Insights from the Singapore Tourism Board

7th June 2024

Singapore has become synonymous with world-class business events thanks to its strategic initiatives and forward-thinking approach. During IMEX in Frankfurt, Boardroom spoke with Kershing Goh, Regional Director Europe, Singapore Tourism Board (STB), about the infrastructure and projects that make Singapore a top choice as an events destination. Impact, sustainability, and collaboration is the city-state’s winning recipe.

Words Vicky Koffa

The country’s unique selling points come in different forms. Its compact size does not pose an obstacle for a robust infrastructure, with over 74.000 hotel rooms, high-end convention facilities, and a highly efficient transportation network. The iconic Changi Airport, consistently ranked among the best in the world, is the first point of reference for Singapore’s commitment to excellence in visitor experience. “We are a liitle dot in the map with the goal to make big impact in the world,” Kershing Goh says.

A Campaign To Match The Goal

STB has recently launched a new campaign aimed at highlighting the impact and value of hosting events in Singapore. “Our new campaign emphasises the transformative potential of events held in Singapore. Rather than simply promoting our infrastructure, we want to showcase how Singapore serves as a catalyst for impactful, collaborative, and innovative events,” explained Goh.

A central theme of the new campaign is the concept of legacy and impact. Business events in Singapore are not just about immediate economic benefits but also about creating lasting value for participants and the community. “We are really excited about our Event Legacy Toolkit,” she continued. “This toolkit guides organisers through a four-step process – Frame, Ideate, Realise, Measure – helping them to identify and achieve their legacy goals.”

Singapore is also making strides in sustainability, particularly in the context of business events. Singapore partners were proudly hosted at a carbon-neutral booth at Imex in Franfkurt, a project which is extended to all major international trade shows in which they participate. Kershing Goh said: “This move is part of our broader effort to measure, reduce, and offset the carbon footprint of events hosted in Singapore. By setting a high standard in sustainability, we aim to inspire and lead by example in the global meetings industry.”

Collaboration and Co-creation

The STB’s approach to showcasing Singapore’s strengths as a business events destination emphasises collaboration and co-creation. “We do not just sell Singapore as a destination; we actively work with event organisers to co-create experiences that maximise impact and value,” she noted. Content and execution of events in the city are the result of close collaboration among various local stakeholders, in line with the incoming association’s unique needs. 

Collaboration becomes easier thanks to Singapore’s unique position as a bridge between East and West. The city-state’s multicultural environment offers a global perspective, making it an attractive meeting point for international delegates. “Our cultural diversity is reflected in the range of events we host. This often draws participants from across the globe, facilitating cross-cultural dialogue and collaboration,” Goh explains.

By setting new benchmarks in legacy, sustainability, and collaboration, Singapore keeps its door wide open for like-minded associations. The notion of creating positive environmental, economic and social impact in embeded in all of STB’s initiatives, ranking Singapore among the top meeting destinations worldwide. “Creating impact mirrors the DNA of what the country stands for, which is continuous innovation, and continuous ideation,” Goh concludes.

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