PEACH forms strategy to sharpen CEI profile

By Ben Moore PATTAYA Buoyed by a successful first year, the Pattaya Exhibition and Convention Hall (PEACH) aims to increase local and regional awareness of its conference, exhibition and incentive (CEI) facilities. The plan to reposition the 4,850sqm pillarless venue and the 1,100-room Royal Cliff Beach Resort as a one-stop CEI alternative to Bangkok was revealed at the grand opening of PEACH. According to PEACH managing director Ms Panga Vathanakul, the lack of a purpose-built facility has cost Pattaya in the past. "Due to the city's lack of a large convention and exhibition centre, Pattaya missed many opportunities and its share of the benefits that result from the influx of delegates," Ms Vathanakul said. "We believed a world-class centre would contribute to economic recovery and place Pattaya's tourism industry on a higher level." The impact of PEACH on Pattaya's future growth was underlined by Royal Cliff Beach Resort general manager Mr Andrew Wood. "We can now easily cater to large-scale conventions, exhibitions, trade shows and product launches," he said. "Over the past year, PEACH has been the venue for 18 domestic and international events." Further growth at PEACH is also expected as transport links between Bangkok and Pattaya improve. BangNa Airport, scheduled to open at the end of 2003, will be 90km closer than Bangkok's Don Muang. PEACH director international sales Ms Patty D'Cruz said: "There is potential to pick up corporate business from the regional meetings market. We have appointed a sales manager for Asia. Branding is already established, we now have to build on this."