THAILAND Convention and Exhibition Bureau (TCEB) has named 2019 as “The Year of Partnership”, a new marketing strategy to drive the meeting, incentive and convention industry through strategic partnerships with the regional and international business events players.
Nichapa Yoswee, TCEB’s senior vice president – business, said the bureau is set to deepen partnerships with existing alliances and find new partners at the three global leading trade shows namely IMEX Frankfurt in May, IMEX America in September, and IBTM World, Spain in November this year.
At the IMEX Frankfurt, the TCEB would form a partnership with Asian Association of Conventions and Visitors Bureau (AACVB) members to develop an economic impact assessment model of the MICE industry. The objective is to provide the members a single platform to calculate the industry’s impact on economic growth.
Moreover, the model would enhance confidence and awareness of the governments, policymakers, business organisations, as well as academic institutes.
Meanwhile, the TCEB has created PCO Partnership project (Professional convention Organisers) bringing international PCOs who are members of the International Congress and Convention Association (ICCA), to match the local PCOs supported by Thailand Incentive and Convention Association (TICA).
In addition, the bureau is looking for partnerships with international PCOs related to 10 key industries based on Thailand 4.0, bringing the business events to be held in Thailand.
The TCEB and its strategic partner TICA are elevating the service standards through the value chain of business events industry covering every touchpoint.
For air transport service, the TCEB has formed a partnership with Thai International Airways to offer Asean MaxiMICE package for travellers in Indonesia, Malaysia, Philippines and Singapore. While, the bureau has formed a partnership with Bangkok Airways to offer Fly and Meet Double Bonus for the CLMV market (Cambodia, Lao, Myanmar and Vietnam).
Since last year, the TCEB has launched a new branding, “Thailand Redefine Your Business Events”, reflecting its role as a thought leader. TCEB would act as a co-creator, partner and collaborator for the business events industry.