This year’s Singapore MICE Forum (SMF), organised by the Singapore Association of Convention & Exhibition Organisers and Suppliers (SACEOS), took a slightly different tack – one day for the main SMF event and two half-days for new offshoots.
All events were held at Sands Expo & Convention Centre.
The Association MICE Symposium (AMS) on July 23 was jointly run by SACEOS and Singapore Business Federation, while Singapore MICE Development (SMD) took place on July 25.
The main SMF on July 24 carried the theme What’s Next, where more than 300 attendees at SMF absorbed fireside chats and panel discussions on technology, hospitality, sports, and even fashion.
In an illuminating dialogue, Singapore Tourism Board (STB) chief executive Melissa Ow said that with finite resources, Singapore has to focus on quality tourism and be a “good destination partner” delivering events with “real impact and value”.
Singapore adopts a different model as a city state. “The model is unique and built for our context. Execution is key, and public-private partnership is the cornerstone of how Singapore operates,” she added.
The SMF marketplace saw more than 20 companies showcase a variety of products and services, while SMD’s marketplace featured 15 attractions, venues, PCOs and service and education providers looking to tap new talent. There were also “lightning talks” to inform and inspire the 600 attendees at SMD.
“MICE is a growth sector and as outlined by STB’s Melissa Ow, it is planned to grow by three times by 2040,” said Richard Ireland, SACEOS president.
“This growth will provide excellent jobs with great diversity of roles, diversity of sectors serviced, travel opportunities, roles with purpose, and good career progression.”
Also held on July 24 was the Singapore MICE Awards 2025 Gala Dinner, where awards were given across 16 categories. Special recognition went to Marina Bay Sands for winning MICE Venue of the Year, and Gevme for Event Tech Application of the Year for three consecutive years (2023–2025).
