MICE Show Asia 2024, one of Asia’s premier meetings, incentives, conferences and exhibition events, has been scheduled for October 23-25 at the Sands Expo and Convention Centre in Singapore.

According to a press statement by the organisers, MICE Show Asia 2024 will see over 700 MICE and corporate buyers convene, alongside event professionals, convention marketing experts, and thought leaders. 

They say that with a projection of over 50 pc of the MICE industry planners to increase both their event budgets and volume of in-person events in 2024, MICE Show Asia 2024 is poised to meet the industry’s needs by showcasing cutting-edge insights, solutions, and connections.

Co-located with ITB Asia and Travel Tech Asia, this year’s show promises to be a must-attend platform for industry professionals to network, collaborate and explore new opportunities in an era of renewed growth, says the organisers.

 “As the industry rebounds with heightened demand, the show will offer an extensive programme featuring key MICE exhibitors, insightful conference sessions, and invaluable networking opportunities,” says Joyce Wang, Executive Director of Messe Berlin Asia Pacific, the organiser of MICE Show Asia, Travel Tech Asia, and ITB Asia.

“Attendees will engage with top MICE destinations, associations, and service providers, gaining access to industry trends and future outlooks critical for thriving in this dynamic sector,” Wang adds. 

The organisers say that business matching and pre-scheduled appointments at MICE Show Asia ensure seamless artificial intelligence generated profile recommendations and smart lead retrieval. 

Exhibitors may now connect with targeted MICE and Corporate international buyers and engage in post-show lead generation activities. 

According to the organisers, the tradeshow will also include a series of networking sessions, including structured B2B appointments, opening night function and evening receptions. 

These sessions are curated to encourage interaction and collaboration, allowing sponsors to expand their professional networks and explore potential partnerships.

Among the top exhibitors headlining this year’s 3-in-1 event are prominent names such as Alaska Destination Specialists, Asia DMC, Business Events Perth, Business Events Sarawak, Chatrium Hotel Riverside Bangkok, Cinnamon Hotels and Resorts, Gangneung Convention Bureau, Glopen, Guam Visitors Bureau, Gyeongju Hwabaek Convention and Visitors Bureau, Jakarta Convention Bureau, Le Meridian Phuket Beach Resort, and Sapporo Convention Bureau. 

These exhibitors will offer a comprehensive showcase of innovative solutions and unique venues that cater to the evolving needs of event organisers and corporate planners across the Asia-Pacific region and beyond.

“This will be our third consecutive year exhibiting at MICE Show Asia. As we seek to promote our city as a distinctive MICE destination to buyers from Southeast Asia and around the world, MICE Show Asia provides an ideal platform to connect with motivated buyers and high-potential business leads,”  says Aya Sugimoto, Manager, Incentive and Corporate Events, Sapporo Convention Bureau.

The statement adds that over three days, the conference sessions at MICE Show Asia 2024 will cover hot topics ranging from the role of AI in optimising corporate travel processes to the future of experiential experiences at events.

The statement adds that the MICE Leaders’ Panel will feature prominent industry figures such as Mahir Abdulkarim Julfar, Executive Vice President at Dubai World Trade Centre, and Iain Bitran, Executive Director at International Society for Professional Innovation Management who will share strategies on achieving excellence in a rapidly evolving landscape.

Another highlight of the show will be the CVB Talks, where participants can discover the excellence of MICE destinations. Leaders from Convention and Visitors Bureaus (CVBs) in the Asia-Pacific region and beyond will discuss the latest trends and showcase inspiring success stories from their destinations, the organisers add. 

They say that Ainura Turezhanova, Head of MICE and Tourism Development at the Almaty Tourism Bureau, will be among the speakers sharing insights on how digital transformation and AI are reshaping the MICE industry.

The session on the Role of Digital Transformation in MICE and How AI is Transforming the Industry will feature experts like Errol Lim, COO, Jublia and Dylan Sharma, Co-Founder and Director, Tricom Events and Vice-President, Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS), discussing how AI and digital tools are revolutionising the MICE industry. 

Topics include using AI for personalisation, data analytics, and enhancing attendee engagement, along with strategies to navigate a rapidly evolving landscape for creating impactful event experiences.

The sessions will address topics such as sustainability in MICE, shaping the future of incentive travel, and navigating business events in an increasingly digital world.

Annette Gregg

The organisers say that MICE Show Asia 2024 has partnered with leading regional and global associations to deliver insights that are pivotal for the MICE industry. 

“We formed the Global MICE Collaborative to reach new markets with fundamental education about the power of business meetings, expositions and incentive travel. We are thrilled to bring our Global MICE Certificate and workshop education to ITB Asia/MICE Show Asia 2024, the premier convention for business events. This show brings together the region’s most important industry professionals in a powerful educational marketplace that will move our industry forward,” says Annette Gregg, on behalf of Global MICE Collaborative, a joint initiative of International Association of Exhibitions and Events (IAEE), Meeting Professionals International (MPI) and Society for Incentive Travel Excellence (SITE).