Singapore is ramping up its play for the global business events market with the creation of the Singapore MICE Advantage Program (SMAP) – a partnership between Singapore Exhibition & Convention Bureau (SECB), Changi Airport and Singapore Airlines.
SECB executive director, Jeannie Lim, told media at trade show ITB Asia that the new scheme is based on feedback from the industry regarding how to enhance events held in the destination for both organisers and delegates.
“For business travellers, the experience begins before they even arrive in Singapore,” she said. “So we’ve crafted and developed it in a way that starts from the time they leave their home countries.”
It is divided into three broad categories – building attendance through joint marketing initiatives, working with event organisers to ensure “smoother” operations and offering preferential rates.
“With this program, we are hoping it will really provide additional experiences and value over and above what Singapore offers today,” Lim said. She also highlighted the destination’s “strategic” position as a convenient meetings hub for countries across the Asia Pacific region.
Meanwhile, Singapore Airlines vice president marketing Sheldon Hee said all three parties saw value in working together.
“In past organisers have had to approach all parties individually, so we are working together to try and identify where we can streamline the process,” he said. “That way we can really deliver that enhanced experience, not just for delegates but also that seamlessness for the organisers.”
