Singapore to focus on legacy in latest push to attract more business events


Singapore is aiming to position itself as the “World’s Best MICE City”, with an emphasis on business events leaving a lasting impact.

Singapore Tourism Board’s (STB) new global marketing campaign aims to tap into the needs of organisers’ who are increasingly focused on driving meaningful change with their events.

According to the International Congress and Convention Association’s Meeting Needs Survey in 2023, associations emphasised the importance of leaving a positive impact in the destination of their events and to build legacy into their activities, with 44% of international associations modifing their RFPs in the last three years with legacy requirements.

“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,” said Yap Chin Siang, deputy chief executive of Singapore Tourism Board.

“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 with 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.

To empower businesses to co-create their legacy journey with Singapore, STB is developing a comprehensive Legacy toolkit which will contain a clear framework for planning, executing and measuring legacy outcomes or impact of an event. This is on track to be completed and launched by June 2024.