Singapore targets MICE leadership with latest STB campaign

In June, the STB will release a toolkit for event planning and execution.

The Singapore Tourism Board (STB) launched a new global marketing campaign to establish Singapore as the “World's Best MICE City."

The campaign represents the first of six global efforts by the STB to boost Singapore's economy.

STB also rolled out an enhanced Singapore MICE Advantage Programme (SMAP) to invite more MICE event organisers to Singapore. The programme offers discounts, shopping vouchers, and complimentary F&B experiences.

In addition, STB will launch, by June, the comprehensive Legacy toolkit, which provides a framework for planning, executing, and measuring the impact of an event.

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