Italy increases presence in SE Asia’s MICE arena

Borsa Vini event. Photo: Gerardine Donough-Tan

Italian flavour and flair are increasingly evident at business events in Singapore, with an eye on regional expansion, and leading the charge is the Italian Trade Agency (ITA).

“Our support for Italian MICE players in Singapore helps to cultivate collaboration and enrich cultural exchange. It propels economic growth, showcasing Italian expertise, while fostering industry synergy,” said Ilaria Piccinni, ITA deputy trade commissioner.

With support from ITA, which comes under the Italian Ministry of Foreign Affairs and International Cooperation, Fiera Milano partnered dmg events to launch FIND – Design Fair Asia in September 2022 and presented creative interior and furniture designs again this year.

Borsa Vini event. Photo: Gerardine Donough-Tan

In October 2022, Italian Exhibition Group (IEG) then announced its entry into Singapore. It signed a three-year agreement with Singapore Tourism Board to expand its business in South-east Asia and established its regional headquarters in Singapore.

IEG then acquired Café Asia and Restaurant Asia and Singapore International Jewelry Expo from Conference & Exhibition Management Services, extending its portfolio in F&B, jewellery, fashion and lifestyle events.

ITA not only supports exhibitions owned or co-organised by Italian PEOs, but even hosts its own trade event, Borsa Vini, as Italy is the second-largest European wine supplier to Singapore.

The fourth edition of Borsa Vini at InterContinental Singapore (Bugis) on November 23 saw 21 Italian wineries featuring well-known wine regions and vintages and less-familiar grape varietals and districts. There was also a masterclass, and about 120 wine importers, distributors, sommeliers and trade media attended the invitation-only event.

ITA also tapped its network of offices in South-east Asia to bring in 12 buyers, importers and distributors from Malaysia, Thailand, the Philippines and Vietnam.

Piccinni said: “Through events like Borsa Vini, our engagement promotes direct business connections, facilitating trade ties and market expansion. This targeted approach elevates the allure of the region’s corporate hospitality and MICE sectors, contributing to a vibrant and interconnected industry landscape.”

Beyond lifestyle events, ITA coordinated the Italian pavilion of nine companies at the Singapore FinTech Festival from November 15-17, 2023.

“We believe the synergy between Italy’s rich financial history and Singapore’s dynamic fintech ecosystem can lead to remarkable opportunities for growth and innovation,” said Piccinni.

Sponsored Post