Singapore Tourism Board launches international MICE marketing campaign 

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The Singapore Tourism Board (STB) has launched a brand new international  advertising marketing campaign, affirming Singapore’s place because the “World’s Best MICE City”, the place enterprise occasions can create and depart a constructive and lasting impression. The marketing campaign invitations Meetings, Incentives, Conventions and Exhibitions (MICE) occasion organisers and planners to take a recent perspective on Singapore’s worth proposition as a number one MICE vacation spot that may affect purposeful outcomes, amid a aggressive panorama. This marks the primary of six international campaigns¹ that STB is rolling out within the coming years to sharpen the method it tells the Singapore story, after it introduced its refreshed advertising technique in 2023.

As a significant commerce hub with cutting-edge innovation, expertise, and analysis capabilities, Singapore is house to a vibrant enterprise ecosystem the place thought leaders, buyers and companies meet. It additionally gives a impartial floor for significant dialogue, entry to distinctive tourism choices, and maintains a stellar observe document of internet hosting high-quality occasions. Please refer to Annex A for a checklist of vital occasions already secured for 2024.

Beyond distinctive capabilities, infrastructure and occasions, Singapore has set clear targets, requirements, certification programmes and incentives, to construct a greener future for the MICE trade. However, the evolving panorama underscores the intensifying want for locations to redefine the expertise and help they present to MICE planners, companies and delegates, who are more and more targeted on driving significant change.

According to International Congress and Convention Association’s (ICCA) Meeting Needs Survey (2023)², associations emphasised the significance of leaving a constructive impression in the vacation spot of their occasions and to construct legacy³ into their actions. For instance, 44% of worldwide associations modified their RFPs (Request for Proposals) within the final three years with legacy necessities. The outcomes additionally highlighted numerous methods that associations search to contribute positively, from holding sustainable occasions to partaking market segments for a extra inclusive method.

Yap Chin Siang, Deputy Chief Executive, Singapore Tourism Board, mentioned, “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 international MICE marketing campaign attracts inspiration from companies and occasions which might be main the cost in making a constructive impression. Examples of enterprise occasions which have leveraged Singapore’s strengths to handle a necessity or hole of their supposed communities, in Singapore and past are:

• SingaporeInternational Water Week (SIWW), held biennially on even years, is one of the world’s premier platforms that gathers leaders and consultants from cities, utilities, and the trade to share greatest practices and co-create revolutionary water, flood administration and coastal safety options to deal with urgent city water and related local weather challenges. It galvanises local weather motion, notably in Asia, by fostering new partnerships and collaboration amongst municipal and industrial stakeholders to construct a sustainable water future for all.
• RehabWeek 2023 (24 – 28 September 2023) noticed delegates from around the globe convene to change greatest practices and advance the frontiers of rehabilitation. RehabWeek gathered professionals from multi-disciplinary fields, an necessary issue that fosters collaboration and innovationwithin the rehabilitation group, enabling them to have interaction in significant dialogue to additional progress in their  The occasion showcased how expertise is used to combine telehealth, robots, and immersive digital actuality into routine care to ship higher affected person outcomes. It additionally make clear the necessity to collectively deal with international challenges, and the lively dedication by Singapore’s public healthcare system to drive innovation and options in rehabilitative expertise.
• WorldCongress of Anaesthesiologists 2024 (3 – 7 March 2024) showcased how sustainability might be utilized to the sector of anaesthesiology. The congress additionally featured environmentally pleasant booth-building schemes and piloted a zero-waste sales space, which has a forty five% decrease carbon footprint than conventional cubicles. To have a good time revolutionary concepts and options, the World Federation of Societies of Anaesthesiologists (WFSA) – Fresenius Kabi Innovation Awards had been introduced to a few winners, with particular recognition to those who helped cut back the environmental impression of Ryan Yuen, Managing Director, Singapore International Water Week Pte Ltd mentioned, “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.”

Susan de Bievre, World Congress of Anaesthesiologists Advisor, WFSA, mentioned, “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 companies to co-create their legacy journey with Singapore, STB is creating a complete Legacy toolkit which will include a clear framework for planning, executing and measuring legacy outcomes or impression of an occasion. For instance, enterprise partnerships solid in a assembly may drive trade growth, and an elevated group consciousness of a well being concern may assist to enhance high quality of well being amongst a inhabitants. It will additionally embrace case research and data on the help that STB gives. This is on observe to be accomplished and launched by June 2024.

STB has additionally rolled out an enhanced Singapore MICE Advantage Programme (SMAP) to additional entice MICE occasion organisers to Singapore. This programme includes a refreshed set of privileges, together with reductions from new life-style and retail companions Mandai Wildlife Group and Design Orchard. Privileges with current companions have additionally been expanded to embrace purchasing vouchers and complimentary experiences, together with meals and beverage.

The World’s Best MICE City marketing campaign is an extension of our Passion Made Possible vacation spot model, which celebrates the Singapore spirit of creating potentialities and making abnormal moments extraordinary. Beyond the marketing campaign movie and social belongings, the marketing campaign, set to roll out progressively throughout key markets and areas together with China, Europe, Germany, Indonesia, and United States, will embrace in-market commerce engagements and MICE journey reveals to showcase how Singapore delivers on each facet of the MICE expertise.

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