Transcript Document

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
*“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)
$30b
VA
8m
X2
17m
X3
$10b
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)
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
1
2
Collaborate with
Cluster Champion
Agencies & Industry
4
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
People Sector
(eg. companies)
(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
People Sector
(eg. companies)
(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
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