Thailand is targeting mainland China in an effort to enhance its MICE sector in 2017.

This week, the Thailand Convention and Exhibition Bureau (TCEB) kicked off the fourth edition of its “Thailand Connect” event in Beijing, which aims to promote Thailand as a destination for Chinese conferences and business events.

To an audience of more than 150 MICE experts and decision-makers in the Chinese capital, TCEB highlighted the country’s credentials as an event destination, and unveiled a new range of partners and packages for Chinese event organisers.

One package, organised in partnership with King Power, includes discounts at duty-free shops, restaurants and spas, plus benefits at the Pullman Bangkok King Power Hotel. Another, in tandem with AOT, provides airport benefits including lounge and transit hotel access and limousine services.

The overall aim of the campaign is to achieve a 5% increase in MICE travellers from China in 2017.

“Throughout this year, all of TCEB’s marketing activities will be implemented under the new Thailand brand campaign, entitled ‘Thailand Connect: Your Vibrant Journey to Business Success’. The campaign showcases the legacy of three fundamental pillars of Thailand’s MICE industry which are ‘diverse destinations’, myriad business opportunities’, and ‘the people of Thailand’. These key elements are the highlights which differentiate Thailand from other MICE destinations,” said Parichat Svetasreni, TCEB’s director of marketing & corporate image department.

As well as Beijing, TCEB is targeting other major Chinese cities including Shanghai, Guangzhou, Shenzhen, Qingdao and Hangzhou. Suzhou has also been identified as a potential new market.

China contributed 1.27 million business events visitors to Thailand in the 12 months from October 2015 to September 2016, generating revenue of THB102.9 billion (US$2.9bn). Of those visitors, 127,390 were MICE travellers.