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86th UFI Global Congress 2019 Bangkok Finding inspiration and success in ASEAN market

Thailand Convention & Exhibition Bureau invites the world’s exhibition community to Bangkok next year to discover the vast potential for exhibitions in Southeast Asia.



Thailand Convention & Exhibition Bureau (TCEB) is extending an invitation to all UFI members at this year’s UFI Global Congress in St Petersburg to meet again next year from November 6–9 in Bangkok, Thailand, to personally experience the vibrancy of Southeast Asia’s exhibition industry and explore the potential for business and collaboration in Thailand.


TCEB is making the necessary preparations and investments to host a most memorable UFI Global Congress to honour the achievements of UFI and the outstanding spirit of cooperation that have sustained the association since its founding in 1925.


TCEB President Mr. Chiruit Isarangkun Na Ayuthaya said: “It’s a great privilege for Thailand to be the host of the 86th UFI Global Congress 2019. Our decade-long partnership with UFI has enabled Thailand to raise its profile on the international exhibition arena, develop new networks of friendship and support, and help improve the performance and output of our exhibition professionals. Next year in Bangkok, we want to show the tremendous goodwill that UFI members enjoy in Thailand and help them find success in Southeast Asia.”


TCEB is the Thai government’s lead agency for the development of business events, or MICE (Meetings, Incentive Travel, Conventions and Exhibitions). Its primary role is to foster collaboration among local and international stakeholder groups to build a vibrant and forward-looking exhibition industry.


 Supporting the UFI mission


TCEB has been a supporter and collaborator of UFI not only in Southeast Asia but also in regions where UFI events are held. It has been able to draw on UFI’s rich reservoir of expertise, insights and contacts to introduce new development programmes and best practices to Thailand and promote the UFI mission in Southeast Asia. Through UFI, TCEB was also able to share its experience in the region and contribute to the global exhibition industry.   


The exhibition business in Thailand — the largest in ASEAN in terms of average size per fair as well as revenue per fair according to the latest UFI-BSG report “Trade Fairs in Asia” — continues to grow. The climate for investing in and hosting an event in Thailand is especially favourable now as the economies of ASEAN countries continue on their upward trajectory. Thailand is poised for accelerated growth with rising domestic demand and strong public investment.


Boon for business: ‘Thailand 4.0’

The Thai Government’s “Thailand 4.0” economic transformation masterplan — which focuses on the 10 S-curve industries of Next-generation Automotive, Smart Electronics, Health Tourism, Agriculture and Biotechnology, Food for the Future, Robotics, Aviation & Logistics, Biofuels & Biochemicals, Integrated Medical Services, and Digital Enterprises — and the development of the Eastern Economic Corridor (EEC) are opening up vast, new opportunities for the exhibitions industry.


The growth taking place in ASEAN and CLMV (Cambodia, Laos, Myanmar and Vietnam) are particularly pronounced compared to other regions in the world. At TCEB-supported exhibitions, participants from both ASEAN and CLMV rose steeply: ASEAN visitors grew 126% in 2017 compared to the year before, which CLMV visitors grew 142% during the same period. These data indicate that trade shows in Thailand continue to deliver value and remain an effective and trusted platform for business among the region’s entrepreneurs and corporations.


The Thai government’s vision is to develop Thailand into a centre of international trade fairs over the next 20 years. The implementation of this industry transformation map — part of the “Thailand’s 20-year National Strategy 2017–2036” — will be spearheaded by TCEB. The plan includes new exhibition centres in cities throughout Thailand and greatly enhanced connectivity, capacity and capabilities.


New branding: ‘Thailand Redefine Your Business Events’

Supported by the strong economic indicators of 2018, TCEB has launched a new branding campaign called “Thailand Redefine Your Business Events”. The campaign will enable TCEB to work with exhibition professionals and event strategists to help uncover new value and pilot new business models for exhibitions in Thailand. It will focus on the 10 “S-curve” industries under the “Thailand 4.0” masterplan and redefine how public-private sector partnerships are designed and implemented in business events sector.


This campaign will signal TCEB’s evolution from a mere show supporter to a co-creator and strategic collaborator in attracting successful overseas events to launch a new edition in Thailand or co-locate with relevant Thailand-based ones to achieve new business synergy. In this new role, TCEB will be exploring new frameworks of cooperation that will help overseas event owners and organizers gain traction quickly through customised support mechanisms.


“Thailand Redefine Your Business Events” will also prioritise visitor experience and business outcome by offering a variety of targeted incentives, such as a bidding fund, privileges for site inspections, support for new and ongoing shows, support campaign to attract visitors from ASEAN+6 countries and CLMV, and support for trade associations and government agencies in growing and upgrading events located in cities outside of Bangkok.


The 86th UFI Global Congress 2019 Bangkok will be a golden opportunity for UFI members to gain a personal perspective on Thailand’s attractive exhibition sector as well as experience full appeal of Thailand as a destination for business and leisure. TCEB expects at least 550 delegates.



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