Singapore Tourism Board will progressively roll out the "World's Best MICE City" campaign across key markets and regions including China, Europe, Germany, Indonesia, and the US. Photo Credit: Adobe Stock/nuttawutnuy
Amid its legacy of hosting renowned events like Taylor Swift
concerts, Singapore is reaffirming its status as the "World's Best MICE
City" through its newest global marketing campaign, spotlighted at The
Meetings Show APAC 2024. Joining the Singapore pavilion are 26 MICE
industry suppliers, including 19 hotels/venues and seven destination
management companies.
Dr. Edward Koh, executive director of conventions, meetings, and
incentive travel at the Singapore Tourism Board (STB), said: “The new
MICE global campaign film showcases the strengths that Singapore offers,
such as our accessibility to new markets; trust; safety; innovation and
sustainability. The film is inspired by MICE events that have been held
in Singapore, and events that are leading the charge in creating a
positive impact.
The "World's Best MICE City" campaign will unfold across key markets
and regions including China, Europe, Germany, Indonesia, and the US,
accompanied by in-market engagements and MICE trade shows to showcase
Singapore's comprehensive MICE offerings.
In line with increased emphasis on the importance of leaving a
positive impact in the destination where organisations hold their
events, and to build legacy into their activities, STB is inviting
businesses to co-create their legacy journey with Singapore.
According to Koh, STB is emphasising the importance of leaving a
positive impact on the destination, inviting businesses to co-create
their legacy journey through a comprehensive Legacy toolkit set to
launch by June 2024. It will also include case studies and information
on the support that STB offers.
STB has also enhanced the Singapore MICE Advantage Programme (SMAP),
featuring a refreshed range of privileges and discounts from new
lifestyle and retail partners as well as expanded privileges from
existing partners to further entice event organisers.
Singapore's MICE landscape shines bright with a promising lineup for
2024, including prestigious events like FIND: Design Fair Asia; NRF:
Retail’s Big Show; Rotary International Convention; and the Global
Sustainable Tourism Council (GSTC) Global Conference, while future
highlights include the World Sleep Congress 2025; World Aquaculture
Singapore 2026; and the 110th Lions Clubs International Convention in
2028.
What to look out for at TMS APAC 2024
The Singapore Pavilion will spotlight five local brands, each
offering unique experiences and tasteful delights tailored for event
planners:
- Fossa Chocolate: The artisanal bean-to-bar chocolate manufacturer presents flavours inspired by iconic local dishes for visitors to savour.
- Tanglin Gin: Singapore's pioneering locally distilled gin will offer a taste of its distinctive flavours.
- Cookie Museum: The Singaporean gourmet brand has
created over 700 original cookie recipes, including the innovative
Singapore Chilli Crab Cookies that narrate the Singapore Story. Visitors
can also learn about the newly introduced Tag and Bell (TAB) service,
allowing foreign MICE guests to shop and have packages delivered to
their hotel rooms.
- Denzy Gelato: Crafting gelato with natural
ingredients, the local gelato maker and supplier invites visitors to
indulge in various delicious flavours, including an Orange Chocolate
creation made from upcycled ugly fruits.
- Irvins: Known for its salted egg snacks bursting
with flavour, Irvins offers small-batch crafted salted egg chips for
visitors to enjoy, demonstrating how the brand can enhance MICE event
experiences.
Visit booth: D10