Messe Berlin Singapore Launches First MICE Show Asia 2019 – Focus is on APAC’s Burgeoning MICE Sector

Press Room > 2019

One of the world’s leading trade fair companies, Messe Berlin has announced it will be organising the inaugural MICE Show Asia 2019 in Singapore. The three-day business-to-business travel trade show, will take place from October 16 to 18 at the Sands Expo & Convention Centre of Marina Bay Sands. MICE Show Asia is under ITB Asia’s umbrella of events.

The new show will shine a spotlight on Asia’s meetings, incentives, conferences and exhibitions (MICE) sector. It will be a gathering of professionals from incentive travel and the meetings and events industries coming together to discuss the latest trends, hear from up-and-coming MICE innovators and network with suppliers.

Participants for the show will consist of: 47 percent from MICE Agencies; 26 percent from corporate such as meetings and incentive planners; and 15 percent professional conference and exhibition organisers. On representation of attendees, nine percent will be from association buyers with three percent independent planners.

It is expected that over 60 percent of MICE buyers at the show, are from Asia-pacific (APAC) countries.

“The MICE sector in APAC continues to thrive, with the region expected to witness the highest growth rate in the next five years. After successfully organising ITB Asia for 12 years, we noticed the fast-growing demand for the MICE and corporate travel segments,” said Katrina Leung, managing Ddrector of Messe Berlin (Singapore), organiser of MICE Show Asia.

She further commented: “MICE Show Asia 2019 seeks to capture this growing demand and I am confident participants will gain the highest value at this show.”

According to a forecast published by Allied Market Research on the global MICE market, Asia-Pacific is expected to witness the highest growth rate of 8.6 percent through to 2023. Expanding demand particularly in Singapore, China, and India, alongside market drivers such as ease of visa restrictions, investments in better infrastructure, and high demand in commercial aviation are fuelling the upward trend.

MICE Show Asia 2019 will also have a stellar line-up of speakers from top-tier brands. Some of the topics discussed at the travel trade show include 2020 forecasts for the global meeting and events industries, the digital transformation of the meeting and events industries, and the innovative use of technology to captivate event-attendees.

Messe Berlin is working with prominent trade partners such as the United Networks of International Corporate Event Organizers (UNICEO) and Professional Convention Management Association (PCMA) to enrich the conference content and bring buyers onboard.