© Singapore Tourism Board
Singapore Tourism Board (STB) has launched a global marketing campaign to solidify the nation's position as a world-class MICE destination. This initiative aims to highlight how business events in Singapore can create a lasting positive impact.
Organizers of Meetings, Incentives, Conventions, and Exhibitions, particularly from Indonesia, are invited to consider Singapore as their premier MICE destination, offering impactful results in a competitive landscape.
This is the first of six global campaigns that STB will roll out in the coming years to enrich Singapore's narrative.
© Singapore Tourism Board
As a leading global trade hub renowned for innovation, technology, and research capabilities, Singapore is home to a dynamic business ecosystem where leaders, investors, and entrepreneurs converge. It offers a neutral platform for meaningful dialogue, access to unique tourism offerings, and a proven track record of hosting world-class events. For a comprehensive list of upcoming events in 2024, please refer to Appendix A.
Beyond its robust infrastructure, high-quality events, and capabilities, Singapore has set clear targets, standards, certification programs, and incentives to build a more sustainable MICE industry. However, the ever-evolving landscape underscores the growing need for destinations to redefine the experiences and support they offer to MICE event organizers, businesses, and delegates, who are increasingly focused on creating meaningful change.
According to the International Congress and Convention Association’s (ICCA) Meeting Needs Survey (2023), associations emphasize the importance of leaving a positive impact on event destinations and creating lasting influence through their activities. For instance, 44% of international associations have modified their RFPs (Request for Proposal) in the past three years to include sustainability criteria. This survey also highlights associations' efforts to contribute positively, from organizing sustainable events to engaging a wider market segment for a more inclusive approach.
Yap Chin Siang, Deputy Chief Executive of the Singapore Tourism Board, remarked, “ Positioning Singapore as a World’s Leading MICE Destination is integral to our ambition to maintain our competitive edge and strengthen Singapore’s strengths. This is crucial as MICE event organizers and delegates seek destinations that deliver value and positive impact. We remain committed to investing in new MICE products and experiences, and we invite event organizers to co-create impactful business events with us.”
At the heart of STB's global MICE campaign is a commitment to showcasing the transformative power of business events. By highlighting specific examples of events that have successfully addressed societal challenges, the campaign aims to inspire others to follow suit. These events have harnessed Singapore's world-class facilities, diverse talent pool, and strategic location to create meaningful and lasting change, demonstrating the potential of MICE to be a force for good.
- Singapore International Water Week is a biennial event that has become a leading platform for sharing best practices and innovative solutions in water management. By connecting city leaders, water companies, and industry experts, this event has facilitated groundbreaking collaborations to address the urgent challenges posed by climate change, particularly in Asia.
- RehabWeek 2023 (24 - 28 September 2023), highlighted the latest advancements in the field of rehabilitation, bringing together professionals from various disciplines. The conference explored how technology, such as telehealth, robotics, and virtual reality, can be integrated into patient care to improve outcomes. Additionally, RehabWeek emphasized the importance of international cooperation in addressing global challenges and showcased Singapore's commitment to driving innovation in rehabilitation technologies.
- World Congress of Anaesthesiologists 2024 (3 - 7 March 2024), demonstrated how sustainability can be integrated into the field of anesthesiology, with a focus on eco-friendly exhibition stand designs and initiatives to reduce the environmental impact of anesthesia. By recognizing innovative ideas and solutions through the WFSA-Fresenius Kabi Innovation Awards, the congress highlighted the importance of sustainability in healthcare.
Ryan Yuen, the Managing Director of Singapore International Water Week, highlighted the event's unique ability to connect global leaders in the water industry. He said, 'Singapore's central location and strong reputation have made it a magnet for water experts, fostering collaboration and driving innovation. By expanding our reach and introducing new themes like coastal protection and flood resilience, SIWW 2024 is further solidifying its position as a global hub for sustainable water solutions.'
Similarly, Susan de Bievre, an advisor to the World Federation of Societies of Anaesthesiologists, emphasized Singapore's role as a leading healthcare hub. She noted, 'Our decision to host the 18th World Congress of Anaesthesiologists in Singapore was driven by its commitment to sustainability and innovation. By bringing together healthcare providers from around the world, we aim to promote environmentally friendly practices in anesthesia and explore new ways to reduce the carbon footprint of healthcare.'
© Singapore Tourism Board
As a testament to Singapore's appeal as an international MICE (Meetings, Incentives, Conferences, and Exhibitions) destination, 24 travel agents from Indonesia participated in The Meeting Show Asia Pacific 2024, held on April 17-18, 2024, at the Sands Expo and Convention Centre in Singapore. This event brought together professionals from various sectors of the meeting industry, including global destinations, event venues, hotels, and key suppliers, offering a valuable opportunity for the Indonesian delegation to network, exchange knowledge, and explore collaboration opportunities.
One of the participants, Effendy Dharmawan, CEO of Preferred Tours Management, remarked, " Singapore provides a unique opportunity to connect with business leaders from around the world. By participating in The Meeting Show Asia Pacific 2024, we were able to meet with convention bureaus from various regions, including Europe and North America. The innovative event setup allowed us to maximize our time in Singapore with numerous productive meetings with decision-makers. We were also impressed by the organizers' efforts to implement sustainability practices, such as using digital apps for appointments, plastic-free utensils, and recyclable name tags. The event venue, Marina Bay Sands, has even earned certification as a Green Building."
To enhance their experience in Singapore, the Singapore Tourism Board (STB) organized a 3-day, 2-night tour, which included visits to the latest attractions, MICE venues, networking sessions with key stakeholders in Singapore, and team-building activities. Through this initiative, the Indonesian delegation was expected to gain the latest insights into activities suitable for meetings and incentive travel in Singapore, while also experiencing how Singapore redefines the visitor experience through a variety of offerings tailored for meeting and incentive travel groups.
© Singapore Tourism Board
To support business leaders in creating sustainable impact alongside Singapore, the Singapore Tourism Board (STB) has developed a comprehensive Legacy Toolkit. This toolkit provides a clear framework for planning, executing, and measuring the impact of events. For instance, business partnerships formed during MICE (Meetings, Incentives, Conferences, and Exhibitions) events can drive industry development. Additionally, raising public awareness about health issues through event initiatives can lead to prevention and early detection of diseases, ultimately improving public health in the future. The toolkit, set to launch in June 2024, will also include case studies and information on the support offered by STB.
STB has also launched an updated Singapore MICE Advantage Programme (SMAP) to boost interest among MICE event organizers in hosting their events in Singapore. This program offers a variety of benefits to organizers, including discounts from STB’s lifestyle and retail partners, such as Mandai Wildlife Group and Design Orchard. Existing partner benefits have been expanded to include additional shopping vouchers and free experiences, such as meals and beverages.
This global MICE campaign is an extension of the Passion Made Possible destination campaign, which embodies Singapore's spirit of turning possibilities into reality and making ordinary moments extraordinary.
In addition to campaign videos and social media assets, the campaign, which will be gradually rolled out in key markets and regions including China, Europe, Germany, Indonesia, and the United States, will also feature trade engagement activities and MICE travel tradeshows.
These events aim to showcase how Singapore delivers a comprehensive MICE experience. Campaign assets can be downloaded here.
