News this week: Earlier this week, the Thailand Convention and Exhibition Bureau (TCEB) unveiled its 2014 marketing strategy
for the exhibition industry which includes a three-year industry-focused
roadmap. TCEB is targeting a 5% increase in the number of MICE travellers for
the international exhibition segment to 181,200, and a 10% growth in revenue to
US$473 million in 2014.
TCEB identified
three key marketing roles in the strategy. As connector/facilitator, the bureau
will focus on establishing connections and providing support for the private
sector to enable business opportunities. Secondly, TCEB will act as
marketer/partner by developing international marketing campaigns and helping to
accommodate business needs, and lastly as creator/initiator by identifying and
winning new exhibition business opportunities for Thailand.
Nopparat
Maythaveekulchai, TCEB’s president, was quoted saying, “The trend of joint
ventures, mergers and acquisitions as well as strategic partnerships in the
exhibition industry from Europe and the USA is rising, in accordance with
rapidly growing demand for business opportunities in ASEAN. TCEB is confident
that Thailand will be able to attract eight new exhibitions into the country
while upgrading 32 existing exhibitions towards high industry calibre, from a
total of 83 – 85 exhibitions in 2014.”
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