SINGAPORE is set to further push the festivalisation of its conference and exhibitions calendar, under a strengthened partnership between the city-state’s tourism board and Informa Group.
The initiative comes as Singapore consolidates its position at the top of global meetings rankings and posts strong growth in business tourism, according to Singapore Tourism Board (STB).
Piloting festival-style elements
At the heart of the agreement is a plan to pilot festival-style elements within selected trade events, with the aim of creating more immersive delegate experiences and boosting the city’s appeal as both a business and leisure destination.
Such efforts are expected to add vibrancy to the destination while deepening engagement, reflecting a broader industry shift towards experience-led formats.
The collaboration forms part of a three-year memorandum of understanding focused on business development, experience design and longer-term strategic priorities, including sustainability and talent development. It also aligns with Singapore’s Tourism 2040 ambition to triple MICE tourism receipts.
The move follows a year of record performance for Singapore’s tourism industry. Tourism receipts reached S$32.8 billion (about USD25.8bn) in 2025, up 10 per cent year-on-year, with the business events segment a significant contributor. MICE visitors, who typically outspend leisure travellers, generated S$2.3 billion in receipts, a 35 per cent increase from the previous year.
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Singapore retained its position as the top meeting city in Asia Pacific by the International Congress and Convention Association (ICCA) for the 23rd consecutive year, hosting 156 meetings in 2025. At the same time, Cvent named Singapore its top meeting destination in Asia Pacific for 2026, marking the eighth time it has received the accolade since 2016.
Officials say the enhanced partnership with Informa is designed to build on this momentum by expanding both the scale and scope of events held in the city. The agreement includes the launch of three new events – FundForum Asia, Pharmapack Asia and BioProcess International Asia – later this year.
New events coming up
Existing shows such as MRO Asia Pacific will be further grown, while the Asia Photonics Expo is set to introduce a new Asia Semiconductor Expo component.
In addition to these programme expansions, the two sides will explore new event concepts over the course of the partnership, with festivalisation positioned as a key differentiator in an increasingly competitive global market.
Ong Huey Hong, Assistant Chief Executive, Industry Development Group, Singapore Tourism Board, said: “Our partnership with Informa Group Limited is founded on a shared belief: business events, organised with the right partners, can do more than bring people together – they can catalyse conversations, deepen connections, and leave a lasting impact on the communities that host them.
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“At a time when the world is navigating through uncertainty, we see this collaboration as an opportunity to deliver outcomes that will open new avenues for growth, further strengthen our MICE industry, and reinforce Singapore’s position as the World’s Best MICE City,” she said.
Nick Cole, Chief Commercial Officer, Informa Markets, added: “Singapore is a leading global hub for business and trade. We deeply share Singapore’s belief in the power of live events to champion and drive growth and success, not just for the markets they serve, but for the local community and economy too.
“We have nearly 20 brands in Singapore, and are excited at expanding our activity through this deeper strategic partnership, which will help us serve our customers and markets in more ways while contributing to the further development of Singapore’s thriving economy,” Cole said.
Festivalisation is growing as a trend in conferences and exhibitions. By blending business content with curated experiences, policymakers and organisers are betting that the next phase of growth will come from events that are as much about engagement and destination appeal as they are about transactions and networking.
Main picture… Nick Cole, of Informa Markets, after the MoU signing with Ong Huey Hong, of Singapore Tourism Board’s Industry Development Group
