STB looks to hook and 'INSPIRE' global MICE groups

Singapore Tourism Board (STB) has launched a global edition of its incentive programme called "In Singapore Incentives & Rewards" otherwise known as "INSPIRE" to attract visitors from the global Meetings, Incentives, Conventions and Exhibitions (MICE) sector. Done in partnership with 29 local Singapore businesses, the global INSPIRE programme aims to offer 60 complimentary experiences for MICE groups visiting Singapore. These are varied across namely four broad categories, such as Singapore’s dining, entertainment and nightlife, thematic tours and learning experiences, tailored attraction-based experiences and teambuilding activities.

STB has recorded over 2.9 million Business Travel and Meetings, Incentives, Conventions and Exhibitions (BTMICE) visitors in 2018, a growth of 12.1% from 2017. Tourism receipts also rose 7.2% to reach SG$4.68 billion in 2018, compared to the same period in 2017. In addition, a 2019 CWT Meeting and Events Trends report said global demand for meetings and events will increase between 5-10% as events are considered a key channel to facilitate face-to-face engagement, discussions, conversations and networking. Riding on the positive momentum of this trend, STB aims to drive more MICE groups to experience Singapore’s leisure landscape and lifestyle offerings.

Melissa Ow, deputy chief executive, Singapore Tourism Board said building on the positive reception received for the previous INSPIRE programme that was offered to corporate groups in Southeast Asia and specific regions, the new global INSPIRE includes markets such as the Americas, North Asia, Oceania and more.

“Together with local businesses in Singapore, STB has curated a selection of group experiences from dining to social networking, from attractions to thematic tours, as well as team building experiences, all tailored with the MICE visitors’ profile in mind. These incentives have been designed to complement groups’ itineraries and provide exclusive experiences that showcase the best of what Singapore has to offer," she added.

Recently, STB has been ramping up its marketing prowess and partnerships to drive tourism to Singapore. STB inked a deal with Alibaba Group to co-develop marketing campaigns for the next three years. The partnership will kick off with a “Passion Made Possible Privileges” campaign in the second half of 2019 targetting Chinese visitors across the entire consumer journey. The three-year campaign also aims to promote various tourism offerings and drive spend in Singapore in shopping, dining, hotels, sight-seeing, events and entertainment.

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