STB launches MICE Virtual Show

Singapore’s MICE recovery continues to gain momentum with the Singapore Tourism Board (STB) this week announcing it will host a two-day virtual trade show in March to showcase how its meetings and events industry has transformed in the wake of Covid-19.

The announcement comes hot on the heels of PCMA Convening Leaders, with Singapore hosting the Global Broadcast Centre for this year’s conference; and a series of successful pilot events that have helped prepare the industry for the future of meetings.

The SingapoReimagine MICE Virtual Show will take place from 3 to 4 March via a virtual 3D platform powered by local event technology company, MICE Neurol, which has been designed to reflect a trade show environment. As well as connecting buyers and suppliers, the virtual event will feature a curated programme of live-streamed content, including tours and interactive masterclasses. 

“With up to 40 suppliers and two full days of programming, this is our first-ever large-scale virtual trade show,” said Dr Edward Koh, executive director — conventions, meetings & incentive travel at STB. “As we take calibrated steps towards reopening our MICE industry, it’s critical to connect with international event organisers to exchange ideas and create future business opportunities as we all journey towards recovery.”

So, what can event organisers expect?

• 1-to-1 meetings with up to 40 suppliers, including convention centres, hotels, destination management companies, and tour operators
• Live experiential tours through Singapore’s cultural hubs, including a visit to one of Singapore’s oldest Hainanese coffeeshops; and a walk through the city’s downtown precinct, where a myriad of colours and cultures collide
• A culinary masterclass with chef Malcolm Lee, chef-owner of the world’s first Michelin-starred Peranakan restaurant
• Bake-at-home demonstration with renowned pastry chef, Janice Wong. Experience kits will be sent to selected participants, allowing them to enjoy these hands-on activities at their own pace
• A mixology session and behind-the-scenes tour of Singapore’s first gin distillery, Brass Lion
• Live panel discussions and updates on Singapore’s new Safe Management Measures (SMMs) for Covid-safe events
• Virtual site visits and a showcase of new and reimagined MICE experiences, including the latest in hybrid meetings technology

STB introduced a Safe Business Events Risk Management Framework in July 2020 and began accepting applications for organisers to pilot MICE events (with up to 250 attendees) in October, kicking off with the Singapore International Energy Week.

As of 31 December 2020, Singapore has held 29 MICE event pilots, where new wearable technologies, contact tracing, and testing protocols for foreign delegates were trialled. Events like TravelRevive, the Singapore FinTech Festival, and Singapore Food Festival also adopted hybrid formats.

For Koh, this ‘test and learn’ approach has been critical to Singapore’s success in battling Covid-19. “I’m proud of the industry’s fortitude, and the courage our MICE partners have shown in the face of adversity,” he said.

“As we slowly increase capacity limits, we are becoming more accustomed to the new norm of [on-site COVID-19] testing, contact tracing and creating smaller cohorts of people at live events. We are also embracing virtual technologies to bring hybrid event formats to life… It’s all about adaptability.” 

To sweeten the deal, the top 5 voted buyers at the virtual event will each win a 3D2N trip to Singapore with Singapore Airlines (when travel permits), complete with hosted accommodation and an itinerary of unique Singapore experiences.

Register here.