Thailand Convention & Exhibition Bureau
Thailand climbed top of mind with DCI’s business travel events marketing strategies.
Looking to become Asia’s leading business travel destination, Thailand worked with DCI to elevate its profile. The nation set itself apart for business travel events by highlighting its culture and promoting messaging to convince planners that Thailand was a surefire choice for business events.
The Challenge
Media outlets in North America were reporting on Thailand’s security challenges and questioning the government’s stability. This hindered the travel industry’s ability to attract meeting planners to this corner of Asia-Pacific for in-person events. Thailand wanted to increase event organization by industry professionals and corporate travel management in its destination to support its community and stakeholders. DCI was tasked with addressing misperceptions to secure business events, expos, and global business travel for Thailand.
The Solution
DCI commenced its campaign by frequently disseminating factual bulletins about the government advancements that were ensuring national stability for travel industry events. The agency then highlighted the cultural travel experiences that can be included in business travel meetings & events, making Thailand both unique when compared to its travel market competitor and memorable to exhibitors. This winning combination made Thailand an industry leader and revived business events among travel professionals seeking face-to-face events.
The Results
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Economic impact from the 18 programs DCI attracted to Thailand.
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In business events travel from the US to Thailand in one year.
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In the ICCA rankings, climbing 16 spots.
