Source: exhibitionnews.uk

Bangkok’s IMPACT sets its strategy sights on Chinese and Indian markets

What the source says

“Bangkok Land Company Limited, the operator of Thailand’s IMPACT Exhibition Management Co., Ltd, has announced a new marketing push into the Indian and Chinese markets as it steps up its strategy of becoming a stellar event and entertainment destination in Asia.”

Background & context

Bangkok Land Company Limited, the operator of Thailand’s IMPACT Exhibition Management Co., Ltd, has announced a marketing initiative aimed at expanding into the Indian and Chinese markets. This move is part of a broader strategy to establish IMPACT as a premier event and entertainment destination in Asia. The event landscape in Thailand is thriving, with the country ranked fifth in Asia for international meetings and holding the top position in the ASEAN region.

What’s new

The new marketing push aims for new partnerships, including a joint venture with IMPACT Live Nation Co., Ltd, and a significant revenue target of 9,000 million baht by 2027. IMPACT highlights its expansions in venue offerings, boasting new multifunctional spaces for various events, such as Challenger halls and external festival areas. The initial focus will be on venue rentals, capitalizing on the growing demand for events, especially in India, China, and the Middle East.

Why it matters for exhibitors

This strategic shift is vital for exhibitors as it opens up new avenues for participation in a market swelling with demand for events. The focus on collaboration and expansion into emerging markets could lead to more diverse exhibitor opportunities. As Thailand’s entertainment sector flourishes with a significant number of international and domestic concerts annually, exhibitors can tap into not just trade shows but also large-scale entertainment events.

Opportunities for contractors

Contractors may find numerous opportunities as IMPACT enhances its capacity to host events. The focus on building new spaces and enhancing existing venues presents chances for contractors specializing in construction, interior design, and event logistics. There is a growing demand for innovative solutions to cater to the diverse range of events planned.

Market outlook & action checklist

• Monitor partnerships and joint ventures that IMPACT announces, like the collaboration with Live Nation.
• Explore event opportunities emerging from the expansion into Indian and Chinese markets.
• Assess the potential for participation in new event types that IMPACT is spearheading.
• Consider the implications of the new multifunctional event spaces for future exhibitions.
• Keep an eye on the growth of the Thai concert market and align strategies to leverage that growth.

Executive Summary

• IMPACT is shifting its marketing strategy to penetrate the Indian and Chinese markets.
• The company sets a revenue target of 9,000 million baht by 2027.
• New venue expansions include multifunctional spaces for various event types.
• The Thai entertainment sector’s growth presents diverse opportunities for exhibitors.
• Contractors may benefit from new construction and logistical opportunities.

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