Thailand
TCEB looks to Gen Z with new strategy
T he Thailand Convention and Exhibition Bureau ( TCEB ) tells EW it is putting the focus on the need to appeal to Gen Z , trade on authenticity and underline the ‘ business ’ in business events .
Thailand has a well deserved reputation as a host for international exhibitions , built in equal measure on its events infrastructure and those ancillary qualities that propel a destination into the public consciousness . These include a professional service culture , natural beauty , cuisine , affordability and a government that supports the events industry .
These qualities have evolved in recent years , and Thailand ’ s offering today is driven by a national programme of economic development that is woven into its national events agenda , and aligned with trends that have come to redefine the postpandemic marketplace .
Here are a few of the trends TCEB will focus on in 2024 :
Rolling out the carpet for Gen Z By 2027 , Gen Z will comprise nearly 30 % of the global population . Within the next seven years , Gen Z business travellers will significantly influence and reshape exhibitions , driving new trends and expectations .
Their behaviour includes a desire to curate their own content ; they have an appetite for shorter , more frequent trips , and there is a greater awareness of wellbeing .
This is made evident by their focus on value , not format , an inherent eagerness for learning and personal growth , and the shift towards personalised , exclusive experiences that demonstrate a respect for diversity and inclusivity .
The removal of intermediaries Events stand alone in their ability to connect suppliers directly to buyers .
A successful event strategy allows businesses to directly target key customers , bypassing intermediaries and traditional channels in order to clear the way for the conduct of real business .
Visitors are no longer satisfied with product displays , they seek comprehensive , value-added solutions that drive tangible benefits for their companies .
Providing a Return on Experience A memorable experience increases the chance of a memorable connection , which in turn improves referrals and retained custom . Much is said of Return on Investment , but Return on Experience is crucial to a sustainable event .
For Thailand , regionalisation will be an important aspect of this . Cultivating regional gatherings ensures a closer alignment with local business , stimulates stakeholders driven by the opportunity for globalisation , and minimises travel outside the region .
Despite their capacity for international connection , conventions and exhibitions increasingly lean towards achieving regional , sustainable targets that
Above : Chiruit Isarangkun Na Ayuthaya place an emphasis on local growth .
Authenticity With so much opportunity for artifice in our daily lives , platforms that enable us to present ourselves and our lives in the manner we prefer , the new generation of attendees will crave authentic experience as never before .
A genuine Return on Experience is only possible if the setting and stakeholders presented by the event are authentic .
Or to put it another way , an authentic destination leads to an authentic experience . Destinations able to demonstrate credentials that are relevant to the audiences they target offer a real opportunity for connection and business growth .
At the core of it all is TCEB , working hand-in-hand with government and is able to provide this authenticity , creating a bright future for events in Thailand – and the international event organisers with whom it partners .
The bureau also encourages organisers to work with it to cultivate the event experience , as well as ensure value for money throughout the process and sustainable growth with environmental concerns front and centre .
www . exhibitionworld . co . uk Issue 1 2024 25