Thailand focuses on Asian MICE market
The Thailand Convention and Exhibition Bureau says that in 2013, its mission will be to rebrand and reposition its MICE product, focusing on the Asia and ASEAN+6 markets.
MICE visitor numbers to Thailand in 2012 reached 895,224, reports the bureau.
In 2013, the agency projects the MICE market is expected to generate more than US$ 2.1 billion, or 63.2 billion Baht.
Overall, the MICE industry was responsible for 9.49 per cent of all tourism earnings in 2012, accounting for 0.58 percent of total GDP. Conventions contributed 33 percent, followed by corporate meetings and incentive travel, which contributed 25 and 24 percent, respectively. International exhibitions and trade shows accounted for 18 percent of total MICE revenues for 2012.
In 2012 MICE travelers from Asia were largely responsible for the growth in Thailand’s MICE sector, representing 65 percent of all MICE travelers last year.
National MICE statistics indicate that MICE visitors to Thailand were dominated by 10 Asian countries: India, mainland China, South Korea, Malaysia, The Philippines, Japan, Indonesia, Singapore, Taiwan and Hong Kong, respectively.
Gretchen Kelly
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