Market awareness during the downturn

by Megan Gell    18-Feb-10, 09:55

Thailand’s business events industry produces new options

The downturn has affected different countries in different ways. Bangkok’s hotels have been vocal about their upgrades, using the opportunity to strengthen their MICE offerings for international groups. But what is the country’s business events industry doing to bring in the business?



“Thailand has always offered good value for money,” says Bert Chamrernnusit, director of business development for Pacific World – Thailand, Vietnam, and Laos. “When companies are operating on reduced budgets, Thailand becomes an even more attractive option because it gives organisers more for the money they have.”

LOCAL EXPERIENCES
Beyond the value for money proposition, a number of organisations are working to develop local products for business groups.

 Sumate Sudasna, president of the Thailand Incentive and Convention Association (TICA), is encouraging the development of uniquely Thai experiences. “The government is pushing the idea of a ‘creative economy’,” he says. “Thailand has a number of creative professionals who have achieved international recognition in their chosen fields, and they are a great resource in distinguishing our offering.”

Sudasna cites birth-control advocate and Aids-prevention activist (once dubbed Lord Condom by England’s Prince Philip) Mechai Viravaidya, and renowned conductor Bundit Ungrangsee, as examples of creative and dynamic leaders who could be engaged for large business events.

DIFFERENT DESTINATIONS
The Thailand Convention and Exhibition Bureau (TCEB) is also pushing what it calls ‘MICE clusters’ – major cities with good infrastructure and air access. Chiang Mai, Phuket, Koh Samui and Hua Hin are all on the agenda.

“For conferences that rely on the attendance of self-funded delegates, Thailand’s solid post-event destinations will attract numbers,” says Chamrernnusit. “These delegates look at the whole package.”

Diethelm Events has launched its Knock-Out Event Offer, featuring Bangkok and Phuket. David Barrett, executive manager of Diethelm Events, says: “We want to pack a punch to help drive business to Thailand. Our Knock-Out Event Offer represents great value for a three-night module in a duo of destinations.”

The package includes a customised Thai shadow puppet performance with corporate branding, a half-day sightseeing tour to a Buddhist temple off the tourist route and the Gems Gallery, as well as an airport welcome by a tuxedoed waiter serving glasses of sparkling wine. The offer is available to groups (minimum 15 guestrooms) who confirm events held between April and October this year, and will be formally launched at AIME 2010 next month.

BIG OUTLOOK
TCEB is currently lobbying the Thai government to bid for the World Expo 2020. TCEB president Akapol Sorasuchart is confident about Thailand’s chances of winning. 

“We have two years of preparation for the bidding process, as well as about 10 years to develop the related infrastructure for the event,” he says. “If Thailand can host this big expo it will get a lot of benefits, especially in terms of tourism and employment. The MICE-related sector will fully support this project.” 

The bureau’s regional competition includes Dubai, Brisbane and Manila, as well as Copenhagen, New York and Rio de Janeiro.

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