The Thailand Convention and Exhibition Bureau (TCEB) has signed agreements with four foreign chambers of commerce to form a coalition of alliances to attract events and Mice travellers from overseas.
Yesterday, memorandums of understanding were signed between the TCEB and a foreign chamber alliance (FCA) consisting of the Australian-Thai Chamber of Commerce, the American Chamber of Commerce in Thailand, the British Chamber of Commerce Thailand and the German-Thai Chamber of Commerce.
The pacts call for two-year cooperative plans to help strengthen the standard of Thailand's Mice (meetings, incentives, conferences, exhibitions) segment in international markets.
TCEB president Chiruit Isarangkun Na Ayuthaya said that in the long run the TCEB aims to penetrate Mice markets in Oceania, Europe and the US through the partnership, while staying focused on key markets in Asia such as China, India and Asean.
"This partnership is the first step for the Thai Mice industry to compete in the global arena," Mr Chiruit said. "The main reason why the TCEB would like to join hands with the FCA is the strong alliance between the four chambers of commerce, which is also the target for our long-haul Mice industry."
In the first phase of collaboration, the TCEB will work closely with the FCA members to create a working plan such as marketing strategies to win more events in Thailand related to targeted industries under the government's 4.0 policy -- particularly in the provinces of the Eastern Economic Corridor (EEC) and second-tier provinces -- by connecting with other alliances that can promote Thai Mice in their respective countries.
Mr Chiruit said the initial plan is to mutually promote Mice and hospitality because members of the FCA have invested in the sector in Thailand for years with a strong global network.
"We expect to have more global and regional meetings in Thailand, as well as expat meetings within two years," he said.
In turn, the TCEB will act as collaborator between Thai government agencies and the FCA members to enable them to increase business opportunities in Thailand and Southeast Asia, Mr Chiruit said.
Benjamin Krieg, vice-president of the Australian-Thai Chamber of Commerce, said Thailand is not only the top Mice destination in Southeast Asia, but it's also in the running for best in the world.
The collaboration will improve the competitiveness of the Mice industry, which should complement the tourism sector, Mr Krieg said.
The FCA expects the TCEB to help coordinate with the government and facilitate Mice entrepreneurs and organisers in order to serve global competition, he said.
Examples include facilitation of customs and immigration procedures, development of infrastructure and transport, construction of convention centres and other related activities to meet international standards.
The Thai Mice industry has played a key role in bringing many international travellers, notably businessmen, expats and manufacturers, to the country each year.
The TCEB aims to welcome 1.32 million international Mice travellers this year, generating revenue of 100.5 billion baht for the fiscal year ending Sept 30.
Domestic Mice travellers are targeted at 34.6 million to create 121 billion baht in revenue.