It is no secret in the travel industry that business travel is where the money always has always been. The moniker MICE is only the most recent name for the golden ring for travel providers: Meetings, Incentives, Conventions, and Exhibitions.
Already proven to be the most popular destination in the world for leisure travelers, Thailand Authority for Tourism (TAT), and the Thailand Convention & Exhibition Bureau (TCEB) are showing some real marketing savvy by beginning to put MICE at the very top of their marketing agenda.
Strategically located in the hub of the ASEAN region, Thailand boasts a strong reputation within the Meeting, Incentive, Convention & Exhibition (MICE) industry. The unique blend of historical cultures, modern world capability, a broad spectrum of meeting venues, exhibition centers, and accommodation options, makes Thailand an ideal destination of choice for business meeting planners.
It is interesting to note that Expedia is placing big bets on its new subsidiary Egencia, to harness the efficiencies of online books for the corporate segment. Egencia will focus on the rapidly growing MICE business segment (meetings, incentive travel, conferences, and exhibitions) long understood to be a primary source of revenue for major business hotels which here-to-fore had to be booked through one-on-one contacts.
The potential of mechanizing routine internet bookings of hundreds of group room nights at a click dwarfs present business and leisure traveler traffic. Expedia already has a major Southeast Asian Office in Bangkok.