Thailand Takes Aim at Luxury MICE Market With New Initiative

June 6, 2011

Thailand is directly targeting the luxury MICE market with a new initiative that’s part of the Thailand Convention & Visitors Bureau’s “Believe in Thailand” campaign.

The initiative is designed both to extend market penetration in the existing luxury MICE market and also to increase the size of this niche market.

TCEB has selected five “chic and 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,” according to bureau officials.

“In terms of numbers, the Luxury MICE market has shown steady growth over the past few years,” said Akapol Sorasuchart, TCEB’s president.

He added, “These visitors, especially those from long-haul markets, tend to travel in smaller, more exclusive and senior-level groups, and of course, their expectations and standards are correspondingly higher.”

Sorasuchart said the initiative will add 15-20 per cent to Thailand’s overall MICE industry revenues, with the luxury MICE segment projected to contribute around $130 million this year.

To promote the luxury MICE segment, TCEB has organized several activities, including a luxury Familiarization Trip, set to offer a unique, exclusive and first-hand experience, as well as the chance to inspect the country’s luxury MICE products.

“Our aim is to send a clear message to business travellers and MICE players, organizations and businesses around the world that it’s business as usual in Bangkok,” Sorasuchart said.

He added, “There has never been a better time to hold a business event in Thailand.”

TCEB launched the “Believe in Thailand” overall campaign not only to target the luxury MICE segment, but also to boost international meeting planners’ and show organizers’ confidence in Thailand’s MICE industry by highlighting the country’s four major assets: professional service, world class infrastructure and facilities, variety of meetings and destinations and business opportunities, according to Sorasuchart.

Last year, Thailand hosted approximately 679,000 MICE visitors, generating Baht 55 billion ($1.8 billion) in revenues.

This year, MICE visitor numbers are set to increase to 720,000, generating Baht 57.6 billion ($1.92 billion), according to TCEB officials.

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