Singapore was already emphasising quality when it announced its Tourism 2040 vision in 2025.
Updating the media on January 29 at the ASEAN Tourism Forum – TRAVEX 2026, the Singapore Tourism Board (STB) highlighted its focus on driving demand for both leisure and MICE visitors, strengthening Singapore’s destination appeal with new and enhanced experiences and development through strategic partnerships and industry initiatives.
Event planners can look forward to new attractions such as Exploria, a 10,000m2 indoor, nature-themed multimedia hub opening at Mandai Wildlife Reserve in March, Porsche Experience Centre opening in 2027 and expansion of Marina Bay Sands and Resorts World Sentosa with additional premium entertainment and MICE spaces by 2030.
Meanwhile, new hotel brands are opening while others are introducing new hospitality concepts.
“Our vision for Singapore is to be a world-class destination with diverse, unique and inspiring experiences, a vibrant and endearing home that Singaporeans and residents proudly advocate for, and a global city for innovation where companies and talents co-create sustainable tourism growth,” Dr Edward Koh, STB’s executive director, international group HQ and Oceania, told micenet.
Meanwhile, the Vietnam National Authority of Tourism recorded 21.2 million international visitors in 2025, a 20 per cent increase over 2024. This year’s target is 26 million arrivals.
Vietnam offers diverse products celebrating culture and heritage, nature and beaches, culinary and wellness experiences – assets that also attract MICE participants.
Hanoi, Ho Chi Minh City and Danang lead in MICE, having the infrastructure to host large-scale international events. Phu Quoc is upgrading to meet the highest standards for the 2027 APEC Summit, which it is set to host.
Danang is riding high, hosting some 250 MICE events in 2025 that drew 82,000 participants, with 39,000 being international visitors – a 12.8 per cent increase over 2024.
With Danang having merged with Hoi An last July, Danang Tourism Promotion Center (DTPC) used TRAVEX to promote the new ‘Danang MICE Incentive Program’ for international groups. Themed ‘New Danang, New Experience’, it showcased a revitalised event ecosystem blending world-class infrastructure with vibrant, large-scale festivals.
The program received an overwhelming response, said Mai Thi Thanh Hai, deputy director of DTPC.
“International buyers, particularly from the Australian market, showed high potential and keen interest in Danang’s bespoke incentive offerings and its readiness for global business events.
“This success confirms Danang as a premier, competitive hub, delivering extraordinary and innovative experiences for the MICE industry,” she said.
Malaysia recorded 42.2 million foreign visitors in 2025, an increase of 11.2 per cent from 2024. Sending half a million visitors (up 11 per cent), Australia is a target market.
Malaysia was strongly represented at TRAVEX, its 46 exhibitors occupying the entire Hall 1 of Mactan Expo Center in Cebu. Visit Malaysia 2026 (VM2026) was a prominent theme throughout the hall.
Promotional programs and a full calendar of events and activities are happening in states across the country. Johor, Melaka and Selangor are also having their own ‘Visit’ year.
