The Singapore Tourism Board (STB) is experiencing a substantial increase in demand from India’s business events segment.
This year, STB has successfully secured several large-scale group movements from India. Notable events include a 6,000-delegate contingent from Sun Pharma; 1,100 participants for CREDAI Natcon; and 120 delegates for the International Cricket Council Annual General Meeting 2025.
“Sun Pharma MICE group will be visiting Singapore in September. This is the first time that Singapore has got such a big Indian incentive group. In fact, it is the biggest ever,” said Markus Tan, STB’s regional director for India, Middle East and South Africa, during a STB roadshow in New Delhi.
Tan added that CREDAI is also STB’s “first lead from the association segment in India”.
To further capitalise on this momentum, STB is extending its Just Between Us Friends campaign to the business events sector. This initiative offers exclusive privileges for newly-secured Indian incentive groups travelling to Singapore between August 1, 2025, and March 31, 2026.
The STB has also forged partnerships with companies such as Sentosa, IndiGo, and Singapore Airlines to provide a range of benefits to business events delegates. For instance, Sentosa will offer incentives including flexible hotel check-ins, suite upgrades at partner hotels, dining privileges, and complimentary attraction access for stays of a minimum of two nights.
Michael Ma, assistant chief executive, Sentosa Development Corporation (SDC), noted that the island has observed “strong demand for incentive travel”, as well as an uptick in delegates choosing Sentosa for post-conference experiences.
