The Singapore Tourism Board launches 'World's Best MICE City' campaign, spotlighting Singapore as a destination for impactful business events with lasting legacies. Photo Credit: Adobe Stock/24Novembers
The Singapore Tourism Board (STB) has launched a bold new global
marketing campaign, positioning Singapore as the “World’s Best MICE
City” where business events can create and leave a positive and lasting
impact.
Beyond its robust infrastructure and event offerings, Singapore has
set clear targets, standards, certification programmes and incentives,
to build a greener future for the MICE industry. Recognising the
evolving needs of MICE planners and delegates, the campaign invites
fresh perspectives on Singapore's value proposition, emphasising
purposeful outcomes in a competitive landscape.
The World’s Best MICE city campaign, the first of six, follows STB's
refreshed marketing strategy in 2023. It extends the Passion Made
Possible destination brand, reflecting Singapore's spirit of creating
possibilities and making ordinary moments extraordinary. The campaign
will be rolled out progressively across key markets, including China,
Europe, Germany, Indonesia, and the United States, featuring trade
engagements and MICE travel shows.
Emphasising legacy building
As a premier global trade hub with cutting-edge innovation, technology, and research capabilities, Singapore's vibrant business ecosystem, thought leaders, investors, and businesses converge to drive growth and collaboration for MICE events.As a leading global trade hub with cutting-edge innovation,
technology, and research capabilities, Singapore is home to a vibrant
business ecosystem where thought leaders, investors and businesses meet.
It also offers a neutral ground for meaningful dialogue, access to
unique tourism offerings, and maintains a stellar track record of
hosting high-quality events such as Singapore Airshow, The Meetings Show Asia Pacific, and Rotary International Convention.
According to the International Congress and Convention Association's
(ICCA) Meeting Needs Survey (2023), associations increasingly prioritise
leaving a positive impact and building legacy into their events. For
instance, 44% of international associations have modified their RFPs in
the last three years to include legacy requirements. This underscores
the importance of sustainability and inclusivity in event planning.
Yap Chin Siang, deputy chief executive at STB, said, “Positioning
Singapore as the World’s Best MICE City is integral to our ambition to
maintain a competitive edge, and to reinforce Singapore’s strengths.
This is especially critical as MICE event organisers and delegates seek
destinations that deliver value and drive positive impact. We remain
committed to invest in new MICE products and experiences, and we invite
event organisers and planners to co-create business events with us that
yield meaningful outcomes.”
Events with positive impact
STB’s global MICE campaign draws inspiration from businesses and
events that are leading the charge in creating a positive impact.
Examples of business events harnessing Singapore’s strengths to address
community needs locally and globally include:
· Singapore International Water Week (SIWW), held
biennially, convenes leaders and experts to co-create innovative
solutions for urban water and climate challenges. It fosters
partnerships to advance climate action, particularly in Asia, ensuring a
sustainable water future.
· RehabWeek 2023 (24 – 28 September 2023) brought
together professionals from various disciplines, fostering collaboration
and innovation in rehabilitation. It showcased technology integration
like telehealth and virtual reality for better patient outcomes,
emphasising Singapore's commitment to healthcare innovation.
· World Congress of Anaesthesiologists 2024 (3-7
March 2024) showcased sustainable practices in anaesthesiology. It
featured environmentally friendly booth-building schemes and a
zero-waste booth, reducing carbon footprint. The WFSA-Fresenius Kabi
Innovation Awards recognised solutions reducing the environmental impact
of anaesthesia.
Legacy toolkit, enhanced SMAP
STB is rolling out a Legacy toolkit by June 2024, aimed at assisting
businesses in co-creating their legacy journey with Singapore. This
toolkit will offer a comprehensive framework for planning, executing,
and measuring the legacy outcomes of events. It will feature case
studies and details on STB support.
To further attract MICE event organisers, STB has revamped the
Singapore MICE Advantage Programme (SMAP), featuring a refreshed set of
privileges, including discounts from new lifestyle and retail partners,
Mandai Wildlife Group and Design Orchard. Privileges with existing
partners have also been expanded to include shopping vouchers and free
experiences, including F&B.