Informa Group’s Nick Cole (left) and Singapore Tourism Board’s Ong Huey Hong at the MoU signing during IMEX Frankfurt.
The Singapore Tourism Board (STB) is deepening its partnership with B2B events owner Informa Group with a memorandum of understanding that covers business development, experience design and the assessment of long-term strategic initiatives.
A major component of the new agreement will be the launch of three new Asia events in Singapore later this year: FundForum Asia, Pharmapack Asia and BioProcess International Asia.
The collaboration will also support the expansion of existing Informa events in Singapore, including MRO Asia-Pacific and the addition of a semiconductor component to Asia Photonics Expo.
Towards experiential business events
Beyond launching and upsizing regional shows, both parties said they will explore new approaches to experience design through “festivalisation” initiatives aimed at creating more immersive delegate experiences, increasing “destination vibrancy” and strengthening bleisure appeal.
This will build on the partners' approach of enhancing professional programming with lifestyle, community and experiential elements, such as in the case of Food and Hospitality Asia, to amplify B2B event impact, Ong Huey Hong, assistant chief executive, industry development group, STB told M&C Asia.
The agreement also covers longer-term strategic priorities such as sustainability and talent development, which are key to building the future competitiveness of Singapore’s MICE industry.
Ong said: “Our partnership with Informa Group is founded on a shared belief that business event partnerships can catalyse conversations, deepen connections, and leave a lasting impact on the communities that host them.
“At a time when the world is navigating through uncertainty, we see this collaboration as an opportunity to deliver outcomes that will open new avenues for growth, further strengthen our MICE industry, and reinforce Singapore’s [business events appeal].”
Nick Cole, chief commercial officer, Informa Markets, emphasised not only Singapore’s status as the region’s business and trade hub, but also alignment in principles of growth “not just for the markets they serve, but for the local community and economy”.
According to STB, the partnership supports the destination’s Tourism 2040 ambitions, including plans to triple MICE tourism receipts over the long term.
Long-term MICE growth
Singapore’s MICE sector has continued to expand in recent years, supported by strong international event demand and a growing pipeline of major conventions and exhibitions across sectors such as healthcare, technology, finance and sustainability.
The destination’s business events pipeline extends into the coming decade. Beyond the inaugural Asia editions of Passenger Terminal Expo Asia and Breakbulk Asia, as well as the return of the World Congress of Chinese Medicine after a 19-year absence, Singapore has also secured major international gatherings including the Lions Clubs International Convention 2028 and the World Conference for Non-Destructive Testing 2032.