The collaboration between the Thailand Convention and Exhibition Bureau (TCEB) and the Tourism Authority of Thailand (TAT) is called the TAT x TCEB ‘Thailand Power Up’ campaign and aims to drive US$132 million (AU$199 million) of incentive business to Thailand through incentives for planners and significant trade activity, both in Thailand and around the world.
“Collaboration with TAT is one key strategy for TCEB in engaging related bodies within the travel industry to strengthen Thailand’s MICE ecosystem and to enable offerings for maximisation,” said TCEB’s president, Dr Supawan Teerarat.
“We aim to ensure the success of events in Thailand with measurable Return on Investment (ROI) and Return on Experience (ROX), delivering tangible business outcomes as well as exceptional participant experiences.
“This powerful partnership not only supports events but also shapes a sustainable and globally competitive MICE ecosystem for Thailand, backed by world-class infrastructure and services, while fostering business and investment connections and opportunities and boosting the national economy.”
Incentives for planners of incentive travel include both financial and non-financial motivators to choose Thailand as an event destination.
Financial support is available to groups of 100 or more delegates staying at least four nights from markets beyond Asia, including Europe, North America, South America and Oceania. Groups from within Asia must number at least 200 delegates.
Support in kind incentives include souvenirs from local communities, coordination with government agencies, premium service lanes at Thai airports and Thai hospitality and performances.
TCEB and TAT will also co-host a trade event for planners in Bangkok next April, bringing 200 to 300 business events decision-makers to Thailand for one-to-one meetings, destination experiences and networking. Called InVOYAGE Global, the event will primarily target the UK, Europe and North America, with incentive leaders from these regions expected to make up 80 per cent of attendees, while the remaining 20 per cent will be drawn from APAC, the Middle East and South America.
The two organisations will also undertake a series of roadshows around the world, including in China, Taiwan, Korea, Germany and the UK.
“The joint effort between TCEB and TAT is a powerful move to strategically attract premium MICE groups,” said Teerarat.
“This collaboration will significantly elevate the marketing and branding of Thailand on the global stage, ultimately leading to greater credibility in bidding for events and winning the trust of international visitors and event organisers.
“We expect that the collaboration will attract around 65,000 travellers and generate approximately 4.29 billion baht or 132 million USD in revenue.”
