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 April 02, 2014
TCEB Propels Thailand's Exhibition Industry As Platform To Drive ASEAN Success

 The Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, today unveiled the 2014 exhibition industry strategy, which showcases the strength of Thailand as a leader of the international exhibition industry in ASEAN. TCEB highlighted three key success factors including the winning of 'New Shows' to Thailand, successful 'Joint Ventures' between Thailand's MICE entrepreneurs and renowned international exhibition organisers, and the establishment of international players looking into using Thailand as a springboard to ASEAN. The bureau is driving the exhibition industry under the three-year exhibition industry roadmap by playing three key roles, including as 'Connector/Facilitator' by establishing connections and providing support for the private sector to enable unbounded business opportunities, as 'Marketer/Partner' by developing international marketing campaigns as well as helping to accommodate business needs, and as 'Creator/Initiator' by identifying and winning new exhibition business opportunities into Thailand. According to the exhibition industry's strategy in 2014, TCEB will focus on its role as Marketer/Partner to further penetrate new markets and create awareness while working closely with partners to accelerate the number of MICE visitors to international exhibitions in Thailand.

Underlining the achievements of Thailand's exhibition industry, TCEB will focus on multiplying success by winning 'New Shows' to host in Thailand, especially those industries that are in demand by ASEAN including the Health and Beauty Industry (Beyond Beauty ASEAN 2014, Cosmobeaute 2014 and Cosmex 2014); the Transportation and Automobile Industry (Automotive Aftermarket Industry and Tuning Trade Fair - AAITF, and Smart Rail Congress & Expo 2014); and Other industries (Pulier Asia Pacific 2014, International, Security & Safety Expo & Forum 2014 and Pharmex Asia 2014).

Furthermore, as Connector/Initiator, TCEB will emphasize the strength of business opportunities in Thailand as a springboard into success in the AEC. The bureau also supports joint ventures between Thailand's exhibition organisers and foreign corporations specialising in various industries. The rapport reflects the reputation of Thailand's international exhibition industry, which is attractive to international MICE operators looking into expanding their success towards the AEC. For instance, the joint venture between Kavin Intertrade Co., Ltd., a Thai exhibition organiser, and Diversified Communications Asia, one of the world's leading exhibition organisers from the USA specialising in the food industry, which will join forces to upgrade the Thailand Franchise and Business Opportunities (TFBO) and Thailand Retail, Food & Hospitality Services (TRAFS) shows. In addition, there is also the collaboration between Inter-Media Consultant Co., Ltd., the organiser of 'Motor Expo', and Tarsus Group to bring the Automotive Aftermarket Industry and Tuning Trade Fair (AAITF) to co-locate with the Thailand International Motor Expo 2014. This coordination will heighten the reputation of Motor Expo as a comprehensive exhibition for vehicle and automobile accessories in Southeast Asia.

Thailand's international exhibition industry continues to outperform in 2014, thanks to the establishment of renowned international players in the Thai market, as a regional hub to facilitate exhibitions in ASEAN's emerging industries. These movements will elevate Thailand's international exhibition industry with unrivalled competitive advantages in the world market. By hosting high-quality international exhibitions, Thailand will see the expansion of international exhibitions under new profiles, fulfilling industry potential throughout the exhibition ecosystem, from upstream to downstream.

Mr Nopparat Maythaveekulchai, president of the Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, disclosed that, "The trend of joint ventures, mergers and acquisitions as well as strategic partnerships in the exhibition industry from Europe and the USA are rising, in accordance with rapidly growing demand for business opportunities in ASEAN. Thailand must move fast to enhance its marketing strategy in order to remain the leader of ASEAN's international exhibition industry. By highlighting the benefits of investing in the exhibition industry in Thailand, which include our strategic location at the heart of ASEAN, the readiness of our transportation system and infrastructure connecting the whole of ASEAN and the strength of the country's key industries, international exhibitions held in Thailand will also become regional exhibitions. TCEB is confident that Thailand will be able to attract eight new exhibitions into the country while upgrading 32 existing exhibitions towards high industry calibre, from a total of 83 -- 85 exhibitions in 2014."

TCEB also places importance on direct marketing via digital media, which the bureau believes is a crucial communications tool to directly promote Thailand's international exhibition industry to target groups. The direct marketing activities include the development of the iFair application for smartphone users designed to provide information on international exhibitions held in Thailand, online communications through TCEB's newly launched website,, and TCEB's Social Media touch points, as well as the bureau's online monthly magazine providing regular updates about Thailand's international exhibition industry.

In 2013, Thailand's international exhibition industry attracted 191,319 MICE travellers who generated 14,524 million baht for the Thai economy. In 2014, TCEB expects the number of MICE travellers for the international exhibition segment will grow to 181,200 travellers, representing a 5 per cent increase from the previous year's target, while revenue will grow by 10 per cent from the previous year's target to 15,400 million baht in total revenue. TCEB strongly believes that the exhibition industry will be an essential element to help drive the Thai MICE industry to reach its overall 2014 target of 987,000 MICE travellers and 96,900 million baht in total revenue.