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TCEB sharpens focus on ASEAN with new strategy

Thailand Convention & Exhibition Bureau and Thai Airways join forces to launch ASEAN MaxiMICE campaign.

The Thailand Convention & Exhibition Bureau (TCEB) and Thai Airways International (THAI) have unveiled their first joint campaign for 2019.

Following a 58 per cent growth in overall ASEAN MICE arrivals in 2018, the two bodies have launched the ‘ASEAN MaxiMICE’ initiative, targeting MICE travellers from Indonesia, Malaysia, Philippines and Singapore.

TCEB’s director of meetings and incentives department, Nooch Homrossukhon, says: “The new ‘ASEAN MaxiMICE’ campaign, with its enhanced suite of privileges, is in line with TCEB’s policy of deepening stakeholder partnerships to help MICE planners achieve a better ROI and return on time that enables more rewarding experiences for delegates.”

The campaign offers three tiers of privileges, by both TCEB and THAI. These include a dedicated MICE arrivals lane at the airport, meet-and-greet services, cultural performances, premium souvenirs, BTS Card for sky train travel, additional baggage allowance, pre-assigned group seating on flights, special on-board announcements, and customised printed seat covers.  

ASEAN MaxiMICE is open to groups of at least 40 persons, arriving on a THAI flight and staying for at least two nights in Thailand. Application is open until 31 August, for travel completed by 31 October 2019.

ASEAN’s four largest markets – Indonesia, Malaysia, Philippines and Singapore – accounted for 68 per cent of all ASEAN MICE travellers to Thailand in 2018, and are also among the Kingdom’s top ten source markets for MICE.

Homrossukhon adds: “The ASEAN market continues to perform strongly, and with many new products and alternative destinations, we believe ASEAN visitors will continue to find Thailand an attractive and rewarding destination for meetings and incentives.”