IN A bid to boost its trade show business, Thailand has launched the Next Best Shows marketing campaign, offering monetary support for international exhibitions scheduled in the country over the next three years.
Thailand Convention and Exhibition Bureau (TCEB) president, Akapol Sorasuchart, said a budget of 85 million baht (US$2.7 million) had been set aside to support the three-year campaign, to run from next year to 2014.
The campaign will support qualified trade fairs by matching funds for 50 per cent of total marketing spending in regional markets or during the period that the trade show is held.
To quality, trade fairs must have been held in Thailand thrice before; be committed to continue its next three editions; comprise at least 10 per cent exhibitors and five per cent visitors from overseas; cover at least 40,000m2 of exhibition space; and implement a registration system per the Global Association of the Exhibition Industry's (UFI) guidelines.
At least 20 shows, like Food and Hotel Thailand, Wire and Tube and Medical Fair, have already been earmarked as potentially qualifying for monetary assistance.
Akapol said the campaign would help TCEB achieve its 75 per cent growth target in the number of MICE visitors, an 87 per cent increase in revenue in 2016, up from this year’s expectations of 720,000 visitors and 56 billion baht receipt.
Based on The Trade Fair Industry of Asia 7th Edition, 2011, as reported by UFI, Thailand’s exhibition industry in 2010 was number one in South-east Asia, with 71 international trade fairs held, US$132.6 million generated and 432,500m2 of exhibition space used.
Singapore ranked second with 80 shows, US$103.4 million revenue and 250,000m2 space used, followed by Malaysia with 49 shows, US$87.34 million revenue and 265,000m2 space used.