q4 228,433 3.10% 250,426 9.63% Total 895,224 6.57% 1,013,502 13.21% Source: Marketing and Corporate Image Department, TCEB
2014 Challenges Way Forward for Thailand s MICE Segment TCEB Roles & Strategies
TCEB Strategy Thailand to become Globally Recognized and Preferred Destination for MICE in Asia Generate revenue and gain competitive advantage for Thailand WIN PROMOTE DEVELOP WIN more business events and business travelers to Thailand PROMOTE THAILAND as a globally recognized and preferred destination for MICE events in Asia THAILAND MICE industry Capacity building and development of competitive edges Key Success Factor Public and Private Sector Collaboration 7
Thailand Connects, the Brand Campaign Way Forward for Thailand s MICE Segment
Implementation of Thailand Brand Campaign
3 DIMENSIONS THAILAND S STRENGTH DESTINATIONS BUSINESS PEOPLE Remark: Key analysis Internal Base: SWOT External Base: 2012 MICE Brand Survey
THAILAND AS A BRAND key communication concept: THAILAND The Integration of Business Events key communication message: Thailand Connects Global Business for the Success of Business Events Destination Business Opportunities People
the marketing promotion campaign Thailand CONNECT Exclusive CONNECT Destinations CONNECT Business CONNECT People TCEB OFFERS Meetings & Incentives Mega events Sustainable Challenges Connecting Destinations Support TCEB OFFERS Conventions Promotional support forasean+6 TCEB OFFERS Exhibitions Business matching Support
DOMESTIC MICE Way Forward for Thailand s MICE Segment
Promote domestic MICE market, focusing at enterprise level to encourage organization of more domestic corporate events. Domestic MICE Year 2012 Visitors (Millions) 4.3 Revenue (MTHB) 12,460
Bangkok Pattaya Chiang Mai Phuket Khon Kaen : Evolving Metropolis : Festive Seaside : Lanna MICE destination : Luxurious Incentive Island : Gateway to GMS and Indo- China
MICE Cities Step-Up MICE cities International preferred MICE cities D-Mice cities
Cooperation under MICE City MOU WIN: Joint sales and marketing activities PROMOTE: destination promotion DEVELOP: HR and facilities improvement
What s new in Pattaya City Rebranding: Pattaya City Definitely More North Pattaya Alliance (NPA) and its MICE offers New Special Venues : Cartoon Network water park, Ramayana Water Park
Update Activities with Pattaya in 2014 Thailand MICE Destination Review Contest DMICE mart in Pattaya 3 July 2014 Sales & Marketing tools: City booths/ table in Tradeshows & Roadshows, Online tools DMICE Package*; To support Souvenir, Speakers, Transportations, Coffee Break, Entertainment & WIFI * Term & Conditions Apply Meetings & Incentives No. of Pax Budget 20 50 Souvenir 51 100 30,000 THB 100 up 50,000 THB Conventions No. of Pax Budget Less than 100 Souvenir 101 300 100,000 THB 300 up 150,000 THB
ASEAN Economic Community Way Forward for Thailand s MICE Segment
THAILAND become ASEAN Economic Community in 2015 MICE industry will grow in line with Asia s overall economic performance over the future, with additional momentum to be created during the run-up to the formation of the ASEAN Economic Community (AEC) in 2015, extending to the ASEAN+3 and ASEAN+6 agreements.
Implications for AEC 2015 More trade, investment, economic collaborations across the region which leads to more business travels & meetings Easier accessibility with the ASEAN highway Network connecting 32 countries, of which THIALAND being at the center A single ASEAN Visa More price competitive and great value for money More choices of pre-post meeting itineraries for both business & leisure purpose
TCEB s Plan for the AEC 1. Capability building of Thai MICE labor to compete with foreign labor through a variety of MICE training programs 2. Serve as an information center for Thai MICE operators by organizing an Intelligence Center and Call Center and cooperating with the Department of Trade Negotiations to organize seminars, workshops, and brainstorm sessions to investigate strengths and weaknesses, and continuously deliver suitable active and passive strategies 3. Provide relevant training on prerequisite skills such as language skills, service-minded characteristics, and new business know-how. AEC Seminar 19 August 2011 MoU with Department of Tourism 2 May 2012 MoU with Department Trade Negotiation 7 October 2011
COLLABORATIONS Way Forward for Thailand s MICE Segment
Possible Collaborations Marketing Activities Participation TCEB Digital Marketing Participations Information Sharing/Exchanges Level up Services Standards for local MICE suppliers MICE Educations And More
TCEB Digital Marketing TCEB website : www.businesseventsthailand.com Digital Marketing Collateral/Tools Production Online PR and Marketing Campaign
Digital Media Production Digital Brochure Digital Directory
Digital Media Production Photo VDO Testimonials
MICE Standard To create international baseline for MICE professionals/organizations in providing world-class, internationally recognized services and opportunities Green Meeting Food Safety ISO 22000 MSMS
MICE Education With a MICE curriculum and enrichment programmes for instructors and students Developing a new international standard in 'MICE Curriculum'. An original MICE industry text book "Introduction to MICE industry- MICE 101"
Thank You