Suprabha Moleeratanond Director Convention Thailand Convention Exhibition Bureau

3. The MICE industry with meetings, exhibitions and incentive tourism included is a tremendous industry as well as an important part of the metropolis tourism industry in the word for the moment. For the time being, the amount of travelers on business in the world accounts for one-third of total travelers. It is found after a survey on many international famous chain hotels that the amount of business travelers have accounted for 53 percent of lodging customers in the world and 60 percent of chain hotels customers. The rapid development of economic globalization and regional economic integration has made it possible for business tourism to show itself rapidly out of the traditional tourism industry. MICE tourism is an important approach to get the tourism united with other relevant industries so as to form an industrial chain. Though MICE itself is not the objective of tourism, it can become a new carrier and media for tourism activities. MICE can also incur dissemination and advertisement effects by virtue of the potential customers brought about by tourism while obtaining economic benefits so as to make it possible for both MICE and the tourism industry to find a new growth point. ????????????? Mice ???????????? ???????????? International Congress and Convention Association (ICCA) ????? ???????????????????????? 26 ????????????? Conventions ???????????? 25 ????????????? Meetings ????????? Meetings ????? ??????????????????????? 1.5% ????????????? 6 ???????? ????????????? ???????? ??? ?????? ????????? ???????????????????????????????????????????????????????????????????????? ???????????????? ?????????????????????????????????????????????????The MICE industry with meetings, exhibitions and incentive tourism included is a tremendous industry as well as an important part of the metropolis tourism industry in the word for the moment. For the time being, the amount of travelers on business in the world accounts for one-third of total travelers. It is found after a survey on many international famous chain hotels that the amount of business travelers have accounted for 53 percent of lodging customers in the world and 60 percent of chain hotels customers. The rapid development of economic globalization and regional economic integration has made it possible for business tourism to show itself rapidly out of the traditional tourism industry. MICE tourism is an important approach to get the tourism united with other relevant industries so as to form an industrial chain. Though MICE itself is not the objective of tourism, it can become a new carrier and media for tourism activities. MICE can also incur dissemination and advertisement effects by virtue of the potential customers brought about by tourism while obtaining economic benefits so as to make it possible for both MICE and the tourism industry to find a new growth point. ????????????? Mice ???????????? ???????????? International Congress and Convention Association (ICCA) ????? ???????????????????????? 26 ????????????? Conventions ???????????? 25 ????????????? Meetings ????????? Meetings ????? ??????????????????????? 1.5% ????????????? 6 ???????? ????????????? ???????? ??? ?????? ????????? ???????????????????????????????????????????????????????????????????????? ???????????????? ?????????????????????????????????????????????????

4.

5. Ranked the world's second Top Convention City, as well as Asia's Top Convention City by the International Convention and Congress Association, Singapore has also retained the position of Asia's Top Convention City in the Union of International Associations' 2005 rankings - a position it has held for the last 23 years. To encourage Middle Eastern and other business travellers to stage or expand their business events in Singapore, the Singapore Exhibition & Convention Bureau - a group of the Singapore Tourism Board (STB), has launched a new set of initiatives to help drive the growth, volume and calibre of business events staged in the country. The STB's new business strategy for the MICE industry will involve close collaboration between agencies and industry partners within key economic clusters to create, grow and attract business events that are integral to Singapore's economy. These include clusters such as biomedial sciences, ICT and digital media, environment and water technologies, banking and finance, transportation and logistics and tourism. Called 'BE in Singapore' or 'Business Events in Singapore', the incentive scheme supports the evolving and varied needs of the MICE industry. The scheme empowers the industry to attract, bid for and grow a sustainable volume of strategic business to support the development of key clusters that make up Singapore's economic base. (see annex B)The initiatives aim to rally the MICE (Meetings, Incentive Travel, Conventions and Exhibitions) industry to meet the targets envisioned for the Business Travel and MICE (BTMICE) sector in the Tourism 2015 strategic blueprint and to establish Singapore as the ideas exchange capital of the world. (see annex C) With the MICE landscape expected to transform due to new developments such as the Marina Bay Sands and the re-development of the Marina Bay area into an integrated, compact and vibrant MICE location offering 200,000sqm of convention and exhibition. The new Marina Bay Sand that will boost Singapore’s attractiveness as a premium destination for business and leisure visitors. Leveraging on Sands’ expertise and excellent track record in MICE, the proposal will create a strong MICE cluster in Marina Bay and enhance Singapore’s MICE capabilities and offerings. The Marina Bay Sands will have a combination of exhibition and meeting space amounting to 110,000 sqm in gross floor area, which is 2½ times the size of the convention and exhibition centre at Suntec City. Ranked the world's second Top Convention City, as well as Asia's Top Convention City by the International Convention and Congress Association, Singapore has also retained the position of Asia's Top Convention City in the Union of International Associations' 2005 rankings - a position it has held for the last 23 years. To encourage Middle Eastern and other business travellers to stage or expand their business events in Singapore, the Singapore Exhibition & Convention Bureau - a group of the Singapore Tourism Board (STB), has launched a new set of initiatives to help drive the growth, volume and calibre of business events staged in the country. The STB's new business strategy for the MICE industry will involve close collaboration between agencies and industry partners within key economic clusters to create, grow and attract business events that are integral to Singapore's economy. These include clusters such as biomedial sciences, ICT and digital media, environment and water technologies, banking and finance, transportation and logistics and tourism. Called 'BE in Singapore' or 'Business Events in Singapore', the incentive scheme supports the evolving and varied needs of the MICE industry. The scheme empowers the industry to attract, bid for and grow a sustainable volume of strategic business to support the development of key clusters that make up Singapore's economic base. (see annex B)

6. Vietnam – a new tiger in Asia has been subject of international media over the last few months. For many years in a row, the country has been the second fastest growing economy in Asia, after China. In 2006, Vietnam accomplished a number of great achievements, successfully hosting the APEC summit and having the PNTR approved by the US Congress. Its economy reached a tremendous GDP growth of 8.2%. Being not only a highly potential market for foreign investment, Vietnam is also an attractive destination for tourists from all over the world. According to Vietnam’s Administration of Tourism (VNAT) report, 3.6 million international tourists came to visit Vietnam in 2006. The unique culture, incredible ‘value for money’ and ‘must see new destination’ has made Vietnam THE incentive venue for Australia’s leading companies... and 2007 and 2008 are showing an even greater level of booking confirmations. Australia is by far the largest supplier of corporate incentives to Vietnam and to service this growing market Destination Asia has added new and experienced incentive practitioners, including an Australian expatriate senior executive (bringing its total expatriate support in Vietnam to three). Vietnam – a new tiger in Asia has been subject of international media over the last few months. For many years in a row, the country has been the second fastest growing economy in Asia, after China. In 2006, Vietnam accomplished a number of great achievements, successfully hosting the APEC summit and having the PNTR approved by the US Congress. Its economy reached a tremendous GDP growth of 8.2%. Being not only a highly potential market for foreign investment, Vietnam is also an attractive destination for tourists from all over the world. According to Vietnam’s Administration of Tourism (VNAT) report, 3.6 million international tourists came to visit Vietnam in 2006. The unique culture, incredible ‘value for money’ and ‘must see new destination’ has made Vietnam THE incentive venue for Australia’s leading companies... and 2007 and 2008 are showing an even greater level of booking confirmations. Australia is by far the largest supplier of corporate incentives to Vietnam and to service this growing market Destination Asia has added new and experienced incentive practitioners, including an Australian expatriate senior executive (bringing its total expatriate support in Vietnam to three).

7. Macau – Like many Asian destinations Macau is currently seeing phenomenal growth in hotel construction and development, and a huge range of new attractions are on the drawing board. One of them is City of Dream which will be a comprehensive integrated resort catering for all age groups. Support for the project is coming from world-class partners such as Hard Rock International, Dragone, and Leighton-China State as well as Hyatt International. MICE and business tourism are priorities in Macau Government Tourism Office (MGTO)'s plan for 2007. It is time for the industry to prepare for new developments."Macau needs to provide international-standard service and it is essential for everyone in the industry to work together to build Macau into a business tourism city. Macau has considerable potential for hosting large-scale MICE events, especially with new venues and attractions coming on line soon in Cotai. While Macau has traditionally been a leisure tourism destination. Macau is not developing from "ground zero“ and both MGTO and the MBTC are gearing up to sell Macau as a MICE destination. Macau – Like many Asian destinations Macau is currently seeing phenomenal growth in hotel construction and development, and a huge range of new attractions are on the drawing board. One of them is City of Dream which will be a comprehensive integrated resort catering for all age groups. Support for the project is coming from world-class partners such as Hard Rock International, Dragone, and Leighton-China State as well as Hyatt International. MICE and business tourism are priorities in Macau Government Tourism Office (MGTO)'s plan for 2007. It is time for the industry to prepare for new developments."Macau needs to provide international-standard service and it is essential for everyone in the industry to work together to build Macau into a business tourism city. Macau has considerable potential for hosting large-scale MICE events, especially with new venues and attractions coming on line soon in Cotai. While Macau has traditionally been a leisure tourism destination. Macau is not developing from "ground zero“ and both MGTO and the MBTC are gearing up to sell Macau as a MICE destination.

8. China – ??????? 2563 ??????????????????????? (????????????????????????) ??????????????????????????????????????? ??????????????????? ?????????????? ?????????????????????????????????????????????????????? 80 ???? ??????????????????? 140 ???? ?????????????????????????????????????????????????? 185 ??????/?? ????????????????????????????????????????????? As the concept of tourism concerning the Beijing 2008 Olympiad and the Shanghai World Expo 2010 Shanghai China has gradually warmed up, China's tourism industry has also begun its attempt to make a breakthrough with large-scale MICE (an abbreviation of meeting and exhibition tourism and incentive tourism). An analysis on the structure of China's inbound tourism market issued by China National Tourism Administration shows that business and meeting travelers account for 39.9 percent of the total amount, having approached or even surpassed the level in certain developed countries. But data from China National Tourism Administration also show that since the beginning of this year, the inbound tourism market has been increasing by a small margin with a narrower growth margin. To accelerate the development of tourism with MICE will offer a point to break through. Dongguan with its developed MICE industry is even advantageous in this filed. It is forecast by the International Congress & Convention Association that "China is likely to become a primary destination for international MICE tourism in the 21st Century". A survey launched by American Express shows that it is forecasted that China will attract over 137 million business travelers, accounting for 8.6 percent of global business tourism market, by 2020. It is expected that China will become the largest market business traveling in the world by then. China – ??????? 2563 ??????????????????????? (????????????????????????) ??????????????????????????????????????? ??????????????????? ?????????????? ?????????????????????????????????????????????????????? 80 ???? ??????????????????? 140 ???? ?????????????????????????????????????????????????? 185 ??????/?? ????????????????????????????????????????????? As the concept of tourism concerning the Beijing 2008 Olympiad and the Shanghai World Expo 2010 Shanghai China has gradually warmed up, China's tourism industry has also begun its attempt to make a breakthrough with large-scale MICE (an abbreviation of meeting and exhibition tourism and incentive tourism). An analysis on the structure of China's inbound tourism market issued by China National Tourism Administration shows that business and meeting travelers account for 39.9 percent of the total amount, having approached or even surpassed the level in certain developed countries. But data from China National Tourism Administration also show that since the beginning of this year, the inbound tourism market has been increasing by a small margin with a narrower growth margin. To accelerate the development of tourism with MICE will offer a point to break through. Dongguan with its developed MICE industry is even advantageous in this filed. It is forecast by the International Congress & Convention Association that "China is likely to become a primary destination for international MICE tourism in the 21st Century". A survey launched by American Express shows that it is forecasted that China will attract over 137 million business travelers, accounting for 8.6 percent of global business tourism market, by 2020. It is expected that China will become the largest market business traveling in the world by then.

11. 2006 Statistic by ICCA: World ranking – Thailand is at 28th place (in terms of No. of Conferences) at 30th place (in terms of No. of Delegates) Asia ranking – Thailand is at 6th place (in terms of No. of Conferences) at 8th place (in terms of No. of Delegates) 2006 Statistic by ICCA: World ranking – Thailand is at 28th place (in terms of No. of Conferences) at 30th place (in terms of No. of Delegates) Asia ranking – Thailand is at 6th place (in terms of No. of Conferences) at 8th place (in terms of No. of Delegates)

12. 2006 Case Study – Phuket (as shown in the slide) Type: Incentive Client: Hagemeyer Australia - leading wholesaler and distributor of electrical, industrial and safety products. Dmc: Diethelm Events (contracting hotel), exhibition contractor (hoecker dome and trade expo booths), transportation and catering, venue, functions – lunches and dinners. Venue: Sheraton Grande Laguna Phuket, Thailand. Accommodation: Sheraton Grande Laguna booked for the first time on an exclusive buyout with overflow of guests, talent and crew staying at Dusit Laguna. Delegates’ quotes: “It’s fabulous here and Phuket is definitely back. The city experience in Beijing last time was great but you can’t contain the delegates in a large city; here in the resort we automatically attend everything. And this is my second time in Thailand and there’s something intrinsically kind and gentle about the local people, nothing is too much trouble and it’s such a pleasure to be with them.”“It’s better than last year, I’ve made some excellent contacts and the displays at the trade show are bigger and better because of the hoecker. Also the conference side of it has been great; I’ve got so much out of it and have enjoyed being part of something that is so well organised.” Client’s comment: “The Connections Conference in Phuket was an outstanding success for Hagemeyer Australia. We enjoyed a fantastic time with our key customers and suppliers who fully embraced the conference program, including spending lots of time (and money!) in the local community. Our delegates could not believe the lengths we went to, to build and stage a conference in the Laguna complex in Phuket.  The support and welcome we received by the Thai people was amazing and added to our customers’ experience.  This was our third conference in Thailand and proved to be one of the best of all time.” - Robin Norris, CEO Hagemeyer 2007 Case Study – Chiang Mai NAME: Tyco Electrics AMP NETCONNECT Asia-Pacific Channel ConferenceTYPE: ConventionCLIENT: Tyco ElectronicsBY: EventClicks Group Ltd (Hong Kong office)NO. ON ORGANISING TEAM: Seven (7)WHERE: Chiang Mai, ThailandPAX: 200 CLIENT’S COMMENT: Feedback from delegates included the following:“Excellent location and activities.”“Thank you for the most unique and memorable conference I [have] ever attended. The fireworks, lanterns, elephant riding and Thai hospitality will certainly [remain] in my memory for a long time.”2006 Case Study – Phuket (as shown in the slide) Type: Incentive Client: Hagemeyer Australia - leading wholesaler and distributor of electrical, industrial and safety products. Dmc: Diethelm Events (contracting hotel), exhibition contractor (hoecker dome and trade expo booths), transportation and catering, venue, functions – lunches and dinners. Venue: Sheraton Grande Laguna Phuket, Thailand. Accommodation: Sheraton Grande Laguna booked for the first time on an exclusive buyout with overflow of guests, talent and crew staying at Dusit Laguna. Delegates’ quotes: “It’s fabulous here and Phuket is definitely back. The city experience in Beijing last time was great but you can’t contain the delegates in a large city; here in the resort we automatically attend everything. And this is my second time in Thailand and there’s something intrinsically kind and gentle about the local people, nothing is too much trouble and it’s such a pleasure to be with them.”“It’s better than last year, I’ve made some excellent contacts and the displays at the trade show are bigger and better because of the hoecker. Also the conference side of it has been great; I’ve got so much out of it and have enjoyed being part of something that is so well organised.” Client’s comment: “The Connections Conference in Phuket was an outstanding success for Hagemeyer Australia. We enjoyed a fantastic time with our key customers and suppliers who fully embraced the conference program, including spending lots of time (and money!) in the local community. Our delegates could not believe the lengths we went to, to build and stage a conference in the Laguna complex in Phuket.  The support and welcome we received by the Thai people was amazing and added to our customers’ experience.  This was our third conference in Thailand and proved to be one of the best of all time.” - Robin Norris, CEO Hagemeyer 2007 Case Study – Chiang Mai NAME: Tyco Electrics AMP NETCONNECT Asia-Pacific Channel ConferenceTYPE: ConventionCLIENT: Tyco ElectronicsBY: EventClicks Group Ltd (Hong Kong office)NO. ON ORGANISING TEAM: Seven (7)WHERE: Chiang Mai, ThailandPAX: 200 CLIENT’S COMMENT: Feedback from delegates included the following:“Excellent location and activities.”“Thank you for the most unique and memorable conference I [have] ever attended. The fireworks, lanterns, elephant riding and Thai hospitality will certainly [remain] in my memory for a long time.”

13. Bangkok was voted; - ‘the Best City Destination for Leisure’ by DestinAsia magazine. Readers of the magazine described Bkk as the destination with the combination of good food, culture and entertainment and shopping. - ‘the Best Valued Destination with Best Hotel Quality’ by My Travel, the largest tour operator in the Nordic that involve about 1500,000 respondents. - And also in the 1st rank of Best City Asia, 3rd rank of Best City Awards 2006 voted by Travel+Leisure magazine Bangkok was voted; - ‘the Best City Destination for Leisure’ by DestinAsia magazine. Readers of the magazine described Bkk as the destination with the combination of good food, culture and entertainment and shopping. - ‘the Best Valued Destination with Best Hotel Quality’ by My Travel, the largest tour operator in the Nordic that involve about 1500,000 respondents. - And also in the 1st rank of Best City Asia, 3rd rank of Best City Awards 2006 voted by Travel+Leisure magazine

16. TCEB The governmental organization dedicated to raise the platform of the Thailand MICE industry and to promote the destination as the venue for international corporate meetings (M), incentive events (I), conventions (C) and exhibitions (E); with the sustainability and sufficiency positioning.

17. MI’s Marketing Activities; Support scheme to corporate client Trade Show & Road Show in target markets FAM Trip for corporate clients, agents and representatives Overseas marketing representatives Conventions’s Marketing Activities; Convention Bidding and Event Support Treade Show in target markets Road Show with target associations, both domestic and international Overseas marketing representatives MI’s Marketing Activities; Support scheme to corporate client Trade Show & Road Show in target markets FAM Trip for corporate clients, agents and representatives Overseas marketing representatives Conventions’s Marketing Activities; Convention Bidding and Event Support Treade Show in target markets Road Show with target associations, both domestic and international Overseas marketing representatives

20. ????????????????????? ????. ????????? ??????????????????????????????????????????????????????? MICE ?????????????????????????????????????? ????. ???????????? ???????????? ??????????????? MICE ?????????????????????????? ????????????????????????????????????????????????? ?????????????? MICE Academy ????????????????????????????????????????????????????????????????????????????????????????????? ????????????????????????????????????????????????????????????????? ???????????????????????????? ?????????????????? ???????????? ????????????????????? (Hardware) ?????????????????????????????????????? ?????????????????????????????????????????????? Software ????????????????????????? ????????????? ???????????????????? ????????????????????? ?????????????????????????????????????????????????????????????????????????????????????????? MICE ??? ??????????????????????????????????????????????????????????? ????????????????????????????????????????????????????????????????????????????????????????????????????? ?????????????????????????????????? ?????????????????????? ??????????????????????????????????????????????????????? MICE Academy ?????????????????? ?????????????????????????????????????????????????????????????????????????????????????????????? ????????????????????????????????????????? MICE ???????????????????????????????? ????????????????????????????? ????????????????????????????????????????????????????????????? ?????????????? ??????????????????????????????????????????????????????????? ????????????????????? ????. ????????? ??????????????????????????????????????????????????????? MICE ?????????????????????????????????????? ????. ???????????? ???????????? ??????????????? MICE ?????????????????????????? ????????????????????????????????????????????????? ?????????????? MICE Academy ????????????????????????????????????????????????????????????????????????????????????????????? ????????????????????????????????????????????????????????????????? ???????????????????????????? ?????????????????? ???????????? ????????????????????? (Hardware) ?????????????????????????????????????? ?????????????????????????????????????????????? Software ????????????????????????? ????????????? ???????????????????? ????????????????????? ?????????????????????????????????????????????????????????????????????????????????????????? MICE ??? ??????????????????????????????????????????????????????????? ????????????????????????????????????????????????????????????????????????????????????????????????????? ?????????????????????????????????? ?????????????????????? ??????????????????????????????????????????????????????? MICE Academy ?????????????????? ?????????????????????????????????????????????????????????????????????????????????????????????? ????????????????????????????????????????? MICE ???????????????????????????????? ????????????????????????????? ????????????????????????????????????????????????????????????? ?????????????? ???????????????????????????????????????????????????????????

21. ???????????????????????????????? MICE Academy ??????????????????????????? ?????? The Exhibition Management Degree (EMD) ????????????????????? 5 ????????????????????? ?????????????????????????????????????? EXHIBITION ???????????????? UFI ??????????????????? EXHIBITION ????????????? 82 ?? ??????????????? 400 ???????????????? ?????????????????????????? 7 ??? ??????????????? ????. ??????????? ???????? EMD ?????????????????????? ?????????????????????????????? EMD ???????? 3 ?? ??????????????????? 10 ????????????????????????????????? ??????????????? ??????????? ??????organizer ???????????????? ??????????????????????????????????????????????????? ????????????????????????????????????????????? MICE ??????? English for MICE ????????????????????????????????????? Inlingua ?????????????????????????????????????????? MICE ???????? ???????????????????????????? ?????????????????????????????????????????????? ????????????????????????????????????? ??????????????????????????????????????? ??????????????????????????????????????????????????????? MICE ??????????????????????????????????????????????????????????? PSDM ??????? KEPNER TREGOE ??????????????????????????????? ????????????????? 50 ?? ??? Dr. Charles Kepner and Dr. Benjamin Tregoe ?????????????????? ??????????????????????????????? 20 ???? ??? PSDM ????????????????? NAZA ????????????????????????? APOLLO 13 ?????????? ???????????????????????????? ????????? ?????????????????????? ??????????? ????????????????????????????????????????????????? The Versatile Salesperson ??????????????????????????????? ??????? WILSON LEARNING ?????????? Consult ?????????????????????????????????????????????? ??????????????????????? ????????????? ??????????????? MICE ?????????????????????????? ?????? ???????????????????? Lateral Thinking ????????????????????? ?????????????????? ???????? ????????????????? ??????????????????????????????? Prof. Edward de Bono ??????????????????????????????????????? ????????????????????????????????????????????????????? certified ?????????????????????????????????? ??? ???????????? ?????? ???????????????????????????????????? MICE ????????????????????????????????????????????? ???????????????????? Leadership ????????????????????? ????. ??????? DDI ?????????????????????????????????????????????????????????????????????????????????????????? ???? Leadership ??????? ?????????????????????????????????????? ???????????????????? ???????????????? ????????????????????????????? ??????????????????????????????????? ???????????????????????????????? MICE Academy ??????????????????????????? ?????? The Exhibition Management Degree (EMD) ????????????????????? 5 ????????????????????? ?????????????????????????????????????? EXHIBITION ???????????????? UFI ??????????????????? EXHIBITION ????????????? 82 ?? ??????????????? 400 ???????????????? ?????????????????????????? 7 ??? ??????????????? ????. ??????????? ???????? EMD ?????????????????????? ?????????????????????????????? EMD ???????? 3 ?? ??????????????????? 10 ????????????????????????????????? ??????????????? ??????????? ??????organizer ???????????????? ??????????????????????????????????????????????????? ????????????????????????????????????????????? MICE ??????? English for MICE ????????????????????????????????????? Inlingua ?????????????????????????????????????????? MICE ???????? ???????????????????????????? ?????????????????????????????????????????????? ????????????????????????????????????? ??????????????????????????????????????? ??????????????????????????????????????????????????????? MICE ??????????????????????????????????????????????????????????? PSDM ??????? KEPNER TREGOE ??????????????????????????????? ????????????????? 50 ?? ??? Dr. Charles Kepner and Dr. Benjamin Tregoe ?????????????????? ??????????????????????????????? 20 ???? ??? PSDM ????????????????? NAZA ????????????????????????? APOLLO 13 ?????????? ???????????????????????????? ????????? ?????????????????????? ??????????? ????????????????????????????????????????????????? The Versatile Salesperson ??????????????????????????????? ??????? WILSON LEARNING ?????????? Consult ?????????????????????????????????????????????? ??????????????????????? ????????????? ??????????????? MICE ?????????????????????????? ?????? ???????????????????? Lateral Thinking ????????????????????? ?????????????????? ???????? ????????????????? ??????????????????????????????? Prof. Edward de Bono ??????????????????????????????????????? ????????????????????????????????????????????????????? certified ?????????????????????????????????? ??? ???????????? ?????? ???????????????????????????????????? MICE ????????????????????????????????????????????? ???????????????????? Leadership ????????????????????? ????. ??????? DDI ?????????????????????????????????????????????????????????????????????????????????????????? ???? Leadership ??????? ?????????????????????????????????????? ???????????????????? ???????????????? ????????????????????????????? ???????????????????????????????????

22. MICE people..