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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 Greatest MICE Metropolis”, the place enterprise occasions can create and go away a constructive and lasting affect. The marketing campaign invitations Conferences, Incentives, Conventions and Exhibitions (MICE) occasion organisers and planners to take a recent 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 approach it tells the Singapore story, after it introduced its refreshed advertising technique in 2023.
As a significant commerce hub with cutting-edge innovation, know-how, and analysis capabilities, Singapore is house to a vibrant enterprise ecosystem the place thought leaders, buyers and companies meet. It additionally gives 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 record of important 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 trade. Nevertheless, the evolving panorama underscores the intensifying want for locations to redefine the expertise and assist 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 constructive 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 numerous methods that associations search to contribute positively, from holding sustainable occasions to participating market segments for a extra inclusive method.
Yap Chin Siang, Deputy Chief Government, Singapore Tourism Board, stated, “Positioning Singapore as the World’s Greatest MICE Metropolis is integral to our ambition to take care of a aggressive edge, and to strengthen Singapore’s strengths. This is very vital as MICE occasion organisers and delegates search locations that ship worth and drive constructive affect. We stay dedicated to put money into 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 Manner to Creating Constructive Influence
STB’s world MICE marketing campaign attracts inspiration from companies and occasions which are main the cost in making a constructive affect. Examples of enterprise occasions which have leveraged Singapore’s strengths to deal with a necessity or hole of their supposed 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 trade to share greatest practices and co-create progressive water, flood administration and coastal safety options to sort out 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 world wide convene to alternate greatest practices and advance the frontiers of rehabilitation. RehabWeek gathered professionals from multi-disciplinary fields, an vital issue that fosters collaboration and innovationwithin the rehabilitation neighborhood, enabling them to have interaction in significant dialogue to additional progress in their The occasion showcased how know-how 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 sort out world challenges, and the energetic dedication by Singapore’s public healthcare system to drive innovation and options in rehabilitative know-how.
- WorldCongress of Anaesthesiologists 2024 (3 – 7 March 2024) showcased how sustainability might be utilized to the sphere 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 a good time progressive concepts and options, the World Federation of Societies of Anaesthesiologists (WFSA) – Fresenius Kabi Innovation Awards had been introduced to 3 winners, with particular recognition to people who helped cut back the environmental affect of Ryan Yuen, Managing Director, Singapore Worldwide Water Week Pte Ltd stated, “Having the ability to simply join with internationally famend companions on our homeground is a key driving drive behind Singapore’s continued success and affect within the world water trade. With every occasion, now we have reached wider audiences, enhanced our occasion format, and facilitated enterprise alternatives – all of which have introduced the worldwide neighborhood nearer to attaining a extra sustainable water future. SIWW 2024 will introduce new programme pillars round coastal safety and flood resilience, augmenting the present pillars in SIWW on water and used water remedy options and know-how.”
Susan de Bievre, World Congress of Anaesthesiologists Advisor, WFSA, stated, “As a centre for well being sciences and innovation, Singapore was the ideally suited host vacation spot to convene healthcare suppliers for the alternate 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 decreased 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 constructive affect for the worldwide neighborhood.”
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 trade improvement, and an elevated neighborhood consciousness of a well being situation might assist to enhance high quality of well being amongst a inhabitants. It will additionally embrace case research and data on the assist that STB gives. 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 includes a refreshed set of privileges, together with reductions from new way of life and retail companions Mandai Wildlife Group and Design Orchard. Privileges with current companions have additionally been expanded to embrace procuring vouchers and complimentary experiences, together with meals and beverage.
The World’s Greatest MICE Metropolis marketing campaign is an extension of our Ardour Made Potential vacation spot model, which celebrates the Singapore spirit of creating prospects and making strange 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 embrace in-market commerce engagements and MICE journey exhibits to showcase how Singapore delivers on each side of the MICE expertise.
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