Singapore MICE Virtual Show: More details revealed

In the lead-up to the Singapore Tourism Board's (STB) inaugural virtual trade show next month, further details have been revealed to entice event planners to attend.

More than 700 attendees are expected at the two-day SingapoReimagine MICE Virtual Show, which will take place from 3 to 4 March. As well as one-to-one meetings with local suppliers, event planners can expect a curated programme of live-streamed content.

Set in a virtual 3D environment, participants can use their mobile devices to navigate the trade show floor, connecting with exhibitors, such as Gardens by the Bay, Singapore Airlines and Sentosa Development Corporation. There'll also be trivia quizzes with prizes up for grabs, while the top five voted buyers will each win a 3D2N trip to Singapore (when travel permits), complete with hosted accommodation and an itinerary of unique Singapore experiences.

Innovation in a time of disruption

STB has engaged local event organisers MICE Neurol, Aspen Event Planners and TLC Events to bring the event to life. Together, these companies have organised more than 38 digital events over the last eight months — including the 2020 Alzheimer’s Disease International Conference, a three-day event with more than 1,000 delegates.

MICE Neurol developed the online platform, and its founder, Kenny Goh, believes curation and gamification are the keys to enhancing a 'destination experience' online.

"Singapore has both the physical and digital infrastructure to be the centre of global events and we hope to do our part to reignite the MICE industry and continue to brand Singapore as a leading MICE destination,” he said.

MICE Depot, meanwhile, will deliver the event’s digital content. After building an in-house event studio and implementing digital training programmes, director, Francis Tan, said the virtual trade show will allow the company to showcase its technical know-how.

Experience is still king

Seven unique experiences have been specially curated for the SingapoReimagine MICE Virtual Show. These include cultural tours, culinary masterclasses, mixology lessons at Singapore's homegrown gin distillery, Brass Lion, and a behind-the-scenes tour of a traditional coffee shop.

Experience kits will be sent to selected participants, allowing them to participate in the sessions or enjoy the activities at their own pace.

Brass Lion Distillery founder, Jamie Koh, said: ”For this event, we’ve created a gin-tasting followed by a hands-on cocktail-making session for participants to learn about the Brass Lion brand in a more engaging way.”

Additional culinary adventures include a bake-at-home demonstration with renowned pastry chef, Janice Wong; and a Peranakan cooking class with Michelin-starred chef, Malcom Lee.

Reflecting on Singapore's success in restarting the business events sector, Edward Koh, executive director — conventions, meetings & incentive travel at STB, said: "The SingapoReimagine MICE Virtual Show demonstrates how we are transforming industry models to seize new opportunities, and underlines our reputation as a safe, trusted and innovative destination for business events. We look forward to having delegates from around the world join us in this journey of exploration and reimagination.”

See the full programme, and sign up here.