As key government policies are being expedited and infrastructure projects planned, Thailand is telling the world it is the ideal time for it to showcase its strong values, resilient economy and exhibition facilities.
Southeast Asia‘s second-biggest economy has been battered by political turmoil since late 2013, when protesters launched a bid to oust the government of Prime Minister Yingluck Shinawatra, but the gateway to ASEAN is expanding further to accommodate a market with a population of more than 600 million.
The country’s rich diversity and climate suitable for travel almost year round makes you think that Thailand could well be a country in transition to an ever-more international status.
“Thailand remains a regional hub, a vibrant, multicultural society with friendly people, a world-class tourist destination, and a strategic location for profitable business in ASEAN,” said the director general, department of information and spokesperson of the Ministry of Foreign Affairs Sek Wannamethee.
“The situation in Thailand is now peaceful and secure, as reflected in the satisfaction of both ordinary citizens and the business community,” he adds.
Public organisation, the Thailand Convention and Exhibition Bureau (TCEB) is working hard to move the country forward to reaffirm Thailand’s leadership position as one of the world’s top meeting and events destination, and highlight the importance of strengthening regional economic integration.
The bureau has committed to a series of corporate strategies in anticipation of the upcoming full integration of the ASEAN Economic Community.
“TCEB’s market development plan for the meetings, incentives travel, and conventions industry for the fiscal year 2015 has been developed under our corporate vision to drive sustainable growth of the Thai events sector, while proactively advancing Thailand to become Asia’s ‘Top of Mind’ business events destination,” said Nopparat Maythaveekulchai, president of TCEB.
“Featuring a strategic direction to increase the number of visitors and events held in Thailand, TCEB will also continue to promote the country’s positive image as a premier regional destination for superb quality meetings, incentive travel, and conventions, and support mega event bids, especially within the focus clusters aligned with government support.”
Due to its location, strong economy and its free trade agreements with 10 countries, Thailand will create more business opportunities in 2015, making it a natural gateway to the emerging economies of the Greater Mekong Sub-region.
Bangkok
As the quintessential Asian metropolis and capital of Thailand, Bangkok’s new offerings have earned it the title of the top destination in the Asian-Pacific region, according to the MasterCard Index of Global Destination Cities, adding to its accolade including its win of the ‘World’s Best City Award 2013’ organised by Travel and Leisure magazine for the fourth consecutive year.
The city boasts an eclectic, exciting mix of modern and traditional living, and offers visitors a lively nightlife, shopping options, evening boat trips, rich history, culture and a variety of activities and attractions.
TCEB has outlined three key business events and exhibition development plans, including:
- WIN Strategy focusing on market stimulation, bidding for major events, development of attractive promotional packages, and appointment of overseas marketing representatives;
- PROMOTE Strategy, focusing on participation in key trade shows, organisation of roadshows, and networking activities, as well as creating awareness among respective corporate customers in target markets; and
- DEVELOP Strategy, emphasising elevating capabilities and standards among event entrepreneurs and venue operators.
Venues
According to The Trade Fair Industry of Asia 10th Edition 2014 by UFI, Bangkok has five world-class convention and exhibition centres, offering a total of 200,174sqm of floor space:
- Impact Arena, Exhibition and Convention at Muang Thong Thani - 137,000sqm
- Bangkok International Trade and Exhibition Centre (BITEC) - 36,000sqm
- Queen Sirikit National Convention Centre (QSNCC) - 13,971sqm
- Royal Paragon Hall Exhibition & Convention Centre - 7,800sqm
- Cetarantara Grand & Bangkok Convention Centre at CentralWorld - 5,403sqm
This offering is set to grow even further, with BITEC owner Bhiraj Buri Group announcing a six billion baht expansion. Half of this will go to an exhibition, convention and concert hall, which is claimed to become one of the largest in the country and also the highest with a 25-metre ceiling, while three billion baht will go towards a 29-storey tower combining commercial and office space.
The development is now under construction and is expected to be completed in 2016.
Among the hustle and bustle of such new developments, Bangkok’s rich heritage is still celebrated with buildings including the 80-year-old Grand Postal Building. Located on Charoen Krung Road in Bangkok’s ‘old town’, the recently restored landmark provides more than 3,000sqm in total floor space for exhibitions and events over two levels.
Thai people are known for their smiles, spontaneous grace, and their constant seeking to refine their offerings to the world.
With TCEB spearheading the exhibition and events industry in Thailand, the country is well on its way to becoming a knowledge-based economy and a dynamic business and culture centre.
Promising outlook
The Trade Fair Industry of Asia 10th Edition 2014 has revealed that Thailand’s trade fair industry is the eighth largest trade fair market in Asia and the first in Southeast Asia.
According to the report by UFI, the country was also ranked first in ASEAN in net exhibition space sold with 506,250sqm in 2013, compared to 464,250sqm in 2012. Thailand also came out on top in terms of exhibition venues with a capacity of 222,984sqm from nine international exhibition centres.
In terms of revenue in 2013, estimated revenues in Thailand were US$174.4m from 77 trade shows, representing an average of US$1.92m per fair.
The report covers the Greater China and Southeast Asian markets, Japan, Korea, India, Pakistan and Australia.
“The exhibition industry in Asia grew considerably because of strong growth in Southeast Asia and in China’s major trade fair markets last year,” stated the report.
“Asia’s net space sales were 17.38million sqm, representing a year-on-year growth of 6.6 per cent – the highest regional growth figure since 2008.”
For the fourth consecutive year, trade fair markets in Southeast Asia performed well above the regional average of 6.6 per cent, with Thailand as the fastest growing ASEAN market in 2013 posting an increase of nine per cent, followed by Indonesia (seven per cent) and Singapore (6.8 per cent).
While the outlook on the exhibition industry in Thailand remains promising, TCEB is set to reinforce the collaboration and trade promotion between neighbouring countries.
This includes the Philippines, as Thailand’s MICE promotional body unveiled the CONNECT Businesses Big Bonus exclusive incentive programme targeting Philippine trade visitors earlier this year.
“TCEB is a strategic partner to international exhibition-related businesses aiming to succeed in Thailand and ASEAN region,” said Maythaveekulchai. “TCEB understands that trade information and promotion campaigns granted by the governments are crucial for the energetic trade stakeholders, especially those in the exhibition industry.
“Following the official bilateral collaboration between TCEB and the Philippine Chamber of Commerce and Industry and Chamber of Commerce of the Philippine Islands last year, Thailand had welcome a total of 25,555 Philippines MICE visitors, generating US$74.36 million revenue into Thai economy.”
In terms of the exhibition industry, the number of trade visitors from the Philippines also increased 54 per cent since the MOU signing, Maythaveekulchai adds. In addition, TCEB is organising the Thailand Moves Forward Exhibition Road Show, highlighting leading trade show organisers including IMPACT Exhibitions Services and the Philippines MICE Travel Agents Workshop to assit with TCEB’s offering for exhibition campaigns.
This article was first published in issue 4/4 of EW. Any comments? Email Antony Reeve-Crook
