TCEB Highlights its 4M Strategy in the Global MICE Market at Opening of 2019 IT&CMA & CTW

Press Room > 2019

At the official press conference of the tradeshow, TCEB focused the media’s attention on the bureau’s 4Ms that is Meet Now, Meet Mega, Meet Smart and Meet Sustainable. TCEB has joined hands with MICE cities in Thailand and entrepreneurs in these cities, to activate sustainable MICE measures concerning the environment with the aim on cutting down waste by 50 percent.

This is the 18 consecutive years that IT&CMA and CTW Asia-Pacific 2019 has been hosted in Thailand, and the country will continue to do so until 2020.

“Today, the world is changing at the ultra-fast pace owing to digital technology, trade wars, economic depression, inflation and natural disasters. These have inevitably and thoroughly affected economy, politics and society,” said Chiruit Isarangkun Na Ayuthaya, president of Thailand Convention & Exhibition Bureau.

He added: “To expedite MICE to achieve the goals, it is therefore necessary to seek collaboration on both national and international levels. We can expect our operations to yield maximum efficiency with lowest costs, while also remaining competitive and surviving with sustainability.”

This year the focus is on the participation of local entrepreneurs who are particularly from the potential MICE cities in Thailand. They are brought to participate in global MICE tradeshows to initiate business negotiation for opportunities in product development, joint marketing, sales promotional activities, as well as to attract new events into Thailand.

The main primary market of the Meetings and Incentives or MI of Thailand will remain the ASEAN+6 countries (China, India, Japan, Korea, Australia and New Zealand) and USA with Europe as the secondary market. New market will be expanded to countries in the Eastern Europe.

In 2020, TCEB expects that the number of MICE travellers entering into Thailand will reach 1,386,000 which likely to generate 105,600 million baht of revenue. While the number of MICE travellers from the meetings and incentives market is estimated at 762,000, which is expected to generate revenue of 57,000 million baht.