TCEB launches ‘Believe in Thailand – Thailand: Destination of “CHOICES” at EIBTM 2011, Europe’s largest meeting trade show
Barcelona, 29 November 2011: Thailand is already beginning to recover from the recent floods that have impacted the country’s MICE industry. In order to ensure a strong and speedy recovery, the government is working closely with the private sector in implementing a cleanup plan, and aims to regain international confidence through TCEB’s market promotion campaign Believe in Thailand – Thailand: Destination of “CHOICES”. These measures are expected to see Thailand back on track before the third quarter of 2012.
Commenting on the impact of the flood situation on the MICE industry, Mr. Akapol Sorasuchart, President of the Thailand Convention and Exhibition Bureau (TCEB) explained that “Overall, 24 MICE events have beenaffected, with revenue losses estimated at Baht 3.32 billion Baht (Euro79 million) and MICE visitors down by over 250,000.
“However, Suvarnabhumi International Airport, the main gateway to Thailand, serving 120 international and domestic airlines, has considerable flood protection measures in place. The airport has operated on schedule throughout, handling 800 flights per day, including all connecting flights to tourist destinations throughout Thailand such as Phuket, Chiang Mai and Suratthani.”
Continuing, Mr. Akapol added that “It’s important to note that many scheduled events have been completely unaffected, for example the Asia Pacific Golf Summit 2011 (Pattaya, 31 October – 6 November), the Nokia Incentive Group (Pattaya, 13 November – 9 December), the Amway Group (Chiang Mai, 10–26 November), and the Daikin Group (Bangkok, 22-24 November). Looking forward to 2012, large-scale incentive events such as Amway China (15 April – 15 May 2012 – 15,000 visitors). All of these will go ahead as scheduled. In terms of convention events, the 2012 Rotary International Convention with around 30,000 visitors is also confirmed to be held during 6-9 May 2012.”
In regard to the industry’s recovery from the impact of the floods, Mr. Akapol commented, “We expect to see a strong and rapid recovery for Thailand’s MICE sector. TCEB is working closely with other government agencies in the ‘Team Thailand’ and also with the private sector itself to implement remedial measures. We have together agreed on measures to be implemented in three main phases from now until March 2012. Immediate short-term measures will focus on setting up a one-stop-centre to assist MICE travellers and facilitate provision of daily updates and factsheets to the industry and all stakeholders. In the medium term, TCEB will launch confidence-boosting activities through the Believe in Thailand – Thailand: Destination of “CHOICES” market promotion campaign. TCEB will also invite national leaders to join key events and issue statements personally or through video. We also have arranged to inject additional funds to promote MICE events, enhance market promotion and give financial support for events that have not been cancelled or postponed.
For the longer term, we have proposed for government consideration a Recovery Plan to stimulate both the international and domestic MICE market. This includes a proposal to give 300% tax relief on MICE expenditures, provide regular updates on progress on MICE industry’s recovery, and cooperation with the Federation of Thai Industries to provide counseling and encourage domestic tourism among those affected by the floods.
“Despite the challenges facing us, TCEB believes in the principle of ‘Together we fight for Thailand’ -that through close collaboration between the government and private sector, Thailand’s MICE sector will recover completely before Q3/2012. The second phase of TCEB’s Believe in Thailand: Thailand Destination of “CHOICES”– No matter which path you choose, success is sure to follow.” marketing communication campaign will be a cornerstone of this recovery process.
“This theme perfectly reflects the multitude of choices, options and settings that together make Thailand a unique and perfect location for your next business event. Our goal is to ensure that every experience is unique, with more choices now and the most choices for the future. Thailand’s MICE and travel operators work to world-class standards, and will give your event the special, personalized service it requires because the diversity of options available allows you to personally design each event to maximize your success.” Mr. Akapol explained.
Commenting on Europe’s MICE market, Mr. Akapol said “Europe’s MICE market has been affected by internal and external factors, particularly the debt crisis. For the MICE industry, projections for 2011 have been revised downwards from 100,800 to 90,000 European visitors to Thailand by year-end, in light of the situations in both Europe and Thailand.
“From 22 November to 1 December 2011, TCEB will launch a marketing campaign to boost European confidence in Thailand. For example, we will highlight the major progress in preparatin of Thailand’s bid to host the World Expo 2020 through our participation at the BIE general assembly, and also during our UK Roadshow on 25 December and at EIBTM 2011 on 29 November – 1 December.
“We are confident that the Believe in Thailand will help drive the MICE sector’s recovery. TCEB expects that in 2012 the number of global business travellers to Thailand will increase by approximately 5 percent to 750,000 visitors, with revenues of Euro 1.43 billion. Meanwhile over 102,000 visitors from Europe will come to Thailand”, Mr. Akapol concluded.
