Singapore has welcomed an influx of direct-selling companies opting to hold their large-scale corporate events and incentive trips to the city.
Such events so far this year include the Young Living APAC Convention 2023 (March 2023), Amway Managing Directors & Global Leadership Meeting (March 2023), as well as the Herbalife APAC Extravaganza 2023 (May 2023).
Herbalife Nutrition’s Herbalife APAC Extravaganza 2023 welcomed about 21,000 participants from countries such as Vietnam, Indonesia, Taiwan, Korea, and Malaysia, and was the largest corporate meeting held in Singapore since the pandemic. Meanwhile, Young Living’s APAC Convention 2023 was the first in-person convention for brand partners post-pandemic and saw about 1,500 attendees, with attendees largely from Asia Pacific and the Americas.
These mid- to large-scale events have generated significant economic benefits for the local tourism industry, with spillover effects into the retail, attractions, hotels, and dining sectors. Moreover, local DMCs and event organisers were tasked with executing and coordinating the events.
As to why Amway selected Singapore as its meeting destination, Asha Gupta, regional president, Asia & chief strategy & corporate development officer, pointed to the Lion City’s well-connected geographical location, her world-class infrastructure and modern meeting amenities, reputation for safety and cleanliness, and wide range of leisure offerings.
Additionally, Singapore is home to Amway’s Global Business Innovation Hub and is the regional headquarters for Asia.
“Amway hosts events at many locations around the world. Our regional and international delegates are always excited when Singapore is picked as one of our venues because they know that what they get to experience here is nothing short of world-class.
“We enjoy a close working relationship with Singapore Tourism Board (STB) and local partners like Sentosa Development Corporation have always elevated the experience for the events that we have held here,” she added.
For Boyd Price, regional president of Young Living Asia Pacific, Singapore was selected due to its “easy access for brand partners in Asia-Pacific”, “strong reputation as a MICE destination”, and successful management of the pandemic.
That is how Singapore “naturally emerged as our first choice”, revealed Price.
Price shared: “Our brand partners and staff thoroughly enjoyed the convention and their stay. Many were impressed with the service and quality standards of the venues, hotels and service providers engaged for the convention. Our brand partners also had time to explore Singapore on their own alongside their business engagements, and brought home beautiful memories of the garden displays at the Flower Dome at Gardens by the Bay and the amazing selection of local hawker fare.”
On Singapore’s appeal as a business events hub for direct selling companies, Edward Koh, executive director, conventions, meetings & incentive travel, STB, told TTGmice: “The global direct selling industry is one of the fastest growing industries in the corporate meetings and incentives segment. According to the latest report by the World Federation of Direct Selling Association, the industry saw steady year-on-year growth from 2018 to 2021, driven by top-selling categories such as Health and Wellness, Cosmetics and Personal Care, and Household.”
Koh pointed out that the direct selling business model – characterised by strong personal networks and order fulfilment processes – has proven to be adept in withstanding challenging economic situations like the pandemic.
“In 2021, Asia-Pacific contributed the most to global direct-selling retail sales compared to other regions. In particular, Singapore witnessed higher growth rates than the Asia-Pacific average in terms of retail sales and sales force, with retail sales rising by about 15 per cent in 2021 compared to pre- pandemic levels in 2019,” he added.
Many more such groups are expected to arrive in Singapore from now until 2025, with three mid- to large-scale events from the direct selling industry. These will be Nuskin Korea 2024 Success Trip (April 2024), Amway China Leadership Seminar (August 2024), and Amway Japan PF24 Family Programme (March 2025).
