TCEB Launches New Brand Campaign
Earlier this month, the Thailand Convention & Exhibition Bureau (TCEB) launched a new branding campaign, “Thailand: Redefine Your Business Events,” aiming to meet the demands of business travellers with a focus on corporate events.
As part of the campaign, there is an initiative to implement strategic plans that will enhance the recognition of Thailand’s MICE industry as well as grow its revenues. The Thai government will offer subsidies for new shows as well as packages designed to boost the size of Thailand’s exhibitions and visitor numbers.
TCEB expects more than 1.3 million overseas business travellers, generating revenues of 124 billion Baht (US$3.8 billion) by the end of the fiscal year 2018, which represents growth of 4% in terms of travellers and 16% growth in revenues. In the 2019 fiscal year, TCEB is aiming to attract nearly 1.5 million overseas business travellers and to generate revenues of 130.2 billion Baht (US$4.02 billion).
Mrs Nichapa Yoswee, senior vice president of the TCEB, stated, “TCEB’s new branding strategy is set to match the expanded demands of business travellers in looking for more experimental, unique and new experiences, and searching for more return. From return on investment to return on objective and return on happiness.”