Royal Flora Ratchaphruek 2006
International Horticultural Exposition for
His Majesty the King

An International Horticultural Exposition for His Majesty the King, Royal Flora Ratchaphruek 2006 is the first such international exposition for Thailand and Southeast Asia.

Royal Flora Ratchaphruek 2006 will highlight Thailand’s charm as a tropical country with one of the largest plant biodiversity in Southeast Asia. The horticultural exposition will feature a spectacular showcase of 2.5 million plants representing over 2,200 species of tropical plants. The largest outdoor exhibition of flowers and nursery plants in Asia, Royal Flora Ratchaphruek 2006, is poised to be one of the world’s finest tropical flower, fruit and plant expositions.

Organized under the framework of the International Association of Horticultural Producers (AIPH) and the Bureau of International Exhibitions (BIE), Royal Flora Ratchaphruek 2006, Thailand will be joined by her international friends — nations with whom Thailand has shared historical, cultural, diplomatic and trade ties, many spanning centuries. To date, 30 nations representing five continents have confirmed participation in the International Garden zone of the expo. This is therefore something of a historic event.

BIE recognition of Thailand’s readiness for A1 expo status¹ is a very significant development for the country. Thailand is the first Southeast Asian member and the third Asian country (after China and Japan) to be awarded A1 accreditation by the venerable body. This highlights Thailand’s increasingly active and important role on the world stage and the country’s contribution to the global economy in the areas of agriculture, horticulture and the promotion of international tourism.

After the show, the site of the exposition will become a new tourist attraction for Chiang Mai and a knowledge center for Thailand’s horticultural sector.

The most prominent part of the expo will be the Haw Kham Royal Pavilion showcasing HM the King’s activities in being one of the foremost agriculturalist in the world. There is also the orchid pavilion displaying rare and beautiful orchids, a herbal garden showcasing the diversity of local herbs and delicious fruits from all over Thailand. The Royal Flora Ratchaphruek 2006 opens daily from 9.00 am to 8.00 pm, from 1 November 2006 through to January 31, 2007. The 470 rai (185 acres, 80 hectares) exposition site is located at the Royal Agricultural Research Center, in Mae Hia district in Chiang Mai, Thailand.

Mr. Preecha Sananvatananont, President of Reed Tradex Company and Chief Officer, Project Management Office for Event Operations, Activity and Communications, has reported that response from exhibitors have already exceeded targets. Tourists have also indicated a high level of interest in attending the expo. The three-month long expo is expected to attract over two million visitors with an average of 20,000 each day.

	Gardens for the King features two key exposition zones — International Gardens presented by 30 participating nations cover 21,000 square meters and 27,475 square meters of Corporate Gardens by 22 entities. International Garden The International Gardens zone will feature national blossoms, blooms, horticulture, as well as the culture, art and architecture of the participating countries from around the world. Each garden will reflect historic, diplomatic, cultural and trade ties between nations, people or, where possible, royal families of the two countries. The 30 participating nations are: From Asia (16): Japan, South Korea, Vietnam, Malaysia, Cambodia, Lao PDR, Indonesia, India, Nepal, Bhutan, Bangladesh, Pakistan, China, Qatar, Iran and Brunei From Europe (6): Turkey, Spain, Belgium, The Netherlands, Bulgaria, Tunisia From Africa (6): Mauritania, Kenya, Nigeria, Gabon, Sudan, and Morocco From North America (1): Trinidad and Tobago From South America (1): Brazil Corporate Gardens All 27,475 square meters of the Royal Flora Ratchaphruek 2006 Corporate Garden exposition zone have already been reserved by 22 entities eager to impress visitors with their magnificent garden designs. Each of the Corporate Gardens presented by state enterprises and domestic and international major corporations will showcase the impressive floral and horticultural diversity for which Thailand is well known. They will also utilize creative garden design to visually illustrate the concepts, theories and philosophies of His Majesty the King, as well as best practices reflected in the Royal Projects initiated by His Majesty the King and which reflect His Majesty’s tremendous insight and ingenuity.
	Hor Kham Royal Pavilion A majestic Royal Pavilion constructed in the exquisite Lanna architectural style. The Royal Pavilion is located right in the heart of the event site. Inside, visitors will be held in awe by the countless ways in which the lives of the people have been positively affected by His Majesty the King’s works and dedication.
	Thai Tropical Garden A colossal 100,000-sq-meter classroom that showcases the vast diversity in the way of life of tropical lands. Visitors will be able to witness first-hand an extensive variety of tropical horticulture encompassing fruits, plants, flowers and herbs. Apart from examples of floral, decorative and rare plants, plants of different species showcased by participants will also be on display.
	Competition of rare or lesser known plants Sixteen provinces have applied to send in 80 rare or less well-known plants to the competition. These will come from Chanthaburi, Chiang Mai, Nakhon Nayok, Phayao, Phang-nga, Pichit, Phuket, Ranong, Lop Buri, Songkhla, Satun, Sa Kaeo, Surat Thani, Uttaradit, Uthai Thani and Sakhon Nakhon.
	Competition and exhibition of indoor plants Alternating exhibitions will be held throughout the 12 weeks covering international flower shows, vegetables, mushrooms, lilies and water plants, banana and other tropical fruits, rare and precious plants, bonsai, fern, succulents, palm, ornamental plants, tropical foliage plants, aromatic plants, herbs, flower arrangements and potted plants. For details, please log on to www.royalfloraexpo.com
	Expo Plaza The center point of the exposition activities, amenities and services Visitors will also be presented with ample opportunities to purchase products from the Royal Projects as well as excellent local handicrafts noted for their uniqueness and exceptional quality and for which there is considerable demand, worldwide.
In addition, several sections have been allotted for a variety of fun-filled activities that will be both informative and entertaining.
	Cultural shows and activities: 45 cultural shows from 26 provinces are confirmed. These include a cultural performance from Kanchanaburi, folk shows from Chiang Mai, cultural shows from Nong Khai, traditional dances from Phuket and Phayao, folk martial arts display from Krabi, stick fighting from Sa Kaeo, Loy Krathong cultural show from Sukhothai, long drum performance from Ang Thong, and dances from Trat.
	International cultural displays: To date, seven countries have confirmed participation and will be sending cultural troupes. These are Bangladesh, Cambodia, Indonesia, Japan, Mauritania, Nepal and Spain.

INTERNATIONAL CONFERENCES AND WORKSHOPS
To promote knowledge exchange and technology transfer, a total of three international conference and workshops will be held in association with Royal Flora Ratchaphruek 2006. Topics are International Workshop on Tropical and Sub-tropical Fruits (27-30 November 2006), International Workshop on Ornamental Plants (8-11 January 2007), International Conference on Medicinal and Aromatic Plants (15-18 January 2007)

VISITOR PROMOTION
The key strategy for attracting local and international tourists has consistently been to provide promotional information to visitors well in advance so that they will be able to incorporate the visit to the international exposition into their travel plans.

The Tourism Authority of Thailand (TAT) has featured Royal Flora Ratchaphruek 2006 in the series of Grand Events being promoted under the Thailand Grand Invitation destination marketing campaign and has coordinated with the tour and travel companies to develop attractive promotional packages for local and international tourists.

The campaign to stimulate international tourism interest was launched last year through road shows and international public relations campaigns. Emphasis was placed on major buyers and key travel and tour operators attending travel trade shows such as World Travel Mart in the UK, Top Resa Deauville in France, Leisure 2005 in Russia, Horti Fair of the Netherlands, China Flower Expo in China, and the International Flowers Expo (IFEX) of Japan. The level of response consistently exceeded expectations. Most recently, Royal Flora Ratchaphruek made its debut at Berlin ITB, the world’s biggest travel exhibition, from March 8-12.

VISITOR ATTENDANCE
With the number of visitors to the Royal Flora expected to exceed the target of two million, of which some 200,000 are expected to be from overseas, plans have been drawn up to ensure that essential service infrastructure are in place to support the significant increase in tourists.

• The Royal Flora Ratchaphruek Visitor Promotion Campaign is being carefully coordinated with efforts to promote travel to ‘Greater Lanna’, the neighboring provinces that were once part of the ancient northern Thai kingdom of ‘Lanna — land of a million fields’.
• A Housing Bureau with a central booking facility has been established.
• Traffic management plans and arrangements for remote parking and shuttle transfers are in place.

ACCOMMODATION
A Central Booking Facility is Available through a Housing Bureau
Chiang Mai has 14,000 rooms. During the November to February period, occupancy rate is at 70 per cent and higher. In order to provide a sufficient number of available rooms to meet anticipated demand, a Housing Bureau with a central booking facility has been established. All available accommodation (including apartments, houses and hotel rooms) will be listed with the Housing Bureau. The bureau will be operated by an alliance consisting of the Chiang Mai Hotel Association and local tour companies.

Additionally as part of plans to promote Greater Lanna, visitors are being encouraged to consider alternative accommodation in Chiang Rai and other neighboring provinces. Daily package tours with daily shuttles from these neighboring provinces to the exposition site are also available.

TRAFFIC MANAGEMENT
Visitors are being encouraged to attend on ordinary weekdays and avoid weekends and special holidays. Remote parking places have been organized with shuttle buses arranged to take visitors in to the Expo site. This should help to substantially to alleviate congestion.

After the show ends, exposition site in Mae Hia district in Chiang Mai will become a new tourist attraction for Chiang Mai and a knowledge center for Thailand’s horticultural sector. This will bring multifaceted benefits to the country, boosting exports as well as the image of horticultural products and tourism in the country.

GREATER LANNA
A one-of-a-kind event, Royal Flora Ratchaphruek presents a wealth of opportunities for visitors to Thailand to experience the spell-binding natural and cultural splendor that represents the finest of ‘Lanna heritage’ that can still be found in Chiang Mai and further beyond in the Greater Lanna provinces. All offer a diverse choice of tourist attractions, particularly the many breathtaking horticultural and botanical gardens and parks that include Doi Tung — home to the Mae Fah Luang Garden, Mae Fah Luang Arboretum on Doi Chang Mub mountain peak, the botanical gardens that are part of the Mae Fah Luang Art and Cultural Park in Chiang Rai province and the Queen Sirikit Botanical Gardens in Mae Sa.

The three-month long expo is expected to attract over two million visitors with an average of 20,000 each day. Foreign visitors are expected to extend their stay in the country from an average of four to five days resulting in additional revenue of 2,876 million baht being generated by the increased volume of tourists or a total income of 15,535 million baht in tourism revenue. Income from hosting the event will be 18,411 million baht, excluding revenue from organizing the event and the anticipated boost in exports after the event.

The effect of two million visitors, Thai and foreign, averaging 20,000 visitors daily over a three-month period with a period of stay extended from four to five days is expected to generate an increase of 2,876 million baht in revenue for the country. Visitors’ activities are expected to generate 15,535 million baht, while Thailand’s revenue gain is expected to reach 18,411 million baht.

The increased revenue flows do not include value created by the experience of organizing such a display, or the revenue anticipated from increased exports that will accrue later. More significantly, by hosting Royal Flora Ratchaphruek 2006 — International Horticultural Exposition for His Majesty the King, Thailand strengthens her positioning as a leader in the convention and exhibition business in Southeast Asia.

"Note: For your convenience, the above text can be downloaded from www.royalfloraexpo.com"

Organizing Agency
Ministry of Agriculture and Cooperatives
Department of Agriculture
Horticultural Science Society of Thailand

Supported by
International Society for Horticultural Science
World Flower Council

¹A1 Expo Status
An “A1” classification for an international horticultural exposition as defined by AIPH is “an international exhibition of long duration — at least 3 months; 6 months at most.” An A1 exhibition requires the full support of the government. Additionally, a country must be in a responsible member in good standing. AIPH must also be convinced that the host country is capable of organizing an A1 exhibition.

Number of Participating Countries
The Kingdom of Thailand is the Host Country and is not included in the number of participating countries listed above.

For more information, please contact:
Project Management Office for Event Operations,
Activity and Communications

Nawaporn Rojarayanont
Tel: 66(0)2686 7252 or 66(0)5907 9490
E-mail: nawaporn@royalfloraexpo.com

Suwanna Jaruthanakijpanich
Tel. 66(0)2686 7329 or 66(0)1615 2558
E-mail: suwanna@royalfloraexpo.com

Kaesinee Phantteranuruck
Tel. 66(0)2686 7360 or 66(0)1989 3416
E-mail: kaesinee@royalfloraexpo.com

HIGHLIGHTS
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