The Thailand Convention & Exhibition Bureau (TCEB) will hail new era in the Meetings, Incentives, Conventions and Exhibitions (MICE) industry on Friday 2nd September 2011.

The TCEB-sponsored Meetings Industry Forum will be attended by Mr. Martin Sirk, CEO of the International Congress and Convention Association (ICCA); Mr. Sumate Sudasna, President of the Thailand Incentive and Convention Association (TICA); Mr. Thananchon Rojkittikhun, Department of Trade Negotiations, Ministry of Commerce; and high-level participants from government, Thailand’s private sector and associations.

Mr. Akapol Sorasuchart said, “One of the key shifts in the MICE industry has been the rapid growth in the business events industry. Moving forward, we can anticipate continuing growth not only in corporate and association meetings, and in B2B and B2C trade shows, but also in other business events, including mega-events such as the World Expo or the Formula 1 Racing. It is because of the growing significance of business events such as these that we chose the theme for this forum – ‘Business events as the next step of MICE in Thailand.’

“We expect this forum to accomplish three goals: first and foremost, to help stakeholders from both private and public sectors get acquainted with the latest market information and trends, to help enhance their business competitiveness and identify new business opportunities in an increasingly demanding environment.

“This forum will also discuss the implications of AEC 2015 for the MICE business and, of course, Thailand’s bid to host the World Expo 2020 mega-event and its many expected benefits to our country. Without a doubt, AEC will bring major challenges and opportunities for Thailand’s MICE sector which is why the theme of this forum - “Business Events: The Next Step of MICE in Thailand” - was chosen in order to highlight the strategic retooling that is needed now if the industry is to sustain its future competitiveness within the AEC.

“Thirdly, I hope the forum will serve to offer some more in-depth knowledge of the role and function of TCEB and the many different services we can offer the private sector. TCEB works closely with the industry and offers a wide range of financial, strategic and market support measures to support the MICE sector and also, of course, to promote and develop Thailand as an ideal and cost-effective global business events destination. Since TCEB was established in 2003, the industry has enjoyed double-digit growth; this year,     we expect to welcome 720,000 business event travellers, who will create revenues of over 57.6 billion baht, or just over US$1.92 billion.”

ICCA’s CEO Mr. Martin Sirk will talk about "Competitiveness in tomorrow's global meetings industry is all about thinking both inside and outside the box.”

ICCA's CEO will make the case for why the competitive tools, strategies and mindsets that have served industry suppliers and destinations for well over the last two decades are simply not going to be adequate for the super-competitive environment that everyone will be facing over the next ten years, and will offer his thoughts on what strategic steps are needed to build long-term success. Brainpower will become the key asset as the meetings industry becomes ever-more recognised as a key component of the global "knowledge economy".

TCEB recently submitted to Cabinet its draft MICE Industry Policy, which incorporates a 5-year roadmap to further develop the industry. The Roadmap signals a change in direction - moving from MICE to business events - as the next phase in the industry’s evolution. TCEB projects business visitor numbers to increase by 75% by the year 2016, with revenues up by 87%. According to the 5-year Roadmap, the business events industry is poised to play an increasingly important role in Thailand’s broader economic growth. At present, the industry accounts for 9.13% of total tourism revenues but this share is expected to grow to 18.35% - 130.92 billion baht - by 2016.

In conclusion, Mr. Akapol commented “Mr. Sirk has a wealth of knowledge and experience at a global level. We actually indebted to him for agreeing to join this event and to share with us some of the latest issues and trends in the global meetings industry. Having seen Thailand’s potential and readiness to host mega-events such as the World Expo 2020, we are confident that ICCA will be happy to support Thailand as AEC’s meetings industry hub”.

The Meetings Industry forum 2011: Business Events: The next step of MICE in Thailand will be held on Friday 2nd September 2011 at Paragon Cineplex Cinema 6, Siam Paragon, Bangkok, Thailand.