Singapore's business events sector is doubling down on growth after a record-breaking year. At the 15th Singapore MICE Forum (SMF) held at Resorts World Sentosa, Minister of State for Trade and Industry Gan Siow Huang outlined the nation's strategy to sustain momentum, focusing on digital innovation, workforce development, and infrastructure expansion.
The city-state's tourism economy posted record receipts of US$24.5 billion, with MICE revenue jumping 35% year-on-year to S$2.3 billion. Singapore also retained its crown as Asia Pacific's top meeting city in the International Congress and Convention Association (ICCA) rankings for the 23rd consecutive year.
New incentives to boost delegate numbers
To help event organisers scale attendance, the Singapore Tourism Board (STB) has launched the Singapore Attendance Building Consultants (ABC) programme. The initiative connects organisers with vetted in-market specialists, starting with five partners in China before expanding globally, to drive delegate turnout from emerging markets.
Complementing this, STB introduced the Singapore Hotels Incentives for Business Events (SHINE) initiative. Uniting 22 business-focused hotels, SHINE offers delegates preferential room rates, exclusive perks, and curated local experiences designed to encourage longer stays and deeper regional engagement.
These moves align with the sector's broader push for quality over quantity, a theme echoed by industry leaders. As SACEOS president noted, the focus is on attracting high-value events that deliver lasting economic impact.
Digital plan and talent development
Gan highlighted the newly developed MICE Industry Digital Plan (IDP), created jointly by STB and the Infocomm Media Development Authority (IMDA). The framework provides event stakeholders with actionable guidance on deploying AI-powered planning tools and customer engagement platforms.
Resorts World Sentosa, the host venue, demonstrated the plan's real-world impact: after implementing an integrated CRM platform, it reported a 36% increase in sales conversion rates and a tripling of its overseas MICE business.
Workforce upskilling remains a priority. Industry association SACEOS trained nearly 600 professionals last year through executive certifications with partners such as Singapore University of Social Sciences and NTUC LearningHub. Homegrown innovation is also gaining traction via the BEInspired accelerator programme; participant Sgcarmart recently launched Beyond Motion, Singapore's first B2B2C future mobility showcase, attracting 18,000 visitors in March 2026.
Future infrastructure and sustainability
Looking ahead, Singapore is advancing plans for its proposed Downtown MICE Hub, an integrated precinct combining exhibition space, hospitality, retail, and dining adjacent to a potential new cruise terminal. A Request for Proposal (RFP) for the development is slated for launch next year.
On sustainability, STB and SACEOS are preparing the next phase of the MICE Sustainability Roadmap, following the milestone of securing sustainability certifications across all six purpose-built MICE venues. The updated framework will expand beyond environmental metrics to encompass social and economic targets, supporting Singapore's long-term Tourism 2040 vision.
With these initiatives, Singapore is positioning itself to maintain its competitive edge in the global MICE landscape. The record revenue and strategic investments signal confidence in the sector's continued growth, even as global headwinds persist. For travel professionals, the message is clear: Singapore is open for business, and it's investing heavily to make every event a success.
