Singapore is setting its sights on becoming the leading destination for Mice (meetings, incentives, conventions, and exhibitions) events worldwide. The Singapore Tourism Board (STB) has launched a global campaign to position the country as the “World’s Best Mice City.” The campaign was announced in March and reiterated at The Meetings Show Asia Pacific, which expects to welcome over 1,000 Mice professionals.
Mr. Poh Chi Chuan, Executive Director of Exhibitions and Conferences at STB, highlighted the strong growth in the Mice sector, with local business and travel events already surpassing pre-pandemic attendance levels. The Singapore Airshow in February attracted nearly 60,000 trade attendees, surpassing the previous record set 2018 by 10%. Similarly, the Asia Pacific Maritime conference in March saw its highest-ever attendance of over 15,700.
Mr. Poh noted that Asia’s growth potential is a crucial factor driving demand in the Mice market. Singapore’s strategic location and relevance to the Asian market have contributed to the positive overflow of events. STB’s campaign aims to collaborate with industry partners to enhance the value proposition of events and create a lasting impact.
To support this endeavor, STB is developing a “legacy toolkit” that will offer a clear framework for planning, executing, and measuring events’ impact. The toolkit, which will be launched by June, will include case studies and information on STB’s support.
Recent events like Asia Tech x Singapore and the establishment of the Singapore-based AI Verify Foundation demonstrate the wide-ranging impact of Mice events in Singapore. These events bring together global tech players to address essential issues in artificial intelligence, benefiting both Singapore and the wider tech community.
Singapore’s ambition to be the premier Mice destination extends beyond large-scale events. It aims for a “balanced diet” of events of all scales. This campaign is the first of six global initiatives by STB, including promoting Singapore as a family playground and culinary capital.
Moreover, business events in Singapore can benefit from the $300 million Tourism Development Fund, established to support the development and marketing of new products and experiences and local businesses in creating new intellectual properties.
The global Mice industry is predicted to grow by 7.2% annually from 2023 to 2032, surpassing $1.7 trillion by 2032. The industry is set to expand in the Asia-Pacific region even further, with an estimated annual growth rate of 7.4% over the same period, accounting for nearly half of the global market share by 2032.
Singapore’s tourism sector has shown strong recovery, boosted by global flight connectivity and capacity, alongside the mutual 30-day visa-free travel between China and Singapore. In March, international visitor arrivals reached 1.48 million, equivalent to 95% of pre-pandemic levels. Business travel remains a critical driver, exemplified by the expansion of The Meetings Show to Asia for the first time.
Mr. David Blansfield, Executive Vice President and Group Publisher of Northstar, the organizer of The Meetings Show, expressed their commitment to Singapore as the anchor event for future editions. The city’s top-quality hotels, venues, infrastructure, and commitment to service at all levels make it an ideal choice for hosting international meetings.
Singapore is capitalizing on its strengths and establishing itself as a leader in the industry by aiming to be the world’s best Mice events destination. The country’s efforts to become a hub for large-scale and smaller events will contribute to its overall tourism growth, further solidifying its position in the global market.
