STB’s new series spotlights Singapore as business event destination of choice

Curtis S Chin, chair of the Milken Institute Asia Center (extreme right), moderated a session with (from left) actor, Henry Golding; singer Eric Nam, co-founder and creative director, Mindset; and actress and entrepreneur, Raline Shah, at this year's summit

Singapore Tourism Board (STB) launches a four-part series today to showcase why Singapore is a business event destination of choice through the insights of organisers and organisations globally that chose the city-state for their major events.

Featured events centre on thought leadership, lifestyle, sustainability, as well as motivational rewards.

Milken Institute Asia Center’s Curtis S Chin (extreme right) moderates a session with (from left) actor Henry Golding; singer and Mindset’s Eric Nam; and actress and entrepreneur Raline Shah at this year’s summit

The series, titled Say yes to Singapore, will kickstart with an advertorial where Curtis S Chin, chair of the Milken Institute Asia Center, shares more about the competitive advantages of Singapore which were key drivers of the Milken Institute Asia Summit’s extraordinary decade-long success.

The new head honcho – appointed days before the Asia summit opened in Singapore this year – also sheds more light on this year’s summit highlights and the working experience with some of the city-state’s finest event professionals.

A new advertorial will be published every month from December 2022 to March 2023.

On the back of a strong business events recovery and the heels of Singapore’s reopening this year, global event organisers continue to have confidence in the city-state as the preferred destination for business events and a launchpad for international expansion.

In the first three months of this year alone, Singapore hosted more than 150 events attended by over 37,000 delegates, with at least 66 international events secured for the rest of 2022 and a robust pipeline of events beyond.

STB also signed three Memoranda of Understanding (MoUs) with key business events stakeholders to grow the industry. The Global MICE Sustainability Alliance signatories include STB, Informa Markets, Constellar Venues, PICO World (Singapore), Cityneon Holdings, Kingsmen Exhibits and the Singapore Association of Convention & Exhibition Organisers & Suppliers.

The second, signed with exhibition organiser Italian Exhibition Group (IEG), is part of a business expansion to South-east Asia, which includes establishing IEG’s South-east Asia regional headquarters in Singapore.

The last was an agreement with event organiser Comexposium, which will invest in Singapore by growing existing shows such as Milipol Asia-Pacific, Asia-Pacific’s largest homeland security event, and launching two anchor events in the city-state next year.

Additionally, global Professional Exhibition Organisers (PEOs) are also expanding their teams in Singapore, as they deepen their presence in the region and anchor new events in the city-state. For example, MMI Asia and dmg events Asia increased their staff strength to handle the anticipated growth in new events across physical, digital and hybrid formats.

To encourage sustainable travel, the Singapore MICE Advantage Programme (SMAP) 3.0 includes a new sustainability focus, offering delegates and event organisers the choice to travel sustainably through green transportation options and environmentally conscious tours, among other initiatives.

A full recovery for the MICE industry is also expected in two to three years, according to STB.

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