Bangkok--12 Jun--JWT Public Relations
TCEB announces its 5-year plan and a new committee, unveiling a new strategic direction to actively penetrate the MICE industry and aiming to make Thailand the hub of the MICE industry by 2011
TCEB’s new committee today announces its strategic direction to penetrate the MICE industry in the 2nd half of the year with strong confidence in the industry’s growth capability as a result of constantly growing numbers of visitors from the MICE industry. Apart from preparations to launch several big projects to attract quality visitors to Thailand, TCEB will continue to implement the “Royal Initiative Discovery” project and set a new goal to make Thailand the hub of the MICE industry by 2011 in accordance with its 5-year plan.
MRL Dissanaddha Disakul, Chairman of the Committee, Thailand Convention and Exhibition Bureau (TCEB) disclosed that: “TCEB’s 5-year plan consists of 5 strategic initiative projects, including: Royal Initiative Discovery, Thai and Foreign Cooperation Network Project under the Thai Team campaign, Center of MICE’s Research and Information Project, and MICE’s Operational Standards Project (MICE Certificate) for sustained growth of the MICE industry in Thailand. The plan also includes a new goal for making Thailand the hub of the MICE industry in 2011.
MRL Dissanaddha also gave an overview of the MICE industry: “The MICE industry, or Meetings, Incentives, Conventions and Exhibitions in Thailand is expected to expand by more than 20% - 30% every year with a constant growth rate. This is due to Thailand’s capacity in terms of conference halls, exhibition centers, transportation, and public utilities; it includes a unique culture and the famous Thai cuisine as well as diversity of activities and tourist attractions. These factors contribute to the success of Thailand’s MICE industry in becoming the regional leader in the exhibition business.
“Overall, the MICE industry has shown a positive trend since the number of tourists has risen by 39% from 555,294 persons in 2005 to 773,496 persons in 2006, with revenue increasing by 39% from 38,000 million Baht in 2005 to 53,000 million Baht in 2006. Despite the fact that political chaos in 2005 had a slightly negative effect on the industry, particularly the convention and exhibition sectors in Thailand are fortunate to have continued without a single cancellation.”
TCEB’s mission for the 2nd half of the year is to rapidly implement 3 significant projects for completion within the year 2007. These are the Royal Initiative Discovery, more than 12 MICE capability projects and the Rebranding Project.
The Royal Initiative Discovery, TCEB’s main project funded by the government, will cover 19 tourist attractions nationwide; 5 in the northern region, 7 in the central region, 3 in the southern region and 4 in the eastern region. The 5-year project running from 2007 to 2011 is expected to bring in foreign currency and circulate money in the economy worth 3,100 million Baht. It targets 900,000 visitors, consisting of 750,000 domestic tourists and 150,000 foreign visitors.
Aiming to raise the standard of personnel in the MICE industry to world-class levels, TCEB will be implementing new MICE capability projects throughout the year 2007. Two significant projects are the Exhibition Management Degree (EMD) and The Transfer Centre for Exhibition, Convention and Event Management Course (ECE). The EMD is the world’s first exhibition management course and a collaboration between TCEB and UFI (the Global Association of the Exhibition Industry), whereas the ECE is a special course in association with the University of Cooperative Education, Ravensburg, Germany. These courses were successful in attracting 33 people, including personnel from the MICE industry, Thai and foreign college lecturers and 10 people from around the world.
Another key project is English for MICE. This special English course aims to solve language and communication problems within the MICE industry. TCEB has studied entrepreneurs’ and customers’ expectations towards MICE personnel and realized the needs for personnel with international English language competency, resulting in collaboration with Inlingua Language Institute to develop specifically designed English courses for the MICE industry. English for MICE is targeting 300 people and consists of 25 courses. The first course will be held for 2 months from June 12 — August 15 with a total number of 40 participants.
“TCEB is simultaneously undertaking rebranding projects to generate awareness and a clear understanding of TCEB’s missions and roles among personnel from various corporations and target consumers. These will be used as guidelines and formats to define the standards of communication through media channels to the targets within and outside the corporations. Clear, effective and evaluative communication standards will be a crucial tool to enhance the corporation’s image and culture. Once completed, TCEB will start using the new brands officially in August 2007,” MRL Dissanaddha stressed.
The goals of the rebranding project are to educate on the clear understanding of TCEB’s founding objectives, mission and roles. It will provide guidelines and formats for new communication standards through a variety of media channels.
MRL Dissanaddha Disakul concluded that “we have already appointed a new managing committee consisting of experts from many business circles and I am still the chairman of the board. The new committee includes 8 new honorary members: Mr. Rachen Pojsoonthorn, Director-General of Export Promotion, Mr. Tharit Jaroongwat, Director-General of Information Bureau, Ministry of Foreign Affairs, Mr. Chaowalit Sethametheekul, Mrs. Phornsiri Manoharn, Governor of Tourism Authority of Thailand, Mr. Dej Bulsuk, Mrs. Vanida Dullalumpa, Mr. Phanrapee Chinachote and Mr. Surapong Tejaruvijit.
For more information, please contact:
Thailand Convention & Exhibition Bureau
Khun Parichat Svetasreni
Tel: 662 694 6000 Ext. 6091 Mobile: 6681 840 4701
E-mail: [email protected] : www.tceb.or.th
JWT (Thailand), JWT Public Relations
Khun Wongchan Tangsongsak Tel: 662 204 8221 Mobile: 6689 127 2089
E-mail: [email protected]
Rattikan Takomuang
Tel: 662 2204-8214 Mobile: 6681 986 6733
E-mail: [email protected]
Click for photo release at www.thaipr.net