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Thailand Focuses on APAC MICE Market



Thailand is launching a new campaign to attract some 15,000 MICE tourists to Thailand from the Asia Pacific region. The new 'APAC MaxiMICE campaign' will target 15 countries: Singapore, Malaysia, Indonesia, Philippines, Cambodia, Laos, Myanmar, Vietnam, Australia, New Zealand, Japan, Taiwan, Hong Kong, China and India.

The new 'APAC MaxiMICE campaign' is a collaboration between the Thailand Convention and Exhibition Bureau (TCEB), Thai Airways International Public Company Limited (THAI) and THAI Smile Airways. This cooperation will help boost the region's economy by offering privileges and special price air tickets to corporate clients.

Mr. Chiruit Isarangkun Na Ayuthaya, President of TCEB said that the campaign aims to expand the market segment and corporate market in Asia-Pacific (APAC) countries, which is the primary market for the meeting & incentive industry.

"TCEB plans to support MICE by targeting the corporate market in the meeting & incentive industry, which would bring more events to Thailand. As a result, this will generate economic benefit, in response of the Government's policy to boost the national economy, and create a favorable image for the country as the main destination for meetings & incentives in the APAC region."

The APAC MICE market is an important market that holds the highest segment in the Thai MICE industry. In fiscal year 2019 (October 2018-September 2019), 1,162,170 APAC MICE tourists visited Thailand or 91.22% of the whole MICE market consisting of 1,273,981 tourists. There are 653,459 MICE tourists in the APAC region or 56.23%.

In the fiscal year 2019, TCEB collaborated with THAI to launch the ASEAN MaxiMICE campaign to boost meeting & incentive sales in corporate market to four ASEAN countries: Singapore, Malaysia, Indonesia, and the Philippines. This campaign attracted over 1,000 MICE tourists to Thailand; generating 73 million baht.

In the fiscal year 2020 (October 2019-September 2020), TCEB will launch the APAC MaxiMICE campaign in 15 countries: Singapore, Malaysia, Indonesia, Philippines, Cambodia, Laos, Myanmar, Vietnam, Australia, New Zealand, Japan, Taiwan, Hong Kong, China and India in collaboration with the national carrier THAI and its subsidiary THAI Smile, as both airlines have various route networks in the APAC region. This campaign is expected to boost approximately 15,000 APAC MICE tourists to Thailand.

The APAC MaxiMICE campaign consists of three levels of privilege for the meeting & incentive corporate marketSilver, Gold, and Platinum, for groups of 40 to 500 tourists who must stay in Thailand for at least two nights in order to receive special privileges. These privileges include special price air tickets, terms and conditions apply. Other privileges include the VIP fast track or MICE lane at Suvarnabhumi Airport and cultural performancesReservation can be made from 4 December 2019 until 31 August 2019 for travel beginning from 1 January until 30 September 2020.

"TCEB will hold the Thailand MICE roadshow to boost this campaign in Australian and Chinese markets in February and March 2020, with familiarization trips organized to destinations in THAI and THAI Smile's route network. Furthermore, the Thailand Incentive and Meeting Exchange (TIME) 2020 will be organized with the goal of positioning Thailand as the main MICE destination for the APAC region," said Mr. Isarangkun Na Ayuthaya.

Mr. Nond Kalinta, THAI Vice President, Sales, said that THAI and THAI Smile are pleased to collaborate with TCEB in the APAC MaxiMICE campaign, which will boost sales and generate more MICE tourists to Thailand. APAC MICE tourists are an important target group as they are one of the THAI's top frequent flyers.

The APAC MaxiMICE campaign, with the collaboration of THAI, THAI Smile and TCEB, will accommodate APAC MICE tourists who travel to Thailand for meetings and incentives. In addition to boosting arrivals, this campaign will encourage tourists' spending, which would benefit Thai tourism and economy.

Through the APAC MaxiMICE campaign, tourists from 15 APAC countries on THAI and THAI Smile flights will obtain privileges, such as special airfare, complimentary air ticket, additional 5 kilograms of baggage allowance, priority boarding, pre-assigned group seating, special advanced group check-in, on board announcement and customized seat cover. This cooperation will benefit THAI and THAI Smile as THAI operates flights to over 46 cities in 15 countries under this campaign while THAI Smile operates 10 domestic routes and 21 international routes. In 2020, it is expected that MICE customers to Thailand will increase.


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