TCEB launches two new mobile apps to cater digital needs of MICE travellers and event organisers

20 Dec 2017  2037 | World Travel News

Thailand Convention and Exhibition Bureau or TCEB (Public Organization) unveiled the bureau’s online marketing performance via different digital platforms which connect Thailand with event organizers and MICE travellers from around the world. The bureau is moving forward with the development of digital strategies, launching two new mobile applications, Smart BIZ Event and Smart BIZ Organizer, which are a revolution in convenience for Thailand’s MICE industry.

Mr. Chiruit Isarangkun Na Ayuthaya, President of TCEB, said that TCEB is one of the leading agencies which have been supporting and driving Thailand's MICE industry by the use of technology, creativity, and innovation. The actions are in line with the Thai Government’s Digital Economy Policy as well as the Thailand 4.0. Furthermore, according to the MICE Industry Master Plan Year 2017-2021, the strategy is aimed to stimulate the growth of MICE events in the country by using innovation to create differentiation, attract MICE travellers, and establish a knowledge and statistics platform to support the industry in terms of the strategic planning.



"TCEB's strategy focuses on the development of innovations. We aim to catch up with the digital trend and respond to the demand of MICE organisers and travellers in the digital era. In the fiscal year 2017, the target markets show a great response to our activities which include the development of our website, online sales and marketing channels, as well as online marketing communications.”

TCEB's website is designed to support content marketing strategies with comprehensive information provided to meet user needs. The site offers information in eight languages, it has 2,2701,958 page views of which 1,000,449 are from overseas visitors, and 1,701,509 from domestic visitors. Building on the success of this digital platform, TCEB also developed a mobile application called ‘Biz Thailand’, to respond to the rising trend of smartphones. The app provides information in Thai and English languages. It presents details about tourist attractions, restaurants, accommodations, domestic and international flights, as well as data on MICE venues in Bangkok and MICE cities. Users are able to get real-time updates on news and promotion activities with the location-based service. Besides, users are able to link the app to their social media accounts which makes sharing information found in the app worth their network easier. This useful application is designed for the users who are interested in conventions and business events in Thailand. Until now, the app has a record of more than 6,000 downloads.

As for the digital sales and marketing channels, TCEB created the online 360 Degrees Virtual Reality platform. The bureau also produced the digital sales kits with 360 Degrees Virtual Reality images. The sales kits were distributed to MICE entrepreneurs with 3D glasses. The campaign received a record of 1.6 million views within the two-month period (August to September 2017).

Meanwhile, in the area of online marketing communications, the on-going collaborative campaign between TCEB and its alliances from the public and private sectors ‘Spice Up Thailand 2017’ has been introduced to the market for four consecutive years. The campaign aims to attract MICE travellers by offering exclusive privileges. There were up to 70 events, from 20 organisers, which registered with the campaign, and up to 70,000 coupons were redeemed. The campaign received a total of 14 million views on different online channels. Top five favourite products and services of the coupon redemption are shopping, restaurant, accommodation, tourist attraction and spa. While top ten markets with the highest record of coupon redemption are China, India, USA, Malaysia, Singapore, Philippines, Australia, Indonesia, South Korea, and Thailand,

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