In 2010, Thailand’s MICE market faced arguably some of its greatest challenges. The global economy was still recovering from recession so customers were still highly focused on budgetary considerations and decision making for important events.

On top of this, domestic political unrest unfolded lasting for several months creating a period of instability.

To counter this uncertainty TICA took the opportunity to show our faith in our destination by taking steps to retain market trust and confidence.

We used the immediacy of e-commerce to keep our customers well briefed and informed and explain the true geographic facts to aid their decision making.

Retaining market momentum was essential. We took a proactive approach of diversification, spreading our business thrust by refocusing on the more resilient areas and segments.

We developed and engaged our members in training programmes to help elevate the knowledge base and professionalism of the Thai MICE industry.

We staged four dedicated TICA seminars which included the” Conference and Exhibitions Market Training Seminar” and a “Sales and Techniques Seminar for the Conference, Corporate Meetings, Incentives Market” held in Bangkok and Phuket.

In September we held the unique “MICE Market Segmentation Seminar “. The highlights were that 4 TICA members led the sessions by sharing their experience and knowledge, and the Buyer Focus group session entitled “What I Want” where a panel of key decision makers in developing MICE programmes for their organisations revealed their specific wants and needs to seminar attendees.

Among several activities organised by TCEB, we supported the TCEB Convention Day,: “A Sustainable Step forward”, and we joined together with IMEX,MPI and IT&CMA to coordinate the” Future Leader Forum”

Clients and customers reacted in different ways to the domestic unrest. After cancellations but with returning stability in the latter part of 2010, Thailand saw positive signs of market recovery as the TAT undertook vigorous marketing and promotional campaigns to win back visitors.

The MICE sector was much more affected and showed a slower recovery because of the impact of the elements of security, insurance and confidence in the destination. With TCEB's strategy and marketing activities, the MICE market has now started to rebound, but full recovery will take further time.

Our members were very supportive and the spirit of TICA continued with positive gains in our membership drive with our membership total surpassing the 300 mark.

Thailand has gone through many changes in the past and 2010 was one of the most difficult years yet. Nevertheless, we kept a clear focus and remained steadfast in our determination to weather the storm.

Our country’s economy remains robust, while our unique diversity of MICE products and services, along with our renowned hospitality, stays unchallenged.

I therefore remain confident and firmly believe in a bright future for Thailand’s MICE market. We now live in a time of new emerging super economies and an expanding digital world, all of which promises fresh opportunities for us all to seize.