Singapore confident of MICE Asia business

Organised by Naseba, from July 2 to 26, 2005, MICE Asia is part of a series of annual MICE shows held in the Middle East, Europe and the US. Singapore Tourism Board (STB) assistant director for incentive travel Remy Choo said the event should generate about US$1.82 billion worth of business deals in the Asia Pacific over the next three years, of which Singapore can expect a ten per cent share.. "Each supplier will have appointments for 10 to 12 buyers, guaranteed," Choo said. Its first Asian edition is expected to draw 200 high-level buyers and will begin on the afternoon of the 24th with a tour of Singapore, followed by a welcome dinner at the Istana where Singapore's senior minister Goh Chok Tong will give the address. Choo said the choice of the Istana for the opening address was excellent as STB wanted to elevate the event and emphasise its high business potential because of the B-to-B platform it would offer. The conference programme is a series of case studies of best practices for organising incentive programmes, product launches and end-user conferences. Topics include cross-cultural marketing, brand launches, golf incentive programmes and unique incentive ideas. Keynote speakers include law firm Baker & McKenzie.Wong & Leow partner Andrew Martin, who will discuss negotiations and dealmaking in the Asian CEI Industry. Naseba event producer Chris White said: "MICE Asia is different in format to tradeshows due to the senior level of attendees. Solution providers have a table at which to conduct private business meetings." Suppliers such as convention bureaus, tourism boards, hotel and resort chains, destination management companies (DMCs), congress centres, professional conference organisers and event management specialists will be limited to 40. At press time, more than 80 senior executives had signed up. Attendees include Hitachi, Oracle, Unilever and Accenture. Sponsored buyers get free accommodation, airport transfers, food and free hosting of the entire programme and post-event inspections to regional destinations. The official DMC is East West Executive Travellers.