hailand Convention and Exhibition Bureau (Public Organization) or TCEB released results of its recent market survey conducted in 20 countries showing that Thailand has been rated the most preferred MICE destination which the survey participants would like to revisit for their future business/MICE trips. Followed by Japan and Singapore, Thailand secured the top spot with the delight factors in hospitality, value for money, good variety of international and local cuisine and MICE activities. Meanwhile, TCEB also announced that Thailand is chosen to be the host country for the international conferences organised by the world’s leading associations in events and travel incentive industries namely UFI and SITE. These significant events which to take place in Bangkok next year will be emphasising Thailand’s potential and the position as leading MICE destination in the region.
Mr. Chiruit Isarangkun Na Ayuthaya, President of TCEB said that TCEB is tasked with promoting and developing business events in Thailand. The bureau has been working toward establishing Thailand as premier MICE destination and elevating the country to be the Top of Mind Destination for MICE. In order to identify the strengthens of Thailand to better attract the overseas MICE markets, TCEB needs to study key factors that influence the destination choice, evaluate Thailand MICE destination image, and measure the competitiveness of Thailand when compared to other MICE destinations.
Recently, TCEB had assigned the Custom Asia Co., Ltd., a member of Global Market Research Association which has a network in 39 countries, to conduct a market survey on Thailand's brand image as a Destination for MICE. The research, which took place in 20 countries, focused on global MICE professionals and their outlooks on Thailand’s MICE brand. There were 40 MICE professionals participated the online bulletin board, and 649 took part in the online survey. These survey participants comprised of four segments which are 1.MICE Players 2.Business Travellers 3.MICE Visitors and 4.Association and Organization related to MICE.
“The overall result shows that Thailand is the most visited MICE destination. The country is also ranked a top list as a preferred destination which more than 85% the survey participants who have travelled to Thailand on business/MICE trips would like to revisit for their business/MICE trips in the future. In the same survey, Japan and Singapore ranked the second and third place respectively. Meanwhile, the participants see that when compared Thailand against the other MICE destinations, Thailand’s delights factors are great hospitality, value for money, and a good variety of international and local cuisine.
In addition, the
result shows that Thailand secured the first rank as the choice for MICE
destination. According to the survey, the country features strengths in three
areas which are 1. Basic Requirement: connection hub, international standard
accommodation, and great facilities 2. Delight Factors: great hospitality and
delicious local cuisine 3. Unique Experience: culture & heritage and
abundance of nature. Furthermore, the destination also offers a wide variety of
activities beyond MICE, good accessibility to/from destination, endless
business opportunities, and the uniqueness”, said Mr.Chiruit.