Role of a

Destination

Marketing

Organisation

ICCA IMFS, 21 February 2016

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How and What do we do?

Who are we?

Why is it important?

Agenda

1

2

3

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Visi on

A vibrant and inspiring

Destination Singapore that we

are proud of.

Mission

To shape a dynamic tourism

landscape for Singapore in

partnership with industry and

community.

20 GLOBAL OFFICES

AMERICAS. New York. EUROPE. Frankfurt. London. Moscow. GREATER

CHINA. Beijing. Chengdu. Guangzhou. Hong Kong. Shanghai ASEAN

(ISLANDS) & OCEANIA. Jakarta. Manila. Sydney. ASEAN (MAINLAND).

Bangkok. Kuala Lumpur. Ho Chi Minh City. NORTH ASIA. Seoul. Tokyo.

SOUTH ASIA, MIDDLE EAST, AFRICA. Dubai. Mumbai. New Delhi. These slides are property of SECB and shall not be reproduced and/or distributed without permission from SECB.

1

A group under the Singapore Tourism Board Responsible for:

Developing and attracting business events as key drivers of

the tourism sector

Creating exceptional experiences for Business and MICE

visitors

Establishing a vibrant Business and MICE environment with

strong industry players, robust alliances and world-class

infrastructure

2

3

“In addition to important

business opportunities, the

Meetings Industry provides

immense benefits to the

broader economy as it

generates on average a higher

spending level, reduces

seasonality, contributes to the

regeneration of destinations,

spreads knowledge and

enhances innovation and

creativity. “

Taleb Rifai, Secretary-General,

Global Report on the Meetings Industry

2014, UNWTO

Overview of the Meetings Industry

Meeting Professionals International Meetings

Outlook, 2014 Fall Edition 5

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Importance of Meetings

20 - 25% of total visitor arrivals

are BTMICE visitors

BTMICE contributes

25 - 30% of Tourism Receipts

1.7-1.8 x

Per Capita Expenditure of Leisure visitors

Visitor Arrivals

Economic Contribution

Source: STB OVS

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[

Singapore’s Business Events Industry Why are they important?

Economic Contribution

7

Singapore set the goal of reducing

Smoking prevalence to under 10%

Singapore’s Business Events Industry Why are they important?

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Business

Impact

Media & PR Value

Education Value to Local

Community

Lasting Legacies

Internationational

mix of clients, buyers

and ideas

Source: SBF’s Position

Paper for a Vibrant

Singapore (Jan 2016)

Supporting

Industries

Event

Owners

Government

Trade/

International

Associations/

Organisations

Corporate

companies

PCO/PEOs Media

Venues Suppliers PCOs

8 The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB.

INCENTIVE

TRAVEL CORPORATE

MEETINGS

ASSOCIATION

CONVENTIONS TRADE

CONFERENCES

TRADE

EXHIBITIONS

M I C E . . .

Corporate-level

business events

Industry-level

business events

DMCs

Leveraging Singapore’s Key Industries for

Business Events

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Key Clusters Biomedical &

Healthcare

Social Sector

InfoComm Tech

& Media

Environment &

Energy

Transport &

Security

Infrastructure &

Design

Innovation Finance &

Prof Services

Lifestyle

Grow Attract Create

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Feb

Melbourne

May

Frankfurt

Oct

Las Vegas

Nov

Barcelona Oct

Singapore

Major Tradeshows

Experiential

Megafams

Inspire India &

Greater China

Initiatives with Stakeholders

Roadshows

RESEARCH AND LEAD GATHERING

PROGRAMMING

LEADS

LEAD SOURCE/

EVENT OWNER

DRIVER

•Build and conceptualize Bid Strategy

GALVANIZER

CHAMPION

EVALUATOR

FACILITATOR

CHAMPION

DECISION MAKER

FACILITATOR

•Planning Visits

•Pre/Post Conference Tours

• Visa facilitation

• Securing exclusive venues

PUBLICITY & MARKETING

ORGANIZER

•Appoints PCO

•Build Attendance

PARTNER

•Curate content and programme with Local Host

•Build Attendance

LOCAL

HOST

INTL ASSN

1 – 2 YEARS Up to 6 YEARS

LEAD GENERATION BID DEVELOPMENT LOBBYING EVENT

MANAGEMENT

Support for Association Conventions

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MARKETING &

ATTENDANCE

BUILDING

FACILITATION &

PLANNING ASSISTANCE

SUPPORT SCHEMES

Support & Services of SECB

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Partnerships

Raise Professionalism; develop MICE training & skills

upgrading roadmaps.

Attract students & talents to the industry.

Partner and build alliances with key players to

increase capability of industry

CAPABILITY

DEVELOPMENT

INTERNATIONAL

STANDARDS 1 ENHANCE BIZ

COMPETITIVENESS PRODUCTIVITY

DEEPEN

INDUSTRY

KNOWLEDGE

16

16

Developing a Competitive MICE Industry Industry & Capability Development

Recognise and profile exemplary MICE players

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3 Key Takeaways

1 DMOs make a difference!

IN SUMMARY,

Collaborative Efforts count. 3

2 Business Events are a big deal.

THANK YOU