TCEB’s Nichapa Yoswee gives us a peek at the inner workings of her new collaboration with ministries
to help pitch for tradeshows, as featured in issue 2 | 2018 of Exhibition World.
The world of convention and exhibition bureaus can be divided into those who view exhibitions as essentially business tourism, and those who view it (rightly) as a function of industry.
Nichapa Yoswee, the former Reed Thailand and Vietnam MD, now TCEB’s director of MICE capabilities, sits resolutely in the latter camp, having earlier this year initiated a new project that aims to throw the might of the public sector behind the will of private enterprise.
Her new campaign, One Ministry, One Expo, hopes to strengthen TCEB’s pitch to international organisers, by expanding their scope to a more comprehensive government level.
“First we reach out to the relevant ministry, then we approach the organisers to discuss launching their shows in Thailand.
“Is has been proven time and again that events can orchestrate the objectives of companies. They are time-effective and cost-effective in bringing together everybody involved in these industries,” she explains.
“By identifying which sectors it is focusing on as part of the Thailand 4.0 economic policy, the government is sending out a clear message that we are open for growth, that we are seeking industry partners to grow these industries.”
As a government agency TCEB works closely with ministries, which gives it an advantage that isn’t present everywhere around the world. Where such an arrangement does exist, as a result of recognition for the value of the business 
events industry there are clear benefits.
In the case of One Ministry, One Expo, joint KPIs have been established between the bureau and the appropriate ministries. “We can join hands and split the responsibilities,” explains Yoswee.
“In the past we supported high potential events and helped them grow, driven by market opportunity. This initiative is now driven by new policy. It is more focused and the limelight that any shows receive from this is not only shone on the prospective business opportunity, but at the government level.
“I hope it will be the perfect tool to aid events, the perfect opportunity to see how business events can drive positive economic outcomes.”
