The inaugural Singapore Attendance Building Consultants initiative kicked off in China with the appointment of five in-market partners.
The Singapore Tourism Board (STB) has kickced off its inaugural Singapore Attendance Building Consultants (SgABC) initiative in China, appointing Chinese MICE intermediaries to help organisers unlock opportunities from the market.
Launching the initiative at the Greater China MICE Conference 2026, STB appointed five MICE intermediaries to support the generation of Chinese attendance – from delegates, buyers and trade visitors – for events held in Singapore.
The appointed partners are: Beijing Capital Group Exhibitions & Events, China International Exhibition Center Group, China National Machinery Industry International, Huiyuan Cultural Group and Shanghai International Exhibition Group.
Poh Chee Chuan, ED, exhibitions and conferences, STB, said: “These organisations bring with them extensive enterprise networks, deep market knowledge and proven attendance-generation capabilities across key industries in China.”
“Through this initiative, event organisers can tap on our in-market partners’ local expertise and connections to accelerate audience growth, enhance event quality and create stronger business outcomes.”
STB’s SgABC pilot in China is expected to be the first of a string of similar initiatives in APAC markets, with Poh sharing that there are plans to expand the initiative across “key attendance-generation markets” in the region.
“We see in-market intermediaries as strategic enablers that can help events scale more effectively and efficiently,” said Poh, who stressed that STB is intent on building new pathways to connect global communities, industries and opportunities through the destination.