Case Study

Business Events Destination Marketing: Keeping Thailand Top of Mind

Economic Development


North American news outlets were reporting on Thailand’s security challenges and questioning the government’s stability. DCI was tasked with addressing misperceptions head-on and securing business events for Thailand.

Services Provided


DCI commenced efforts by frequently disseminating factual bulletins about the government reform that was ensuring national stability. We then highlighted the exotic cultural experiences that can be included in association meeting programs, making Thailand both unique when compared to its competitor Asian destinations and memorable to delegates.

As a result of DCI's marketing efforts, Business Events travelers to Thailand grew 23% from the U.S.


  • Developed a pipeline of 18 programs that will bring 56,846 attendees and an economic impact of $122,826,462.
  • Confirmed 43 programs bringing 14,961 attendees and an economic impact of $29 million.
  • In one year, grew Business Events travelers from the U.S. by 23%.
  • Helped Thailand climb 16 spots in the ICCA rankings, to #13 internationally.
43 programs confirmed
$29 M in economic impact
23% increase in Business Event travelers

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