"THAILAND MAXIMISE" TO REVIVE MICE

       The Thailand Convention and Exhibition Bureau will explore international markets this quarter with its "Thailand Maximise" campaign to revive the MICE industry.
       The TCEB will debut the campaign at the 17th IT&CMA and 12th CTW Asia-Pacific, together with its newest privilege package called "Max Value", created to boost the meetings, incentives, conventions and exhibitions business.
       "We are officially introducing the campaign to over 2,000 operators and buyers visiting the event. Thailand has been the choice for IT&CMA and CTW Asia-Pacific for eight straight years now," Malinee Kitaphanich, the TCEB director of meetings and incentives, said yesterday.
       The background of Thailand Maximise that the organisation had conducted a survey and research on the MICE industry from 2008-2009 and found that Thailand undoubtedly offers efficiencies and value for money for organising MICE activities of all sorts.
       "Be it the facilities, transportation, professional Mice management, reputation as a world-class travel destination, world-renowned hospitality or unique Thai culture, it truly contributes to and encourages the overall growth of Thai MICE industry," she said.
       The Thailand Maximise campaign stems from the integration of the country's core strengths and strategic marketing plan, basing on an international outlook. From these impeccable advantages, Thailand is eventually represented as the ideal destination for the MICE industry in Asia.
       With value for money in meeting in Thailand, a variety of meeting sites set among fabulous attractions and the country's unique heart-warming hospitality, the TCEB believes it would inspire and reflect a new perspective to MICE travellers.
       The organisation is now ready to appeal to international markets, both short and long haul, in order to encourage the recovery of the MICE industry and guarantee constant growth.
       "We believe that Max Value will boost meeting and incentive visitors by 15 per cent next year, from the current estimate of 250,000 visitors this year" she added.
       Last year, Thailand attracted 727,723 MICE travellers, with 51 per cent or 371,681 of them for meetings and incentives, generating earnings of more than Bt21 million.
       This year, the TCEB forecasts that MICE will bring over Bt41 billion in revenue into the country, with MICE travellers estimated at 500,000.