Singapore keeps its Lion's share

Singapore has been rated the most business-friendly economy in the world (World Bank/IFC Report: Oct. 2013) and this year celebrates its golden anniversary (9 August), of 50 years as a nation. With a multi-cultural heritage spanning four major influences of Malay, Chinese, Indian and English and a location on the main Asian trade route, the island city has been Asia’s top association convention city for 10 consecutive years in the International Congress and Convention Association (ICCA) rankings. Now home to some 140 international non-profit organisations (INPOs) and over 250 associations, Singapore has built up a reputation for efficiency, reliability and security. Singapore has held its meetings market share by delivering quality and continuing to innovate. Its consistent enforcement of intellectual property rights has also proved popular. The infographic (p48) shows just how dynamic Singapore’s meeting market is. One recent win illustrates this nicely. Singapore has won its bid to host the 103rd Lions Clubs International Convention in 2020. The world’s largest non-governmental organisation will bring 20,000 delegates and generate more than S$58m (US$43.3m) in receipts, making it the largest association congress ever to be held in Singapore. MICE momentum Since I last visited the island in 2008, Singapore has not rested on its laurels, with two integrated resorts rising in quick time, as well as the Gardens by the Bay and the amazing feat of architecture that is the Marina Bay Sands complex. Entertainment is a key part of the offer, as shown by the growing events business at Universal Studios on Sentosa. The offer contrasts to the more corporate feel of the traditional conference centres in the city centre hotels and the Suntec convention centre. Marina Bay Sands has certainly been attracting business since its opening in 2010. Home to the world’s most expensive standalone casino, the integrated resort took in many conferences from Suntec during that centre’s recent closure for a S$184m refurbishment. Suntec is now open again for business, with a remodeled entrance and a smart lighting system second to none. It offers free Wi-Fi throughout and can support up to 6,000 devices at one time. The task now is to win back clients who have been so impressed with MBS that they have stayed there! Space is not a problem out near the airport at Singexpo, where 10 massive exhibition halls can be used for a variety events. The day I visited both Singexpo and Suntec, the main conference events taking place were both large religious gatherings. Religion is clearly big meetings business on the island, with the City Harvest Church now controlling a 39% shareholding in Suntec. Hotels old and new If it’s a Singapore Sling and imperial days that tick your delegates’ box, then the venues of choice may be The Fullerton or Raffles hotels. Both these classical pieces of architecture offer ample conferencing space. The Fullerton Hotel and its sister hotel, The Fullerton Bay, are both in the central business district and offer views of the Marina Bay waterfront. The Fairmont offers a more modern vibe. Recent renovation means it now offers 769 rooms. The hotel’s event space is contained in the Raffles City Convention Centre, which offers 27 meetings rooms, the largest of which can host 3,000 delegates. Other top end hotels include the Swissôtel and the Pan Pacific, both with stunning views, while if you prefer to be the Orchard Road shopping area, the Grand Hyatt could be a central choice, offering 677 rooms and suites. Singapore has 50,000 hotel rooms in all. Connectivity Changi International Airport is linked to 280 cities in 60 countries, with about 6,900 weekly flights and 50m passengers passing annually. The PCO view: Vincent Yap assistant director, institutional division at the global PCO MCI Group Asia Pacific offers some advice for associations wanting to bring their conference to Singapore: Leveraging on government support “Clients and organisers are urged to seek the support of the Singapore Tourism Board and to leverage on the various support schemes that are available to help fund any conference bid from the outset. Local institutional support “Association clients out of Asia could find it key to garner the support of a national association or institution. Such support can also assist in the application of CME (Continuing Medical Education) or CPD (Continuing Professional Development) points that would help drive attendance to the conference. It is good also to be aware of local concerns and aligning any conference programme.” Managing financial expectations Yapp recommends clients manage their financial expectations and outcomes for a conference, especially in regards to the cost items involved, including venue, AV, catering and especially accommodation for faculty, VIPs and council members. “In comparison to some of its neighbours, Singapore may be viewed as a more expensive destination, but the benefits of highly cosmopolitan, excellent, infrastructure and well-connected city may outweigh the drawbacks, if expectations are managed,” says Yapp. New roadmap Ms Neeta Lachmandas-Sakellariou, STB assistant chief executive, says Singapore is in a position of strength but stresses it is not a time to sit still. “Global structural changes, mobile technologies, and heightened awareness of environmental sustainability have impacted our industry and many countries in the region are developing new infrastructure and software capabilities to enhance their own appeal for business events. Competition is very real and securing the next big convention or meeting, amid the issues of rising business costs and shortage of manpower, is a challenge.” That is why, she says, a MICE 2020 roadmap has been drawn up. The new roadmap places emphasis on strengthening existing competitive advantage and creating new strengths to generate greater value for visitors and MICE companies. It also addresses the expectation that MICE visitors increasingly prefer experiential learning and encourages further training and partnerships to raise MICE industry standards and benchmarks to improve competitiveness. In producing the roadmap, the STB interviewed 200 MICE decision-makers and business event visitors. Three core ideas were identified: Connected City Singapore MICE Experience MICEHQ.SG. Connected City aims to develop Singapore into a smart MICE city that empowers business visitors to get to where they want to go and do what they want to do seamlessly. Guided by insights generated from big data analytics, MICE businesses would be able to create customised value propositions for these visitors. This is augmented by the Singapore MICE Experience, where business visitors would come to deepen their engagement with Singapore as an inspiring destination that offers experiential events with authentic local character. MICEHQ.SG aspires to build Singapore into Asia’s MICE resource capital for skilled talent and knowledge. “Together, these three core ideas could allow us to remain the leading business events destination in Asia for years to come,” Lachmandas-Sakellariou adds.