Thailand
In the fast lane
STUART WOOD SPENDS A WEEK IN THAILAND, WHERE THE MICE INDUSTRY
IS PUTTING BUSINESS INTO A HIGHER GEAR
hailand’s developing
economy is in the midst of
its own American Dream.
Along the seemingly
endless, humid highways that stretch
between Bangkok and Hua Hin, car
dealerships are dotted along the road at
regular intervals, while gigantic
billboards display their latest models.
An emerging middle class is
increasingly living outside of rural areas
here, desiring ownership of a home and
a vehicle.
The literal mobility offered by a new
car is mirrored in the desire for social
mobility which I find across the
country. Reading a copy of the Bangkok
Post, I’m struck by a large pull-out
section called Elite Life, which provides
an aspirational glimpse of expensive
jewellery, fine dining and Bugatti
supercars.
These industries are among those
being targeted by the Thai
Government, and the Thailand
Convention & Exhibition Bureau
(TCEB), to bring more investment into
the country. The MICE industry has
support at the highest level in Thailand,
and smart industries such as
automotive, robotics and biotechnology
are top of the agenda. The hope is that
Above:
On the bus at King
Rama II National
Park
Below:
Taking the scenic
tradefairs and conferences from these
sectors can bring in big business.
Much like the trucks that speed along
those humid highways, then, TCEB is
using the power of MICE to put
Thailand’s developing economy into the
fast lane.
route at Baan
Thaka coconut
market
A driving force
In this light, it seems fitting that as I
step off the plane in Bangkok, I am
greeted by the new MICE fast-track
service being offered by TCEB.
The service provides business
travellers arriving into the country with
a guide through customs, to help speed
up the process of reaching their hotel or
event. It is another example of
Thailand’s uniformly welcoming
hospitality, but it also demonstrates just
how much importance Thailand gives
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ISSUE 103
to business travel, and the MICE
industry as a whole.
TCEB reports directly to the Prime
Minister of Thailand, Prayut
Chan-o-cha, who has recognised the
power of the industry to be a catalyst for
economic development. This was the
message being pushed at the Thailand
MICE Forum in September, a
conference which brought together
leaders from key international
associations: UFI CEO Kai Hattendorf,
SITE President Philip Eidsvold and
ICCA CEO Senthil Gopinath.
During the opening address, TCEB
President Chiruit Isarangkun Na
Ayuthaya commented: “The MICE
industry can play a role in boosting the
whole country’s economy, by creating a
mechanism to allow Thai entrepreneurs
to set standards and create links
internationally.” The goal, he said, was
to raise awareness of MICE and