Thailand kicks off the EMC3 Model, Aiming to drive the MICE industry in the EEC and establish the Eastern MICE Corridor to advance Thailand’s economy

Mr. Chiruit Isarangkun Na Ayuthaya, President of the Thailand Convention and Exhibition Bureau, said that TCEB is working to develop the MICE industry into a marketing instrument that will drive Thailand towards Economy 4.0 in the hope of boosting trade and investment, promoting business networking and partnerships, and encouraging exchange of knowledge related to the ten engine-of-growth industries, which consist of five industries with great potential (first S-curve) and five industries of the future (new S-curve). This initiative will in turn further strengthen the Eastern Economic Corridor, the most vital project in the Thailand 4.0 scheme that has captured the attention of the world as the rising trade and investment destination of Southeast Asia.

"The promotion of the MICE industry in EEC is part of a zoning strategy that aims to attract conferences, conventions, and exhibitions, as well as MICE-related investment to the Eastern Economic Corridor. With the new "EMC3 Model," TCEB will elevate the MICE industries in three provinces in the Eastern Economic Corridor, namely Chachoengsao, Chonburi, and Rayong, through simultaneous and extensive developments across all facets as well as integrated marketing, which will bring about a rapid advancement of the region."

Aimed at transforming EEC into Thailand's new MICE promotion area, the EMC3 Model is spearheaded by six major projects spanning a period of three years (2019-2022). These projects are namely 1) further equipping EEC with the capabilities to accommodate MICE Industries to pave the way for the Eastern MICE Corridor; 2) promoting bidding for the rights to host international conferences, conventions, exhibitions, and mega-events in EEC in support of the Thailand 4.0 policy; 3) establishing the ASEAN MICE Institute to offer MICE accreditation services, disseminate MICE-related knowledge, and provide MICE labor skill tests; 4) nurturing an ecosystem conducive to the MICE industry through close collaboration between the government, private businesses, and educational institutions; 5) promoting investments in EEC's MICE infrastructure in anticipation of the rise of new cities in the area; and 6) encouraging community involvement by including local tourist attractions and products in the development of the MICE industry. The EMC3 Model will further advance Thailand's MICE industry and propel the other industries forward as envisioned in the Thailand 4.0 scheme, in which Thailand will be driven towards a value-based economy through innovation, creativity, and its service industry.

"To demonstrate the vast potential and preparedness of EEC as the ultimate MICE destination, TCEB is organizing the International Media Familiarisation Trip or IMFT 2018, in which members of the media from 35 countries have been invited to experience and explore the burgeoning MICE ecosystem in Chachoengsao, Chonburi, and Rayong. During this five-day trip, our guests will visit various destinations that lend themselves perfectly to MICE events, including Nongnooch International Convention and Exhibition Center in Pattaya, the Regional Observatory for the Public in Chachoengsao, Vajiravudh Scout Camp in Sriracha, Ban Krasae Bon in Rayong, and Samed. Furthermore, hotels owned and managed by Thai people have been specially selected for this occasion to showcase the professionalism and capabilities of Thai entrepreneurs to provide facilitation and world-class services to business travelers. We believe that our distinguished members of the press will relay the remarkable MICE capacity of EEC that they have experienced to business travelers around the world," added TCEB President.

In 2018, Thailand has hosted several key MICE events related to the ten S-Curve industries, namely Taiwan Expo 2018, CEBIT ASEAN Thailand 2018, and Future Energy Asia 2018, with many more slated to grace EEC in the near future. Overall, Thailand's MICE industry has shown a consistent growth throughout in 2018. It is estimated that by the end of this fiscal year, Thailand will have welcomed over 1,327,000 business travelers, generating 124 billion baht in revenue, while it is projected that in 2019 the number of these visitors will soar to 1,419,890 in total, bringing in 130.2 billion baht. Given the promising and continuous growth, coupled with the exceptional capacity of the Eastern Economic Corridor and a wealth of opportunities that it promises, it is TCEB's deep conviction that the next decade will be a golden era of Thailand's MICE industry and that EEC will successfully and proudly establish itself as Asia's leading strategic MICE destination.

For further information please contact: Corporate Communications Department, Thailand Convention and Exhibition Bureau (Public Organization)

Ms Parichat Svetasreni Tel: +66 2 694 6009 Email: [email protected]

Ms Paniyada Mulalin Tel: +66 2 694 6091 Email: [email protected]

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