Singapore aspires to ‘World’s Best MICE City’

Lion City offers MICE planners opportunity to leave positive community, health and environmental legacies from their events as Singapore Tourism Board sharpens competitive edge in new campaign

SINGAPORE Tourism Board is launching six new global campaigns – as it boldly positions the Red Dot as “World’s Best MICE City” where organisers have the opportunity to create a positive legacy from their events.

Business event planners are being called upon to take a fresh perspective on Singapore’s value proposition: not only as a city with advanced venues and services, but also as a destination where events can raise community awareness of issues such as sustainability, medicine and science.

Tourism chiefs are pointing to the city’s record in hosting events that enable delegates to build a positivity legacy from their conference, exhibition or incentive program   

Singapore Tourism Board’s six global campaigns:
1/ World’s Best MICE City;
2/ City that Connects;
3/ Family Playground;
4/ Twice the Fun;
5/ Culinary Capital;
6/ Travel Well.

This comes amid an increasing demand among participants at conferences and exhibitions to ensure a positive legacy from their events. The Meeting Needs Survey carried out by the International Congress and Convention Association (ICCA) in 2023 showed that associations emphasised the importance of leaving a positive impact in destinations where their events are held and to build legacy into their activities during the event. 

ICCA found that 44 per cent of international associations surveyed modified their RFPs (Request for Proposals) in the past three years with legacy requirements. The results also highlighted various ways that associations seek to contribute positively, from holding sustainable events to engaging market segments for a more inclusive approach.

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Though Singapore has set clear targets, standards, certification programmes and incentives to build a greener future for the MICE industry, it sees a growing need for destinations to redefine the event experience and support provided to MICE planners, businesses and delegates, who are increasingly focused on driving meaningful change.

“Positioning Singapore as the World’s Best MICE City is integral to our ambition to maintain a competitive edge, and to reinforce Singapore’s strengths,” Yap Chin Siang, deputy chief executive of Singapore Tourism Board, said.

“This is especially critical as MICE event organisers and delegates seek destinations that deliver value and drive positive impact. We remain committed to invest in new MICE products and experiences, and we invite event organisers and planners to co-create business events with us that yield meaningful outcomes,” Yap said.

Among the events that have inspired STB’s global MICE campaign by leveraging the city’s strengths to address a need or gap in their intended communities in Singapore and beyond are…

Singapore International Water Week – The event galvanises climate action, particularly in Asia, by fostering new partnerships and collaboration among municipal and industrial stakeholders to build sustainable water supplies.

   RehabWeek 2023 – The event showed how technology is used to integrate telehealth, robots, and immersive virtual reality into routine care to deliver better patient outcomes. It also shed light on the need to collectively tackle global challenges, and the commitment by Singapore’s public healthcare system to drive innovation and solutions in rehabilitative technology.

World Congress of Anaesthesiologists 2024 – The congress featured environmentally friendly booth-building schemes and piloted a zero-waste booth, which has a 45 per cent lower carbon footprint than standard booths. Awards were also presented in recognition of those who helped reduce the environmental impact of anaesthesia.

To help businesses co-create their legacy journey with Singapore, STB plans to issue a Legacy toolkit in June containing a framework for planning, executing and measuring legacy outcomes or impact of an event. 

An enhanced Singapore MICE Advantage Programme to encourage business event organisers to Singapore with a refreshed set of privileges, including discounts from new lifestyle and retail partners. Privileges with existing partners have also been expanded to include shopping vouchers and complimentary experiences, including food and beverage.

The “World’s Best MICE City” campaign is an extension of STB’s Passion Made Possible destination branding.

Main image: One of the exhibits at Gardens by the Bay, Singapore

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