TCEB Launches MICE campaign to Attract Business from U.S.
In a bid to attract more events from the U.S., the Thailand Convention and Exhibition Bureau (TCEB) has officially launched its ‘Sustainable Challenge’ campaign at the international exhibition for MICE travel, IMEX Americas, in Las Vegas.
In 2011, TCEB reported the arrival 49,000 MICE travellers from the Americas (including the U.S., Canada, Central and South America). Together, they generated revenues of around US$98 million, up 16 percent from 2010. TCEB forecasts a 5-percent growth in MICE delegates from the Americas this year, which will increase revenues generated to around US$108 million.
As part of the campaign, TCEB will provide a US$33,000 subsidy to eligible organisers organising large U.S. corporate events in Thailand. Organisers must meet a list of criteria that includes: a minimum of 1,000 overseas delegates per event staying a minimum of three nights; the U.S. organiser must contract with a Thai event organiser to manage the event; and the event must either be held at a certified ‘Green Venue’ or include a CSR activity in its programme.
Ms. Vichaya Soonthronsaratoon, acting director of TCEB’s Meetings Industry Department, said of the campaign, “The U.S. MICE market is high spending, but accounts for just 7 percent of our events business. There is a high level of interest and commitment to sustainability in the U.S. events market and our recently launched ISO 20121 standard on event sustainability management will help local companies to tap this market. There are two [goals]; first to encourage more U.S. companies and organisations to bring events to Thailand, and secondly, to highlight the need for industry-wide action to be responsible global citizens.”