fredag 23 september 2011 | strategy
TCEB Launches 'The Next Best Shows' Marketing Campaign
Thailand Convention & Exhibition Bureau (TCEB) has introduced 'The Next Best Shows', a marketing campaign being implemented under the Bureau’s five-year strategic plan to drive the growth of Thailand’s MICE industry in the long run. With the intention to raise the standard of trade shows in the country, the Next Best Shows aims to achieve an increase of 50-60 % of overseas visitors and generate revenues of 14,000 million baht when the campaign wraps up in 2014.
Akapol Sorasuchart, President of the TCEB, said, “The Next Best Shows is one of the projects under TCEB’s 5-years strategic plan to develop and grow the country’s MICE industry. It is a strategic step to prepare the domestic trade shows industry to fully support the integration of the ASEAN Economic Community (AEC) in 2015. The success of AEC is likely to attract more investment in the MICE industry as well as boost productivity in the service and manufacturing sectors.”
The Next Best Shows aims to retain existing international trade fairs held in Thailand as well as to elevate the standards of fairs to become competitive at the ASEAN level. The project is 3 years long, beginning in August 2011 and running until September 2014.
To be eligible for benefits that the campaign provides, an applying trade fair must meet the following criteria: firstly, the event must have been held three times consecutively in Thailand and is committed to continue there for the next three editions. Secondly, the proportion of international trade fair exhibitors must be at least 10% of total exhibitors. Thirdly, foreign visitors should represent at least 5% of total visitors. Fourthly, at least 4,000 square-meters of exhibition space is required. Lastly, the trade fair must implement an international registration system in accordance with UFI’s instructions.
TCEB has a budget of 85 million baht to support the 3-year project by subsidized trade fairs which meet required criteria. Those qualified trade fairs will also be entitled to a matching fund for 50% of the total marketing spending in “ASEAN+6” countries or during the period the trade show is held.
“We hope that the full support from TCEB through the campaign will encourage a competitive environment and further development in Thailand’s exhibition industry at the regional level. Each year, we will also award the trade fairs that are outstanding in 5 aspects including an increase of international visitors, an increase of international exhibitors, an increase of international pavilions, an increase of nationality as well as an increase of net commercial space,” Akapol added.