In its five-year action plan, TCEB unveils three key strategies for leveraging innovation and technology to improve Thai MICE industry competitiveness in the global market.
MICE Techno Mart 2023, a platform to demonstrate the ultimate innovation for the MICE industry ranging from robots to data analysis, is one of the planned projects in the action plan. Simultaneously, it serves as a business-matching platform for MICE entrepreneurs and technology developers, encouraging the Thai MICE industry to use innovative products and technologies to address new and post-COVID-19 needs.
Mr. Chiruit Isarangkun Na Ayuthaya, President of the Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, stated that in response to the increasingly important roles of innovation and technology in various sectors, TCEB has prioritized the development of MICE Intelligence & Innovation to drive the MICE industry and national economy, which will contribute to a value-based or innovation-driven economy. Three strategies will be implemented to achieve this goal :
- The Intelligence Center & Consultation Support is dedicated to disseminating information and knowledge about the MICE industry, ranging from distinct trends to the industry’s macro picture, as well as its economic and social impacts. Other responsibilities include the compilation and analysis of MICE industry statistical data and the development of MICE Standard Processes, through which the Thailand MICE Index will be developed as a tool to ensure improved business efficiency.
- The MICE Advancement Innovation Service will promote the use of Open Innovation in MICE event organization processes that are carried out collaboratively by MICE entrepreneurs and innovation service providers. To achieve this goal, Inno-Voucher is available, as well as BizConnect, a platform that facilitates and improves efficiency at every stage of MICE event organization.
- MICE Marketplace Platform facilitates MICE industry e-commerce and aims to develop digital market and marketing campaigns. TCEB currently operates the Thai MICE Connect platform, which collects product information and services of all kinds related to the MICE industry across 12 business categories. The platform is useful in connecting event organizers with product and service providers, allowing them to design their own event plans or use an auto-matching system. So far, the platform has hosted approximately 5,000 traders who offer their products and services for free.
Mr. Chiruit also stated that as part of the strategies, TCEB is continuing the MICE Winnovation project for four years in a row. The project was successful in assisting MICE entrepreneurs in effectively applying innovation and technology to address their pain points. It also includes the compilation of information sources, marketing budget support, business matching, knowledge sharing for practical purposes, and business differentiation to increase global competitiveness.
MICE Techno Mart 2023 will be held on March 31, 2023 at True Digital Park Grand Hall as part of the MICE Winnovation project. This year’s edition provides a broader range of innovation for use, ranging from data analytics to robots to AR/VR technology and others across ten technology categories. TCEB offers an innovation coupon called MICE Inno-Voucher with a total value of more than 3.5 million baht to help organizers and venue operators use innovation and technology.
In this regard, MICE Techno Mart 2023 includes a Business Matching session for 200 buyers or MICE entrepreneurs and 27 sellers or innovation and technology service providers to exchange ideas and create business opportunities. The number of successful business matchings is expected to reach 200. There will also be seminars and special lectures given by highly experienced speakers from Thailand and abroad who will share and build knowledge and understanding of innovation for entrepreneurs.
MICE Winnovation is a cross-sector collaboration. Project partners include the National Innovation Agency (Public Organization) or NIA, the Digital Economy Promotion Agency (depa), the National Science and Technology Development Agency (NSTDA), the Thai Exhibition Association (TEA), the Thailand Incentive and Convention Association (TICA), the Thai Hotels Association (THA), and FutureTales LAB. Education sector partners include Kasetsart University, Khon Kaen University, Mahidol University, Bangkok University, the National Institute of Education, and the National Institute of Technology (NIDA).
In previous years, 64 events were held with the assistance of the MICE Winnovation project. The MICE Innovation Catalog platform now has over 240 innovations, attracting 13,129 users and 68,959 page views. The project’s business matching has now reached 478 pairs, while 500 MICE entrepreneurs from across Thailand attended sessions on digital technology knowledge.
The project received the UFI Marketing Awards 2022 from UFI The Global Association of Exhibition Industry in 2022, recognizing its marketing strategy in using innovation and technology to drive event organization.
