TCEB’s strategies on innovation & technology for MIC

05.04.2023

TCEB unveils three key strategies on the utilisation of innovation and technology in its five-year action plan to enhance Thai MICE industry’s competitiveness in the global market.

One of the planned projects in the action plan is MICE Techno Mart 2023, a platform to demonstrate the ultimate innovation ranging from robots to data analysis for the MICE industry. Simultaneously, it is serving as a business-matching platform between MICE entrepreneurs and technology developers, which will drive the Thai MICE industry to use innovative products and technologies in addressing new and post-Covid-19 needs.

Mr. Chiruit Isarangkun Na Ayuthaya, President, Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, stated that in response to more vital roles of innovation and technology in several sectors, TCEB has prioritised the development of MICE Intelligence & Innovation to drive the MICE industry and national economy, which will contribute to value-based or innovation-driven economy. Towards this end, 3 strategies are to executed:

1. Intelligence Center & Consultation Support focuses on the dissemination of information and knowledge on MICE industry ranging from distinctive trends, macro picture of the industry to its economic and social impacts. The other roles are the compilation and analysis of statistical data of MICE industry and MICE Standard Process Development by which Thailand MICE Index will be developed as a tool to ensure the improved efficiency of business operation.

2. Innovation Service for MICE Advancement will promote the use of Open Innovation in MICE event organisation processes that are jointly executed by MICE entrepreneurs and innovation service providers. To realise this purpose, Inno-Voucher is on offer along with BizConnect, a platform to facilitate and enhance the efficiency in every stage of MICE event organisation.

3. MICE Marketplace Platform supports e-commerce of MICE industry and aims to develop digital market and marketing campaigns. Currently, TCEB has Thai MICE Connect platform, which compiles product information and services of every kind related to the MICE industry that belong to 12 business categories. The platform is instrumental in connecting organisers with product and service providers, thus, enabling design of event plan by themselves or through auto-matching system. So far, the platform is hosting around 5,000 traders featuring their products and services free of charge.

Mr. Chiruit added that as part of the strategies, TCEB is continuing MICE Winnovation project for 4 consecutive years. The project has been successful in supporting MICE entrepreneurs to efficiently apply innovation and technology to deal with their pain points. It also entails the compilation of information sources, marketing budget support, business-matching, sharing of knowledge for practical purposes and business differentiation to increase competitiveness at global scale.
For MICE Techno Mart 2023, it is held under the MICE Winnovation project on 31 March 2023 at True Digital Park Grand Hall. This year edition offers more diverse choices of innovation for utilisation, ranging from data analytics, robot to AR/VR technology and others belonging to 10 technology categories. To support organisers and venue operators to use innovation and technology, TCEB provides innovation coupon called MICE Inno-Voucher with the total value of more than 3.5 million baht.