The winning factor: Why global MICE planners have their eyes on Singapore

The resurgence of the global MICE industry underscores a crucial point: destinations must continually adapt and innovate to entice both delegates and planners. This is particularly vital as 63% of planners report that their organisation, or their clients’ organisation, see greater value in face-to-face meetings than ever before, revealed the October 2023 results of Northstar/Cvent Meetings Industry PULSE Survey.

According to the International Congress and Convention Association’s (ICCA) 2022 rankings, Singapore was ranked as Asia’s top destination city for association conferences. What’s more, industry leaders are also drawn to Singapore, thanks to the constant stream of cutting-edge infrastructure, new experiences, and overall value for money.

A city designed to connect the world

Singapore’s excellent air connectivity and infrastructure are highly attractive to groups not only from the region, but also as far afield as Europe and Africa. Singapore Changi Airport is one of the largest transportation hubs in Asia, connecting travellers to 151 cities with over 6,400 weekly scheduled flights.

“We are seeing a lot of new interest in Asia, and we are very keen on organising trips to to Asian destinations. So Singapore is definitely on the list, noted Avinash Konrad Singh, CEO of Touchpoint Incentive in Poland. Ayodele Oyeneyin, CEO/MD of Trade Global Marketing Tours in South Africa, also sees the availability of direct flights to Singapore as a big draw to hold meetings in the city. “We’ve been receiving a lot of requests for Singapore,” he said.

As of September 2023, the Singapore Airlines Group – which includes the flagship Singapore Airlines and low-cost subsidiary Scoot – is operating at nearly 90% of pre-pandemic capacity levels. At a global level, Singapore is seeing a rapid resumption of direct flights from major cities around the world, including Hyderabad (October 2023), Wuxi (December 2023), Cairns (March 2024), and Brussels (April 2024).

Setting the bar for hospitality

Singapore is also renowned for its extensive array of meeting and conference hotels, with impeccable service standards to match. Planners can have their pick of accommodations in prime locations and travel around the city with ease — two important factors for M&I groups.

“Indonesian travellers love to stay at the city. Picture this: After a short event; they can go for shopping, casual gatherings, or meeting friends. That’s why it’s ideal to organise a networking cocktail at the city hotel,” noted Pauline Suharno, director of Elok Tour in Indonesia.

The Orchard Road shopping belt, with its diverse leisure offerings for delegates, stands as a perennial favourite among visitors. For instance, the new 347-key Pan Pacific Orchard elevates the meeting experience to new heights with its biophilic design, including a ballroom on the 18th floor that can host up to 670 guests. Also on planners’ radars is the rebranded Conrad Singapore Orchard, set to welcome guests to its 445 refurbished rooms in December 2023 alongside 1,548sqm of meeting space, a ballroom that seats 700 guests, and 10 dining experiences that include the Michelin-starred Chinese restaurant Summer Palace.

For corporate groups and meeting delegates, enjoy views of Marina Bay at Mandarin Oriental Singapore, which recently reopened after a six-month rejuvenation. Along with guestrooms featuring locally inspired colour palettes and furnishings, the hotel’s pillar-less Oriental Ballroom makes a statement with its new 20m curved LED wall.  Similarly, after a $30 million revamp, the Grand Copthorne Waterfront boasts no less than 33 function rooms and sustainability-focused touches across its 574 guestrooms and suites, including biodegradable stationery, in-room filtered water, and smart thermostats.

Incentive groups will relish the gregarious ambience of W Singapore Sentosa Cove, where 1114sqm of function rooms surround the manicured W Lawn and freeform WET Pool. The 720sqm Great Room, with its enchanting décor, features new LED screens for immersive presentations, while the hotel’s location makes it easy to go from meetings to the myriad leisure activities that Sentosa offers.

Experiences that surprise and delight

Singapore offers an unmatched variety of meeting and incentive ideas for partygoers, history buffs, and foodies alike. 

“We can see that the clients are looking for something new, something out of the box. And I think Singapore, as an incentive mice destination, really solves this problem for our clients,” noted Touchpoint Incentive’s Singh. For groups seeking winter escapes from Europe and the United Kingdom, Singapore offers the ideal tropical setting.

The island resort of Sentosa is a perennial favourite for meetings and incentives precisely because there’s always something new to experience. Take team-building activities up a notch at The Palawan @ Sentosa, a new leisure park on the shores of Palawan Beach. Challenge groups to a floating obstacle course at HydroDash aqua park, enjoy exhilarating rides at HyperDrive, Asia’s first indoor gamified electric Go-Kart circuit, or tee off at the 18-hole UltraGolf mini golf course.

Come nightfall, beach parties are made magical at +Twelve at Palawan Beach, which can be booked out for private events, or Tipsy Unicorn at Siloso Beach, where VIP cabanas and private suites can be reserved for groups of up to 30 guests. 

Groups and events focused on sustainability can also find an impressive array of likeminded venues and attractions, the newest being Bird Paradise at Mandai Wildlife Reserve. Here, groups can delight in informative keeper talks and wildlife experiences across the park’s eight aviaries, and can even hold seminars and product launches. For active experiences, consider an eco-friendly bicycle tour of Marina Bay by night, or embark on an exploration of Sentosa’s rainforests and intertidal zones. 

A high-value destination

For meeting buyers, a destination’s appeal goes beyond the event itself: it also needs to be attractive to delegates, especially as more people take extended “bleisure” trips. With world-class hotels and venues, awe-inspiring experiences, and an array of exhilarating leisure events all year round, Singapore stands out in the eyes of planners as a destination that’s exceptionally rewarding for meeting and incentive groups.

“We choose Singapore for MICE activities is because there’s a wealth of options available here. We never run out of ideas for planning MICE events in the city,” remarked Teguh Heri Basuki, CEO, Samasta Tour & Travel Jakarta. Basuki hosted a group for the 25th World Congress of Dermatology that concluded in July 2023, in Singapore.  

“Singapore is a value for money destination when it comes to MICE. What do we get? What experiences can we bring home? The answer lies in the professional services available here. Everything is so well-organised, and you get professional and top-notch services – that’s very important,” added Basuki.

Singapore can help you design meetings and incentive trips that leave delegates feeling entertained, educated, and inspired — start here.

This article is sponsored by Singapore Tourism Board