Tuesday, 07 June 2022 00:25

Singapore's Business Events industry set for strong recovery

Singapore Singapore

Singapore’s Meetings, Incentives, Conventions and Exhibitions (MICE) industry is expected to recover strongly, following the city’s reopening to fully-vaccinated visitors with no quarantine and testing requirements.

The Singapore Tourism Board (STB) is riding on that momentum by launching an enhanced incentive programme for international MICE groups, and with a strong pipeline of events in 2022 and beyond, a full recovery for the MICE industry is expected in two to three years.


Under the In Singapore Incentives & Rewards (INSPIRE Global 2.0) program, qualified MICE groups can look forward to new experiences from dining and attractions to thematic tours and team building. They can choose from a selection of close to 80 complementary experiences that delegates can enjoy in Singapore – an increase from 54 experiences that were introduced under INSPIRE Global 1.0.


New INSPIRE Global 2.0 partners include Sentosa’s latest perfumery attraction, Scentopia; 1-Group, a lifestyle group offering a range of dining experiences; and Urban Yogis, a yoga wellness centre providing wellness team building experiences. A new retail category has also been added to cater to shopping fans, including exclusive shopping sprees at Design Orchard, as well as back-of-house shopping tours with meet-and-greet sessions with designers.


STB will also continue to offer various assistance schemes to attract MICE events to Singapore, one example being the Business Events in Singapore (BEiS) scheme, which  encourages the business events industry to innovate and anchor quality events in Singapore


Positive Outlook

The positive outlook for MICE follows the recent relaxation of COVID-19 measures in Singapore, such as removing group size and event capacity limits. Since April 2022, Singapore has welcomed all vaccinated travellers, with no quarantine and testing requirements. These changes have made it more convenient for the world to meet in Singapore and stage larger events with greater opportunities for networking and other interactions.


Industry recovery has already been picking up pace, with Singapore playing host to over 200 events attended by an estimated 49,000 delegates in 2021, while in the first three months of this year (Jan – Mar 2022) alone, the city hosted more than 150 events attended by over 37,000 delegates. Event figures for 2021 and the first three months of this year refer to both international and local events.


This number is set to increase, with at least 66 international events secured for the rest of 2022, including the much-anticipated return of marquee international events such as Food and Hotel Asia – Food & Beverage (5–8 Sept) and Food and Hotel Asia – Food & Beverage and Food and Hotel Asia – HoReCa (25-28 Oct). The events are expected to attract more than 30,000 physical attendees each.  Singapore will also welcome a slew of new events in 2022  including Global Health Security Conference 2022 (28 Jun-1 Jul) and Cosmoprof + Cosmopack Asia (16-18 Nov).

A sustainable way to meet

As consumers become more aware of the impact of their purchases, travel and meetings professionals are demanding more sustainable options when planning business events. Ready, get set, go green! – a new white paper released by STB and American Express Global Business Travel (Amex GBT) – looks at key trends of green meetings and events, the role a destination plays and how travel and meetings planners can measure a destination’s sustainability.


According to findings from a study that was carried out by Amex GBT's Global Business Consulting group, a sustainable supply chain is a major consideration when planning business events, with 70% of travel and meetings professionals placing high or medium importance on green certifications and credentials when selecting a supplier.


STB will continue to help the industry adopt sustainability certification and green practices through the BEiS scheme, while the Singapore MICE Advantage Programme (SMAP) 3.0 includes a new sustainability focus to encourage sustainable travel. In partnership with key tourism partners that include Singapore Airlines, Changi Airport Group,  and Sentosa Development Corporation, the refreshed scheme offers delegates and event organisers the choice to travel sustainably through green transportation options, environmentally conscious tours, and discounted public transportation on trains and buses, among other initiatives.