mice 2020 roadmap - singapore tourism board: capturing...

01 02FOREWARD

MICE 2020 RoadmapStrengthening Competitive Advantage,

Creating New Strengths.

03 04FOREWARD FOREWARD

Ch se Singap re.

Ch se The W rld.

As you read on, a journey has already begun.

A journey that aims to strengthen Singapore as a MICE destination. A destination that is not only known for its efficiency and safety, but also one that delivers innovative content and enriching experiences that connects with the visitor.

The MICE 2020 Roadmap is that journey.

Join us.

Content1. The Road Thus Far

2. Executive Summary

3. Our MICE Landscape

4. Situation & Challenges

5. Our Ideation Journey

6. Connected City

7. Singapore MICE Experience

8. MICEHQ.SG

9. Our Joint Journey in a Snapshot

10. Acknowledgements


Singapore has excelled as a MICE destination over the past decades and we are in a position of strength. However, we cannot sit still. Global structural changes, mobile technologies and heightened awareness of environmental sustainability have impacted our industry and many countries in the region are developing new infrastructure and software capabilities to enhance their own appeal for business events. Competition is very real in this era of increased globalisation. Securing the next big convention or meeting amidst the issues of rising business costs and shortage of manpower is a challenge we must overcome. The future success of Singapore’s MICE industry will depend on how well we adapt to these changes and take advantage of the opportunities. This is the impetus for the development of the MICE 2020 Roadmap, a blueprint for the MICE destination we aspire to be. It is a significant milestone in our journey towards quality tourism to enhance destination attractiveness, grow strong MICE companies and create good jobs.

The MICE 2020 Roadmap places emphasis on strengthening our existing competitive advantage and creating new strengths to generate greater value for our visitors and MICE companies. By addressing the expectation that MICE visitors increasingly prefer experiential learning,

we want to deliver enriching and personalised experiences to better connect with them. For our MICE companies, we want to continue working with them through training and partnerships to raise MICE industry standards and benchmarks to improve their business competitiveness and capabilities. This roadmap is the culmination of one year of envisioning, deep-diving and ideating with the industry. I wish to extend my heartfelt gratitude to all the individuals and companies who have been involved in co-creating, providing feedback and most importantly, stepping forward with concrete initiatives and projects. It is with their insights and contributions that the MICE 2020 Roadmap was crafted. The journey ahead is filled with excitement for all of us in the MICE industry and I look forward to working with you to put these plans into action.

So let’s get going!

Ms Neeta Lachmandas-SakellariouAssistant Chief ExecutiveSingapore Tourism Board

The R ad Thus Far

The MICE industry is an important segment that contributes significantly to Singapore’s economic and social growth. Today we can proudly say that Singapore is constantly ranked one of the best MICE destinations in the world. While we’re happy to be on top, we also recognise that it is not easy to stay there.

In preparation for the MICE 2020 Roadmap, we took the first step by interviewing more than 200 MICE decision-makers and business event visitors in 2013 to understand our strengths, weaknesses and their perceptions of Singapore as a MICE destination. Taking these important findings into consideration and together with many leading industry members, we went through 12 months of visioning, brainstorming and ideation, including workgroup discussions and a technology hackathon.

Thus, the MICE 2020 Roadmap was crafted and three core ideas were identified, namely Connected City, Singapore MICE Experience and MICEHQ.SG.

Connected City aims to develop Singapore into a smart MICE city that empowers business visitors to get to where they want to go and do what they want to do seamlessly. Guided by insights generated from big data analytics, MICE businesses would be able to create customised value propositions for these visitors. This is augmented by the Singapore MICE Experience, where business visitors would come to deepen their engagement with Singapore as an inspiring destination that offers experiential events with authentic local character. Complemented with MICEHQ.SG, we aspire to build Singapore into Asia’s MICE resource capital for skilled talent and knowledge.

Together, these three core ideas could allow us to remain the leading business events destination in Asia for years to come.

Executive Summary

Foreword

THE ROAD THUS FAR1 EXECUTIVE SUMMARY 2

FOREWARD

Singapore’s MICE sector is anchored by a strong foundation of talented people, effective infrastructure and system. This has been integral in the growth of our MICE sector over the past decades. While these attributes continue to be important in making Singapore a leading MICE destination in the region, we need to constantly evolve to stay relevant and competitive.

Our MICE Landscape

CONTRIBUTION TO SINGAPORE’S TOURISM SECTOR

OUR MICE LANDSCAPE

for the 12th consecutive year

TOPAsia’s

CONVENTION CITY

(ICCA Global Rankings 2013)

(Union of InternationalAssociations 2013)

7th consecutive year

TOP INTERNATIONAL MEETING

CIT Y

Best Business City in SoutheastAsia

(Business Traveller Asia-Pacific Travel Awards 2013)

BestBTMICE City(TTG Travel Awards 2014)

Top 2 Most Competitive Countries in the World

8th-Time Honoree of being the World's Easiest Place to do Business

World’s 2nd in the "Networked Readiness Index"

(The Global Information Technology Report 2014, World Economic Forum)

(CEI Asia Industry Awards 2013)

Best Convention Bureau & Best Convention Bureau Website

(Doing Business 2014 Report, World Bank, covering the period June 2012 to May 2013)

(Accor Asia-Pacific Business Traveller Research)

Most Popular Business Travel Destination in Asia Paci�c 2012

(The Global Competitiveness Report 2014-2015, World Economic Forum)

Best Protection of Intellectual Property(The Global Competiveness Report 2013-2014,World Economic Forum)

SINGAPORE1

994 meetings

9

4

6 27

3

8

USA

799 meetings

JAPAN

588 meetings

GERMANY

428 meetings

BELGIUM

505 meetings

5

AUSTRIA

398 meetings

SOUTHKOREA

635 meetings

FRANCE

408 meetings

SPAIN

505 meetings

3rd consecutive year

UK

349 meetings

5Meeting Country

World’s Top International

3

The Impact f ur MICE

Industry

As a winner of multiple awards and accolades over the years, Singapore is one of the most lauded business destinations in Asia.

Our little red dot held its own on the world stage and retained its position as the leading meeting city and country in the world according to the Union of International Associations (UIA) 2013 Global Rankings.

OUR MICE LANDSCAPE 4

1.7x morethan leisure visitors

BTMICE visitors spend BTMICE visitors spent

S$5.5Bin 2013

(Singapore Tourism Board, Disembarkation/Embarkation Cards and Overseas Visitor Survey)

BTMICE visitors in 2013

3.5MMICE contributed

1.1% of our GDP in 2012

(Singapore Tourism Board, Study on the Economic Impact of MICE in Singapore, 2013)



Singapore embodies many defining attributes of a world-class city state with its all-round efficiency, good governance, and rich cultural and intellectual diversity. From an established public infrastructure to a developed knowledge-based economy, ours is a model that is more often than not an inspiration to others.

This is because we are a nation that strives to be better, constantly identifying challenges and taking actions to address them.

Our MICE sector is a thriving one, but our competitors are getting stronger. Expectations of the MICE experience are rising and we need to rise above these expectations. The market is getting competitive and we need to be more creative to stay ahead of the game.

Let’s take a look at some of our challenges.

Growth LimitationsWe see some events going directly to the source markets. However, our small domestic market need not limit our growth as Asia’s business hub, if we can continue to tap on regional opportunities.

Limited Pool of Biddable EventsOf the 4,200 world rotating association congresses, only a limited number have a Singapore member. This is a challenge we need to address as most of these association events require a strong local host to bid for the events.

The Incentive GameCost is an increasing concern and clients are looking for value-for-money destinations. Our competitors are offering aggressive incentives to attract MICE events. We need to operate beyond the incentive game and create highly-customised solutions that will deliver the ‘WOW’ factor.

Rising Customer ExpectationsIn a world where the customer is always asking for more to extract greater value from organising and attending business events, we need to create more innovative content and user-centric experiences.

Associations in a Nascent Stage of Development There are enthusiastic associations in Singapore who want to be part of the MICE growth story, but often lack the time and resources to create, bid or manage business events.

Business Events Visitor Needs StudyA Business Events Visitor Needs Study* was conducted in 2013 to better understand our MICE visitor needs. Around 120 business visitors who were here to attend exhibitions, association conventions, trade conferences and corporate meetings were interviewed.

The study shows that as a business destination, Singapore has done well in getting the basics right, such as safety, convenience, transport and accessibility. But our value proposition needs to go beyond delivering the basics in two key areas: delivering innovative events with inspiring content and creating deeper, lasting connections with our business visitors.

MICE Perception Study A MICE Perception Study* was commissioned in 2013 to understand the considerations by MICE organisers when selecting destinations for business events and Singapore’s current ability to meet their needs. More than 120 decision-makers and key influencers in the MICE industry from 12 cities were interviewed.

Singapore scored highly in our hygiene factors which were most important to organisers, signalling our strengths in theareas of safety and accessibility.

CHINAMore than 55% of market share in Asia in terms of sqm sold for exhibitions, and hosts 70% of venue capacity in Asia at 4.85 million sqm1

INDIARepresents 5% of the total sqm sold in Asia’s trade fair market. Projected to be the next ‘sweet spot’ for exhibitions after China in the next 5-10 years, fuelled by its growing middle class 1

INDONESIAThe world’s 16th largest economy2, Indonesia is in the radar of many international event organisers who are hoping to cash in on the boom. The MICE industry is expected to get a boost with another 160,000 sqm of new exhibition space in 2014/20151

AUSTRALIAInvesting more than ever in its business events and incentive offerings, with a robust strategy and an extended global trade and marketing programme3

THAILANDAs an established hub to Cambodia, Myanmar, Laos and Vietnam (CMLV), Thailand will see even more economic activities when the planned Kunming-Thailand high-speed rail is completed

ASEANAbout 10% market share in Asia collectively in terms of sqm sold for exhibitions, ASEAN is becoming a major buyer market as economies and domestic consumption surge1

Situati n & Challenges

SITUATION & CHALLENGES 6SITUATION & CHALLENGES5

INSIGHTS FROM MARkET RESEARCH & STUDIES

A QUICk MARkET SCAN

1 UFI’s Trade Fair Industry in Asia - 9th/10th Editions (2013/2014)2International Monetary Fund, World Economic Outlook Database (October 2014)

3Frances-Anne Keeler, Acting Managing Director, Tourism Australia (17 February 2014)

*For more information, please visit https://www.stb.gov.sg/

SOUTH KOREA3rd in the Union of International Associations (UIA) rankings for Top International Meeting Country in 2013

Our Ideati n J urneyThe MICE 2020 Roadmap is a shared vision of the MICE destination that we aspire to be. A vision which received strong support from the industry, with many coming together with us to share insights, co-create ideas and stepping forward with concrete initiatives and projects.

Here’s what some of our industry members think about the MICE 2020 Roadmap conversation.

Three Areas Of Focus

Connected CityA smart MICE city that enables business visitors to get to where they want and do what they want seamlessly

Ranked as Asia’s most “network-ready” country by the World Economic Forum (2014) and top three on Ericsson’s Networked Society City Index (2013), the Connected City idea builds on Singapore’s existing strength as a highly-wired nation and aspiration as a knowledge city to address gaps in the digital experience of the business visitor and harness the full potential of what Big Data can offer.

Singapore MICE ExperienceAn inspiring destination with experiential events and authentic local character

The Singapore MICE Experience addresses the growing preference of business visitors for experiential learning rather than merely being passive receivers. This idea is about engaging business visitors emotionally. It is about both mixing business with leisure and inspiring these visitors with experiential events and Singapore’s authentic local character, thus entrenching Singapore as the preferred destination in their hearts as well as in their minds.

MICEHQ.SGAsia’s MICE resource capital – Home to skilled talent, knowledge, strong MICE companies and associations

MICEHQ.SG builds upon Singapore’s strong identity as a regional hub for many industries. It is the idea of leveraging Singapore as a base, which supports the region with training and development; where companies and associations can anchor their regional headquarters and where MICE-related standards are set for the region.

OUR IDEATION JOURNEY7 OUR IDEATION JOURNEY 8

Arun MadhokCEO, Suntec Singapore Convention & Exhibition Centre

The MICE 2020 Roadmap brought the industry and the Singapore Tourism Board

together, to collectively chart our direction and remain a competitive MICE city in Asia. Our conversations were highly insightful as we explored multiple connectivity and mobility ideas. I believe this roadmap will help Singapore to be a future-ready MICE destination with a seamless and highly personalised business delegate experience.

Associate Professor Lee Yuan KunDepartment of Microbiology, National University of Singapore

The MICE 2020 Roadmap conversation with the industry and the Singapore Tourism

Board has been a great platform for me to represent the viewpoint of associations such as my own International Union of Microbiological Societies. I appreciate the constant exchanges with various industry experts through this process, and firmly believe that together, the industry and STB could transform Singapore as a MICE destination.

Janet Tan-CollisPresident, Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS)

The on-going training and education process reinforces the importance of Singapore

playing a leadership role in the region’s growth of the MICE industry. SACEOS is happy to work with STB and the industry on many fronts. One key aspect is to establish a talent base and upgrade professionalism of mid-level MICE professionals through a structured path so that in time to come, the experience of having been trained and worked in Singapore becomes a badge of recognition for the regional MICE professional.

Visioning & Brainstorming

Ideation and discussions whichled to the development of the

desired MICE landscape

Review, Refine & Implement

Three broad ideas were identified and initiatives were developed for co-

implementation

Deep-DivingIdeas were streamlined for

further analysis to ensure that they are unique and feasible

One year in the making.

CONVENIENT AND SEAMLESS WIFI CONNECTIVITY WITHIN MICE VENUESWhere we are nowThe mobile WIFI age demands connectivity anytime, anywhere. Intermittent and unreliable WIFI connectivity is a bane, in particular for business visitors, who today are increasingly digital-savvy and often plan their itineraries on the move.

While the current lack of seamless connectivity is not unique to Singapore, there is need for our infrastructure to evolve to support a convenient and stable WIFI connection that only requires a simple one-time log in to enjoy a transformative digital experience.

Where we are goingA seamless mobile experience accords the time-pressed business visitor the ability to effortlessly mix work with leisure. A business visitor will arrive at his meeting venue assured that he will be able to access seamless WIFI coverage wherever he may be in the premises. The access to a world of information allows him to multi-task, from sending emails, to finding the best deals on post-meeting drinks, to buying the perfect gift and doing a flight check-in.

How do we get thereWhat’s unique about Singapore is our strong public-private partnership. Working together with key MICE venues, precinct stakeholders and telcos, expanding WIFI covered areas in MICE-centric precincts could be a possibility.

C nnected City

SINGAPORE !

CONNECTED CITY9 CONNECTED CITY 10

A smart MICE city that enables visitors to get to where they want and do what they want seamlessly

Where we are nowThe world is standing at the edge of a big data revolution today. There is awareness of the potential that big data can bring, but businesses are grappling with the ability to make meaningful sense of the avalanche of data available. Today, the use of big data analytics to customise the business visitor experience is in its infancy. As part of Singapore’s bid towards being a Smart Nation, there needs to be greater understanding and industry efforts in applying big data analytics to the MICE business, so that its potential can be fully realised.

Where we are goingWith wider and more seamless WIFI coverage comes the ability to collect and aggregate huge amounts of data, and more importantly to make business sense out of these insights. Embracing the use of big data analytics means that MICE businesses can now understand the needs and wants of their target audience and create customised value propositions. Capability needs to be built up to understand and anticipate visitor needs – before, during and after event hours, from MICE venues to lifestyle precincts.

How do we get thereWith strong partnerships.

As a first step, we will be partnering Starhub to test-bed an essential application for visitors, Goru, designed to combine information, content and experiences across different travel applications that will provide visitors a seamless interface to discover the best of Singapore.

StarHub’s big data platform, SmartHub, can also be used to harness the power of big data to improve the user experience, content relevancy and commerce effectiveness. By collaborating with the SmartHub team, businesses in the hospitality industry can fine-tune their offerings to engage our visitors more effectively.

Beyond this, more stakeholders and partners can come together to create other collaboration opportunities.

BIG DATA ANALYTICS

Singap re MICEExperience

EXPERIENTIAL EVENTS & DESTINATION IMMERSION

Where we are nowEfficient, safe and convenient. These are what Singapore is currently known for. We are the go-to MICE destination for business events that run smoothly from start to end. However, we need to ensure that at the end of each event, visitors leave with more than just an efficient meeting experience. They need to bring back emotive memories of the event and Singapore.

Where we are goingBusiness visitors are increasingly looking for experiential learning. They want to be engaged not only intellectually, but emotionally as well. This experience should be conveyed throughout their business visit, inside the event and outside of it at the destination level. The Singapore MICE experience is about both mixing business with leisure, and making business itself an inspiring, fun and personalised experience. At every possibility, our business events will connect to businesses and the local community to create better value for all.

How do we get thereWith software, hardware and heartware.

Skills in experience creation are a key part of this software to future-ready our MICE industry. The Experience Development Series (EDS) was created with the aim of equipping the tourism industry with tools and methodologies for experience creation, thus enabling stakeholders to move towards delivering memorable and personal experiences to differentiate themselves and drive higher value business.

We will also “wrap the city around the business event”, where precinct-wide activities and campaigns are centred around major events. For a start, we have identified three ‘B2B2C’ and lifestyle-centric clusters to test-bed innovative experiences - TravelRave, Singapore Design Week and Singapore Media Festival, and we invite you to come onboard with us.

Through the innovative use of technologies across the event life cycle - from planning, on-site discussions, to networking and sharing information, every step of the way can be an awe-inspiring one.

Together, Singapore will become more than just a MICE destination. It will become an unforgettable experience.

SINGAPORE MICE EXPERIENCE11 SINGAPORE MICE EXPERIENCE 12

An inspiring destination with experiential events and authentic local character

MARINA BAY

SENTOSA- HARBOURFRONT

SINGAPORERIVER

KAMPONG GLAM

ORCHARD ROAD

LITTLE INDIA

CHINATOWN

MICEHQ.SG

MICEHQ.SGAsia’s MICE resource capital – Home to skilled talent, knowledge, strong MICE companies and associations

Where we are nowToday, Singapore is already considered a strategic location for companies to set up their regional headquarters and engage in business activities. However, we can do so much more to evolve ourselves as a regional leader. This is especially so in view of the less than ideal state of MICE data and standards available to meet the needs of MICE companies and clients who are interested to engage with the region.

Where we are goingImagine a nerve centre where MICE companies, associations and delegates defer to for information. Imagine an R&D base enriched with a myriad of MICE resources. Imagine a leader which establishes standards that others benchmark themselves against. This is the thought leadership aspiration that Singapore desires to be.

How do we get thereSTB will invest and lead research that aims to move our MICE industry up the value chain. Recognising the potential that environmental sustainability can contribute towards our MICE value propositions for instance, work has begun to guide sustainable practices in our MICE ecosystem. An inaugural Singapore MICE Sustainability Report will soon ensue to lead the industry forward. Industry players will also be given grants to undertake more R&D works that will benefit the industry. Research findings will be made readily available through an e-portal, so that as an industry, we all become more informed and knowledgeable to better engage our businesses.

MICEHQ.SG13

CENTRE FOR MICE THOUGHT LEADERSHIP

14

BUILDING STRONG MICE COMPANIES Where we are nowWhile Singapore can continue to upgrade our MICE hardware such as venues and facilities, it is the software - the quality of our industry players - that will distinguish us from our competitors.

Where we are goingKnowledge is power and we aim to equip our MICE players with the know-how to build stronger MICE companies, raise professionalism, drive innovation and spur productivity.

How do we get thereA MICE Talent Development Framework has been established by the Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS) to look at developing the talent of the MICE industry in a holistic manner, from talent attraction to talent retention. STB will also lead a MICE job profiling study to identify the talent gaps in the industry. This will better match the education and training curriculum to the needs of the industry. More can be done to expose our MICE companies to international best practices so as to enhance their business competitiveness and create business development opportunities.

BUILDING STRONG SINGAPORE-BASEDASSOCIATIONSWhere we are nowOur local MICE associations have played a vital role in attracting a number of world congresses to Singapore. Many of these are championed and led by passionate and influential professionals based in Singapore. However, many other associations are also in a nascent stage, managed by volunteers and lack adequate resources to effectively create, bid and organise conferences.

Where we are goingWe will boost the capabilities of these associations by enhancing their resources and ability to bid for and manage events.

How do we get thereForging partnerships with international MICE leaders will continue to be a critical strategy. This provides learning

opportunities for our associations. Apart from imparting them with a global overview, trends and best practices, these initiatives aim to boost our associations’ competencies in the areas of conference management and biddings.

STB recently secured a partnership with the Chicago-based Professional Convention Management Association (PCMA) to organise the first PCMA Meetings Advisory Forum in Asia. More of such initiatives would be organised to upgrade the competencies of our Asian associations.

We would also continue to enhance our network of advocates, through our Conference Ambassador Programme for instance, to strengthen the impact that our associations can make in profiling and connecting Singapore to the international market place.

The greatest benefit is the opportunity to tap on the members’ collective insight to create, bid and chair conferences. All the networking and camaraderie that go on among members are a great source of motivation.

Professor Perry ShumSchool of Electrical and Electronics Engineering

Nanyang Technological UniversityMember of the Conference Ambassador Program

1. Provide input to identify and develop scope of research studies (i.e. recommendation of internationally recognised MICE research centres and institutions)

2. Participate in research studies

OUR JOINT JOURNEY IN A SNAPSHOT15

Our J int J urney ina Snapsh t

1. Identify areas where you can develop new business potential

2. Leverage Tourism Capability Development Schemes for technology, training and business improvement

1. Customised Master Classes Workshops and study trips for PEOs and PCOs

2. Co-develop with industry learning opportunities focused on understanding new business streams e.g. diversification and internationalisation

3. Develop online resource sharing tools for industry and partners

Enhance Productivity & Drive New Business

Identify and set MICE-related standards that would increase Singapore’s value proposition as a destination for outstanding business events

Standards Enhancement & Development

Centre for MICe thought LeadershIp

Initiate and Lead Research Studies Structured & Needs-

Focused MICE Education & Training

Boost the Capabilities of Local Associations

Research partnerships and market studies with the industry, consultants, academia and MICE associations. Possible research focus include business opportunities, industry research and competitive analysis

1. Provide financial support to assist companies /individuals for skills upgrading

2. Support SACEOS in their Talent Development Framework

3. Conduct a job profiling study to identify the talent gaps in the industry

BuILdIng strong MICe CoMpanIes and sIngapore-Based assoCIatIons

Endorse value of courses through setting them as a pre-requisite for selected roles and career progression

1. Develop capabilities to grow associations and events to be globally significant

2. Grow and cultivate Key Opinion Leaders (KOL)who can raise the profile of Singapore

1. Partnership with MICE organisations in the area of conference management for associations

2. Conference Ambassador Programme

Provide input and adopt guidelines and standards to increase value proposition of business

MICEHQ.SG

STB FOCUS

INDUSTRY FOCUS

TIP-iTBIF TIP-iT • TTF• BIF

SUPPORTING GRANTS*

* Refer to page 17 for details of the grants * Refer to page 17 for details of the grants

OUR JOINT JOURNEY IN A SNAPSHOT 16

BIg data anaLytICs

experIentIaL events

Starhub-Goru Tourist App

Innovative use of technologies

Partnership with MICE venues, precinct stakeholders and telcos

Develop city-wide activities and campaigns that centre around major business event weeks1. Provide education on big

data usage and application for tourism players

2. Pilot projects in data analytics

Increase industry’s adoption of technology across event life cycle to facilitate retention of information and to promote discussion and networking

seaMLess WIfIdestInatIon IMMersIon

Convenient and seamless WIFI

“Wrap the City Around the Business Event” - B2B2C

1. Understanding the type of data that is of most use to your business

2. Test-bed Big Data Analytics

3. Drive adoption of Starhub-Goru among business delegates

1. Venues: Test-bed and adopt new technology infrastructure

2. Deliver content which will facilitate discussion and the retention of information through the use of innovative technologies

Consider precinct partnerships to develop a business model

Work with precincts and merchants to deliver highly emotive experiences to delegates outside of the business event

Connected City Singapore MICE Experience

TTF • TTF• BIF• TIP-iT• BEiS

STB FOCUS STB FOCUS

INDUSTRY FOCUS INDUSTRY FOCUS

KF

SUPPORTING GRANTS*SUPPORTING GRANTS*

Creation of the Experience Development Series (EDS) to enhance experience creation in Attractions, Travel Services and MICE

One year in the making. One big thank you.

The MICE 2020 Roadmap would not be possible without the support and contribution of many partners coming together.

Ackn wledgements

ACkNOwLEDGEMENTS

MICEHQ.SG Workgroup

Benedict Soh Kingsmen Creatives Ltd

Janet Tan-Collis East West Executive Travellers Pte Ltd

President, SACEOS

Nino Grüttke Messe Berlin (S) Pte Ltd,

Messe Berlin GmBh

Ong Wee Min Marina Bay Sands Pte Ltd

Connected City Workgroup

Arun Madhok Suntec Singapore Convention

& Exhibition Centre

Khoo Cheng-Hoon Meeting Matters International Pte Ltd

Oscar Cerezales MCI Group Asia Pacific Pte Ltd

Stephen Tan Singapore Exhibitions Services Pte Ltd

Singapore MICE Experience Workgroup

Aloysius Arlando SingEx Venues Pte Ltd

Assoc Prof Lee Yuan Kun National University of Singapore

Ralph Hendrich Koelnmesse Pte Ltd

Herve Joseph-Antoine Pacific World Singapore

The following have also helped us in this journey

Lindy Wee Singapore Exhibitions Services Pte Ltd

Lloyd Tan Experia Events Pte Ltd

Nancy Tan Ace: Daytons Direct (Int’l) Pte Ltd

Tay Meilin Destination Asia (S) Pte Ltd

Trevor Soh Pico Art International Pte Ltd

and many others for their valuable input and time.

OUR JOINT JOURNEY IN A SNAPSHOT17

Grant Description Eligibity Criteria Categories

Business Events in Singapore(BEiS)

The Business Events in Singapore (BEiS) scheme seeks to encourage the business events industry to anchor and grow quality events as well as catalyse the innovation of new content.

The BEiS is open to all businesses / companies or associations in the Meetings, Incentive Travel, Conventions, and Exhibitions (MICE) sector.

1. Meetings2. Incentive Travel3. Corporate Activities4. Association Conventions5. Trade Conferences6. Exhibitions

Business Improvement Fund (BIF)

The Business Improvement Fund (BIF) supports the efforts of tourism companies to redesign their business models, processes, and systems for commercial sustainability and increasing global competitiveness.

The BIF is open to all Singapore-registered businesses / companies.

1. Benchmarking studies2. Business and/or consumer

insights studies3. Development and

implementation of solutions for business model redesign

4. Development and implementation of solutions for business process redesign

Kickstart Fund(KF)

The Kickstart Fund supports the creation and test-bedding of innovative lifestyle concepts and events with strong tourism potential and scalability. This is with the aim of adding to the existing quality tourism software and enhancing the vibrancy of Singapore as a tourist destination in areas such as the arts, entertainment, dining, sports and retail.

The Kickstart Fund is open to all legal entities, including businesses, companies, and associations.

1. Live events

2. Pop-ups (up to maximum duration of three months)

3. Services (e.g. an art walk/tour, culinary tour)

Training Industry Professionals in Tourism(TIP-iT)

The Training Industry Professionals in Tourism (TIP-iT) supports tourism companies in employee upgrading and talent and leadership development.

The TIP-iT is open to all Singapore-registered businesses / companies.

1. Employee Upgrading – Provides incentives for training and course development in tourism-related skill sets which enhance the capability and productivity of the workforce. Scope of training supported includes New/Specialised Skills, Multi-skilling, and Enhanced Service Delivery.

2. Tourism Leadership and Talent Development – A scholarship scheme which aims to attract young talents into the sector and groom middle management leaders of tourism companies to be leaders of tomorrow.

Tourism Technology Fund(TTF)

The Tourism Technology Fund (TTF) encourages technology innovation and adoption in the tourism sector that enhances visitors’ experience or improves productivity.

The TTF is open to all Singapore-registered businesses / companies embarking on projects with a clear tourism focus. These companies are either: Tourism companies that create and/or adopt innovative technologies; or Technology companies that create innovative technology products and services for tourism businesses.

1. Innovation - Test-bedding of cutting-edge technology and/or the innovative application of existing technology to benefit tourism businesses.

2. Visitor Experience - Tourism businesses leveraging technology to enhance the visitor experience.

3. Productivity - Tourism businesses implementing technology to improve productivity and reduce reliance on manpower.

For more information, please visit https://www.stb.gov.sg/assistance-and-licensing/grants/

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MICE 2020 R admapStrengthening Competitive Advantage, Creating New Strengths.

01 02FOREWARD

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If you have any feedback or enquiries, please contact us at [email protected]

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