CVB Update: Singapore Tourism Board

STB’s chief executive, Keith Tan, shares the board's plans.

STB’s Keith Tan: Sustainability is a key focus.
STB’s Keith Tan: Sustainability is a key focus. Photo Credit: STB

As part of M&C Asia’s CVB Update series, we interview Singapore Tourism Board’s chief executive, Keith Tan:

What are the STB’s key plans to grow the MICE industry in the next three years?

STB will diversify and leverage Singapore’s international presence to tap into business travel demand from key visitor markets like China, India, Indonesia, the US and the UK.

We will also nurture events that align with Singapore’s identified growth industries, such as aerospace, logistics and applied health sciences. This allows us to support the growth of Singapore-based companies in our key industries and ensure they remain future-ready.

Sustainability is a key focus, and we’re working with the industry to raise standards and become one of Asia’s most sustainable MICE destinations through our MICE Sustainability roadmap.

What are Singapore’s newest MICE developments?

We have enhanced our assistance schemes and incentives to appeal to the changing needs of MICE visitors and support the growth of MICE events in Singapore.

The Singapore MICE Advantage Programme 3.0 offers event organisers and delegates new sustainability options and greater ease throughout their event journey in Singapore. MICE groups can also participate in the In Singapore Incentives & Rewards Global 2.0 programme, which features nearly 80 experiences and has seen strong uptake since its 2022 launch.

Short-term visitors can redeem a free leisure experience through SingapoRewards, our new tourism incentive programme. They can also anticipate upcoming lifestyle events such as Tour de France Prudential Singapore Criterium (October), Singapore Comic Con (December) and ZoukOut Singapore (December).