TCEB develops Mice strategy for EEC
The Thailand Convention and Exhibition Bureau (TCEB) has created an “EMC3 Model” to pave the way for an Eastern Mice Corridor (EMC).
The move supports the government’s policy to promote the new economic zone, the Eastern Economic Corridor (EEC), spanning three provinces: Chachoengsao, Chon Buri, and Rayong.
TCEB president Chiruit Isarangkun Na Ayuthaya said the TCEB is working to develop the Mice (meetings, incentives, conventions, exhibitions) industry as a marketing instrument to promote business networking and partnerships among the industries being promoted in the EEC.
“The promotion of the Mice industry in the EEC is part of a zoning strategy that aims to attract conferences, conventions and exhibitions, as well as Mice-related investment to the area,” he said.
With the new EMC3 Model, the TCEB will elevate industries in three provinces through simultaneous and extensive developments, as well as integrated marketing, which will bring about rapid advancement in the region, Mr Chiruit said.
The EMC3 model is spearheaded by several projects spanning a period of three years (2019-22):
Further equipping the EEC with the capabilities to accommodate Mice Industries to pave the way for the EMC promoting bidding for the rights to host international conferences, conventions, exhibitions and mega-events in the EEC in support of the Thailand 4.0 policy.
Establishing the Asean Mice Institute to offer Mice accreditation services, disseminate Mice-related knowledge and provide Mice labour skill tests.
Nurturing an ecosystem through collaboration between the government, private businesses and educational institutions.
Promoting investments in the EEC’s Mice infrastructure in anticipation of the rise of new cities in the area.
Encouraging community involvement by including local tourist attractions and products among projects.
Mr Chiruit said the country has hosted several key Mice events related to the 11 S-curve industries promoted in the EEC this year, namely Taiwan Expo 2018, CEBIT Asean Thailand 2018 and Future Energy Asia 2018, with many more scheduled to enhance the economic zone in the near future.
Thailand’s Mice industry has shown consistent growth throughout this year. By the end of this fiscal year on Sept 30, Thailand is estimated to have welcomed more than 1,327,000 business travellers, generating 124 billion baht in revenue.
The TCEB forecasts 2019 Mice visitors to reach 1.42 million in total, bringing in 130.2 billion baht.