MESSE BERLIN (Singapore) is to debut MICE Show Asia 2019 alongside its existing ITB Asia to meet “fast-growing demand” for conferences and business events in the region.
The new show will target Asia’s meetings, incentives, conferences and exhibitions segment and balances the growing dominance of independent and online-booking operators at the three-day ITB Asia in Singapore. Both shows will be co-located Sands Expo & Convention Centre at Marina Bay Sands, October 16-18.
MICE Show Asia 2019 plans to have 47 per cent of participants from MICE agencies; 26 per cent corporate meetings and incentive planners; 15 per cent from PCOs or exhibition organisers; 9 per cent are due to be association buyers, and three per cent independent planners. More than 60 per cent of the new show’s buyers will be from Asia Pacific, according to Messe Berlin, the organiser of MICE Show Asia.
“The MICE sector in APAC continues to thrive, with the region expected to witness the highest growth rate in the next five years,” said Katrina Leung, managing director of Messe Berlin (Singapore).
“After successfully organising ITB Asia for 12 years, we noticed the fast-growing demand for the MICE and corporate travel segments. MICE Show Asia 2019 seeks to capture this growing demand and I am confident participants will gain the highest value at this show,” Leung said.
According to a forecast published by Allied Market Research on the global MICE market, Asia-Pacific is expected to witness the highest growth rate of 8.6 per cent through to 2023.
Demand is expected to be particuarly strong in Singapore, China and India drive by easing of visa restrictions, investments in better infrastructure, and a growth in commercial aviation.
Speakers at MICE Show Asia 2019 will include leaders from American Express Meetings & Events, EventXtra, succevo, K.I.T. Group and Cvent who will share market insights, new ideas, and case studies.
Topics will include 2020 forecasts for the global meeting and events industries, the digital transformation of meetings and events, and innovative use of technology to captivate event-attendees.
Messe Berlin is working with prominent trade partners such as the United Networks of International Corporate Event Organisers (UNICEO), Professional Convention Management Association (PCMA) among others on conference content and enlisting buyers;