Interview
Future success Made in Singapore
EW ’ s editor speaks to Chi Chuan Poh , the executive director for exhibitions and conferences at Singapore Tourism Board ( STB )
he UK ’ s Birmingham
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NEC was the venue recently for the signing of a Memorandum of Understanding between the Singapore Tourism Board ( STB ) and event organiser Nineteen Group . While in the UK , Chi Chuan Poh , executive director for exhibitions and conferences at STB , told EW how that collaboration had come about . “ I met up with the folks from Nineteen Group last year in Brighton at the AEO CEO Summit . They had a great show in the emergency services and security side and , looking at the event calendar , this was a white space for Singapore , as we didn ’ t have a show that was dedicated to this area .”
Chi Chuan explains that he made his ‘ elevator pitch ’ to Alison Jackson ( Nineteen Group MD ). “ We hit it off right away and they took up the suggestion to come to Singapore where we introduced them to industry players and venues . They were quick to proceed with plans for a show . Less than a year later , we signed the MoU .”
Nineteen Group is also setting up office in Singapore to help drive the show , which will open at Marina Bay Sands Expo and Convention Centre in November . Safety & Security Asia will feature : The Security Event , The Fire Safety Event , The Health & Safety Event , and The Emergency Services Show .
“ Exciting times ,” as Chi Chuan says .
Nineteen ’ s Safety & Security Event Series and The Emergency Services Show boast over 1,500 + exhibitors and 58,000 + visitors in its European editions and group director Tristan Norman says : “ Recognising a gap in the market , our event series presents a unique proposition . By building on our expertise and insights gained from our European events , we believe that the Asia-Pacific edition will play an equally significant role in driving advancements in our safety and security .”
In Singapore they clearly have a
“ We hit it off right away and they took up the suggestion to come to Singapore where we introduced them to industry players and venues . They were quick to proceed with plans for a show .”
Left : Poh Chi Chuan knack for creating a events in such calendar gaps as the exponential growth of International Water Week testifies – uniting some existing shows and some launches .
Chi Chuan emphasises that the magic sauce is really being able to find the right partner and one that is committed to the community that they serve .
“ Nineteen is clearly excited over the opportunities that Singapore and Asia has to offer ,” Chi Chuan says , and sees a much larger play for the growing region and how , by putting the show in Singapore , Nineteen , and other organisers are able to tap into this potential . He mentions work also in progress with Italian Exhibition Group that set up office in Singapore about two years ago .
“ They are bringing in their unique version of the Cafe Show , where they showcase the best of Italian gelato , coffee and pastry . And they are bringing in their jewelry show to Singapore ,” he notes .
STB is also working with Comexposium , the French organiser which has completed IRS and , in June , they bring in the National Retail Federation ’ s big show .
Made in Singapore Chi Chuan is adamant MICE business is rebounding strongly with Covid firmly in the rear-view mirror .
“ Everybody is appreciating what value exhibitions bring and the ability to meet up with people , to generate that serendipity to increase our networks and to push forward our knowledge . Digital platforms are not even a close substitute ,” he says . Chi Chuan explains Singapore has built a strong pipeline of shows coming in 2025-2026 and beyond . “ It ’ s an opportune time for us to showcase that new narrative focused on how Singapore sees itself as a business events capital .”
The current ‘ Made in Sinapore ’ campaign is not new , but an
44 Issue 3 2024 www . exhibitionworld . co . uk