“The venue is entering the second decade this year. It is time to go overseas to get more high-end customers,” Talun Theng, managing director of Royal Paragon Enterprise Co, a member of Siam Piwat, which operates Siam Paragon, said yesterday.

The new markets include Myanmar, Indonesia, Cambodia, Spain and Germany.

This year’s goal is to shift its local and international client ratio from 80:20 to 70:30. Business is expected to grow by 15 per cent, higher than the average of 10 per cent per year over the first decade.

The company projects revenue of Bt250 million, of which 30 per cent will come from exhibitions, 30 per cent from entertainment, 20 per cent from special events and 20 per cent from meetings and banquets.

To reassure customers from overseas, the venue is enhancing its safety and security affairs to meet international standards.

Opened in March 2006 at a cost of Bt800 million, the venue provides space of 120,000 square metres for a variety of events.

Its clients are organisers of MICE (meeting, incentive, convention and exhibition) events, concerts and other events.

“Our marketing strategy has been designed under the framework of ‘MICE3′. E3 refers to exhibitions, entertainment and events,” Talun said.

The venue has been trusted by leading organisations and brands, with average occupancy of 85 per cent or 120 events and a million visitors annually.

Average occupancy for this year is expected to increase.

“This year, we launched our own event-organiser service. The one-stop service aims to facilitate clients better and improve service efficiency,” he said.

It has spent Bt50 million on venue renovation and personnel development with the aim to elevate the image of the venue, adding more luxury and modernity.

The logo of Royal Paragon Hall has been changed to a gold colour to reflect its world-class status.

The lights were also replaced by LEDs (light-emitting diodes), which not only save energy but also create a new ambience for clients. About seven staff will be recruited this year.

For personnel development, the management team has been trained in the Certified in Exhibition Management programme, which is globally recognised in the MICE industry.

On the occasion of its 10th anniversary, Royal Paragon Hall held a seminar on “Trend: Creative for Iconic Events” to share MICE experts’ ideas and experience with the audience, which included those working in the MICE and tourism industry as well as MICE students.