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
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).