The Thailand Convention and Exhibition Bureau (TCEB) is set to launch “ Thailand ’s MICE United” as a strategic initiative to boost international confidence in the country’s MICE industry.

TCEB is collaborating with the Tourism Authority of Thailand, Thai Airways International and Ratchaprasong Square Trade Association (RSTA) to launch the campaign, which is targeting more than 250 key influencers worldwide.

TCEB President Nopparat Maythaveekulchai said four major activities including international media familiarization trips and roadshows to China and the United Kingdom will be staged, attended by top MICE contributors in each region.

Nopparat commented on concerns raised by critics over the impact of last year’s political unrest and the recent coup on the industry, saying that once peace has been restored, the confidence of investors will be regained. Many MICE travelers and investors also foresee the potential of the kingdom. Situated at the crossroads of Asia, Thailand serves as a convenient springboard to all ASEAN countries.

The RSTA added that all of the activities will be key drivers in reinvigorating Thailand ’s positive image as well as marketing opportunities for MICE entrepreneurs. The campaign will boost MICE activities in the kingdom during the final quarter of this year.

It is expected that Thailand will welcome nearly 900,000 MICE visitors this year, generating revenue of 87.2 billion THB.-VNA