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Singapore, 3 April 2024: The Singapore Tourism Board (STB) this week launched a new global marketing campaign to position Singapore as “The world’s best exhibition city”.
The event invites Meetings, Incentives, Conferences and Exhibitions (MICE) event organizers and planners to gain a fresh perspective on Singapore’s value proposition as a leading MICE destination, thereby impacting purposeful outcomes in the competitive landscape.
This is the first of six global campaigns[1] STB announced an updated marketing strategy in 2023, to be rolled out in the coming years to enhance how it tells Singapore’s story.
Singapore’s proposal
As a major trading hub with cutting-edge innovation, technology and research capabilities, Singapore has a strong business ecosystem where thought leaders, investors and businesses come together.
In addition to its outstanding capabilities, infrastructure and events, Singapore has set clear targets, standards, certification schemes and incentives to build a greener future for the MICE industry.
Singapore Tourism Board deputy chief executive Yip Chun Siong said: “Positioning Singapore as the world’s best MICE city is critical to our ambition to maintain a competitive edge and enhance Singapore’s strengths. This is particularly important as MICE event organizers and delegates seek to provide destinations that value and make a positive impact. We remain committed to investing in new MICE products and experiences and inviting event organizers and planners to co-host business events with us that produce meaningful results.”
To enable businesses to co-create their heritage journeys with Singapore, STB is developing a comprehensive heritage toolkit that includes a framework for planning, executing and measuring the impact of heritage outcomes or events. For example, business partnerships forged during conferences can boost industry development, and raising community awareness of health issues can help improve the health of the population. It will also include case studies and information about STB support. The project is expected to be completed and launched in June 2024.
Event sources can be downloaded here
[1] The six global events are “World’s Best Convention and Exhibition City”, “Connected City”, “Family Playground”, “Double the Fun”, “Cooking City” and “Travel Smoothly”.
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