International Congress and Convention Association “SECB Singapore Inc. Approach” ALOYSIUS ARLANDO Acting Assistant Chief Executive Singapore Exhibition & Convention Bureau (SECB) 44 th 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 *“Singapore Inc. ” refers to Singapore Incorporated
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 § Making the tourism sector as a key engine powering the Singapore economy $30 billion Tourism Receipts 17 million Visitors 100, 000 more jobs Visitor Arrivals Tourism Receipts (TR) $30 b VA 8 m X 2 17 m X 3 $10 b
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 3 rd Top Convention City (ICCA 2004)
SECB: VISION & MISSION Vision Singapore: The Exchange Capital of the World Mission 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
SECB’s INDUSTRY APPROACH Public Sector (eg. government agencies) Business Events & Experiential Development Marketing Communications Private Sector People Sector (eg. companies) (eg. schools & volunteers) Industry Development
BUSINESS EVENTS DEVELOPMENT Attract Create Grow § Pro-active bidding for new events based on key clusters § Create 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 new specialised industry players § 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 Examine Economic Strengths & Key Markets’ Needs Identify Business events within each Cluster 4 1 2 Collaborate with Cluster Champion Agencies & Industry 3 Cluster Trend Analysis
Illustration Global Entrepolis@Singapore § International marketplace connecting enterprises to funds, markets, partners, and technology § 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 § Singapore Inc. agencies with private sector partners:
SECB’s INDUSTRY APPROACH Public Sector (eg. government agencies) Business Events & Experiential Development Marketing Communications Private Sector (eg. companies) People Sector (eg. schools & volunteers) Industry Development
INDUSTRY DEVELOPMENT “Hard” Infrastructure: § Building/Renewing capacity for future business events’ needs § Encouraging technological adoption § Improving user-friendliness of facilities
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 Public Sector (eg. government agencies) Business Events & Experiential Development Marketing Communications Private Sector (eg. companies) People Sector (eg. schools & volunteers) Industry Development
MARKETING COMMUNICATIONS Strategic Marketing Campaigns: § Focused marketing & communications effort to develop business events and increase media engagement Buzz Generating Iconic Events: § Leveraging Iconic Events to boost Singapore’s profile as a premier Business Events destination Information Provision: § Setting up credible access points in key markets to disseminate information on business facilitation services
THE SECB STRUCTURE Assistant Chief Executive (ACE)’s Office Strategic Clusters I & II Divisions Strategic Development & Communications Division Business Events Development Division Industry Development Division
International Congress and Convention Association Thank you! http: //www. visitsingapore. com iccaworld. com
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