Singapore Tourism Board Launches Global MICE Campaign to Position Singapore as the “World’s Best MICE City”

Singapore, 28 March 2024 – The Singapore Tourism Board (STB) has launched a new global marketing campaign today, affirming Singapore’s position as the “World’s Best MICE City”, where business events can create and leave a positive and lasting impact. The campaign invites Meetings, Incentives, Conventions and Exhibitions (MICE) event organisers and planners to take a fresh perspective on Singapore’s value proposition as a leading MICE destination that can influence purposeful outcomes, amid a competitive landscape. This marks the first of six global campaigns¹ that STB is rolling out in the coming years to sharpen the way it tells the Singapore story, after it announced its refreshed marketing strategy in 2023.

Singapore’s Unique Proposition in Emphasising Legacy Building

As a major 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. Please refer to Annex A for a list of significant events already secured for 2024.

Beyond exceptional capabilities, infrastructure and events, Singapore has set clear targets, standards, certification programmes and incentives, to build a greener future for the MICE industry. However, the evolving landscape underscores the intensifying need for destinations to redefine the experience and support they provide to MICE planners, businesses and delegates, who are increasingly focused on driving meaningful change.

According to International Congress and Convention Association’s (ICCA) Meeting Needs Survey (2023)², associations emphasised the importance of leaving a positive impact in the destination of their events and to build legacy³ into their activities. For example, 44% of international associations modified their RFPs (Request for Proposals) in the last three years with legacy requirements. The results also highlighted various ways that associations seek to contribute positively, from holding sustainable events to engaging market segments for a more inclusive approach.

Mr Yap Chin Siang, Deputy Chief Executive, Singapore Tourism Board, 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.”

Leading the Way to Creating 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 that have leveraged Singapore’s strengths to address a need or gap in their intended communities, in Singapore and beyond are:

• Singapore International Water Week (SIWW), held biennially on even years, is one of the world’s premier platforms that gathers leaders and experts from cities, utilities, and the industry to share best practices and co-create innovative water, flood management and coastal protection solutions to tackle pressing urban water and associated climate challenges. It galvanises climate action, particularly in Asia, by fostering new partnerships and collaboration amongst municipal and industrial stakeholders to build a sustainable water future for all.

•  RehabWeek 2023 (24 – 28 September 2023) saw delegates from around the world convene to exchange best practices and advance the frontiers of rehabilitation. RehabWeek gathered professionals from multi-disciplinary fields, an important factor that fosters collaboration and innovation within the rehabilitation community, enabling them to engage in meaningful dialogue to further progress in their work. The event showcased how technology is used to integrate telehealth, robots, and immersive virtual reality into routine care to deliver better patient outcomes. It also shed light on the need to collectively tackle global challenges, and the active commitment by Singapore’s public healthcare system to drive innovation and solutions in rehabilitative technology.

• World Congress of Anaesthesiologists 2024 (3 – 7 March 2024) showcased how sustainability can be applied to the field of anaesthesiology. The congress also featured environmentally friendly booth-building schemes and piloted a zero-waste booth, which has a 45% lower carbon footprint than traditional booths. To celebrate innovative ideas and solutions, the World Federation of Societies of Anaesthesiologists (WFSA) – Fresenius Kabi Innovation Awards were presented to three winners, with special recognition to those that helped reduce the environmental impact of anaesthesia.

Mr Ryan Yuen, Managing Director, Singapore International Water Week Pte Ltd said, “Being able to easily connect with internationally renowned partners on our homeground is a key driving force behind Singapore’s continued success and influence in the global water industry. With each event, we have reached wider audiences, enhanced our event format, and facilitated business opportunities – all of which have brought the global community closer to achieving a more sustainable water future. SIWW 2024 will introduce new programme pillars around coastal protection and flood resilience, augmenting the existing pillars in SIWW on water and used water treatment solutions and technology.”

Ms Susan de Bievre, World Congress of Anaesthesiologists Advisor, WFSA, said, "As a centre for health sciences and innovation, Singapore was the ideal host destination to convene healthcare providers for the exchange of ideas and collaboration across the spectrum of anaesthesiology. At the 18th World Congress of Anaesthesiologists 2024, WFSA and the Singapore Society of Anaesthesiologists (SSA) committed to green practices that minimised waste and carbon emissions. Special recognition was also given to research and projects that reduced the environmental impact of anaesthesia. Singapore is a leader in sustainability in the region and we are delighted to have had the opportunity to showcase our focus on sustainability, innovation and creating positive impact for the global community."

To empower businesses to co-create their legacy journey with Singapore, STB is developing a comprehensive Legacy toolkit which will contain a clear framework for planning, executing and measuring legacy outcomes or impact of an event. For example, business partnerships forged in a meeting could drive industry development, and an increased community awareness of a health issue could help to improve quality of health among a population. It will also include case studies and information on the support that STB offers. This is on track to be completed and launched by June 2024.

STB has also rolled out an enhanced Singapore MICE Advantage Programme (SMAP) to further entice MICE event organisers to Singapore. This programme features 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 complimentary experiences, including food and beverage.

The World’s Best MICE City campaign is an extension of our Passion Made Possible destination brand, which celebrates the Singapore spirit of creating possibilities and making ordinary moments extraordinary. Beyond the campaign film and social assets, the campaign, set to roll out progressively across key markets and regions including China, Europe, Germany, Indonesia, and United States, will include in-market trade engagements and MICE travel shows to showcase how Singapore delivers on every aspect of the MICE experience.

The campaign assets can be downloaded here.

¹The six global campaigns are: World’s Best MICE City; City that Connects; Family Playground; Twice the Fun; Culinary Capital; Travel Well.

²The survey was conducted in January 2023 with the European Society of Association Executives (ESAE), the African Society of Association Executives (AfSAE) and the Asia-Pacific Federation of Association Organisations (APFAO). It received 177 responses globally. Source: here.

³Meeting legacies are the long-term impact that a meeting has on an organisation, its community, the host destination, and broader society.

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About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.