Called MICE in travel-trade vernacular, the industry is aiming for 870,000 of these visitors this year spending Bt59 billion along the way.

The Convention and Exhibition Bureau is hosting 500 "match-makers, rainmakers and foreign dignitaries" at a July 14 gala dinner.

The bureau bills it as "Exhibiz Gala Night a networking event for business executives, ambassadors, trade consuls, journalists, senior-level representatives from local and international trade promotion organisations and agencies, along with assorted chambers of commerce and trade-association members".

Exhibition director Vithaya Sintharapantorn said 20 foreign embassies had already accepted invitations.

They will be able to hear the thoughts of Global Association of the Exhibition Industry president Jochen Witt in a keynote address at the Royal Paragon Hall dinner.

The gala night runs parallel to a "familiarisation" trip for Asian-based travel journalists.

Bureau director-general Kajit Habanananda will show the writers - mainly from China and Vietnam - around 250,000 square metres of convention and exhibition space and associated facilities and infrastructure.

The dinner and news-media junket are just two bureau initiatives to keep MICE business heading to Thailand.

The bureau reports to the Prime Minister's Office and this year predicts MICE numbers to grow 10 to 15 per cent.

The country clinched three new exhibitions this year, including the Muslim Worldex 2007. It continues to build on the success of perennials like the 21-year-old Metalex Thailand, Kajit said.

Thailand has come a long way from the days when exhibitions were almost always held at the car-parking building of Central Lat Phrao.

Kajit said Thailand - despite trailing behind Singapore in personnel skills and transport - could give the city state a run for its money.

He said good economic fundamentals and diverse industry - especially agriculture and food, electronics and automotive - translated to many business opportunities.

Singapore lacks the relaxation opportunities of the Kingdom's beaches and is forced to position itself as a destination for financial and hi-tech meetings, he said.

A big challenge for the bureau is encouraging MICE travellers to stay an extra day or two following conventions or seminars.

The bureau believed MICE business was little affected by recent political instability. There has been an easing of visitors by between 5 per cent and 10 per cent, it said.

The events are often planned years in advance and difficult to cancel at short notice, it added.

Ki Nan Tsui

The Nation