Government policy in strengthen exhibition industry in Thailand versus economic crisis and current competition www.tceb.or.th/exhibition

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

41. 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.

42. • TEA/TICA members are subsidized to 80% of the full package price
• Deadline for registration: 15th October, 2009

43. 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

44. 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)

45. Our Team
Business Business
Strategic &
Development Development
Marketing
TEAM 1 TEAM 2
Mr. Narindej Ms. Nawaporn Ms. Uthaiwan
Thaveesangpanich Rojarayanont Kittichanmetee

46. Our Team
Business Business
Strategic &
Development Development
Marketing
TEAM 1 TEAM 2
Ms. Proudmanee
Sangsri Mr. Watchara
Mrs. Jaruwan Suwannasat
(Proud) Kongphalanon
(Rose)
(Louis)

47. Thank You