The campaign, The Next Best Shows, is part of a plan to grow Thailand’s C&I industry and trade show market by 50-60 % in overseas visitors, and by 14,000 million baht (£293m) in revenues by the time the campaign wraps up in 2014.
Thailand Convention and Exhibition Bureau president Mr. Akapol Sorasuchart said: "The Next Best Shows is a strategic step to prepare the domestic trade shows industry to fully support the integration of the ASEAN Economic Community (AEC) in 2015. The success of AEC is likely to attract more investment in the C&I industry as well as boost productivity in the service and manufacturing sectors."
The Next Best Shows aims to retain existing international trade fairs and elevate the standards of fairs to become competitive at the ASEAN level. The project is three years long, beginning in August 2011 and running until September 2014.
"After the end of campaign in 2014, The Next Best Shows is expected to help increase the number of visitors by 50-60% and generate revenues of 14,000 million baht for Thailand’s C&I industry. It will play an important part in driving the five-year MICE industry development plan. In 2016, the prospective growth rate of C&I visitors is set at 75% while the revenue is expected to increase by 87%. For this year, we target to see 720,000 C&I visitors with the total revenue generated at 56 billion baht," added Akapol.
This year's campaign comes after violent political rioting hit the Thai capital last year, causing hotel occupancy rates to plummet and the Foreign & Commonwealth Office to warn against all but essential travel to the city.