Picture: TCEB President Akapol Sorasuchart
The Thailand Convention & Exhibition Bureau (TCEB) is targeting ‘luxury MICE travellers’ from China with its new marketing campaign.
The TCEB has identified a clear tendency among Chinese MICE travellers for high-end, luxury products and services, as well as a leaning towards tropical beach destinations. It has therefore adjusted its marketing strategy to focus on this untapped niche market with its Luxury MICE initiative.
Under the new ‘Believe in Thailand’ campaign, the TCEB will promote various MICE destinations including Krabi, Phuket, Pattaya and Samui, which all have beaches and five-star facilities, as well as Bangkok and Chiang Mai. The campaign illustrates Thailand’s professional services, facilities and infrastructure, diverse choice of destinations and varied business opportunities, as reasons for choosing the country as a MICE venue.
In order to reach the Chinese travellers, TCEB will be joined by eight major MICE players from Thailand at the China Incentive, Business Travel & Meetings Exhibition (CIBTM) in Beijing on 30 August – 1 September. The team will then embark on a roadshow to Shanghai and Guangzhao. Ahead of CIBTM where special rates will be offered to Chinese clients, TCEB President Akapol Sorasuchart said; “We expect to have over 300 business meetings and to attract 5,000 Chinese MICE visitors to Thailand, which is expected to be able to generate income more than THB300 million (US$10 million).”
The TCEB expects this new marketing campaign to significantly raise Thailand’s share in China’s outbound MICE travel market. Akapol added; “We expect 53,000 Chinese MICE visitors to visit Thailand this year, generating 3.3 billion baht in revenue, which is an 18% increase from last year.”