TCEB: Thailand to become high value-added destination

Wednesday, September 27, 2023

TCEB pushes for Thailand to become a high value-added MICE destination combining maximum satisfaction and future business opportunities.

In a bid to build up Thailand’s image as a high value-added destination, Thailand Convention and Exhibition Bureau (TCEB) seeks out opportunities that enable event owners and organisers to tap into high-potential future industries while also making it easier to discover more authentic and localised activities that meet the demands of a new generation of MICE visitors.

TCEB’s new focus on future opportunities is supported by insights from a recent study “MICE Foresight” that revealed the future-oriented opportunities and authentic experiences to be among the top buying criteria.

TCEB President, Mr. Chiruit Isarangkun Na Ayuthaya, said as an advocate for Thailand’s MICE industry that TCEB keeps a close eye on how Thailand stands out.

Guided by insights from our latest market study, they have developed a more holistic vision to be a high value-added destination. This leads us to include the future success of their customers so that Thailand can contribute to their personal, professional and business growth.

For meeting and incentive visitors, they will continue to invest in product development so that there is always a good mix of activities that are not only engaging but also meaningful to be found in Thailand.

Towards this end, TCEB is drawing on its experience in promoting MICE Cities as well as its collaboration with the Office of the Eastern Economic Corridor (EEC) who is in charge of driving the country’s strategic industrial sectors.

The following projects illustrate TCEB’s pivot towards future opportunities and authentic experiences:

Promoting Pattaya as the business hub of the EEC

TCEB teamed up with the Office of the Eastern Economic Corridor (EEC) in organising a recent EEC Cluster Fair 2023 at the high-profile industrial subcontracting trade show MIRA/Subcon 2023 in Pattaya.

The aim was to promote investment in robotics and automation sector in Thailand. 

Looking ahead, TCEB is planning an event called EEC Expo 2025 in Pattaya that will spotlight the 12 strategic industries of the EEC.

In addition, TCEB has also collaborated with the City of Pattaya to create a special “City Package” for MICE which was launched at IT&CMA 2023 during 27-28 September.

Promoting the gastronomy of Phuket

TCEB is building on Phuket’s status as a UNESCO Creative City of Gastronomy and the city’s own gastronomy promotion campaign to create a fine-dining experience called “Food for Faith” as part of TCEB’s Festival Economy initiative.

Inspired by the island’s Vegetarian Festival and co-created with some of Phuket’s most celebrated chefs.

A showcase of creative ideas and a fusion of wellness wisdom curated from the island’s culture, “Food for Faith” will introduce visitors to a new side of Phuket and help establish it as an island paradise par excellence for MICE.

Promoting Chiang Mai as the gateway to Thailand’s best coffees and teas 

Fresh from celebrating Chiang Mai’s win as a “World Festival and Event City” from the International Festivals & Events Association (IFEA) in 2022, TCEB has embarked on a new project with Chiang Mai and Chiang Rai to develop a multi-faceted coffee-and-tea route for MICE visitors.

It will be an immersive experience that takes in the region’s mountainous coffee and tea plantation and production to deliver a deeper appreciation for Thailand’s best coffees and teas.

Two Thai brands that have been conferred Geographic Indication (GI) status in Japan will be featured.

Some hill tribes of the North took up coffee farming initiated by the Royal Project as a cash crop to substitute old tradition of opium plantation.

Over time, some of their descendants became successful coffee entrepreneurs.

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