New Thailand Pavilion Design for Trade Shows an Icon Brand Identity that Reflects Thai Culture

Press Room > 2019

The Thailand Convention and Exhibition Bureau (TCEB)-Business is strengthening the position of its Thailand National Pavilion as a more effective marketing tool, for showcasing Thai culture and creative possibilities of MICE events in the Kingdom.

This new design strongly conveys a unique Thai identity under its “New Dawn” concept based on Thai temple architecture. The pavilion serves as a business hub at five major international trade shows such as ITCM China 2019, IMEX Frankfurt 2019, IT&CMA and CTW 2019, IMEX America 2019 and IBTM World 2019.

“The new Thailand National Pavilion provides an icon brand identity for TCEB, Thai suppliers and TCEB’s partners. Visually it immediately raises awareness, both with overseas buyers and show delegates, of Thailand’s presence that is backed up by legendary Thai hospitality,” said Nichapa Yoswee, TCEB’s senior vice president–business.

According to the senior vice president-business, the annual marketing events produce on average a minimum of 38 to 40 business leads. Business at the Thailand National Pavilion at the five most recent trade shows of IMEX Frankfurt 2018, IMEX America 2018, IBTM World 2018, AIME 2019 and ITCM China 2019, has been brisk, producing a minimum of 10 meeting and incentive groups comprising 2,348 delegates. These generated revenue of over THB 180 million (approximately USD 5.62 million) for the Thai economy, based on leads of TCEB only.

During ITCM China 2019 in Shanghai, a featured Muay Thai demonstration bout and interactive discussion after, proved popular with Chinese delegates. It helped secure two confirmed groups from China’s cosmetic and manufacturing sectors that produced 800 delegates and generated revenue of THB 60.90 million.

Recently TCEB and local Thai partners in each MICE cities around Thailand comprising of Bangkok, Chiang Mai, Phuket, Khon Kae and Pattaya developed new themes to give local partners unique selling points that appeal to overseas buyers.

This year is the debut of “Thailand 7 MICE Magnificent Themes”  that is: Fascinating History and Culture; Exhilarating Adventures; Treasured Team Building; CSR and Green Meetings; Beach bliss; Lavish Luxury; and Culinary Journeys from all five MICE cities.