Slide1: International Congress and Convention Association “SECB Singapore Inc. Approach” ALOYSIUS ARLANDO Acting Assistant Chief Executive Singapore Exhibition & Convention Bureau (SECB) 44th ICCA Congress & Exhibition, 6-9 November 2005 iccaworld.com


OBJECTIVES: Introducing the New Industry-Focused Singapore Exhibition & Convention Bureau (SECB) Sharing SECB’s “Singapore Inc.”* Approach to Business Events OBJECTIVES *“Singapore Inc.” refers to Singapore Incorporated


SINGAPORE EXHIBITION & CONVENTION BUREAU (SECB): SINGAPORE EXHIBITION & CONVENTION BUREAU (SECB) Established in 1974, SECB is a Business Group of the Singapore Tourism Board Mission: From Destination Promotional Agency (‘74-’94) Promote Singapore as a premier Business and MICE destination To Economic Development Agency (‘05 beyond) Build business events and experience Support industry & cluster growth Mount marketing communications


TOURISM 2015: TOURISM 2015 Making the tourism sector as a key engine powering the Singapore economy $30 billion Tourism Receipts 17 million Visitors 100,000 more jobs VA 8m X 2 Visitor Arrivals 17m


ACCOLADES RECEIVED : ACCOLADES RECEIVED Best International MICE Destination (Financial Express Business Traveler Magazine 2004) Asia’s No. 1 Convention City - for 22 years (Union of International Associations 2004) The Best Business City in the World - for 4 consecutive years (Business Traveler Asia Pacific 2004) World’s 3rd Top Convention City (ICCA 2004)


Slide6: Champion Business Travel and Events as key drivers of the Tourism sector and enablers for cluster growth to make Singapore Asia’s Top Business Destination with Exceptional Offerings for Business Events Mission Vision Singapore: The Exchange Capital of the World SECB: VISION & MISSION


SECB’s INDUSTRY APPROACH: Marketing Communications Public Sector (eg. government agencies) Business Events & Experiential Development Industry Development Private Sector (eg. companies) SECB’s INDUSTRY APPROACH People Sector (eg. schools & volunteers)


BUSINESS EVENTS DEVELOPMENT: BUSINESS EVENTS DEVELOPMENT Attract Pro-active bidding for new events based on key clusters Attract foreign industry players, corporations and international associations to organize events and/or set up bases in Singapore Create Create new events based on key clusters Create new specialised industry players Grow Groom existing events to make them larger in size Develop players’ capabilities in hosting more and larger events Examples of clusters: Biomedical, Banking & Finance, Logistics, Transport, Education, Community, Info-communications Technology


BUSINESS EVENTS DEVELOPMENT: “Singapore Inc” Approach: multi-agency, private-public sector co-operation and co-ordination to bid, create and grow business events BUSINESS EVENTS DEVELOPMENT Collaborate with Cluster Champion Agencies & Industry Cluster Trend Analysis Identify Business events within each Cluster Examine Economic Strengths & Key Markets’ Needs 1 2 3 4


Slide10: International marketplace connecting enterprises to funds, markets, partners, and technology Singapore Inc. agencies with private sector partners: 35 conferences over 5 days Over 10,000 participants comprising top decision makers (eg. CEOs, venture capitalists, thought leaders) 75% South-east Asia; 25% from India, China, Japan, Korea, USA & Europe Illustration


SECB’s INDUSTRY APPROACH: Marketing Communications Public Sector (eg. government agencies) Business Events & Experiential Development Industry Development Private Sector (eg. companies) SECB’s INDUSTRY APPROACH People Sector (eg. schools & volunteers)


Slide12: INDUSTRY DEVELOPMENT “Hard” Infrastructure: Building/Renewing capacity for future business events’ needs Encouraging technological adoption Improving user-friendliness of facilities


Slide13: INDUSTRY DEVELOPMENT “Soft” Infrastructure: Cultivating local associations, chambers, alliances Establishing strong base of industry players & specialists in managing cluster-specific business events Developing industry capabilities, standards & adequate manpower supply at all levels


SECB’s INDUSTRY APPROACH: Marketing Communications Public Sector (eg. government agencies) Business Events & Experiential Development Industry Development Private Sector (eg. companies) SECB’s INDUSTRY APPROACH People Sector (eg. schools & volunteers)


Slide15: Strategic Marketing Campaigns: Focused marketing & communications effort to develop business events and increase media engagement MARKETING COMMUNICATIONS Information Provision: Setting up credible access points in key markets to disseminate information on business facilitation services Buzz Generating Iconic Events: Leveraging Iconic Events to boost Singapore’s profile as a premier Business Events destination


THE SECB STRUCTURE : THE SECB STRUCTURE Assistant Chief Executive (ACE)’s Office Strategic Development & Communications Division Strategic Clusters I & II Divisions Industry Development Division Business Events Development Division


Slide17: International Congress and Convention Association iccaworld.com Thank you! http://www.visitsingapore.com