Bangkok, Thailand – February 22, 2019 (travelindex.com) – The Thailand Convention and Exhibition Bureau (TCEB) is encouraging Thai MICE businesses to adapt their business models to prepare for future challenges. As governments worldwide increasingly recognize the MICE industry as an economic driver, competition in the global market is intensifying. The TCEB is therefore leveraging MICE intelligence combined with data analytics to address the evolving needs of the MICE industry. The strategy, based on MICE intelligence and innovation, comprises 16 projects outlined in the three-year MICE economic development plan (2019–2021). Furthermore, the TCEB has established a MICE Intelligence & Resource Center on its website. This center empowers all stakeholders – entrepreneurs, business professionals, students, and the general public – to collaboratively leverage data to promote the MICE industry and generate sustainable economic growth.

Ms. Supawan Teerarat, Senior Vice President for Strategic Business Development and Innovation at TCEB, explains that a coherent digital strategy, taking into account the visions of the 20-year national strategy for security, prosperity, and sustainability, will be a crucial growth mechanism. In line with government policy, TCEB focuses on three core objectives: revenue generation, innovation-driven development, and the equitable distribution of income and wealth.

As part of its MICE strategy for this year, the TCEB aims to improve the quality of the MICE market and allocate revenues to cities. To this end, the office is reorganizing its structure and has created a new department for MICE analysis and innovation. Furthermore, the TCEB has presented its three-year strategic plan for MICE analysis and innovation (2019–2021), which is based on a study of the behavior of MICE travelers and private organizers. These guidelines have resulted in 16 projects that will be implemented over the next three years. Through the new department, the TCEB will work closely with organizers to significantly strengthen the MICE sector in terms of revenue and knowledge acquisition.

TCEB has examined key trends in the global MICE industry, including the changing behavior of business travelers. The study shows that business travelers expect events with a comprehensive service offering. They also expect optimal results even when they have limited time for active participation.

Since MICE travelers make a significant contribution to economic growth, governments worldwide are striving to promote the MICE industry and increase the number of MICE travelers. Historically, government support has primarily focused on staff development, venue expansion, and acquiring MICE events. However, financial support alone is insufficient to meet customer needs and ensure sustainable growth in the MICE sector. Beyond funding, many countries are developing strategies to promote the industry in other ways. Some countries, including Thailand, are evolving from general information providers to providers of more detailed information, enabling event organizers to develop concrete business plans using data analytics and artificial intelligence.

For this reason, the TCEB established the MICE Analysis and Innovation Department to promote the use of innovation and data in the MICE industry. The focus is particularly on innovations based on the actual needs of businesses. The office conducted a survey on the expectations of stakeholders in the MICE sector regarding the use of innovation and data. Subsequently, 16 key MICE analysis and innovation projects were designed and developed to meet the needs of the target groups.

The roadmap for the development of the MICE business driven by MICE Intelligence & Innovation (2019-2021) consists of 6 strategies and 16 key projects:

Strategy 1 encompasses support and sponsorship for event organizers and suppliers. It includes four projects: (1) Paperless MICE processing for expedited VIP check-in at airports; (2) Online application for financial support through TCEB; (3) TCEB helpdesk chatbot; and (4) MICE permit advisor, a consultancy service for importing goods for trade fairs and applying for visas. Strategy 2 aims to develop the MICE offering and includes three projects: (1) Online MICE standard assessment, enabling businesses to apply for MICE standard certificates; (2) MICE career portal for job search and advice; and (3) Digital MICE learning platform to enhance suppliers' skills. Strategy 3 improves the attendee experience through an event app with integrated services for attendees. Strategy 4 organizes events efficiently. It includes two projects: (1) A mobile app for event organizers; and (2) Event traffic analysis to evaluate attendee numbers via video. Strategy 5 connects supply and demand in the MICE sector and comprises five projects: (1) an event opportunities portal that collects event names and information for submitting proposals; (2) a crowdfunding platform for MICE, a donation portal to support event organization; (3) a marketplace for MICE products and services for visitor registration and exhibitor booking; (4) an event discovery platform; and (5) an e-commerce platform, a marketplace for MICE products and services to create business opportunities before and after events. Strategy 6 is the MICE Information and Resource Center, with its eponymous project, a comprehensive MICE database accessible via the website to support innovation development.

On February 22, 2019, the TCEB is hosting the MICE Intelligence & Innovation Conference 2019 in Bangkok under the motto "Breaking the Hype – Unveiling Customer Insights into Reality." This platform, launched by the TCEB's MICE Intelligence & Innovation department, will present the strategies and 16 key projects of the three-year strategic plan for MICE Intelligence & Innovation (2019–2021). Furthermore, the office is calling on suppliers and individuals to raise awareness of the use of innovation and big data to develop plans and strategies for the future development of the MICE sector.

TCEB's first project, the MICE Intelligence & Resource Center, will significantly shape innovation and data in the MICE sector and is aimed at suppliers as well as companies, educational institutions, and the public sector. All have access to the center, which promotes knowledge sharing within the industry. TCEB collaborates with leading global partners, including the World Bank, the Pacific Asia Travel Association (PATA), the market research and analysis company Frost & Sullivan, and the media analysis company Meltwater Singapore.

Local and international speakers will share their knowledge throughout the event. These include Gordon Alexander Candelin, Design Director at McKinsey & Company, and Khanet Kijsaereborerug, Business Connect Commercial Consultant at LINE Thailand. The conference is divided into three parts. In the first part, each speaker will have 20 minutes to present their topic. The second part offers two breakout sessions where participants can ask questions. The final part is a panel discussion followed by an open Q&A session. The conference is designed to allow participants to fully concentrate on the content.

“Thailand’s MICE industry has grown by an average of 5–10% annually to date. Leveraging innovation and technology as growth drivers has the potential to increase this growth to 20% per year. At the same time, technology will reduce inequality and provide equal access to information for all stakeholders. It will also create partnerships that offer individuals the opportunity to launch startups or businesses through a MICE platform. Finally, innovation and technology will enable countless business opportunities and knowledge sharing, expanding the industry and leading to a sustainable strengthening of the MICE sector’s competitiveness,” Ms. Supawan concluded.