Singapore has reaffirmed its status as the “World’s Best MICE City” with the launch of a global marketing campaign.
Designed to showcase Singapore’s ability to foster positive and lasting impacts through Meetings, Incentives, Conventions, and Exhibitions (MICE) events, the campaign highlights the city-state’s commitment to ‘transforming possibilities into reality’.
Initiated by the Singapore Tourism Board (STB), this campaign marks the first of six global initiatives aimed at redefining the narrative around Singapore as a premier destination.
It comes as part of STB’s refreshed marketing strategy announced in 2023.
Singapore’s allure lies not only in its infrastructure and event capabilities but also in its dedication to sustainability and legacy building within the MICE industry.
With clear targets, certification programs, and incentives in place, Singapore is actively aiming to shape a greener future for MICE events.
The importance of legacy building has been underscored by the International Congress and Convention Association (ICCA) Meeting Needs Survey (2023).
Results revealed that 44% of international associations have incorporated legacy requirements into their Request for Proposals (RFPs) over the past three years. This reflects a growing trend among MICE organizers to prioritise meaningful contributions to the destinations they visit.
Mr. Yap Chin Siang, Deputy Chief Executive of the Singapore Tourism Board, emphasised the significance of positioning Singapore as the World’s Best MICE City, stating, “We remain committed to investing in new MICE products and experiences, inviting event organisers and planners to co-create business events with us that yield meaningful outcomes.”
STB’s campaign draws inspiration from exemplary business events that have leveraged Singapore’s strengths to address global challenges and drive positive change.
Events like the Singapore International Water Week (SIWW), RehabWeek, and the World Congress of Anaesthesiologists exemplify Singapore’s role in facilitating dialogue and fostering innovation across diverse sectors.
Mr. Ryan Yuen, Managing Director of Singapore International Water Week Pte Ltd, praised Singapore’s role in fostering international collaborations, stating, “With each event, we have reached wider audiences, enhanced our event format, and facilitated business opportunities – all of which have brought the global community closer to achieving a more sustainable water future.”
Similarly, Ms. Susan de Bievre, Advisor to the World Congress of Anaesthesiologists, commended Singapore’s focus on sustainability and innovation, highlighting the city-state as an ideal host destination for healthcare-related events.
To support businesses in co-creating their legacy journey with Singapore, STB is developing a Legacy toolkit, slated for launch by June 2024.
This toolkit will provide a framework for planning, executing, and measuring legacy outcomes, with case studies and information on STB support.
Moreover, STB has enhanced the Singapore MICE Advantage Programme (SMAP), offering a refreshed set of privileges to further entice MICE event organisers.
These privileges include discounts and complimentary experiences from new and existing partners, enhancing the overall MICE experience in Singapore.
The “World’s Best MICE City” campaign aligns with Singapore’s overarching brand narrative, “Passion Made Possible.”
Set to roll out progressively across key markets and regions, the campaign will include trade engagements and MICE travel shows to showcase Singapore’s excellence in every aspect of the MICE experience.
