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Exhibition Industry Day


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Government policy in strengthen exhibition industry in Thailand versus economic crisis and current competition …

Government policy in strengthen exhibition industry in Thailand versus economic crisis and current competition

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  • 1. "government policy in strengthen exhibition industry in Thailand versus economic crisis and current competition" Presented by Mrs. Supawan Teerarat Date: 14 August 2009 ‘Exhibition Day 2009’
  • 2. Agenda 1. Outlook of exhibition industry in 2009 • What happen in the exhibition world • What is the positioning of exhibition in Thailand 2. Research findings as source of direction for 2010 • Effect from economic crisis • Exhibition Trend 2010 • Where we are so far 3. TCEB’s strategic direction for 2010 4. EMD 5. Our team
  • 3. The growth in venue space between 2006 and 2010 (13% worldwide) varies from one region to another. “Asia & Pacific” shows the highest increase (+25%), as shown in chart below Asia Pacific
  • 4. Global Trend THE US • More fragmented than the European market • Focus on domestic market • Fair ground capacity is less than 1/3 of the European’s • Highly competitive • Consolidation trend • A declined in no. of trade fair Source: L’Union des Foires Internationales (UFI) EUROPE
  • 5. Trend in Asia - CHINA Strong production market One of the biggest consumer market in the world Overcapacity of fair ground (approx. 2.4 mil. sqm) One third of the total exhibition capacity is located in South East Source: L’Union des Foires Internationales (UFI)
  • 6. Trend in Asia - Japan The biggest economy in Asia The second largest fair ground capacity in Asia Japan’s trade fair market is relatively unknown Most of the Japanese fairs are domestic fairs Source: L’Union des Foires Internationales (UFI)
  • 7. Trend in Asia - Korea Fair ground capacity of 130,000 – 140,000 sqm. A strong focus on technology and industry products Focus on specialized fairs e.g. logistics, bio & nano technology Source: L’Union des Foires Internationales (UFI)
  • 8. HONG KONG Trend in Asia - Hong Kong & Macau The development of sourcing fairs for Asian consumer products Regional trade hub for consumer products About the same size of fair ground capacity as Korea MACAU MACAU Direct access to Chinese customers The Venetian: Well-established business model Gambling + Exhibition business Source: L’Union des Foires Internationales (UFI)
  • 9. Trend in Asia - India Severe under-capacity of Exhibition facility Some of the Indian business is being exported to the Middle East Becoming an extremely strong player gradually from government expansion projects and supports Source: L’Union des Foires Internationales (UFI)
  • 10. Trend in Asia - Vietnam Strongest growth in South East Asia A rising star in both tourism & MICE Capacity is around 10,000 sqm. Expected to become a strong competitor due to its strong GDP growth & growing purchasing power . Source: L’Union des Foires Internationales (UFI)
  • 11. Trend in Asia - Singapore The unchallenged focal point and hub for trade in the ‘80s & ’90s Focusing on the IT and telecommunications business With 125,000 sqm. of exhibition space The new Marina Bay Sand Resort - an additional 100,000 sqm. Source: L’Union des Foires Internationales (UFI)
  • 12. Effect from current economic crisis?
  • 13. Middle East/Africa showed less effect from the decrease in space sales and attendees, while APAC had the most effect on decrease in space sold and attendees
  • 14. Q: for shows occurring between 1 October 2008 – 31 March 2009, Did your organization experience a decrease in space sales in B2B shows? • 68% of World trade shows during crisis decrease in space sold • Asia Pacific has the highest decreasing in space sold of at least 5-10%
  • 15. Q: Did you experience any decrease in visitors/attendees for these B2B Shows • 62% of World trade shows effecting in decreasing number of in visitors. • Asia Pacific has the highest decreasing in number of visitors of at least 5-10%
  • 16. What about the exhibition trends?
  • 17. Exhibition - Trend 1 Shifting business model e.g. strategic partnerships 4 formation Niche and boutique events 2 enjoying growth Governments taking more interest in Exhibitions 5 Content, content & content! 3 Growth markets influencing destination choices
  • 18. Highly specialized but global events perceived as the business model of the future i.e. Bio industry
  • 19. Trade fair trend in EU still perceived as effective marketing tools for B2B
  • 20. Internet and attending trade fairs are the major tools for visitors to seek for product information – they finds the synergy between using internet and visiting trade fair to gain product information
  • 21. “Where are we so far….”
  • 22. Summary of ASEAN Trade Fair Markets, 2008 ASEAN No. of Total venue Estimated Estimated No. of Country venues, space(m2) net area annualised exhibitions end 2009 end 2009 sold (m2) revenue 2008 2008 (US$) 2008 Thailand 7 209,905 448,750 145,262,000 71 Singapore 4 203,600 229,250 85,878,000 69 Malaysia 4 71,292 223,250 73,388,000 47 Vietnam 4 33,793 140,750 41,639,250 47 Indonesia 3 31,656 161,000 43,131,500 41 Philippines 1 8,300 80,500 15,565,000 35 Source: BSG Research & Analysis Thailand’s exhibition industry in 2008 is still remained ranking the first in ASEAN in terms of; number of exhibition identified - reached 71 trade show, estimated annual size – covered 448,750 sqm., average size per fair – covered 6,320 sqm and the estimated annualized revenues of US$ 145,262,000.
  • 23. Exhibition Trend in Thailand from 2004-2008 Exhibition 2004 2005 2006 2007 2008 Number of Exhibitions 65 56 69 63 71 Estimated Annualised Revenue - 67 111 117 145 (Million USD) Average Revenue per Fair (USD) - 1,194,460 1,604,663 1,854,571 2,045,944 Exhibition Venues 4 4 5 5 7 Venue Space in sqm 131,102 191,322 199,122 199,622 209,905 Net Area Sold in sqm 211,750 274,250 380,500 373,750 448,750 Source: BSG Research & Analysis Since 2004, there was a promising growth of at least 2 digits for number of exhibition and revenue from space sold regardless of economic and political issues in the country
  • 24. Country Identity – Target Group TH SING MAL HK 80.0 70.0 60.0 % 50.0 40.0 30.0 20.0 10.0 0.0 • Among the 4 countries, Thailand would be most chosen as a MICE destination in terms of its hospitality of people and value for money respectively. • Singapore won in terms of safety, international standards, and professionalism., all of which Thailand still lacks.
  • 25. Most Most Visitors Preferred Preferred In general % Internet 76.2% In general Internet 68.5% About Thailand About Thailand % 0.0 20.0 40.0 60.0 80.0 100.0 % 20.0 40.0 60.0 80.0 100.0 0.0 Direct Customers Internet Internet Words of mouth Words of mouth Newspapers Newspapers MICE magazines MICE magazines Business magazines Business magazines Television Television Radio Radio Posters/Brochures Posters/Brochures Transit media Transit media Source of Information Outdoor media Outdoor media Events/Exhibitions/ Events/Exhibitions/ Fairs Fairs • Internet is the most popular source of information among E customers and visitors.
  • 26. Overall Image Rating Direct Customers Visitors Avg: 7.39 Avg: 6.99 10.00 10.00 8.26 8.16 7.99 7.32 7.55 8.00 6.71 8.00 6.82 6.68 5.95 5.50 6.00 6.00 4.00 4.00 2.00 2.00 0.00 0.00 TH (n:85) SG (n: 93) HK (n:96) ML (n:76) VN (n: 66) TH (n:165) SG (n:167) HK (n:165) ML (n:157) VN (n:119) — Singapore has the highest overall image rating, followed by Hong Kong that are above the industry average — The E is inclined to have a more positive view towards Singapore’s image — Among the E customer groups, Thailand fell to the third rank after Hong Kong
  • 27. Satisfaction towards Destination Direct Customers Visitors 8.30 AVG: 7.71 AVG:7.61 8.40 8.08 8.04 10.00 7.51 7.98 7.89 8.00 8.00 6.58 6.67 7.60 7.23 6.00 7.20 4.00 6.80 6.50 6.40 2.00 +0.45 +0.41 +0.67 -0.40 -1.13 6.00 0.00 TH (n:49) SG (n:49) HK (n:45) ML (n:22) VN (n:20) TH (n:47) SG (n:167) HK (n:165) ML (n:157) VN (n:119) • Among the E customers, Hong Kong (mean score: 8.30), Thailand (mean score: 8.08), and Singapore (mean score: 8.04) have satisfaction scores higher than average. • Only Singapore and Hong Kong have satisfaction scores above industry average.
  • 28. Suggesting Framework for Thailand brand value proposition 1st phase 2nd phase What we What we really have have to be Our personnel are service-minded. We provide good hospitality. We are a value-for-money destination. We provide a green MICE destination We have a variety of services. We are warm & friendly. We are casual & relaxed International standards HK Save Destination Professionalism SG Variety of services Infrastructure SG Green & sustainable destination Value for money CSR-focused Hospitality of people Lively & energetic Safety SG Calm & composed Proximity/Accessibility HK Meeting International Standard Business opportunities (for “E” only) Sustainable Society International standards What we have to be Professionalism Infrastructure Safety Proximity/Accessibility
  • 29. Strategic Direction 2010
  • 30. Government Policy A Boost To The Economy “MICE Sector is One of The Key Growth Drivers” 1 Boost confidence of foreign tourists and implement measures to stimulate tourism 2 Develop standards for tourism services by setting up standards for tourism-related businesses tourism- 3 Promote Thailand as a world-class tourism hub, world- especially its readiness to serve as a centre for international conferences, exhibitions and medical tourism
  • 31. Role of TCEB TCEB is Thailand’s version of Convention and Visitor Bureaux (CVBs) that exist in all major countries around the world 1 CHAMPION • Bring in more revenues to Thailand • Support the private sector in winning more international event to Thailand 2 PROMOTER • Promote Thailand as a world-class destination for world- international and domestic MICE events 3 DEVELOPER • Foster business & industry growth • Capability development 4 • Public & private coordination and FACILITATOR partnership for a smooth execution
  • 32. TCEB STRATEGY TEMPLE Thailand to be globally preferred MICE destination in Asia • To enhance economic impact of the MICE industry to the Thai economy • To create sustainable competitiveness for Thailand’s MICE industry to be able to compete efficiently and effectively in an international arena WIN PROMOTE DEVELOP Transform Market Strengthen TCEB into acquisition Boost Thailand as Promote Strengthen industry mode – Win revenue from World-class Domestic Thai Team through more visitors MICE MICE collabora-tion Intelligence business & Destination /Training/ support Education/ private sector to win bids Certificate • Develop staff capability to be world-class • Improve financial processes • Deploy technology for operational efficiency THAILAND CONVENTION & EXHIBITION BUREAU
  • 33. Strategic approach •Online media Online 2 •Internet & website •Social networking Retain Focus activities existing customers 1 highlight and markets Proactive support & 3 services Focus
  • 34. 1Highlight of Marketing Campaign 2010 Thailand Maximize Int’l marketing road show ASEAN, India, China, Japan, Korea, Indonesia Supporting World Expo in Shanghai 2010 Host of Ufi Asia 2010 Sales Visit – One on one Regional Champion Shows MICE Education / Train the Trainer
  • 35. 2 Online Marketing Campaign 155m users in Europe 129m 166m users in users in Asia Pacific North America 30m 9m users in users in Thailand Middle East Target 459 million impression via Google ads by: Source: comScore Media Metrix, Worldwide, Average Quarterly, Q4/07 -World wide approach -Country approach -Key word approach
  • 36. Online Marketing Strategy Bangkok, the exhibition city of ASEAN Worldwide Market access to Indo-China approach Country approach World class exhibition venues World renown hospitality Keyword approach Value for money Google-based advertising Professional service providers Strong Industry cluster
  • 37. Expected Results in 6 months No. of Campaign No. of Clicks No. of Enquiries Impressions Worldwide 600,000 12,000 Need to Discuss Country-based Need to Discuss 400,000 8,000 (Asean) Need to Discuss Keywords-based 200,000 4,000 Total 1,200,000 24,000 Need to Discuss Reported by Google Reported by GG Enquiries Submission Analytic Report by TCEB *Statistic can be changed up/down, depend on keyword changing
  • 38. Thailand Maximise Growing your exhibition inThailand Visitor Promotion Organizer Delegate: Visitors/ Group: Trade promotion/Trade Exhibitors Associations Marketing Promotion One Stop Services Extra night , Financial 100 A-Head Site inspections Extra smile NEW
  • 39. 3 Exhibition Promotion
  • 40. EMD Programme Module 1: 23 - 28 November 2009 Basics in Exhibition Management I On-site Seminar (45 hrs) *Module 1 will take place at Westin Grande Sukhumvit Bangkok Module 2: 30 November 2009 – 31 January 2010 Basics in Exhibition Management II E-Learning Seminar (30 hrs) Module 3: 1 February – 28 March 2010 Advanced Studies in Exhibition Management II E-Learning Seminar (30 hrs) Module 4: 29 March – 3 April 2010 Advanced Studies in Exhibition Management II On-site Seminar (45 hrs) All subjects will be taught by a selection of experienced international teachers.
  • 41. • TEA/TICA members are subsidized to 80% of the full package price • Deadline for registration: 15th October, 2009
  • 42. Exhibition Team Supawan Teerarat Exhibition Director • Markets covers: • Markets covers: • Marketing strategy • Singapore, Malaysia • Hong Kong, Korea • IMC • Vietnam, the Philippines • China, Korea, Japan • PR • Myanmar • India • Trade show • Germany • Special projects Business Business Strategic & Development Development Marketing team TEAM 1 TEAM 2
  • 43. Our Team Business Business Strategic & Development Development Marketing TEAM 1 TEAM 2 Ms. Kanokporn Ms. Suratsa Ms. Jutarat Damrongkul Thongmee Apiwattanikul (Oui) (Kra-tig) (Joy)
  • 44. Our Team Business Business Strategic & Development Development Marketing TEAM 1 TEAM 2 Mr. Narindej Ms. Nawaporn Ms. Uthaiwan Thaveesangpanich Rojarayanont Kittichanmetee
  • 45. Our Team Business Business Strategic & Development Development Marketing TEAM 1 TEAM 2 Ms. Proudmanee Sangsri Mr. Watchara Mrs. Jaruwan Suwannasat (Proud) Kongphalanon (Rose) (Louis)
  • 46. Thank You