ASEAN KEY DESTINATIONS
Thai tourism goes after MICE
The plan will include measures to help Mice operators better prepare for the advent of the Asean Economic Community (AEC) in 2015.
President Akapol Sorasuchart said the TCEB wants Thailand to be an Asian MICE industry hub by 2016.
"Our development plan is geared toward raising the Thai MICE industry's revenue and competitiveness," he said yesterday. "Annual growth should stand at 15 percent to 25 percent for both revenue and MICE visitors, while their spending per head should increase 5 percent each year."
Mr. Akapol outlined a three-pronged strategy _ "Win", "Promote" and "Develop".
For "Win", the TCEB will maintain existing markets while expanding into new potential ones. Under "Promote", Thailand will be pushed forward as a "top of the mind" Asian MICE destination.
"Develop" will see the continuous development of MICE cities and infrastructure in the country along with a strengthening of the MICE network both locally and globally and an enhancement of the TCEB's role and capabilities.
"We're confident this plan will enable us to realise our goal of becoming an Asian MICE center by 2016. In that year, visitors should number 1.4 million and contribute revenue of 130 billion baht, up from 570,000 visitors and 70 billion baht in revenue expected in 2011," he said.
Last year, tourism accounted for 6.03 percent of the country's gross domestic product, and MICE business contributed 9.03 percent of total tourism revenue.
The TCEB expects the MICE industry to contribute 18.35 percent of tourism revenue in 2016.
Meanwhile, the private Thailand Incentive and Convention Association (TICA) urged local MICE operators to prepare themselves for the Asean Economic Community in 2015.
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