Singapore Tourism Board (STB) MICE city

Singapore aims to be the “World’s Best MICE City” with New Campaign

The Singapore Tourism Board (STB) has launched a new global marketing campaign, affirming Singapore’s position as the “World’s Best MICE City”, where business events can create and leave a positive and lasting impact.

The campaign invites Meetings, Incentives, Conventions and Exhibitions (MICE) event organisers and planners to take a fresh perspective on Singapore’s value proposition as a leading MICE destination that can influence purposeful outcomes, amid a competitive landscape.

This marks the first of six global campaigns that STB is rolling out in the coming years to sharpen the way it tells the Singapore story, after it announced its refreshed marketing strategy in 2023.

The six global campaigns are: World’s Best MICE City; City that Connects; Family Playground; Twice the Fun; Culinary Capital; Travel Well.

Singapore’s Unique Proposition in Emphasising Legacy Building

As a major trade hub with cutting-edge innovation, technology, and research capabilities, Singapore is home to a vibrant business ecosystem where thought leaders, investors and businesses meet. It also offers a neutral ground for meaningful dialogue, access to unique tourism offerings, and maintains a stellar track record of hosting high-quality events. Please refer to Annex A for a list of significant events already secured for 2024.

Beyond exceptional capabilities, infrastructure and events, Singapore has set clear targets, standards, certification programmes and incentives, to build a greener future for the MICE industry. However, the evolving landscape underscores the intensifying need for destinations to redefine the experience and support they provide to MICE planners, businesses and delegates, who are increasingly focused on driving meaningful change.

The Fullerton Waterboat House in Singapore

According to International Congress and Convention Association’s (ICCA) Meeting Needs Survey (2023), associations emphasised the importance of leaving a positive impact in the destination of their events and to build legacy into their activities. For example, 44% of international associations modified their RFPs (Request for Proposals) in the last three years with legacy requirements. The results also highlighted various ways that associations seek to contribute positively, from holding sustainable events to engaging market segments for a more inclusive approach.

Mr Yap Chin Siang, Deputy Chief Executive, Singapore Tourism Board, said, “Positioning Singapore as theWorld’s Best MICE City is integral to our ambition to maintain a competitive edge, and to reinforce Singapore’s strengths. This is especially critical as MICE event organisers and delegates seek destinations that deliver value and drive positive impact. We remain committed to invest in new MICE products and experiences, and we invite event organisers and planners to co-create business events with us that yield meaningful outcomes.”

Leading the Way to Creating Positive Impact

STB’s global MICE campaign draws inspiration from businesses and events that are leading the charge in creating a positive impact. An example of a business events that has leveraged Singapore’s strengths to address a need or gap in their intended communities, in Singapore and beyond is the Singapore International Water Week, that has been held biennially on even years.

It is one of the world’s premier platforms that gathers leaders and experts from cities, utilities, and the industry to share best practices and co-create innovative water, flood management and coastal protection solutions to tackle pressing urban water and associated climate challenges. It galvanises climate action, particularly in Asia, by fostering new partnerships and collaboration amongst municipal and industrial stakeholders to build a sustainable water future for all.


To empower businesses to co-create their legacy journey with Singapore, STB is developing a comprehensive Legacy toolkit which will contain a clear framework for planning, executing and measuring legacy outcomes or impact of an event. For example, business partnerships forged in a meeting could drive industry development, and an increased community awareness of a health issue could help to improve quality of health among a population. It will also include case studies and information on the support that STB offers. This is on track to be completed and launched by June 2024.

STB has also rolled out an enhanced Singapore MICE Advantage Programme (SMAP) to further entice MICE event organisers to Singapore. This programme features a refreshed set of privileges, including discounts from new lifestyle and retail partners Mandai Wildlife Group and Design Orchard. Privileges with existing partners have also been expanded to include shopping vouchers and complimentary experiences, including food and beverage.

The World’s Best MICE City campaign is an extension of our Passion Made Possible destination brand, which celebrates the Singapore spirit of creating possibilities and making ordinary moments extraordinary. Beyond the campaign film and social assets, the campaign, set to roll out progressively across key markets and regions including China, Europe, Germany, Indonesia, and United States, will include in-market trade engagements and MICE travel shows to showcase how Singapore delivers on every aspect of the MICE experience.

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