TCEB outlines game plan

Thailand Convention and Exhibition Bureau outlines a three-year strategic roadmap (2013 to 2015) that it claims will help boost exhibitions in the country. It will involve developing a strong network of business operators across ASEAN region to support TCEB’s marketing plan to build more exhibitions in Thailand with a regional focus. TCEB board member and acting president, Thongchai Sridama, said TCEB will target industries with high production and export potential. The new strategy should boost Thailand’s exhibition industry by 30% to generate Bt30 billion by 2015. “Exhibitions will grow as ASEAN prospers. Close cooperation between public and the private sectors is crucial to the success of ASEAN Economic Community implementation.” TCEB will adapt its role over the next three years according to the strategy. • 2013: It will strive to be a connector/facilitator to help the private sector grow business networks; • 2014: It will assume the role of a  marketeer/partner who helps operators promote teir business overseas, develops marketing campaigns and provides comprehensive support and services; • 2015: In the role of a creator/initiator, it will  focus on attracting mega-international events to visit Thailand. This will help emphasise Thailand’s potential as the platform for international exhibitions. “Digital media will be mainly used as these new media directly reach our target audience. Some of the tools used are mobile applications on iPhone, mobile site www.tceb.or.th/exhibitions/m /Exhibition and online magazines. “In addition, there are other marketing campaigns and activities such as Be My Guest, 100 A-Head, The Next Best Show and the latest one to be launched late this year is ASEAN We Stand.” TCEB will also promote nine major industries, which have Thailand as their exhibition centres — automotive and machinery; construction, design and home furnishing; agriculture and food; communications technology; travel and tourism; medicine and pharmaceuticals; accessories and fashion; and energy. These are the key industries in Thailand worth around Bt8 trillion in terms of production and exports and at the same time they are in high demand in ASEAN. In the 2013 fiscal year, TCEB has a Bt870 million budget from the government. The budget is to serve its mission to strategise and promote the country’s MICE industry. The exhibitions department is allocated a budget of over Bt100 million to accomplish both operational activities and the organise of mega exhibition events.