ingapore ’ s minister for trade and industry , Chan Chun Sing , has said the city state wants to be the frontrunner reinventing global travel . “ People are looking for a safe place to fly to mand meet . We want to be that place ,” the minister said in his welcome speech to near 1,000 attendees on site at Marina Bay Sands at the end of November , for TravelRevive . The event was powered by organiser ITB Asia and Singapore Tourism Board ( STB ). It was a successful pilot hybrid and Asia Pacific ’ s first international travel tradeshow since Covid .

The show was part of a public-private collaboration under the Emerging Stronger Taskforce ( EST )’ s Singapore Together Alliance for Action ( AfA ) on Enabling Safe and Innovative Visitor Experiences .

Alongside TravelRevive , STB , the IAEE and SACEOS organised the IAEE Asia Hybrid Forum and SMFX x MICE Connect Forum . These sessions attracted , in-person , ASEAN industry leaders and global MICE associations .

Enhanced safety measures

Just as Singapore demonstrated its SafeTravel Pass scheme and TraceTogether app to bring international delegates in through Changi airport , so safe management measures at the event itself included crowd density control and cohorting of attendees , as well as special 9sqm meeting pods equipped with protective plexi-glass to facilitate safe one-to-one meetings between exhibitors and buyers .

There was a range of itineraries outside the conference itself , specially curated for delegates . These involved authentic experiences such as Vespa tours with Singapore Sidecars , as well as

virtual tours with hands-on activities that delegates could participate in from their hotel rooms . There was even a guided visit to a Kelong ( an offshore wooden platform used primarily for fish farming ).

The Singapore authorities will also now study the data from TravelRevive to refine their safe management measures and best practices for MICE events in future .

Minister Chan Chun Sing , addressing the conference , pledged the Singapore government ’ s commitment to “ support the industry in reimagining the entire visitor experience to emerge stronger and solidify our position as a global and regional business hub .”

Mr Andrew Phua , executive director , Exhibitions & Conferences , STB , told CMW : “ As the Global-Asia node for business , Singapore is reimagining the future of business events with rigorous protocols and creative solutions , while supporting our MICE industry as we pivot , adapt and transform .”

Kai Hattendorf , MD and CEO of the

Above : Sinapore minister for trade and industry , Chan Chun Sing

global association of the exhibition industry , UFI , was one industry leader sharing his insights in person , on stage at the conference and told CMW : “ Rely on event professionals to find a solution , whatever the challenge . ITB Asia and STB put together a good , scaleable concept for an exhibition with an embedded conference that keeps people safe , supports business , and brings poople together . Key is the good collaboration with the Singapore government in applying a ‘ testing over quarantine ’ policy .”

Subsequent evidence of the levels of trust in the Singapore methodology came in December when the organisers of the Davos World Economic Forum announced it is to leave Switzerland and fly to Singapore for its annual meeting in May 2021 .

Mr Chang Chee Pey , assistant chief executive , international group , STB , speaking at a media event during the show to intorduce the new Singaporeimagine brand , described the situation as “ a time of great innovation and opportunity ” for Singapore .

“ We adapted to new norms , we developed new experiences and we created solutions for problems that never even existed less than a year ago .” He added : “ Our own Brand Health Study shows that 9 in 10 business travellers are likely to travel in the next 12 months and both leisure and business travellers continue to perceive Singapore as a safe destination , despite Covid-19 .”

Before the pandemic , conference business supported more than 34,000 jobs in the city state and provided US $ 2.79bn of annual economic value , approximately 1 % of Singapore ’ s GDP . Singapore clearly has the technonlogy and the will to get back to that gold meetings and travel standard .