Sentosa Development Corporation (SDC), which oversees the development, management and promotion of the Sentosa island as a resort destination, has identified business events as a â€śnew target marketâ€ť from this year on.
Speaking to TTGmice in an interview, SDC’s CEO Quek Swee Kuan said the business events segment â€śbecomes a very important source of businessâ€ť for the islandâ€™s hotels during the weekdays when rooms are widely available.
â€śIf you look at Sentosaâ€™s arrival patterns, weekends are packed, while weekdays see many (available rooms),â€ť he said.
To keep Sentosa busy on the weekdays, SDC is hoping to pull in meetings, corporate incentives and â€śsmaller-scale conferences which our hotels with ballrooms are ready to handleâ€ť.
With this new objective in mind, SDC has started â€śleveraging Singapore Tourism Boardâ€™s incentives for (business events)â€ť, and is working with the Singapore Association of Convention & Exhibition Organisers & Suppliers and its island partners that are also hungry for business events. SDC plans to attend relevant trade events and to bid for business events together with like-minded island partners.
Association meetings are also on SDCâ€™s radar, and Quekâ€™s team was at the PCMA Convening Leaders conference in Nashville, US, last month to meet with global association chiefs.
In terms of geographical targets, Quek pointed to the western side of the globe. Destination marketing work in the longhaul market has kicked off with SDCâ€™s participation in IBTM last November, and it will again promote its business events capability at ITB Berlin next month.
â€śWe have so many attractive points for the MICE market, such as open spaces that can work as unique venues â€“ something European groups will like, but not enough about them are being shouted in the marketplace,â€ť he remarked.