Largely business as usual for Singapore’s Mice industry amid Iran war

[SINGAPORE] While the ongoing Middle East crisis has generally affected the accessibility and cost of travel, Singapore’s meetings, incentives, conventions and exhibitions (Mice) industry has remained resilient, observers and industry players said.

Mice events are becoming increasingly regional and Singapore’s reputation resonates with event organisers, they said.

Recent business events in Singapore continued to see “strong participation and healthy attendance, reflecting sustained confidence among event organisers and delegates”, said Poh Chi Chuan, the Singapore Tourism Board’s (STB) executive director of exhibitions and conferences division.

There have been no widespread cancellations or significant shifts in bookings seen, said Richard Ireland, president of the Singapore Association of Convention & Exhibition Organisers & Suppliers (Saceos).

It is business as usual for most Mice activities, he added.

Any impacts have been “limited and indirect”, said Ireland, pointing to concerns over higher airfares and flight disruptions affecting long-haul participation.

He also noted that venue booking rates remain generally strong, especially during the September to October peak periods for Mice events.

Corporate meetings have also been largely unaffected by the conflict, according to Julien Delerue, founder and CEO of 1000meetings, a platform that helps organisations source venues for business events.

A Marriott International spokesperson agreed that the conflict’s impact has seemingly been “largely limited to the region”, with no significant effect on bookings outside it.

Relying on neighbours

Accor Asia has not escaped unscathed, but it has also seen a silver lining.

Ollie Ansell, its vice-president of commercial market strategy, said that it has seen Iran war-related postponements and cancellations for its Mice event spaces. 

These mainly affected international group events in March to May, particularly those with exposure to the Middle East, or with delegates requiring transit through Middle East hubs, he explained.

But Ansell added that the impact is partially offset by redirected demand, which is “progressively shifting into Asia as an alternative destination” due to its perceived stability.

Comparing the current situation to a regular year, he noted: “Short-term booking pace is softer, but overall demand remains resilient as Asia captures displaced events.”

He added: “We are focusing on flexibility, fast response to relocation enquiries, and leveraging our regional network to capture shifting demand.”

Likewise, its hotel rooms have seen some reduction in corporate travel, primarily driven by multinational corporates.

Still, Ansell said: “New bookings are more cautious, but we are seeing emerging demand linked to relocations and intra-regional travel.”

Indeed, observers agreed that Singapore’s Mice industry benefits from its neighbours, with Ireland noting that the sector is supported by a strong regional base.

Prolonged uncertainty could affect travel and the broader economic outlook, which could lead to cancellations if organisations reassess their budgets, cautioned Prisca Teh, senior director of retail and leasing at Gardens by the Bay.

But current demand for its Mice venues remains stable, as its clientele is largely local and regional, she said.

Delerue also flagged that current patterns reinforce a shift that began during the Covid-19 pandemic, where the Mice industry moved towards “more regional and local corporate meetings involving shorter travel distances”.

“Some events that might previously have been considered for long-haul destinations are now being directed towards regional hubs within Asia,” he said.

He added that this tends to benefit established meeting hubs – such as Singapore, Bangkok or Kuala Lumpur – as well as easily accessible secondary destinations nearby.

Another ongoing development is the strengthening of corporate regional hubs in Asia, Delerue pointed out. “As more companies expand or relocate regional offices to cities such as Singapore and Bangkok, it naturally leads to more regional meetings and events being organised within Asia.”

Safe haven

The move towards Asia, and Singapore in particular, rests on its long-established track record.

“Singapore’s reputation as a safe, stable and reliable Mice destination continues to underpin confidence among organisers, even amid global uncertainties,” said Saceos’ Ireland.

Noting its world-class infrastructure and proven track record in event management, STB’s Poh echoed that the Republic’s reputation for trust, accessibility and reliability is highly valued for event organisers looking for certainty, safety and the ability to quickly pivot when needed. “In the current climate, organisers and delegates may be opting for locations that offer greater predictability and security, and Singapore is well-positioned to meet these expectations,” he said.