London event branches out to Singapore

The Meetings Show joins a bevy of Lion City MICE events continuing in July with Singapore MICE Forum followed by ITB Asia in October, while IBTM Asia Pacific awaits date for inaugural edition

ORGANISERS of a conference industry trade show created in London a decade ago are bringing an Asia Pacific version of their event to Singapore.

The Meetings Show, which marked its tenth anniversary last year, has announced plans to launch its hosted-buyer-led tradeshow for the region at Sands Expo and Convention Centre, Marina Bay Sands, April 17-18, 2024.

Northstar Travel Group – headquartered in the United States – purchased The Meetings Show in 2019 as part of a global acquisition targeting publications and events serving the meetings industry.

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Its arrival in Singapore would add to a busy MICE trade-show calendar in the city state with the locally organised Singapore MICE Forum due to get underway July 27-28, Messe Berlin’s ITB Asia in October, and a date yet to be announced for Reed Exhibitions’ inaugural edition of IBTM Asia Pacific, the launch of which has been postponed since 2020 as Covid hit the meetings industry.

For Singapore, however, the presence of yet another MICE trade show will be viewed by officials as raising the city’s profile as a business events hub even higher as rival destinations claw back events lost due to Covid restrictions.

Singapore MICE Forum, organised by Saceos, the city’s association for business event organisers and suppliers, has lined up a roster of 28 speakers including Edward Koh, Singapore Tourism Board’s executive director, conventions, meetings and incentive travel; Michelle Mason, president and CEO of the American Society of Association Executives;  Mark Temple-Smith, chief operating officer, Informa Markets, and Jasper Donat, co-founder and CEO of Branded.

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The forum has been themed as the “Great Reset” and opening address will be delivered by Alvin Tan, Minister of State for Trade and Industry, and Ministry of Culture, Community and Youth. The event is supported by Singapore Tourism Board.

“As MICE events in Singapore and the region continue to make a resounding comeback, now is the time for the industry to come together to collaborate, exchange knowledge and innovate towards a more future-proof and sustainable future,” said Saceos president Richard Ireland.

“There can be no better platform to gather the community than the Singapore MICE Forum and no better timing for the region’s choice thought leadership and learning event to take place than now,” he said.

The Meetings Show Asia Pacific has also gained the support of Singapore Tourism Board as it vies with other destinations for conferences and other business events. STB’s deputy chief executive, Yap Chin Siang, said: “The choice of Singapore as host affirms our position as the preferred destination for MICE events here in the region.”

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