Destination focus
Arlando, tells CMW: “Our industry
players have used the opportunity of the
crisis to re-train and upskill their
workforce, forge new partnerships and
find innovative ways for their business.”
Singex had, even before the corona
crisis, been rolling out some
ground-breaking innovative ideas around
events spaces of the future and showcased
them at the SACEOS 40th anniversary
celebratory event the venue hosted back in
February.
The integrated resort at Sentosa attracts
19m visitors annually, mostly from the
China, India and Southeast Asia markets.
Ms Lynette Ang, chief marketing
officer, Sentosa Development Corporation,
tells CMW the resort sees itself as a
one-stop solutions provider for novel
MICE experiences and is continuing to
work with PCOs and DMCs, and with
STB through programmes such as the
Singapore MICE Advantage Programme
(SMAP) and In Singapore Incentives &
Rewards (INSPIRE).
“Despite the inability to meet our
partners face-to-face, we have continued to
engage them regularly through platforms
such as webinars, ensuring that we keep
these relationships warm,” says Ang. “We
have also been working with stakeholders
on a strong marketing and promotional
plan to bring visitors back to the island.”
Singapore is not short of icons like
Sentosa and another is surely Marina Bay
Sands (MBS) which dominates the skyline
along its waterfront location.
Another integrated complex, with huge
convention centre and exhibition halls, its
vice-president of sales, Mike Lee, says that
“while event organisers are working to
adapt to the New Normal, industry players
need to get creative, explore new
initiatives and build new partnerships”.
Lee agrees Covid-19 has accelerated
the pace of digital transformation in the
industry and predicts technology will be
more widely utilised, “to create a
contactless customer experience and to
deliver an elevated safe meeting
environment for the attendees”.
He says the key to ensuring a successful
event, “is not to overwhelm event
organisers with the complex technology
available in the market but instead offer
simple customised solutions to help them
achieve their business objectives”.
Having an operationally safe venue and
sanitised operations will be the new
baseline, Lee believes and stresses that
having a skilled workforce is also critical
in ensuring Singapore’s competitiveness.
Digital
Singapore using its core digital
capabilities to engage global communities
as travel restrictions remain.
The approach is illustrated by an event
that has pivoted to digital, while remaining
on Singapore time: CAREhab and the 6th
Singapore Rehabilitation Conference 2020,
which runs 17-18 July 2020.
The annual event was previously
scheduled to take place in-person at MAX
Atria, Singexpo, on the same dates. The
decision to go online was taken by Singex
in collaboration with the Society of
Rehabilitation Medicine (Singapore),
co-organisers of CAREhab.
James Boey, executive director of
SingEx Exhibitions, says: “Our
commitment to the community is
providing them a safe and seamless
experience, where they can continue
making meaningful connections equally, if
not more, in the new virtual edition.”
As with the physical event, doctors and
nurses in Singapore remain eligible to
earn CME (continuing medical education)
and CPE (continuing professional
education) points.
Innovation & the knowledge economy
Singapore was ranked the most innovative
country in Asia in 2019 Global Innovative
Index and third most innovative in 2020
Bloomberg’s Innovation Index. The state’s
knowledge economy is just another of its
strengths in attracting sectoral
organisers, and Andrew Phua, STB’s
executive director of exhibitions and
conferences, says it is a big draw for global
businesses large and small.
“The Singapore government,” he says,
“Our
commitment
to the
community
is providing
them a safe
and seamless
experience,
where they
can continue
making
meaningful
connections
equally, if
not more,
in the new
virtual
edition.”
“has various initiatives designed to
encourage test bedding of solutions, talent
development and cross-industry research,
allowing innovations to commercialise
and yield results quickly.”
Alongside the innovation of
technologies is Singapore’s ability to
implement them. In 2019, STB launched
the Singapore Tourism Accelerator to
attract and house new technologies and
innovation from around the world. “We
will continue to accelerate the tourism
sector’s digital transformation through
our recently launched ‘Learn Test Build’
framework, which offers access to
resources such as STB Tech College, the
Singapore Tourism Analytics Network
(STAN), and ThreeHouse, a dedicated
innovation space for companies to
collaborate and test new ideas,” Phua adds.
Future playbook
As Singapore industry leaders work
together to ensure the country’s MICE
ecosystem can emerge stronger from
Covid-19, more help for organisers and
other event professionals is expected in the
shape of an operational guide book
covering the highest standards of safe
management. A digital playbook is also in
the pipeline, which is likely to outline
innovative solutions for hybrid events and
offer various analytical tools.
And, with the government announcing
more than S$90bn (nearly 20% of GDP),
worth of economic support measures to
help local businesses and workers, and
STB rolling out programmes to support
its partners’ international marketing
efforts via the Marketing Partnership
programme, as well as the creation of
content assets through the SG Stories
Content Fund, all these efforts will no
doubt help Singapore to maintain crucial
mindshare in key markets.
Singapore is a society built on constant
flexibility and change and is better placed
than most to pivot to new solutions for the
new normal.
www.visitsingapore.com/mice
ISSUE 107 / CONFERENCE & MEETINGS WORLD / 41