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The Singapore Tourism Board (STB) has launched a brand new world advertising marketing campaign, affirming Singapore’s place because the “World’s Finest MICE Metropolis”, the place enterprise occasions can create and depart a optimistic and lasting affect. The marketing campaign invitations Conferences, Incentives, Conventions and Exhibitions (MICE) occasion organisers and planners to take a contemporary perspective on Singapore’s worth proposition as a number one MICE vacation spot that may affect purposeful outcomes, amid a aggressive panorama. This marks the primary of six world campaigns1 that STB is rolling out within the coming years to sharpen the manner it tells the Singapore story, after it introduced its refreshed advertising technique in 2023.
As a serious commerce hub with cutting-edge innovation, expertise, and analysis capabilities, Singapore is residence to a vibrant enterprise ecosystem the place thought leaders, traders and companies meet. It additionally provides a impartial floor for significant dialogue, entry to distinctive tourism choices, and maintains a stellar monitor document of internet hosting high-quality occasions. Please refer to Annex A for a listing of vital occasions already secured for 2024.
Past distinctive capabilities, infrastructure and occasions, Singapore has set clear targets, requirements, certification programmes and incentives, to construct a greener future for the MICE business. Nonetheless, the evolving panorama underscores the intensifying want for locations to redefine the expertise and help they present to MICE planners, companies and delegates, who are more and more targeted on driving significant change.
In accordance to Worldwide Congress and Conference Affiliation’s (ICCA) Assembly Wants Survey (2023)2, associations emphasised the significance of leaving a optimistic affect in the vacation spot of their occasions and to construct legacy3 into their actions. For instance, 44% of worldwide associations modified their RFPs (Request for Proposals) within the final three years with legacy necessities. The outcomes additionally highlighted varied methods that associations search to contribute positively, from holding sustainable occasions to participating market segments for a extra inclusive strategy.
Yap Chin Siang, Deputy Chief Govt, Singapore Tourism Board, stated, “Positioning Singapore as the World’s Finest MICE Metropolis is integral to our ambition to keep up a aggressive edge, and to strengthen Singapore’s strengths. This is particularly essential as MICE occasion organisers and delegates search locations that ship worth and drive optimistic affect. We stay dedicated to spend money on new MICE merchandise and experiences, and we invite occasion organisers and planners to co-create enterprise occasions with us that yield significant outcomes.”
Main the Approach to Creating Optimistic Affect
STB’s world MICE marketing campaign attracts inspiration from companies and occasions which are main the cost in making a optimistic affect. Examples of enterprise occasions which have leveraged Singapore’s strengths to deal with a necessity or hole of their meant communities, in Singapore and past are:
- SingaporeInternational Water Week (SIWW), held biennially on even years, is one of the world’s premier platforms that gathers leaders and consultants from cities, utilities, and the business to share finest practices and co-create revolutionary water, flood administration and coastal safety options to deal with urgent city water and related local weather challenges. It galvanises local weather motion, significantly in Asia, by fostering new partnerships and collaboration amongst municipal and industrial stakeholders to construct a sustainable water future for all.
- RehabWeek 2023 (24 – 28 September 2023) noticed delegates from all over the world convene to trade finest practices and advance the frontiers of rehabilitation. RehabWeek gathered professionals from multi-disciplinary fields, an necessary issue that fosters collaboration and innovationwithin the rehabilitation group, enabling them to interact in significant dialogue to additional progress in their The occasion showcased how expertise is used to combine telehealth, robots, and immersive digital actuality into routine care to ship higher affected person outcomes. It additionally make clear the necessity to collectively deal with world challenges, and the lively dedication by Singapore’s public healthcare system to drive innovation and options in rehabilitative expertise.
- WorldCongress of Anaesthesiologists 2024 (3 – 7 March 2024) showcased how sustainability may be utilized to the sector of anaesthesiology. The congress additionally featured environmentally pleasant booth-building schemes and piloted a zero-waste sales space, which has a forty five% decrease carbon footprint than conventional cubicles. To have fun revolutionary concepts and options, the World Federation of Societies of Anaesthesiologists (WFSA) – Fresenius Kabi Innovation Awards had been offered to 3 winners, with particular recognition to those who helped scale back the environmental affect of Ryan Yuen, Managing Director, Singapore Worldwide Water Week Pte Ltd stated, “With the ability to simply join with internationally famend companions on our homeground is a key driving pressure behind Singapore’s continued success and affect within the world water business. With every occasion, now we have reached wider audiences, enhanced our occasion format, and facilitated enterprise alternatives – all of which have introduced the worldwide group nearer to reaching a extra sustainable water future. SIWW 2024 will introduce new programme pillars round coastal safety and flood resilience, augmenting the prevailing pillars in SIWW on water and used water therapy options and expertise.”
Susan de Bievre, World Congress of Anaesthesiologists Advisor, WFSA, stated, “As a centre for well being sciences and innovation, Singapore was the very best host vacation spot to convene healthcare suppliers for the trade of concepts and collaboration throughout the spectrum of anaesthesiology. At the 18th World Congress of Anaesthesiologists 2024, WFSA and the Singapore Society of Anaesthesiologists (SSA) dedicated to inexperienced practices that minimised waste and carbon emissions. Particular recognition was additionally given to analysis and initiatives that diminished the environmental affect of anaesthesia. Singapore is a chief in sustainability within the area and we’re delighted to have had the chance to showcase our deal with sustainability, innovation and creating optimistic affect for the worldwide group.”
To empower companies to co-create their legacy journey with Singapore, STB is growing a complete Legacy toolkit which will include a clear framework for planning, executing and measuring legacy outcomes or affect of an occasion. For instance, enterprise partnerships cast in a assembly might drive business growth, and an elevated group consciousness of a well being problem might assist to enhance high quality of well being amongst a inhabitants. It will additionally embody case research and data on the help that STB provides. That is on monitor to be accomplished and launched by June 2024.
STB has additionally rolled out an enhanced Singapore MICE Benefit Programme (SMAP) to additional entice MICE occasion organisers to Singapore. This programme encompasses a refreshed set of privileges, together with reductions from new way of life and retail companions Mandai Wildlife Group and Design Orchard. Privileges with present companions have additionally been expanded to embody purchasing vouchers and complimentary experiences, together with meals and beverage.
The World’s Finest MICE Metropolis marketing campaign is an extension of our Ardour Made Potential vacation spot model, which celebrates the Singapore spirit of creating potentialities and making peculiar moments extraordinary. Past the marketing campaign movie and social belongings, the marketing campaign, set to roll out progressively throughout key markets and areas together with China, Europe, Germany, Indonesia, and United States, will embody in-market commerce engagements and MICE journey reveals to showcase how Singapore delivers on each facet of the MICE expertise.
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