Thailand pivots to knowledge-based events

The bureau wants to propel itself as the MICE hub of Asean, besides being the centre of knowledge and innovation-driven events.

The MahaNakhon building set against the central business district Silom in Bangkok. Photo: AFP
The MahaNakhon building set against the central business district Silom in Bangkok. Photo: AFP

The Thailand Convention and Exhibition Bureau has launched a marketing campaign, under the banner 'Redefine Your Business Events', in a move to position itself as the MICE hub in Asean.

A rising number of events from sectors such as health/wellness and robotic innovations, as well as events dominated by startups, prompted the bureau to redefine its role from a supporter and marketer of events to that of a collaborator with the stakeholders. Nichapa Yoswee, senior vice president of the bureau said Thailand is increasingly keen on events that are driven by 'knowledge, creativity and culture'.

"Business events are now opportunities for getting valuable experiences, inclusive collaboration and sustainable growth together," Yoswee said. "This concept is a touchpoint of TCEB's new brand campaign."

The Thai government has in fact offered subsidies for new shows, as well as packages such as Exhibiz in Market to raise sales of exhibition space and the Asean + 6 Privilege programme to boost visitor numbers.

The bureau is bullish on growth for the 2019 fiscal year, with a target of 1,419 890 overseas business travellers and 130,200 million baht ($4.017 billion) in revenue. 


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