European incentive and meeting organisers will be feeling the glare of a new campaign called ‘Thailand Connect – Your Global Business Events Connection’.
Figures for 2013 released by Thailand Convention and Exhibition Bureau (TCEB) at EIBTM in Barcelona show Europe accounting for 10 per cent of the country’s business travel market outside Asia.
A new ‘3Cs’ marketing strategy – ‘companion, customisation and creativity’ – is now being rolled by TCEB that will see Thailand no longer competing on price when it comes to creating benefits for business events, but instead on high quality market segments in conferences, incentives and exhibitions.
Parichat Svetasreni, Thailand Convention and Exhibition Bureau (TCEB)’s director of marketing and corporate image, unveiled an ambitious 2014 Strategic Plan aimed at boosting the ‘Thailand Brand as Asia’s premier business events destination’.
Europe is Thailand’s second major market for business events following Asia, which accounts for 75 per cent of market share. Key countries that will be targeted under TCEB’s new campaign are Britain, Germany France, Netherlands, Spain along with the United States and the United Arab Emirates.