STB partners local event players on 3D virtual tradeshow

The future of Singapore's MICE future looks bright

The Singapore Tourism Board (STB) is collaborating with local business events players to deliver a two-day event next month.

Held from March 3 to 4, 2021, the SingapoReimagine MICE Virtual Show is part of the Republic’s efforts to catalyse the business events industry’s recovery and generate business opportunities. Some 700 participants are expected to attend.

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The SingapoReimagine MICE Virtual Show will feature a local programme that includes live cultural tours at Waterloo Street and Little India; masterclasses by homegrown distillery Brass Lion Distillery and Malcolm Lee, chef-owner of the world’s first Michelin star Peranakan restaurant Candlenut; and a behind-the-scenes tour of one of Singapore’s oldest coffee shops, Killiney.

There will also be a live panel discussion with industry leaders on organising pilot events in Singapore. Within the virtual 3D showfloor, participants will be able to connect with exhibitors, such as Gardens by the Bay, Singapore Airlines and Sentosa Development Corporation. They can also catch up on various event programmes on demand and take part in trivia quizzes to win prizes. The top five voted buyers will each win a hosted trip to Singapore on Singapore Airlines, inclusive of a hosted stay and exclusive experiences.

To stage the inaugural SingapoReimagine MICE Virtual Show, STB has joined hands with local event organisers MICE Neurol, Aspen Event Planners and TLC Events.

Edward Koh, executive director (Conventions, Meetings & Incentive Travel), STB, said: “Singapore has started its journey to reimagine the future of business events, and we are doing so in partnership with our MICE industry to push new boundaries using technology and creativity. The SingapoReimagine MICE Virtual Show demonstrates how we are transforming industry models to seize new opportunities, and underlines our reputation as a safe, trusted and innovative destination for business events. We look forward to having delegates from around the world join us in this journey of exploration and reimagination.”

Kenny Goh, founder of MICE Neurol, said: “We are excited to partner STB for the SingapoReimagine MICE Virtual show, not just to deliver a platform to connect buyers and sellers, but also to co-curate experiences and gamification to enhance the Singapore destination experience. Singapore has both the physical and digital infrastructure to be the centre of global events and we hope to do our part to reignite the MICE industry and continue to brand Singapore as a leading MICE destination.”

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