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Singapore Tourism Board launches ‘World’s Best MICE City’ campaign

The campaign promotes business events in Singapore can create and leave a positive and lasting impact.

Singapore Tourism Board (STB) has launched a new global marketing campaign today, affirming Singapore’s position as the “World’s Best MICE City”, where business events can create and leave a positive and lasting impact.

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, access to unique tourism offerings, and maintains a stellar track record of hosting high-quality events. Please refer to Annex A for a list of significant events already secured for 2024.

Beyond exceptional capabilities, infrastructure and events, Singapore has set clear targets, standards, certification programmes and incentives, to build a greener future for the MICE industry. However, the evolving landscape underscores the intensifying need for destinations to redefine the experience and support they provide to MICE planners, businesses and delegates, who are increasingly focused on driving meaningful change.

The campaign invites Meetings, Incentives, Conventions and Exhibitions (MICE) event organisers and planners to take a fresh perspective on Singapore’s value proposition as a leading MICE destination that can influence purposeful outcomes, amid a competitive landscape.

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.”

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