A 3D strategy is to help Thailand s trade fair industry grow even further The term three dimensional can be used in a dual sense in this context It refers firstly to marketing activities i e for trade shows and other events that offer a live experience Secondly the TCEB s cam paign focuses on three goals multiplying rev enue enhancing image and developing col laboration with other institutions In brief the three dimensions centre around rein forcing the trade show industry as a key de vice as Supawan Teerarat vice president strategic and business development TCEB has disclosed Additionally the role of Thai land will be promoted as the country is gear ing toward ASEAN community she adds In this context the kingdom will serve as a hub for business activities of foreign companies in the region Launched at the Thailand International Exhibitions Events Forum TIEEF in late January a new campaign is to help achieve these goals Thailand Extra Exhibition was first presented at TIEEF 2016 with the aspira tion to drive Thailand to grow as the arena of international trade shows of ASEAN The latter aim is underlined by the subtitle Expand Your Business Opportunities in ASEAN as Jaruwan Suwannasat the TCEB s director of exhibitions and events pointed out The Thailand Extra Exhibition campaign also highlights Thailand s strengths such as its many destinations and service minded people These advantages help ensure that extra benefits can be gained from visiting and organising trade shows in Thailand as the TCEB claims This specifically targets the goal of enhancing the country s image As for the aspect of increas ing revenues the campaign makers are fo cusing on five key industries food agricul ture automotive energy health wellness and infrastructure In these sectors the TCEB wants to raise the number of events organis ers and visitors The third dimension of the 3D strategy is to further intensify the collaboration between the public and private sectors This is to ben efit trade shows exhibitors and visitors For this purpose the TCEB will expand its collab oration with five key ministries in future in dustry energy agriculture transport and public health In addition the commitment of the Thailand Convention Exhibition Bu reau will help further boost results for the events industry The TCEB expects that the fiscal year 2016 will see international MICE travellers increase by five per cent By the end of the current year around 1 06 million guests ought to set the tills ringing 18 per cent of MICE travellers i e over 190 000 will be visiting international trade shows www businesseventsthailand com PB TradeFairs Internation al 2 2016 INTERNATIONAL THAILAND 3 dimensions to drive growth In support of the government s policy to boost the national economy the Thailand Convention Exhibition Bureau TCEB recently unveiled a package of new promotion measures UFI meets in Chiang Mai The 11th UFI Open Seminar in Asia tookplace this February The TCEB had se lected the Thai city of Chiang Mai also known as the Rose of the North to host the event with a focus on Digital Disrup tion i e digital trends that have a strong impact on existing products and services More and more event related online plat forms and mobile applications are pene trating the market As a result trade shows will see more changes in the next decade than they have done for the last 100 years Nearly 270 delegates gathered to network and discuss the future of the trade fair in dustry The UFI Open Seminar in Asia has become our second largest event after the global Congress says the UFI s Managing Director Kai Hattendorf This is because more than a third of UFI s membership is now based in Asia he explains The speak ers discussed the latest innovations in vari ous exhibition markets such as China and the USA And forecasts were also made for the ASEAN countries as the host region of the UFI Open Seminar www ufi org Supawan Teerarat l und Jaruwan Suwannasat stellten die neue TCEB Messekampagne vor Supawan Teerarat l and Jaruwan Suwannasat presented the new TCEB trade show campaign Ph ot o T C EB

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