Connect with us

Business

Phuket Business: Phuket’s plans to trap MICE travellers

Legacy Phuket Gazette

Published

 on 

PHUKET: A recent conference organized by the American Chamber of Commerce (AMCHAM) examined the role of Meeting, Incentives, Conferences and Events (MICE) travellers in Phuket’s diversifying tourism industry. The event, which was co-hosted by AMCHAM, the British Chamber of Commerce Thailand (BCCT) and the Australian-Thai Chamber of Commerce (AustCham), featured three experts on Thailand’s rapidly growing MICE tourism industry.

The first keynote speaker was Mrs Supawan Teerarat, vice president of strategic and business development at the Thailand Convention and Exhibition Bureau (TCEB). Mrs Supawan spoke about the overarching campaign led by the government agency to promote Thailand as a global destination of choice for MICE events. She remarked that MICE travellers represented a high-spending, “quality” segment of the tourism industry.

According to TCEB’s figures, the average stay of MICE travellers in Thailand is 5.8 days and the average spent per person, per stay, is a substantial 87,306 baht. Furthermore, TCEB statistics presented by Mrs Supawan indicated that travellers from Asia made up the core of Thailand’s MICE tourism, and that the number of visitors from China and India in particular, has exhibited rapid growth over the last few years. Chinese MICE tourist arrivals have risen from 48,596 in 2011 to a staggering 128,437 in 2013.

Mrs Supawan went on to outline the TCEB strategy and support programs in place to encourage MICE tourism and urged local hotels and businesses to take advantage of the wide range of support on offer which includes: business matching, destination matching, promotion within Asean countries, as well as online marketing and PR support.

“Every year we aim to attract more and more MICE events to Thailand. We [the TCEB] should be the gateway for all your wishlists, you should contact us to help make your events more successful.” she said.

Under the TCEB’s strategy, four key Thai cities have been branded as “MICE Cities”, and highlighted for their various strengths, as a way to direct the segments of MICE tourism into key destinations. The four cities are: Bangkok – “Evolving Metropolis”; Pattaya – “Festive Seaside”; Khon Kean – “Gateway to Greater Mekong and Indo-China”; and Phuket – “Luxurious Incentive Island”.

The following speaker was Welf Ebeling, vice president of APAC – Global Business Travel Association (GBTA), who focused on the potential of his companies vast data resources which can be used to increase international MICE tourism inflows through increased understanding of global business travel market trends.

Mr Ebeling presented research that clearly identifies Asia as the region with the strongest growth in business travel, taking advantage of economic uncertainty in the US and Europe. According to GBTA, forecasts for business travel spending in the Asian region is set to increase from US$361 billion in 2011 to US$624bn in 2016.

The final speaker, Mark Simmons, vice president of sales and marketing, Asia-Pacific, for Outrigger Hotels and Resorts discussed how the island could increase its slice of the lucrative MICE tourism pie. He noted that the value of MICE tourism on the island was estimated at more than $US163 million in 2012. And in 2013, Phuket hosted 788 MICE events attracting almost 80,000 visitors – roughly 75% of them international and the remaining 25% domestic.

Mr Simmons was adamant that the Laguna Group was at the epicenter of the island’s push for “quality over quantity” MICE travellers, as it had the combined resources to host large events and provide the world-class standard of hospitality and service sought by international MICE organizers.

He cited a recent event held by Chinese skincare company Nu Skin, in which over 1000 people were jointly hosted by Laguna Group hotels, as a perfect example of how local co-operation between businesses to garner large MICE events could benefit the economy of the entire island.

“It’s about collaboration, it’s about benefit for the whole destination [of Phuket] if we can get that thousand room piece of business, we are all going to benefit – not just the hotels, but the ground operators, the dive companies, the golf courses. That is why it’s such a quality segment,” concluded Mr Simmons.

— Mark Knowles

 

Get more from The Thaiger

📱 Download our app on Android or iOS
👋 Have your say on our Thailand forums
🔔 Subscribe to our daily email newsletter
📺 Subscribe / Join YouTube for daily shows
👍 Like/Follow us on Facebook
🐦 FOLLOW us on Twitter
📷 FOLLOW us on Instagram

image

Join the conversation and have your say on Thailand news published on The Thaiger.

Thaiger Talk is our new Thaiger Community where you can join the discussion on everything happening in Thailand right now.

Please note that articles are not posted to the forum instantly and can take up to 20 min before being visible. Click for more information and the Thaiger Talk Guidelines.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Archiving articles from the Phuket Gazette circa 1998 - 2017. View the Phuket Gazette online archive and Digital Gazette PDF Prints.

Follow Thaiger by email:

Coronavirus (Covid-19)44 mins ago

Covid UPDATE Saturday: 14,260 new infections, news briefs

Thailand5 hours ago

Department head predicts Covid-19 could last up to another year

World7 hours ago

Swedish prison hostage situation resolved with pizza

Welcome back to Thailand!

Thaiger is getting behind local businesses for the restart of tourism in Thailand - up to 50% discounts across all advertising packages!

Thailand9 hours ago

Minister: foreigners, migrant workers are cared for amid Covid-19

Coronavirus (Covid-19)13 hours ago

“Withhold Intubation” for certain older Thammasat Hospital patients

Coronavirus (Covid-19)14 hours ago

Bang Sue vaccination centre open for expats 60+, under must wait

image
Join the conversation on the Thaiger Talk forums today!
Coronavirus News & Updates14 hours ago

“Covid-19” deaths said to cause crematorium in Bangkok to partially collapse

Thailand14 hours ago

Nakhon Sawan farmers make large profits growing fingerroot as Covid cure

Coronavirus (Covid-19)15 hours ago

Leaked document: military arranging private Moderna vaccines

Thailand16 hours ago

Nakhon Si Thammarat arrest drug suspect hiding in jar

Media16 hours ago

19 year old man drowns in a Kanchanaburi river while rescuing his puppy

Thailand16 hours ago

Online registration site up for interprovincial travel permission

Thailand16 hours ago

Thailand News Today | Sandbox tweak, ‘filthy rich’ visa, Chon Buri restrictions | July 23

Phuket16 hours ago

18 infections today in Phuket creeps closer to 90/week threshold

Thailand16 hours ago

BMA plans to open 53 “community isolation centres”

Thailand5 months ago

Thailand News Today | Thai Airways in rehab, All go for Songkran | March 4

Tourism5 months ago

Phuket’s nightlife. Yes, bars and clubs are still open | VIDEO

Phuket5 months ago

Thailand News Today | Covid passport talks, Thai Airways heads to court | March 2

Tourism5 months ago

Phuket Thai food treats you need to try | VIDEO

Thailand5 months ago

Thailand News Today | Bars, pubs and restaurants ‘sort of’ back to normal | Feb 23

Tourism5 months ago

In search of Cat & Dog Cafés in Phuket Town | VIDEO

Thailand6 months ago

Thailand News Today | Gambling crackdown, Seafood market to reopen, Vlogger challenge | Jan 21

Thailand6 months ago

Thailand News Today | Covid testing for visas, Business impact, Vaccine approval | January 19

Thailand6 months ago

Thailand News Today | Weekend Bangkok bombs, Thailand fires, Covid update | January 18

Thailand6 months ago

Thailand News Today | Stray car on runway, Indonesian quake, 300 baht tourist fee | January 15

Thailand6 months ago

Thailand News Today | Governor off respirator, sex-trafficking arrest, condo prices falling | January 14

Thailand6 months ago

Thailand News Today | Chinese vaccine, Thailand ‘drug hub’, Covid update | January 13

Thailand6 months ago

Thailand News Today | Bangkok may ease restrictions, Phuket bar curfew, Vaccine roll out | January 12

Thailand6 months ago

Thailand News Today | Covid latest, Cockfights closed down, Bryde’s Whale beached | January 11

Thailand7 months ago

Thailand News Today | Southern floods, Face mask fines, Thai Air Asia woes | January 8

Trending