TCEB looks to put digital stamp on Mice awareness
The
Thailand Convention and Exhibition Bureau (TCEB) wants to use digital networks alongside mainstream communication to create higher awareness and encourage the public to remember the certification mark of its Thailand Mice Venue Standards 2018 (TMVS).
The TMVS campaign was launched in 2014 with the objective of raising confidence and attracting international organisers of Mice (meetings, incentives, conventions and exhibitions) businesses to choose Thailand as their business event destination.
TCEB president Chiruit Isarangkun Na Ayuthaya said the bureau this year will enhance the image of Thailand as an ideal destination for Mice with the TMVS campaign to boost confidence for local and international Mice organisers.
The campaign will be conducted through a digital network in line with the Thailand 4.0 policy, he said. It will focus on four areas: building awareness of the campaign; providing a pleasant image of Thai Mice; creating confidence among prospective users; and building understanding of an organisation’s mission and vision.
The TCEB expects the campaign to reach 1 million users. Frequency of campaign communication is estimated at 7 million to reach target users efficiently.
Mr Chiruit said Mice is considered a service business that helps promote tourism and drive the economy, so systematic certification is crucial.
The TCEB initiated TMVS certification in 2014. Currently there are 315 Mice venues with 791 rooms nationwide that have obtained the certification, mostly in the convention and exhibition categories.
The expectation is that 175 Thai Mice venues nationwide will be certified this year, raising the confidence of international event organisers to select Thailand as their Mice destination.
From last October to July 2018, 147 venues have requested TMVS certification. The announcement of entrepreneurs who receive 2018 TMVS certification will be made on Dec 14.
This year is the first in which the TCEB has started inspections of Thailand’s Mice venue standards in the special event venue category, which is set to serve growing demand for venues to arrange special occasions.
Entertainment functions and events involving history, culture and tradition are also targeted to deliver new experiences to visitors.
“Holding these types of events will impact income distribution in all regions of Thailand, in line with government policy, as well as improve the quality of Thailand’s Mice industry,” Mr Chiruit said.