Thailand
More than ready
TCEB redefining exhibition moments
At the recent 86th UFI global Congress in Bangkok,
EW spoke with Ms Nichapa Yoswee, Senior Vice-President
of the Thailand Convention and Exhibition Bureau (TCEB), who
is driving a bold new course for events
he Thailand Convention and
Exhibition Bureau (TCEB) is
carving out a bold independent
path, moving from a role of
facilitator to flexing its new-found muscles
as a host, bringing events into the country in
its own right.
TCEB’s new independence is thanks to aa
government decree which resulted in the
bureau being now able to act as an official
bidder for major events connected to 12
key industries. These are identified by the
government’s Thailand 4.0 economy policy.
There has also been a rebrand, with
Thailand ‘Redefine Your Business Events’
brand launched by TCEB to replace its
Thailand Connect programme.
Nichapa Yoswee, Senior Vice-President of
TCEB, says it is time to bring Thailand to the
next level and notes that, in Asia, Thailand
has the most number of schools that teach
MICE studies.
“This year, we attracted 17 new
exhibitions,” Ms Nichapa points out.
“Usually, we get only five or six new ones.”
She says the increase is due to Thailand 4.0,
which has sharpened the focus on specific
types of tradeshows the country needs.
“With that focus, we are able to design a
precise campaign for organisers to bring
their shows to Thailand,” she says.
How had hosting the 86th UFI Congress
w w w.exhibitionworld.co.uk
in Bangkok helped Thailand promote its
exhibition-hosting credentials?
“I humbly appreciate that UFI finally
selected Thailand to be the host country for
its Congress,” says Ms Nichapa. “Exhibitions
had already been showing good growth
and having the Congress here validated the
potential growth we have in Thailand.
“If the majority of UFI delegates are
pleased, then we did what we set out to do,”
she adds.
So, what are the country’s key areas for
developing exhibitions?
“The Thailand 4.0. plan gives TCEB and
exhibition organisers direction for which
industries they should work with to bring
events in.”
The government last year launched
the Eastern Economic Corridor (EEC)
which has four strategic projects worth
B470bn (US$15.55bn) and worth noting by
organisers:
1. Aerotropolis: A plan to have U-Tapao
airport become a maintenance, repair and
overhaul (MRO) aerohub.
2. Digital Park: A project where IoT and
AI and Big Data can play a major role in
development of the economy and upgrading
people’s lives.
3. Innovation Park: Another government
subsidised programme targeting the key 12
industry sectors and for bringing valuable
knowhow to Thailand.
4. Infrastructure rail and seaport
renovations.
“The railroad developments would be
synchronised with the Belt Road project in
China,” Ms Nichapa tells EW. “Thailand
can become a very strategic hub in the
heart of Asia Pacific for exhibitions as a
result. Thailand 4.0, envisages the role of
business events to drive policy and bring
growth.
“We are on the look-out for top exhibitions
in the designated sectors and we are talking
to the organisers.
“And, for exhibitions, TCEB’s 360-degree
Exhibition Success provides support
from the start. That means subsidy for
site inspection, setting up meetings with
government bodies and local operators,
and more to help them discover Thailand
as an event destination. Once they decide
on Thailand, we bring on the next stage of
incentives.”
Support for organisers is not
unconditional, however, Ms Nichapa
underlines. “Their activities in Thailand
must result in legacy for the local
community and collaborations with local
businesses must be set up. They are also
encouraged to run at least three editions
here and partner Thai organisers.”
It would seem the perfect storm when you
have a CVB with real power and resource
working in tandem with a government
that has actioned a programme of mega
infrastructure upgrades attracting foreign
investment.
TCEB also has a three-year Log-In
Masterplan aligned with Ministry of
Transportation’s own Masterplan.
“This means that for seaports project we
would bring in more maritime events and
for the air hub initiatives, airshows. We will
even inaugurate our own U-Tapau airshow
in 2023/24,” says Ms Nichapa.
She notes there are five designated MICE
cities - Bangkok, Pattaya, Phuket, Chiang
Mai and Khon Kaen - all with their own
exhibition centres. “We have a 5-year plan
and they also have their own plans for
bringing international events,” she adds.
And, with a subvention campaign for
ASEAN countries and China, “Thailand is
more than ready,” Ms Nichapa adds.
Issue 6 2019
43