TCEB Unveils “Thailand Connect the World” Campaign for U.S. Market
The Thailand Convention and Exhibition Bureau introduced to the U.S. market the ‘Thailand CONNECT The World’ brand communications campaign for the 2015 fiscal year.
Looking to reaffirm Thailand’s leadership position in the business events industry in Asia, the latest global brand communications campaign targeting top quality buyers and business events visitors from around the world showcases the three fundamental pillars of Thailand’s MICE industry including ‘Destinations of Thailand: Your modern metropolis, the world’s business events paradise’, ‘Business in Thailand: Your borderless business potential, the world’s biggest market of opportunities’, and ‘People of Thailand: Your success with proficient professionals’.
As a strategic link between global business excellence and local expertise to drive the economy, Thailand expects to attract more than 1 million business events travellers, earning the Thai economy more than $3 billion in 2015.
As a top 10 source market contributing to the vibrancy of Thailand’s business events industry, during the first three quarter of 2014 fiscal year, from October 2013 – June 2014, the U.S. market continues to show significant growth both in terms of visitor numbers and revenue. There were 29,346 business events visitors (18.55 percent growth year-on-year) earning the Thai economy a total of $92.2 million (13.95 percent growth year-on-year), thanks to strong performance in the convention segment.
“The strategic direction to promote Thailand’s MICE industry is in response to the government policy of reinforcing international confidence in Thailand, and especially in boosting the vibrancy of the country’s MICE industry, which helps connect business events to global success,” said Nopparat Maythaveekulchai, president of TCEB.
He added, “For 2015, TCEB has developed the ‘Thailand CONNECT The World: Global Businesses and Local Experts Link to Boost Business Events Success’ brand communications campaign, building on Thailand’s 2014 brand campaign.”
The Thailand CONNECT The World campaign builds on the strong legacy of the three fundamental pillars of Thailand’s MICE industry including (1) Destinations (2) Businesses and (3) People, by showcasing the best of all three elements.
This year it is expected that Thailand will welcome 888,210 international business events visitors, generating total revenue of $2.9 billion. Looking ahead, TCEB forecasts that the launch of Thailand CONNECT The World, together with other market initiatives, will enable Thailand to welcome 1,036,300 business events visitors (a 17 percent increase from 2014 targets), earning the Thai economy a total of $3.55 billion (a 22 percent increase from 2014 targets).