[Compiled by Huang Sheng/Bangkok Report] The Thailand Convention and Exhibition Bureau (TCEB) is preparing to organize the World Tea & Coffee Expo 2024 (WORLD TEA & COFFEE EXPO 2024), aiming to make Chiang Rai a destination for tourism and tea/coffee in the ASEAN region, continuously elevating the potential of the northern region of Thailand to become a center for trade, investment and industry. The exhibition will be held at Chiang Rai Rajabhat University from 28-30 September 2018.
Jiru, Director of the Thailand Convention and Exhibition Bureau, revealed that the Thailand Convention and Exhibition Bureau will collaborate with the public and private sectors to organize the World Tea and Coffee Expo 2024 (WORLD TEA & COFFEE EXPO 2024) at the Main Auditorium of Chiang Rai Rajabhat University from 28-30 September this year to promote the development of creative industries and community products.
Under the concept of “Chiang Rai has good tea and good coffee”, it emphasizes the advantages of Chiang Rai as a destination brand for MICE tourism (Destination Branding) in tea and coffee, continuing to implement a comprehensive cooperation strategy at the international level and promote connections. Each value chain ecosystem supports the development of the North of Thailand as a center for trade, investment, industry and tourism.
Giroud said that after His Majesty visited Chongtong District, Chiang Mai Province in 1974, the Royal Projects throughout the North initiated the planting of coffee trees to replace addictive plants, which significantly impacted the importance of Thailand to solve the national strategic problems until Thailand was removed from the list of opium producing countries, which was a great success from the perspective of international reputation.
This year marks the 50th anniversary of the birth of modern Arabica coffee. Today, the Thai coffee market is growing and gaining acceptance both domestically and internationally. But tea and coffee are not just for drinking, but also for people's health. The important consequences and all of these are linked to communities from the mountains to the big cities, from tea and coffee plantations to tens of thousands of coffee shops nationwide. For farmers and those in this industry, it will become more sensible.
Considering the development potential of Chiang Rai Province, TCEB is promoting the creation of Destination Branding, reinforcing Chiang Rai's position as a source of high-quality tea and coffee and covering various sources sustainably from farmers, producers, processors and enterprises. This is part of expanding Thailand's competitiveness at the international level as a MICE destination by developing unique local products. This will make Chiang Rai another tourist destination for international MICE tourists.
“We are pleased to play an important role in raising the standards of tea and coffee in Chiang Rai in the past,” said Disa Padanda, Secretary-General and Chief Executive Officer of the Queen Sirikit Foundation, Chiang Rai Province. Various crises of tea and coffee to create important knowledge for local communities and Chiang Rai Province.
In this World Tea and Coffee Expo, the Queen Sirikit Foundation plays an important role in coordination, such as organizing business tours to target provinces, participating in creative coffee trail activities, building farmer networks through the Doi Tung project, exhibitions and linking products related to improving people’s quality of life. At the same time, the Queen Sirikit Foundation has actively disseminated related knowledge to communities.
Ms. Supada, Vice Chairman of the Executive Board of Central Group Co., Ltd., said that as a partner of the tea and coffee network, in this collaboration, we will fully support most farmers through the CENTRAL THAM project and develop community enterprises by establishing organic coffee growers’ community enterprises to protect forests, reduce tree cutting, deforestation, reduce smog, increase green areas, and generate income for coffee growers. Expand sales channels and promote marketing until 2024 by organizing the World Tea and Coffee Festival, successfully creating the "Phu Chi Moon" brand, and Central is ready to be a key force in promoting the project with network partners in various industries to achieve the same goal.
Pu Pan, Deputy Director of the Office of Convention and Exhibition Promotion, mentioned the details of the WORLD TEA & COFFEE EXPO 2024 that the event consists of many parts. It is an important event for farmers, academics, entrepreneurs, and investor networks from all parties nationwide to discuss and exchange information about the tea and coffee industry in Thailand.
The event will feature an exhibition to showcase the potential of the tea and coffee network in the North, a knowledge zone, a 50-year story of coffee from Phu Doi, as well as tea and coffee products from local shops in Chiang Rai and the North, with more than 50 booths, such as Heaven on Earth, Suwirun Tea Factory, tea brewing workshops, coffee dripping, tasting 36 types of tea, latte art performances, impressive art on coffee cups, and songs by Gam-Wichanee, with the chance to win many prizes.
In addition, there will be seminars to provide knowledge about tea and coffee. Including business matching activities to enhance the competitiveness of the tea and coffee industry, preparing to showcase tourism routes and presenting new and creative ideas for MICE tourism. Route experience
This event promotes an ecosystem that supports the value chain of the tea and coffee industry (Ecosystem), covering farmers, producers, processors and entrepreneurs, and supports marketing activities to create awareness for target customers in Thailand and abroad in a comprehensive manner.
