SINGAPORE TOURISM BOARD

Putting the WOW back into MICE

Background

Singapore as a MICE (Meetings, Incentives, Conferences and Exhibitions) destination is facing stiff competition. MICE offerings from all destinations are virtually at parity. The needs of MICE audience are evolving, where greater accountability and maximisation of ROI are key. We needed to change the conversation from activities and facilities on offer to one that reflects the changing needs of our target audience.

Idea

Singapore has successfully navigated the challenges of today's business world to become an undisputed economic miracle. She can claim success in business more credibly than any other country in the region. Our proposition is cut-through: You will have more meaningful MICE experiences in Singapore — ones that are inspired by real-world success of today. Singapore will be seen as higher up the value chain for MICE, not just another destination option.