Mandai joins JTB, STB and SIA to strengthen a more experiential, nature-led proposition. Photo Credit: JTB
JTB, Mandai Wildlife Group, Singapore Tourism Board (STB) and Singapore Airlines (SIA) have entered into a partnership to court MICE groups from Japan.
JTB says this builds on an earlier destination promotion collaboration formed in 2024 between JTB, STB and SIA.
With Mandai Wildlife Group now onboard, the partners have sharpened their MICE proposition to include nature-led venues and immersive wildlife attractions.
According to the statement JTB published on social media, the expanded partnership recognises “new values such as sustainability, engagement, and meaningful experience”.
The announcement comes amid a growing emphasis on differentiated, experience-led MICE itineraries, particularly those aligned with sustainability and wellbeing, in the Japanese outbound market.
While Singapore’s established strengths – including its infrastructure, accessibility and government support – remain central to its appeal, the addition of Mandai signals a shift towards layered programming, where business events are paired with purpose-driven experiences.