Chiang Mai heads for Year of MICE

CHIANG MAI, 25 September 2012: Chiang Mai will campaign for business tourists under the banner of “Year of MICE 2013.”

TCEB board member and acting president, Thongchai Sridama, said a joint public-private sector committee convened by the Office of the National Economic and Social Development Board gained approval from the Cabinet for the year-long campaign.

The main emphasis will be supporting the city’s brand new convention centre, due to soft open next month for a trial period to bring facilities and services up to scratch.

Thongchai Sridama

“The province has potential to tap the MICE industry. A 2011 survey valued Chiang Mai’s MICE industry at Bt3,355.9 million generated by events in both the domestic and international markets,” Mr Thongchai explained.

Of that income, 19,261 domestic MICE travellers are estimated to have generated Bt82.19 million and 40,718 international MICE visitors Bt3,273.7 million from 427 MICE events in 2011.

TCEB uses ballpark analysis and estimates to gauge the value of the industry. There are no exact reference points other than surveys that often use a low interview base.

Apart from declaring 2013 year of MICE, the city has done little to firm up events or promote the convention centre overseas, possibly because of  numerous construction delays that beset the project from the beginning.

But an effort to kick-start the campaign is now on the way as TCEB and the Tourism Authority of Thailand join hands with tourism and business associations to organise a brainstorming “MICE summit” this November.

The summit will look at ways to promote the province’s MICE industry in the lead-up to the official opening of the Chiang Mai International Convention and Exhibition Centre possibly in April 2013.

TCEB outlined its strategy for Chiang Mai during a “Meetings Industry Day” late last week.

With just 13 weeks remaining of 2012, TCEB is leaving the drafting of a Chiang Mai MICE Development Master Plan (2012 to 2016) to almost to the last minute.

MICE events, even in the domestic market, take around six months to put together, while international events have a lead time of around one to two years.

“The plan aims to upgrade the sector to international standards in coordination with the province’s’ Office of Tourism and Sports and Chiang Mai province’s objectives,” the acting president said.

“The draft plan proposes four areas of strategic importance — strategic management, improvement of facilities and infrastructure, upgrading logistics, and human resource development for MICE industry personnel.”

Key factors that will help lift potential for event hosting in the northern city include its diversity of cultural attractions, natural beauty, and opportunities to build ecotourism.

“The city also has potential to grow as an event destination for the Greater Mekong Sub-region, BIMSTEC (Bangladesh, India, Myanmar, Sri Lanka, Thailand, Bhutan, and Nepal) nations, and ASEAN countries,” he said.

Plans in the pipeline:

• Study the Establishment of a TCEB branch in Chiang Mai;

• Build MICE collaboration in the GMS and BIMSTEC countries;

• Prepare Chiang Mai’s MICE industry for ASEAN Economic Community 2015;

• Upgrade the city’s mass transit system and streamline clearance procedures under the Customs, Immigration, Quarantine and Security (CIQS) agreement at Chiang Mai International Airport;

• Construct a MICE industry database for Chiang Mai province;

• Build  Chiang Mai’s image as a MICE City in the global arena — Chiang Mai International Branding;

• Develop industry standards for MICE operators in the province;

• Establish a Chiang Mai industry cluster.

TCEB and Chiang Mai province signed a memorandum of understanding to promote the city as a MICE city in 2009.

Sourced: ttrweekly