Survey puts Thailand at the top for Mice visitors
Thailand was named the most preferred Mice destination by respondents eager to return for future business trips, according to a survey conducted in 20 countries.
The Thailand Convention and Exhibition Bureau (TCEB) recently assigned Custom Asia Co, a member of the Global Market Research Association, to conduct a market survey of Thailand’s brand image as a destination for meetings, incentives, conventions and exhibitions.
The research, which took place in 20 countries, focused on global Mice professionals and their view of Thailand’s Mice brand. There were 40 Mice professionals taking part in the online bulletin board, and 649 answered the online survey.
Survey participants included Mice players, business travellers, Mice visitors and organisations related to Mice.
TCEB president Chiruit Isarangkun Na Ayuthaya said Thailand topped the list as the preferred destination for more than 85% of respondents who have travelled to Thailand on business/Mice trips.
Respondents said Thailand’s positive factors include hospitality, value for money and a good variety of international and local cuisine.
The destination also offers a wide variety of activities beyond Mice, such as good accessibility, endless business opportunities and uniqueness, Mr Chiruit said.
Custom Asia chief executive Sukit Tanskul said the survey revealed the main criteria for selecting Mice destinations: value for money, international-standard accommodation, good accessibility, English proficiency and compliance with corporate governance.
The survey showed that Mice players look for ease of travel within the country, while Mice visitors look for hospitality and value for money. Business travellers look for a good destination image and reputation, while Mice-related organisations look for budget accommodation choices, English proficiency and uniqueness.
Mr Sukit said the TCEB can strengthen communications activities by highlighting key areas — ease of travel within the country, good business opportunities, activities beyond Mice, world-class cuisine and world-famous attractions — in order to fit the ideal brand image as a top-of-mind destination for Mice.
“From the survey, we proposed that Thailand’s Mice industry should focus on the current strengths of convenience, business opportunity and uniqueness, which include service and hospitality, Thai culture, and Thai cuisine,” he said.
Aside from the survey, Thailand’s position as a world-class Mice destination is affirmed by the various international conventions taking place in the country.
Next year, Thailand will host the 86th UFI Global Congress, running Nov 6-9 at Iconsiam. The event is expected to attract 450 professionals.
In addition, next January brings SITE Global Conference 2019. The Society for Incentive Travel Excellence counts more than 2,100 members and 29 local chapters in 84 countries.
Thailand is the first country in Southeast Asia to win the rights to host the SITE conference, and more than 400 attendees are expected. The event take place Jan 11-13 at the Shangri-La Hotel, according to Mr Chiruit.