The Singapore Tourism Board (STB) has launched a new global marketing campaign, affirming Singapore’s position as the “World’s Best MICE City”.
The campaign invites Meetings, Incentives, Conventions and Exhibitions (MICE) event organisers and planners to take a fresh perspective on Singapore as a leading MICE destination.
This marks the first of six global campaigns1 that STB is rolling out in the coming years to sharpen the way it tells the Singapore story after it announced its refreshed marketing strategy in 2023.
As a major trade hub with cutting-edge innovation, technology, and research capabilities, Singapore is home to a vibrant business ecosystem where thought leaders, investors and businesses meet.
It also offers a neutral ground for meaningful dialogue, and access to unique tourism offerings, and maintains a stellar track record of hosting high-quality events.
Singapore has set clear targets, standards, certification programmes and incentives, to build a greener future for the MICE industry.
Mr Yap Chin Siang, Deputy Chief Executive, Singapore Tourism Board, said: “Positioning Singapore as the World’s Best MICE City is integral to our ambition to maintain a competitive edge, and to reinforce Singapore’s strengths.
“This is especially critical as MICE event organisers and delegates seek destinations that deliver value and drive positive impact.
“We remain committed to invest in new MICE products and experiences, and we invite event organisers and planners to co-create business events with us that yield meaningful outcomes.”
STB has also rolled out an enhanced Singapore MICE Advantage Programme (SMAP) to further entice MICE event organisers to Singapore.
This programme features a refreshed set of privileges, including discounts from new lifestyle and retail partners Mandai Wildlife Group and Design Orchard.
Privileges with existing partners have also been expanded to include shopping vouchers and complimentary experiences, including food and beverage.
The World’s Best MICE City campaign is an extension of our Passion Made Possible destination brand, which celebrates the Singapore spirit of creating possibilities and making ordinary moments extraordinary.
Beyond the campaign film and social assets, the campaign, set to roll out progressively across key markets and regions including China, Europe, Germany, Indonesia, and the United States, will include in-market trade engagements and MICE travel shows to showcase how Singapore delivers on every aspect of the MICE experience.
For more information, visit www.stb.gov.sg.
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