Plans set to make Pattaya a major MICE destination

Economy July 05, 2014 00:00

By The Nation

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The Thailand Convention and Exhibition Bureau has announced a strategic plan to turn Pattaya into an international meetings, incentives, conferences and exhibitions destination.

It aims to do that through the 1st Domestic MICE Mart in Pattaya – an event that was held at Pattaya Exhibition and Convention Hall yesterday as a domestic MICE business promotion platform for local operators and corporate buyers.
It was held in conjunction with the introduction of the International Congress and Convention Association’s hybrid meetings, which the TCEB believes will help drive Pattaya as a world-class MICE destination of the East.   
TCEB president Nopparat Maythaveekulchai said Pattaya was the first “MICE city” in Thailand that the bureau had proactively promoted and strengthened. 
Nopparat said the bureau had identified and developed the “Pattaya MICE model” and it would be used as a fundamental guideline and strategic framework for other MICE cities including Bangkok, Chiang Mai, Phuket and Khon Kaen.
The three strategies to further drive the Pattaya’s MICE industry include differentiating the destination as a MICE city and underline its unique selling points, such it being a festive seaside city, while promoting Pattaya relatively close proximity to Bangkok. 
Recently, Pattaya hosted major national and international MICE events including ADFEST 2014, the IPSC General Assembly and International Range Officer Seminar and the Asia Petrochemical Industry Conference 2014.
The second strategy aims to turn the city in an international standard MICE destination by teaming with the industry’s key trade shows and roadshows. 
In addition, TCEB is developing the DMICE@Pattaya application and MICE City Break: Pattaya to create awareness on the potential and readiness of the city as an international MICE destination of the East.
The third strategy centres on improving the MICE capabilities in Pattaya, especially among the younger generations, including students, under the “MICE 101 Curriculum” programme. 
Currently, Kasetsart University’s Sriracha campus and Burapha University are the higher education institutes that have join the TCEB in the instruction of aforementioned programme.  
The TCEB also supports the vocational college network in the development of programme for vocational students. 
Nopparat said the TCEB would implement two key action plans to fuel MICE growth in Pattaya including  expanding MICE collaborations there. 
Northern Pattaya 
By focusing on the collaborative network among MICE operators and education institutes in eastern Thailand, the bureau recently joined hands with hotel entrepreneurs from northern Pattaya in staging “Northern Pattaya. More Than You Think” to enhance the image of Pattaya as a MICE destination. 
In addition, the TCEB is promoting the city as the MICE 101 Curriculum centre of the East in order to better prepare MICE resources, maximise competitiveness and disseminate MICE knowledge to nearby provinces, such as Rayong and Trat.  
The bureau aimed to reach key target audiences and high-potential buyers through the 1st Domestic MICE Mart. 
The event served as a platform for more than 200 targeted buyers and visitors from public and private sectors, as well as an information exchange through seminars on key topics.
In conjunction with online marketing, the event is expected to attract between 7,000 and 9,000 MICE travellers and generate Bt28.40 million in revenue.