TCEB identifies Pattaya MICE strategy

Thailand Convention and Exhibition Bureau has hatched its latest strategy to turn Pattaya into an international meetings, incentives, conferences and exhibitions destination in Asia.
Some veteran travel and hotel executives would raise an eyebrow as the resort pioneered the country’s MICE market expansion to resorts that had up to the 1980s been reserved entirely for Bangkok.
Pattaya became the first resort destination to attract international incentives in the mid-1980s mainly from Europe, while by 2000 the privately run PEACH, the largest convention centre on the eastern seaboard, secured its position as a venue for major conventions and exhibitions. It has been the venue for numerous large scale conventions including the PATA Travel Mart, PATA annual conference and ASEAN Tourism Forum as well as major medical and insurance related congresses.
TCEB president, Nopparat Maythaveekulchai, said Pattaya was Thailand’s first MICE City that TCEB worked proactively with to promote and strengthen the domestic MICE industry.
“The bureau has identified and developed the ‘Pattaya MICE Model’ to be used as a framework for other MICE Cities including Bangkok, Chiang Mai, Phuket and Khon Khaen.”
The three strategies to further drive the Pattaya’s MICE industry include differentiating the destination as a MICE city and underlining its unique selling points, such it being a festive seaside city, while promoting Pattaya relatively close proximity to Bangkok.
Pattaya is located 120 km east of Thailand’s main aviation gateway Suvarnabhumi Airport, a 90-minute transfer by bus. The resort is also served by U-Tapao airport, owned by the Navy but designated an international airport. It is mainly served by charter airlines from Europe during the peak season November to March and regional airlines such as Bangkok Airways.
The second strategy is to team up with the industry’s key trade shows and roadshows. In addition, TCEB is developing DMICE@Pattaya application and the MICE City Break: Pattaya.
The third strategy focuses on improving MICE capabilities in Pattaya, especially among the younger generation, including courses for students, under the “MICE 101 Curriculum” programme.
Currently, Kasetsart University Sriracha Campus and Burapha University have joined with TCEB to offer this programme.
To encourage networking among MICE operators and education institutes on the eastern seaboard, the bureau recently joined hands with hotel entrepreneurs from North Pattaya to promote events.
The bureau earlier this month organised the “1st Domestic MICE Mart” in Pattaya to support domestic MICE business.
In 2013, Pattaya welcomed 2,107,000 MICE travellers who generated THB1,808.10 million revenue in to the city. This year, TCEB estimates overall domestic MICE travellers could reach 4,502,406, a 2% increase from last year ‘s target to generate THB13,291 million in revenue, an increase of 4% over last year’s revenue target.

Sourced: ttrweekly