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
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
• 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
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