EVALUATE FACTORS AFFECTING MICE TOURISM IN SINGAPORE CITY SINGAPORE

VIET NAM GENERAL CONFEDERATION OF LABOR
TON DUC THANG UNIVERSITY
FACULTY OF BUSINESS ADMINISTRATION

FINALTERM REPORT OF MICE MANAGEMENT

EVALUATE FACTORS AFFECTING MICE TOURISM
IN SINGAPORE CITY - SINGAPORE
Mentor: Ph.D. Nguyễn Đường Giang
Group: 10
Subject: MICE Management
Shift: 3 Day: Saturday
Students:
Lê Trần Gia Huy

Huỳnh Thị Bích Duyên

HO CHI MINH CITY, JUNE 2022


TABLE OF MEMBER
No.

1

2

3

Given Task
Operate the whole report

Chapter 1: 1.1, 1.2
Chapter 2: 2.2.2
Conclusion

Chapter 1: 1.3
Chapter 3: 3.1, 3.2, 3.4

Gratitude
Certify

Evaluate Signature

100%

100%

100%

Chapter 2: 2.1, 2.2.1

4

Chapter 2: 2.2.3
Chapter 3: 3.3, 3.5

100%

5

Abstract

Chapter 2: 2.2.3, 2.2.4

100%

1


GRATITUDE
We would want to express my sincere and deepest gratitude to Ph.D.
Nguyễn Đường Giang– lecturer at Ton Duc Thang University for direct
supervision and reminders in order to complete the evaluate factors affecting
mice tourism in singapore city – singapore topic.
Our team would also like to thank my family and friends for their unwavering
encouragement and support throughout the study and report-writing process.
Although we tried to learn and absorb the criticisms and recommendations of
instructors, teachers, and friends, and review numerous domestic and foreign papers in
the process of writing the report, the research content could not be avoided. As a result,
I eagerly await your feedback and recommendations for improving the report.

Ho Chi Minh city, June 20, 2022

Student Group
10

2


THIS REPORT HAS BEEN COMPLETED AT
TON DUC THANG UNIVERSITY
We certify that this is our personal research project, which is supervised by Ph.D.

Nguyễn Đường Giang. The final report is genuine and have never been published
before. The authors gathered the data in the tables for analysis, comments, and review
from many sources, which are explicitly noted in the reference section.

In addition, the thesis incorporates a variety of comments, assessments,
and statistics from other authors, agencies, and organizations, all of which are
accompanied by citations and source annotations. We will assume full
responsibility for the content of our thesis if there was any deception. Ton Duc
Thang University is unaffiliated with any copyright or copyright infringement that I
may have committed during the implementation process (if any).
Ho Chi Minh city, June 20,
2022
Student Group
10

3


TABLE OF CONTENTS

Table of member......................................................................................................................................... 1
Gratitude......................................................................................................................................................... 2
This report has been completed at Ton Duc Thang university.......................................... 3
Table of contents........................................................................................................................................ 4
Table of figures............................................................................................................................................ 7
Table of charts & tables.......................................................................................................................... 9
Abstract......................................................................................................................................................... 10
1

Chapter 1: MICE Tourism......................................................................................................... 10

1.1 What exactly is MICE Tourism:....................................................................................... 10
1.1.1 The Definition:................................................................................................................. 10
1.1.2 Four pillars of MICE:.................................................................................................... 10
1.2 The importance of MICE in hospitality department:............................................ 13
1.3 Development of MICE Tourism in Singapore:......................................................... 13
1.3.1 Overview of MICE Tourism in Singapore:......................................................... 13
1.3.2 Top reasons to choose Singapore:....................................................................... 15
1.3.3 Before and after COVID-19:.................................................................................... 15
2

Chapter 2: Analyze the development potential of MICE tourism in

Singapore City 16
2.1 Stakeholders in Singapore city:...................................................................................... 16
2.1.1 Singapore Exhibition & Convention Bureau (SECB):................................ 16
2.1.2 Associations:..................................................................................................................... 16
2.1.3 Corporate:.......................................................................................................................... 18

4


2.1.4

Professional Confe

2.1.5

Incentive House: ...

2.1.6 Destination Management Companies (DMC): .........................................

2.1.7

Professional Exhib

2.1.8

Venues: .................

2.1.9

Other supporting or

2.2

3

Factors affect MICE Tourism development in Sing

2.2.1

PESTLE Analysis:

2.2.2

SWOT Analysis: ...

2.2.3

Infrastructure: .......

2.2.4

Natural Landscape:

Chapter 3: Recommendation for MICE Tourism in Singapore city .....................
3.1

Investing and developing tourism career oppor

potential and the system of facilities: ........................................................................
3.2

Create a suitable type of MICE tourism product for

3.3

Create a strategy to balance the ecological envi

development: .............................................................................................................
3.4

Expand exploitation of other potential values: .......

3.4.1

Pricing policy: .......

3.4.2

Affiliate policy: ......

3.4.3

Distribution policy:

3.5

Create strategies to promote and develop MIC

consistent with the development of the market: ........................................................
4

Chapter 4: Advantages and disadvantages ............................................................
4.1

Advantages: ............................................................

5


4.2 Disadvantages:........................................................................................................................ 59
5

Chapter 5: Conclusion................................................................................................................ 59

Reference.................................................................................................................................................... 60

6

TABLE OF FIGURES
Figure 1. International tourist arrivals and tourism receipts by country of destination
(Asia and the Pacific)............................................................................................................................ 14
Figure 2. Crime rate against person in Singapore................................................................ 25
Figure 3. Example of Tourist Card................................................................................................. 31
Figure 4. Concept of Singapore's Transportation.................................................................. 32
Figure 5. Electric train in Singapore.............................................................................................. 33
Figure 6. Double-decker in Singapore......................................................................................... 33
Figure 7. Taxi in Singapore................................................................................................................ 34
Figure 8. Citizens are using bicycle for healthy purpose................................................... 34
Figure 9. Grand park City Hall.......................................................................................................... 35
Figure 10. Chinatown............................................................................................................................ 36
Figure 11. Mooncake - Special cake for mid-autumn festival ......................................... 37
Figure 12. Pongal Harvest Celebration....................................................................................... 38
Figure 13. Hari Raya Haji Fesstival Welcome Gate............................................................. 38
Figure 14. Deepavali Festival/Diwali Welcome Gate.......................................................... 39
Figure 15. Marina Bay Sands Casino's Lobby........................................................................ 40
Figure 16. Far East Organization Children's Garden.......................................................... 41
Figure 17. G-Max Reverse Bungy Singapore......................................................................... 42
Figure 18. Xtreme Skate Park.......................................................................................................... 42
Figure 19. Lau Pa Sat Market........................................................................................................... 43
Figure 20. Singapore River Cruise with Water B................................................................... 43
Figure 21. Choices................................................................................................................................. 44
Figure 22. 7-Eleven............................................................................................................................... 44
7


Figure 23. Cheers................................................................................................................................... 44
Figure 24. Pulau Ubin Island............................................................................................................. 49
Figure 25. Sungei Serangoon.......................................................................................................... 49

Figure 26. Lazarus Beach.................................................................................................................. 50
Figure 27. Bukit Timah Nature Reserve...................................................................................... 50
Figure 28. MacRitchie Reservoir.................................................................................................... 51
Figure 29. Concept of Hotel Improvement................................................................................ 54
Figure 30. Sustainability at Garden by the Bay...................................................................... 55
Figure 31. Process of making sustainable aviation fuel ..................................................... 56
Figure 32. Fuelling Sustainability................................................................................................... 56

8


TABLE OF CHARTS & TABLES
Table 1. SWOT 9 BOX.................................................................................................................... 30

9


ABSTRACT
Singapore is a Southeast Asian country with substantial travel and tourist
capabilities. However, no one has completely recognized and accurately assessed the
factors influencing each type of tourism now being developed in Singapore. As a result,
we, a group of Ton Duc Thang University students, decided to explore and analyze the
factors impacting MICE tourism in this lion island nation. If there are any outstanding
issues that need to be addressed or areas where Singapore has an advantage over
other countries that should be pushed and improved, they should be addressed here.
MICE tourism is likely recognizable to the majority of visitors to Singapore, but we need
to learn more about it not just to combat it, but also to promote and increase it.

1 CHAPTER 1: MICE TOURISM
1.1 What exactly is MICE Tourism:

1.1.1 The Definition:
Meetings, incentives, conferences, and exhibits are all abbreviated as MICE.
As alternatives to MICE, the names "meetings industry" and "events industry" have
grown in favor in recent years.
Because every industry has regular events of some form, it accounts for a
significant portion of worldwide business travel. The primary purpose here is to bring
professionals together, build connections, promote new ideas, and encourage growth.

MICE has always been associated with business gatherings. Concerts and
festivals, for example, come into a distinct category. However, many event
organizers are now incorporating leisure components into larger events in order to
better engage visitors and provide a more memorable experience.
1.1.2 Four pillars of MICE:
Meetings, incentives, conferences, and exhibitions are the four primary
event categories in the MICE business.

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Previously, the vast majority of all of these event kinds were held in person.
In recent years, there has been an increase in the tendency of relocating smaller
events to virtual venues on occasion. However, because to COVID-19, demand for
hybrid and virtual events increased, making a decisive imprint on the MICE sector.
Nonetheless, the four pillars have remained virtually unaltered. Let us now examine

them.
Meetings:
Meetings are often held on a single day at hotel conference rooms or
convention centers. They can range in size from a few top executives to bigger
gatherings such as yearly shareholder meetings.

The idea is to bring people from the same organization, industry, or project
together to solve difficulties, discuss strategies, and set goals. Catering is frequently
kept basic, and entertainment is rarely provided.
Incentives:
Incentives are undoubtedly the most enjoyable aspect of the MICE industry. They
include any form of travel incentive that a corporation provides to individual employees, teams,
or partners (e.g. affiliates). The purpose of an incentive in this case is to congratulate
employees for their excellent work, enhance morale, or increase employee loyalty.

Incentives can take several forms depending on the firm that organizes them.
Some may send their employees on an all-inclusive weekend excursion to a resort
outside of town. Others may schedule a variety of activities closer to home to
enhance employee bonding in a relaxed atmosphere.
Conferences:
Consider conferences to be supersized meetings. They frequently last more
than one day and vary in size, but they normally have more attendance than
meetings. Conferences, like incentives, may appear extremely different depending
on the organizers and the business behind them.
Common conference activities include one, a combination of, or all of the following:

11


Panels: A panel of specialists discusses and delivers fresh findings on a certain
issue. A moderator asks questions, promotes proper flow, and may take audience queries.

Presentations: At a corporate conference, top officials may report the firm's most
recent triumphs or outcomes. Thought leaders may be invited as guest speakers at
public industry conferences to discuss the most recent trends and insights. Props,
slides, and other visual components are frequently used in presentations.

Speeches: Speeches, often known as keynotes, are frequently given at the
start or end of a conference. It is sometimes the host or organizer who welcomes or
thanks people for attending. Occasionally, an industry leader will address an
important subject and give solutions.
Discussion: In this scenario, a small group discusses a subject as the
audience listens. Breakout rooms are used by some organizers to stimulate
vigorous debate among small groups of guests.
Workshops: A small group of participants works on a single issue case or
area of inquiry. This method is an excellent way to provide guests with an engaging
learning experience.
The goal of conferences varies, but they are typically intended to discuss and
solve problems in a business or sector. A key part of that is sharing fresh thoughts
and research. Networking and team-building exercises are also important.
Exhibitions:
Exhibitions, often known as trade fairs, are typically large events that attract
thousands of people and exhibitors from all over the world. They might linger for many days
to a week. Exhibitions are often industry-specific, with a well-defined target market.

Exhibitors attend trade exhibitions to demonstrate and market their product
or service, generate sales, and communicate with current and prospective partners.
Professionals in the industry go to network, acquire clients or employment, and
learn new approaches to address challenges.
Exhibition activities may comprise one, a combination of, or all of the
activities seen at conferences, as well as:
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Networking events: Trade exhibitions frequently provide networking events
for subsets of participants. This is an excellent venue for meeting possible partners,

discussing cooperation, and exchanging ideas on current trends.
Awards: An award show is a component of many exhibits that recognizes
industry leaders for their accomplishments. It also provides victors with a significant
PR and marketing boost. Even if you're not nominated for an award, it's good
perusing the candidates for ideas.
New business proposals: Because trade fairs strive to foster development
and innovation in their sector, there is frequently a separate session for new
business presentations. It's an excellent way for start-ups to obtain exposure,
finance, clients, and job applications.
1.2 The importance of MICE in hospitality department:
MICE is a significant source of revenue for many hotels. For starters,
exhibitors and guests occupy numerous rooms in hotels with meeting facilities or
near convention centers. Second, according to a Hong Kong research, MICE
attendees spend 17.5 percent more than leisure travelers.
This is due in part to the fact that hosting huge events in town creates high
demand and the opportunity to charge premium accommodation prices. Hotels that
host on-site meetings or conferences may give planners modestly reduced prices.
They can, however, generate additional money through meeting and F&B packages.

Finally, MICE can provide a consistent stream of recurrent revenue. Many
conferences and trade exhibits take place at regular intervals, therefore hotels
structure their annual budgets around these events.
1.3 Development of MICE Tourism in Singapore:
1.3.1 Overview of MICE Tourism in Singapore:
Singapore is a contemporary metropolis and economic hub that connects global
companies to the rapidly changing Asian region and beyond. It has everything a good host
13


should have: a business-friendly climate, world-class facilities and infrastructure,

professional services, award-winning distinctive event locations, and fascinating
attractions, all set in a rich and unique Asian setting like no other. It's no surprise
that Singapore has hosted numerous world-class events and is constantly ranked
as the world's top MICE destination.
Singapore is also an important aviation, marine, and telecommunications center in
Asia. It has market access to 4 billion people within a 7-hour flight radius due to its strategic
location. Singapore is easily accessible from anywhere in the world, with flights from 400
locations in 100 nations and territories, making it a great location for your business event.

Singapore confirms its position as the leading destination for MICE tourism
technology when it is named the International Conference and Congress
Association's (ICCA) leading city in Asia for conference organization for the 16th
year in a row. Furthermore, the Association of International Organizations (UIA)
named Singapore the best city in the world for international conferences in 2017. In
2018, the Lion Island Nation was also honored for the third time in a row in Cvent's
ranking of the top conference destinations in Asia - Pacific.

Figure 1. International tourist arrivals and tourism receipts by country of destination (Asia and the Pacific)

The number of visitors and total revenue of the tourism technology industry
BTMICE (Business Traveler, Meetings, Incentives, Conventions, and Exhibitions)
increased at an astonishing rate in 2018.
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Singapore welcomed 2 million BTMICE visitors from January to September
2018, generating an estimated revenue of SGD 3.44 billion (USD 2.6 billion). As a
result, the number of BTMICE tourists has increased by 10%, and the total revenue
of this industry has increased by 14% since the same period in 2017.
1.3.2 Top reasons to choose Singapore:

Singapore has numerous award-winning innovative event spaces, in addition
to prioritizing safety and security. Our multicultural and diverse industry experts can
assist you in making your event a success and a memorable one. Recently, there
are over 7000 MNCs (multinational corporations) operating; over 37,400
international companies based in Singapore; connections to 400 cities worldwide;
and over 100 airlines serving at Changi Airport.
Furthermore, various government programs and incentives are available to
make customer events possible. Clean and green modes of transportation can help
you get to and from event venues in Singapore quickly and affordably. You can take
the train, bus, electric vehicle or taxi.
1.3.3 Before and after COVID-19:
MICE tourism plays a very important role in the overall Singapore tourism
industry and is also a main pillar of the Singapore economy. Before Covid-19, the
MICE industry created more than 34,000 jobs directly and indirectly to the Singapore
economy and contributed up to 3.8 billion SGD, accounting for 0.8% of the country's
GDP, as well as bringing many spillover benefits. significant for the lifestyle and
customer service industries. In addition, MICE tourism is also considered as a key to
developing Singapore's position as an important global hub in Asia. MICE has
facilitated the exchange of knowledge, ideas and capital, enabling Singapore to attract
investment opportunities and build leadership in Singapore's key industry clusters.
During the Covid epidemic, the MICE industry has been heavily affected by the
pandemic as many companies in the industry reported financial losses, forcing MICE event
organizers to quickly adapt and even consider implementing new business models,
15


converting to applying hybrid event models. Despite suffering heavy impacts from
the Covid-19 pandemic like many other countries around the world, Singapore was
quick to act and adapt to the epidemic situation. As well as re-imagining the future
of the MICE industry with rigorous protocols and innovative solutions for the entire

journey of the visitor experience.

2
CHAPTER 2: ANALYZE THE DEVELOPMENT
POTENTIAL
OF MICE TOURISM IN SINGAPORE CITY
2.1 Stakeholders in Singapore city:
2.1.1 Singapore Exhibition & Convention Bureau (SECB):
SECB is a group of the STB that champions the business events industry in
Singapore. As the lead government agency for this industry, SECB aims to establish
Singapore as a dynamic business events destination where an ecosystem of ideas,
people, and technology draws on vibrant knowledge and an extensive network.
SECB values industry partnerships and collaborates with business event
organizers, associations and MICE industry stakeholders to identify key opportunities to
grow, attract and create business events. SECB also assists business event
organizers, corporations and associations by providing comprehensive information on
Singapore’s MICE facilities, incentive venues and industry partners.

2.1.2 Associations:
Singapore is a member of the following alliances and international bodies.
Best Cities Global Alliance:
Singapore has been a member of the BestCities Global Alliance since 2005, a network of
eleven convention bureaux committed to a quality assured convention bureau service
charter. The Alliance stands for a promise of quality, expertise and professionalism to
deliver the world’s best practices and service experience for international meeting planners.
The BestCities Global Alliance network includes Berlin, Bogotá, Cape Town, Copenhagen,
Dubai, Edinburgh, Houston, Melbourne, Singapore, Tokyo and Vancouver.

Asian Association of Convention and Visitor Bureau (AACVB):
16

The Asian Convention and Visitor Bureau (AACVB) was established in 1983 to form
an alliance of Asian Convention Bureau that includes founding members consisting
of the Philippines, Hong Kong, Indonesia, South Korea, Malaysia, Thailand and
Singapore. AACVB’s objective is to promote Asia as one of the world’s leading
regions for meetings, incentive travel, conventions and exhibitions.
Global Association Hubs Partnership (GAHP):
Singapore Exhibition and Convention Bureau (SECB), along with Dubai Association Center,
Destination DC, and visit. brussels jointly launched the Global Association Hubs
Partnership (GAHP) in October 2015. The partnership will assist international associations
to expand globally and better serve their overseas members by using respective partner
cities as regional conduits. GAHP cements the positions of the four partner cities as leading
global hubs for international associations through creating synergistic relationships and
connecting the associations to respective local communities.

International Association of Exhibitions and Events (IAEE):
Trusted since 1928, International Association of Exhibitions and Events (IAEE) provides
quality and value to its members through leadership, service, education and strong
relationships. IAEE is the largest association of the exhibitions and events industry in the
world, with a membership of show organizers, exhibitors and exhibition suppliers.
Organizers of more than 20,000 exhibitions and buyer-seller events around the world are
members of IAEE, and the organization advocates and promotes the awareness of face-toface exhibitions and events as the primary medium for business development and growth.
IAEE provides relevant, timely and innovative education to its members and the industry.

UFI - The Global Association of the Exhibition Industry (UFI):
UFI is the association of the world's leading trade show organizers and venue
owners, as well as the major national and international exhibition associations, and
selected partners of the exhibition industry.
International Congress and Convention Association (ICCA):

The International Congress and Convention Association (ICCA) is the global community
and knowledge hub for the international association meetings industry. ICCA represents
the main specialists in organizing, transporting, and accommodating international meetings
and events, and comprises over 1,000 member companies and organizations in over 90
countries worldwide. ICCA specializes in the international association meetings sector,
offering unrivaled data, communication channels, and business development opportunities.
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Professional Convention Management Association (PCMA):
PCMA, based in Chicago, has 17 chapters in the US, Canada and Mexico. Its membership
of approximately 6,000 consists of meeting planners, suppliers, faculty and students. Its
mission is to deliver superior and innovative education and promote the value of
professional convention management. PCMA members represent some of the meeting
industry’s leaders – directors, key decision-makers and professionals in associations.

Union of International Associations (UIA):
UIA is a non-profit, independent, non-governmental organization having a scientific aim,
with activities such as research, study, information, consultation, promotion and service.

2.1.3 Corporate:
Training key employees of the company. Launch a new product or service. Develop

a long-term business plan. Publicly introduced to the public. Celebrate employee
excellence.
2.1.4 Professional Conference Organizers (PCO):
An event and conference organization company needs to ensure:
The right choice of venue for the event, сonvenient hotel accommodation,
well thought-out logistics and precise organization of transport services
Opening and closing ceremonies, coffee breaks, and banquets

An original entertainments programme, including pre- and post-conference
trips, faultless serving staff, provision of all necessary equipment for the

event.
Some typical event and conference organization companies in Singapore: Clarion

Events, Macro Events, Pacific World, The Events Artery, The Live Group.
2.1.5 Incentive House:
In Singapore Incentives & Rewards (INSPIRE) Global 2.0:
The in Singapore Incentives & Rewards (INSPIRE) Global 2.0 programme offers

close to 80 options in dining, attractions, thematic tours, team-building and retail
experiences to complement the itineraries of MICE groups to Singapore. Qualified MICE
18


groups will get to choose from a suite of Singapore experiences. Contact any of our
offices with your meeting needs to find out more about the range of experiences
and any other potential form(s) of support
Singapore MICE Advantage Programme (SMAP):
Home to world-class facilities, efficient infrastructure, and an empowering business
environment, Singapore is the ideal destination for hosting successful business events.

With the Singapore MICE Advantage Programme (SMAP), your event can
become a platform that inspires and imagines new possibilities. Be rewarded with a
host of exclusive privileges - including sustainability focused initiatives, to provide
event organizers and delegates a seamless and environmentally conscious MICE
event experience in Singapore.
2.1.6 Destination Management Companies (DMC):
Destination Management Company, is a professional company with a team of

professionals, with deep knowledge and expertise, with an extensive network of
resources to conduct tours, activities and events. This company acts as a third party
acting as a point of contact between local businesses and their potential customers.
DMCs are often site-specific experts. They know almost all the activities in their
particular area and can offer the best options possible for tour seekers.
Prominent destination management companies in Singapore are: The
Traveler DMC, Diethelm Travel Singapore, Global Travel…
2.1.7 Professional Exhibition Organizers (PEO):
Exhibition organizers are responsible for overseeing all aspects of an event.
This role involves a lot of planning and preparation and a customer focused attitude.
Many exhibition organizers work freelance with a large network of contacts, though
employment in large companies and specialist exhibition centers is also possible.

Typical work activities:
Locating suitable venues
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Planning layouts of exhibitions and program activities
Financial and managerial administration tasks

Seeking sponsorship and funding
Marketing and selling exhibition space to
clients Advertising and publicity for events
Liaising with suppliers, contractors and contractors
Designing and completing market research

Meeting tight deadlines, and some long hours during exhibition
times Supervising dismantling and removal of stands after events

Typical exhibition organizers in Singapore:
Fireworks Trade Media
APAC EXPO
Sphere Exhibits
I-Promo

George P. Johnson (GPJ)
2.1.8 Venues:
Venue is a physical space designed and provided for events, exhibitions,
meetings, conferences, and conventions for a fee or any form of remuneration.
Regardless of size, Singapore offers a wide range of locations for you to
choose from, which can meet the full spectrum of criteria:
Venue Type: Conventional Venues, Green Venue, Meeting Venues, SG
Clean Certified Venue, Unique Spaces, Venues with Accommodation.
Capacity: Less than 200, 201 - 500, 501 - 1,000, More than 1,000
Seating Style: Banquet, Theater, Exhibition, Classroom, Cocktail Reception
Amenities: Air conditioning, Built-in AV System, On-site catering, On-site
restaurants, Parking, Wi-Fi, Wheelchair accessibility…

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Prominent among them can be mentioned as: National Gallery Singapore,
PARKROYAL COLLECTION Marina Bay, Raffles City Convention Center, JW
Marriott Singapore South Beach, ...
2.1.9 Other supporting organizetions:
Approved International Fair (AIF):
Events with proven international and commercial appeal should apply for the
Approved International Fair (AIF) scheme. If approved, SECB will accord these
events the use of the prestigious AIF stamp of endorsement. It plays a big role in

helping exhibitors and visitors identify trade fairs with strong access to global and
Asian markets, and are easily identified by the AIF logo.
Business Events in Singapore (BEiS):
Singapore is a great place to do business, and SECB seeks to encourage
the growth of quality events with fresh, exciting and innovative content in the
country. Through the Business Events in Singapore (BEiS) scheme, SECB offers
customized support such as help in securing venues, introductions with leading
government agencies and business partners, marketing and publicity support, as
well as assistance in hosting impactful sustainable events. Eligible companies will
receive funding support based on the scope and merits of the project.
Eligible companies will receive funding support that amounts to a certain
percentage of qualifying costs. Qualifying costs include costs related to third-party
professional services, content development, marketing and bidding activities.
2.2 Factors affect MICE Tourism development in Singapore city:
2.2.1 PESTLE Analysis:
Being well-known as one of the four Asian dragons, Singapore because it has a probusiness environment which is ranked 2nd place in the World Bank Group’s Doing
Business 2020 report (Crowe). Moreover, its favorable position at the center of Southeast

21


Asia provides excellent international connectivity to serve the fast-growing markets
of the Asia-Pacific region and beyond
Therefore, Singapore is becoming an attractive investment destination that
holds business conferences or corporate events. The contents below will use the
“PESTLE” analysis tool to analyze the Political, Economic, Social, Technology,
Legal, and Environment factors of Singapore's “MICE” industry.
POLITICAL:
Singapore has a high level of stability, integrity, and government efficiency when
compared to other countries. As a result, it projects a trustworthy and secure image to

investors and entrepreneurs all over the world. Furthermore, the Singapore
government is focusing on recruiting investors and entrepreneurs to come to Singapore
to invest or do business, hence it has enacted rules to preserve the business climate.
Furthermore, in May 2017, Singapore Tourism Board (STB) cooperated with the
Singapore Hotel Association (SHA) to launch the Tourism Innovation Challenge for Hotels.
The purpose is to use innovative and applicable solutions to push up the Hotel and Travel
Agent industries, also successfully connecting the solution providers and industry players.
This campaign has covered various different industries, such as Hospitality, Food
& Beverage, Public Transportation, Event Planners, MIC, etc... However, after the hardest
hit from the global pandemic (Covid-19), The MICE industry has been affected a lot. With
the reopening policy of Singapore by allowing fully-vaccinated visitors with no quarantine
and testing requirements, The MICE industry is expected to recover strongly in the future.
In order to achieve that, the project which is called The New Event Industry Resilience
Roadmap (IRR) is created by Singapore Tourism Board (STB), Singapore Association of
Convention & Exhibition Organizers & Suppliers (SACEOS), and Enterprise Singapore
(ESG) — the goal is to reinforce enterprise resilience in Singapore’s MICE and Events
industry. Furthermore, STB also gives the Safe Management Measures for MICE Events
on their website to support the reopening of Singapore’s tourism. With a robust pipeline of
events in 2022 and beyond, a full recovery for the MICE industry is expected in two to
three years. In 2021, Singapore hosted more than 200 events with a total of 49,000
22


delegates. Singapore hosted over 150 events attended by over 37,000 attendees in
just the first three months of this year (Jan–Mar 2022). This figure is expected to rise,
as at least 66 international events have been scheduled for the remainder of 2022.

ECONOMIC:
Singapore is the economic center of Southeast Asia, most of the income comes
from exports. Since 2016, the prospect of the global economy has become better and

better (2017); therefore, because of the high stability of Singapore's economy, many
investors have started to invest and hold meetings or corporate events in Singapore.
According to the MICE Economic Impact Assessment commissioned by the
Singapore Tourism Board (STB), the MICE industry supported over 34,000 jobs with an
economic value-add of $3.8 billion in 2019, contributing approximately 1% of
Singapore's GDP. It is among the most affected tourism sectors. It also highlighted that
MICE business travelers spent close to double that of leisure travelers.
According to the findings of Tang See Kit (2017), in the first quarter of 2017, the
Singapore GDP expanded 2.5%, compared with the same period of last year. Which
means the Singapore economy is still rising, it’s a good sign for every industry. In fact,
having a stable economy will help the “MICE” industry to develop faster, at the same time,
having a highly developed “MICE” industry will boost the economy as well, complementing
each other. It’s not so difficult to understand, because when some international attendees
join in a business meeting or exhibition, compared with other individual business travelers,
they will have a higher chance to purchase products or do investment (2012).

SOCIAL:
Singapore is a diverse country with Chinese, Malaysian, and Indian cultures, making
it easy for people to integrate. Aside from the multicultural community, Singapore's
education system is quite robust, resulting in a large number of professionals or specialists
in various fields. Professionals and experts are becoming increasingly valued in the "MICE''
market. Especially when an investor or company wants to invest in a project or buy
something but is unable to comprehend the quotes. In this circumstance, professionals or
specialists can act as a communication bridge, explaining quotes to buyers
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and ensuring the success of the firm. Another selling factor of Singapore's "MICE''
business is that practically all of Singapore's hotels are located in the city.
TECHNOLOGICAL:

As the financial center of Southeast Asia, Singapore has a mature public
transportation system and telecommunication connectivity. Having a good underground
subway network and bus system could allow investors to reach any part of Singapore
but at a low cost. Singapore also provides many conveniences for global investors and
businessmen. Besides the public transportation system, Singapore also has a
comprehensive network cover. According to the information provided by the Singapore
government, Singapore built one of the world’s first nationwide modern networks in
1990. According to The Visit Singapore, in 2018, The Infocomm Media Development
Authority (IMDA) has reported that Singapore has more than 20,000 free public Wi-Fi
hotspots island-wide as part of the Singapore Government's Wireless@SG initiative,
exceeding its target from two years ago. All of these measures allow Singapore to
provide the latest digital services and high-quality networks to tourists or investors. In
order to support the MICE industry under the pandemic Covid-19, Singapore
established the Alliance for Action on Enabling Safe and Innovation Visitor
Experiences, an industry-led and government-support coalition. The purpose is to
create solutions for end-to-end visitor experiences. The alliance must create a hybrid
format prototype for a risk-free trade show and exposition that would allow attendees to
engage to the same extent as they would in a traditional trade show environment while
also reducing infection concerns (based on the Destination, n.d).

LEGAL:
According to the Current School News, Singapore was the second-lowest crime rate
country in the world. As can be seen in figure 1 below, it records only 89 crimes that
occurred over 100 000 populations. The component that helps Singapore has the lowest
crime rate is effective and extremely strict law, especially on the control of drugs and
dangerous items, and their citizens are willing to cooperate. In order to support the “MICE”
industry, Singapore also enacted some policies to maintain the environment and decline
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