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New business events campaign launched for Singapore

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New business events campaign launched for Singapore
Singapore Tourism Board’s new campaign looks to position Singapore as the world’s best MICE city, with a focus on legacy.

The focus on legacy comes in the evolved and highly competitive post-COVID meetings landscape, in which legacy is beginning to feature prominently.

Singapore Tourism Board (STB) cites figures from the International Congress and Convention Association (ICCA) which show that, in the last three years, 44 per cent of associations organisers have adjusted their requests for proposals to include legacy requirements.

STB is leveraging previous business events delivered in Singapore that had strong legacy outcomes to prove its legacy value in addition to developing a legacy toolkit to help organisers build legacies into their events in Singapore.

“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,” said STB’s deputy chief executive, Yap Chin Siang.

“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.”

While what micenet has seen of the campaign doesn’t directly reference Singapore as the world’s best business events city, materials suggest Singapore’s ability to make a strong legacy impact.

According to business events consultancy GainingEdge, Singapore is already the most competitive convention destination in the world. In GainingEdge’s fifth edition of its Destination Competitive Index, released in December, Singapore overtook Paris for the first time as the world’s most competitive destination for association meetings. The consultancy also earmarked Singapore as a city to watch.

As an aviation hub, Singapore has a significant advantage as a business events host. Alongside this, stakeholders in the city-state have also put in place a program to drive up the sustainability of the local business events ecosystem.

“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,” said Ryan Yuen, managing director of Singapore International Water Week, one of the events profiled in the campaign for its legacy benefits.  

“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.”

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