TCEB and Thai Airways launch new MaxiMICE scheme for South East Asia

Thailand Convention and Exhibition Bureau (TCEB) and Thai Airways International (TG) have launched a joint campaign for the year, ASEAN MaxiMICE, aimed at business events from Indonesia, Malaysia, Philippines, and Singapore.

Under the ASEAN MaxiMICE scheme, advantages are offered to groups across three levels – sSilver for 40-99 delegates, Gold for 100-149 delegates and Platinum for 150 delegates and more. Among the privileges assured are a dedicated immigration lane, cultural performances, additional baggage allowance, pre-assigned group seating, and BTS Card for skytrain travel in Bangkok city. To qualify, groups must arrive in Thailand on a TG flight, and stay for at least two nights.

While the focus is on Indonesia, Malaysia, Philippines and Singapore as source markets from which at least a five per cent increase in business events travel is anticipated, other prime destinations include India (1.28 million visitors) and China (9 million visitors), for whom a different set of incentives are being worked on. The specific needs of South-east Asia’s other regional markets Cambodia, Laos, Myanmar and Vietnam are being looked at and addressed. Nooch Homrossukhon, director of meetings and incentives at TCEB, said: “These are emerging markets and have different needs and preferences when it comes to doing MICE business in Thailand. We need to conduct more marketing activities and develop closer relationships to understand their requirements and expectations.”

TCEB will be relying on TG’s support where the airline would help promote the campaign both online and offline. In 2018, business travellers from South-east Asia to Thailand grew 58 per cent. In the four largest markets from the region – Indonesia, Malaysia, the Philippines and Singapore – arrivals collectively grew 30 per cent and accounted for 68 per cent of all South-east Asian business travellers. For the fiscal year October 2017-September 2018, Thailand received almost 1.3 million MICE visitors.

For TG, Asia is the airline’s fastest growing market, contributing more than 50 per cent of the carrier’s overall revenue, said Siriphong Mangkalee, TG’s regional director, ASEAN. Applications for ASEAN MaxiMICE are open until August 31, 2019, with travel to be completed by September 30, 2019.