Singapore has emerged as world top MICE country by the rapidly growing number of holding international meetings. According to the
statistics of UIA(Union of international associations), Singapore ranked on top in 2011 by holding 919 international meetings. The MICE
promotion policy of the government took a great role to develop as the world leading country in the field of MICE. By establishing a
BTMICE(Business Travel + MICE) department, Singapore Tourism Board has been implementing a series of MICE promotion policies.
In addition, SECB(Singapore Exhibition and Convention Bureau) has played important roles like supporting to hold conventions,
meetings, exhibitions, conferences and to develop the business Tourism.
Building the strategic cluster is also one of the major MICE promotions policies. The strategic cluster means the strategic grouping
among the business partners in the field of national core industry. Singapore has been trying to improve the national image by holding
conferences in the high-tech and value added industry. Lastly, Singapore has promoted its MICE industry by opening the giantic
integrated resorts, Resort World Sentosa and Marina Bay Sands.
Accoring to the SWOT analysis about MICE industry of Singapore, superior infrastructure and the aggressive MICE industry promotion
policy shall be the strengths. On the other way, the high price level, lack of the asian traditional image would be the weaknesses. The
sustainable economic growth of east asia and abundant potential demand of china region shall be the opportunities. The threats shall
include the rising cost for luxury facilities and the excessive competition against neighboring countries would be the threats.
ECOTOURISM MIDTERM REPORT
Professor: Munehiko ASAMIZU
Name: LE Tuan Anh
ID: 12407168
5/11/2010
SINGAPORE AS A LEADING CONVENTION CITY
“SINGAPORE AS A LEADING CONVENTION CITY”
Name: LE Tuan Anh. ID: 12407168
I. Introduction:
In a time of globalization, in addition to leisure tourism, to an increasing extend business tourism plays
an important part in the development of many countries all over the world. It has gradually asserted its
position of a prospective industry among many others by generally occupying a big proportion in the
total GDP of each country. It brings the host countries many valuable benefits that they are always keen
to promote business tourism and consider it a key industry in their development strategies. These
benefits include high employment creation, generating repeat visits, fewer negative effects and finally
yielding a huge value for the host countries’ economy. Among various types of business tourism, MICE
(Meetings, Incentives, Conventions and Exhibitions) segment is of the most interest to many tourism

destinations and suppliers all over the world. To the best of my knowledge, there are so many countries
which are actually successful in this field and have become world’s top convention ones such as USA,
France, Singapore, or Japan… Among these countries, I would like to take Singapore as a typical example
to be focused on in the next part.
II. Main Body:
1) Definition of MICE Tourism:
As I mentioned above, MICE stands for Meetings, Incentives, Conventions and Exhibitions tourism
segment. Here, I will explain in more details the definition of each component in this tourism segment.
According to IAPCO (the International Association of Professional Congress Organizers), “Meeting” is “a
general term indicating a coming together of a number of people in one place, to confer or carry out a
particular activity.” (Definition of MICE). In other words, meeting means an off-site gathering at a
commercial venue to discuss a shared-interest topic. Next, “Convention” is defined as a “participatory
meeting designed for discussion, fact-finding, problem solving and consultation.” (Definition of MICE). In
general, there is not much difference between the explanations for Convention and Meeting in terms of
purposes and organizing manners. Simply put, conference is a larger type of a normal meeting.
“Exhibition” means an organized event occurring in a particular duration at which the interaction of
buyers and sellers will be ultimately enabled. Simply put, it is “event where the products and services
are displayed.” (Definition of MICE). Finally, unlike the above mentioned three components of MICE
tourism whose aim at educational and professional communication, the “Incentive” travel is offered as a
type of employee reward by a company to stimulate their enthusiasm for a high performance and its
main purpose is purely for entertainment and leisure activities.
2) Singapore – a leading convention destination:
For the time being, Singapore enjoys an excellent reputation as a leading convention city and is
recognized an Asia’s top MICE (Meetings, Incentive Travel, Conventions and Exhibitions) destination for
many associations and corporations thanks to its strategic location, pro-business environment, world-
class meeting and exhibition facilities, and excellent transport and communications network. As can be
seen from ICCA Global Rankings 2008 table below (ICCA = International Congress and Convention
Association), with 118 international association meetings held, Singapore has maintained its position as
Asia’s Top Convention City for the 10th time and ranked 4th in the World’s Top Convention City – down
1 place compared to last year.

Rank | City | Number of meetings |
1 | Paris | 139 |
| Vienna | 139 |
3 | Barcelona | 136 |
4 | Singapore | 118 |
5 | Berlin | 100 |
6 | Budapest | 95 |
7 | Amsterdam | 89 |
8 | Stockholm | 87 |
9 | Seoul | 84 |
10 | Lisbon | 83 |
Rank | City | Number of meetings |
11 | Copenhagen | 82 |
12 | Sao Paulo | 75 |
13 | Prague | 74 |
14 | Beijing | 73 |
15 | Athens | 72 |
| Buenos Aires | 72 |
| Istanbul | 72 |
18 | Bangkok | 71 |
19 | London | 68 |
| Tokyo | 68 |
Source: ICCA Statistics 2008
Singapore’s position attests to its appeal as a premium Business Travel and meetings, incentive travel,
convention and exhibition (BTMICE) destination. Furthermore, Singapore strengthens its position as the
world’s excellent convention destination by occupying the top spot in the “Top International Meeting
City” category in the Union of International Associations (UIA) 2008 Global Rankings for the second
consecutive year.
Rank | City | Number of meetings |
1 | Singapore | 637 |

2 | Paris | 419 |
3 | Brussels | 299 |
4 | Vienna | 249 |
5 | Barcelona | 193 |
Rank | City | Number of meetings |
| | |
6 | Tokyo | 150 |
7 | Seoul | 125 |
8 | Budapest | 116 |
9 | Copenhagen | 104 |
10 | London | 103 |
Source: UIA Statistics 2008
Moreover, the success of Singapore’s MICE industry can also be expressed in term of its impressive
growth in the number of meetings held here over 4 recent years. “In the updated figures for 2004-2008
released this year, the rise of Singapore in the international organizations meeting market is a
noteworthy feature. In 2004, Singapore stood at a respectable 10th place in the “Top International
Meeting City” category. In 2005 it climbed to 8th place, and jumped to 4th place in 2006. In 2007 it
made an incredible leap to first place, with almost 30% more meetings than the city in second place. In
2008 it has not only maintained its position in first place, it has increased its margin to 50% more
meetings than the second-ranked city,” said Mr. Jacques de Mevius, Secretary-General of UIA.
(Singapore continues to reign as top meeting city , 2009)
3) Reasons for the great success of Singapore’s MICE tourism:
Firstly, regarding Singapore’s location, it can be seen that Singapore has a really strategic position that
allows an easy accessibility and large market catchment. Located at the crossroads of the world in the
Strait of Malacca, Singapore taps into a market catchment size of 3.3 billion people within just 7 hours
flight time. Conventions and exhibitions can conveniently take advantage of Singapore’s superior
accessibility to attract a huge amount of international participation, especially from such fast-growing
and emerging markets as China, India and Asia-Pacific. Besides, Singapore’s Changi International Airport
acts as a premier international aviation hub for 83 international airlines that enables Singapore to be
widely connected with 185 cities in 58 countries. Also, since March 2006 the Budget Terminal

customized for low cost airlines carriers has been launched into operation, which makes traveling to
Singapore more and more affordable for both delegates and meeting attendees within Asia.
Furthermore, an entry visa for a short-term visit is not required in Singapore for most of the countries in
the world.
Secondly, Singapore’s exciting cultural and social experience should be properly taken into consideration
because it also creates another favorable condition for Singapore to win the bid for international
conferences. Containing a mix of different races, religions, cultures and languages interacting and living
together in harmony over the decades provides Singapore a unique feature like no others. Moreover,
Singapore also has its own reputation of being a food paradise with a variety of cuisines including both
Western and Singapore traditional ones. Furthermore, in Singapore, there is a ready availability of
exciting leisure places for all delegates in their post-meeting trip, from the thrill-seekers to the nature-
lovers.
Thirdly, Singapore is considered a center of professional PEOs, PCOs & DMCs. In Singapore we can easily
find out some of the region’s most experienced Professional Exhibition Organizers (PEOs), Professional
Conventions Organizers (PCOs), and Destination management companies (DMCs) such as Reed
Exhibitions, Singapore Exhibition Services or Messe Dusseldorf and so many more. With an established
reputation and professional skills, these convention companies will ensure that every last detail is
carefully taken care of and every moment skillfully coordinated in order to produce a successful event.
Fourthly, it is the excellent capacity of professional conference venues and facilities in Singapore.
Singapore possesses a rich variety of convention and exhibition centers that can meet the requirements
of any conferences and social events held in this country. Suntec Singapore International Convention
and Exhibition Center and Singapore Expo are among the major players in the business. Both have a
capacity to accommodate a meeting of up to 15,000 participants. In addition, most of five-star hotels in
Singapore have their own built-in conference rooms that can hold a meeting of up to 500 people.
Furthermore, the technologically advanced facilities provided in these convention centers also
contribute to the great success of any conference and exhibition held in Singapore. With being the third
most wired nation in the world, Internet and teleconferencing services are available at many business
hotels and venues.
Finally, we will not forget to mention the support from the Singapore Exhibition and Convention Bureau
(SECB). The Singapore Exhibition & Convention Bureau (SECB) is officially established under the control

of the Singapore Tourism Board (STB) and acts as a general supporter for enhancing the overall
experiences of the delegates. The SECB often launches incentive campaign to attract event organizers to
hold their events in the city state. For instance, a campaign named “Make It Singapore” initiated in 2003
attracted at least 40 major MICE events held in the same year.
III. Conclusion:
In conclusion, business tourism has increasingly become a general trend of tourism industry in many
countries all over the world. Not only does it contribute to the development of the city in particular and
the whole country in general, but it also helps to change face of the city to some extent. As a leading
convention city, Singapore is such a bright example for many other countries to follow.
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Nondestructive Testing: />Definition of MICE. (n.d.). Retrieved May 10, 2010, from MICE-Contact: e-
contact.com/definition-of-mice.html
Fischer, J. (2009, June). International Meeting Statistics for the Year 2008. Retrieved May 09, 2010, from
Union of International Associations: />Meetings, Incentives, Conferencing, Exhibitions. (n.d.). Retrieved May 10, 2010, from Wikipedia:
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