THE THAILAND Convention and Exhibition Bureau (TCEB) has launched a Luxury MICE initiative to boost Thailand’s image and presence in the high-end sector.
TCEB president Akapol Sorasuchart said the initiative was “designed both to extend market penetration in the existing luxury MICE market, and also to increase the size of this niche market”.
“In order to spearhead this campaign, TCEB has selected five chic & charming destinations – one each in Bangkok, Hua Hin, Chiang Mai, Phuket and Samui, to offer a captivating experience and unrivalled standards to the most discerning MICE groups,” he said.
“We are confident that the initiative will add 15 to 20 per cent to Thailand’s overall MICE industry revenues, with the luxury MICE segment projected to contribute around US$130 million this year,” he added.
To promote the luxury MICE segment, TCEB intends to organise activities such as a luxury fam trip, offering a unique, exclusive and first-hand experience, as well as the chance to inspect the country’s luxury MICE products.
Regarding the industry’s long-term prospects, Akapol said: “We plan to boost Thailand’s share of key longhaul MICE markets, and will also be organising corporate familiarisation trips and seminars to highlight the potential of Thailand’s fast-growing luxury MICE niche.”
Last year, Thailand welcomed around 679,000 MICE visitors, generating 55 billion baht (US$1.8 billion) in revenue. This year, MICE visitor numbers are set to increase to 720,000, generating 57.6 billion baht.
