Thailand back on track

The Asiatique Park in Bangkok, Thailand. The city is one of two major MICE venues that the Thailand Convention and Exhibition Bureau promotes in its "hip and heritage" program. Provided to China Daily

Thailand's MICE business is on track to enjoy a bumper year after a bleak time caused by political unrest in May. Thailand Convention and Exhibition Bureau, also known as TCEB, a public organization that promotes and develops business events in the country, is taking bold steps to revive the industry with a promotion program highlighting the unique appeal of key MICE cities in Thailand.

"The situation in Thailand is now peaceful and secure, as reflected in the satisfaction of both ordinary citizens and the business community," said Sek Wannamethee, director-general of Thailand's Information Department and spokesperson of the Ministry of Foreign Affairs, during a conference in August.

"So now is the perfect time to showcase Thailand's strong fundamentals and resilient economy."

Wannamethee's upbeat message was an important boost to the sector, which needs uninterrupted support and growth.

Nopparat Maythaveekulchai, president of TCEB, told media that Thailand's MICE industry received 128,437 visitors from China in 2013, bringing in 2.2 billion yuan ($353 million).

For Thailand's MICE industry, rebuilding confidence among business travelers, though a tough task, is the top priority. To achieve this the country wanted to give people a better understanding of what the nation and industry could offer.

In addition to the TCEB program, the government brought in policies to boost infrastructure projects and enhance the country's natural advantage as Southeast Asia's logistic hub, Wannamethee said.

As a gateway to ASEAN, Thailand has long been a regional hub for business and a popular tourist destination.

The Thailand CONNECT: Hip & Heritage Business Events program, designed by TCEB, aims to showcase the country's two major MICE cities - Bangkok and Chiang Mai.

Supawan Teerarat, vice-president of TCEB Strategic and Business Development, said that the program aimed to "demonstrate how Thailand's unique attributes enable TCEB to host any event in every season".

As well as basic event packages, including venues, facilities and accommodation, the destinations also hope to provide travelers with a variety of local cultural and natural attractions, Teerarat said.

Captivating Chiang Mai and bustling Bangkok offer a mix of traditional and modern experiences to business travelers, as indicated in the program's title "hip and heritage".

The Thailand CONNECT program is part of a partnership initiative "Thailand's MICE UNITED", in which TCEB teamed up with Thai Airways International Public Co Ltd and the Tourism Authority of Thailand and Ratchaprasong Square Trade Association to restore confidence among the international business community and rebuild the country's positive image, according to a statement from TCEB.

The campaign was developed in line with the National Council for Peace and Order's guidelines and TCEB came up with five recovery measures, according to the statement.

The measures include confidence restoration, domestic MICE stimulation, overseas marketing plan adjustment, competitive-edge enhancement and government support.

The campaign includes promotion events in Thailand and also in ASEAN member countries and regions.

In early August, the Tourism Authority of Thailand hosted road shows in China's Chongqing, Nanning and Changsha cities to showcase the Thailand's services and attractions.

TCEB plans to lift the standards of MICE entrepreneurs, proceed with amendments to laws and regulations to produce a more appealing business environment, and step up implementation of international standards for tourist attractions and MICE venues to enhance the industry's global competitiveness.

TCEB's endeavors to revive the country's MICE industry also include developing a MICE intelligence database. This will link major research organizations and related agencies in the industry.

The combined efforts and projects are expected to generate a total of $2.9 billion from 888,210 MICE visitors this year, according to the statement.

wangsujuan@chinadaily.com.cn