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The sustainable MICE world in Singapore: A Hub for European Companies and Organizations

Singapore, often hailed as a City in Nature, offers European companies and organizations a unique and sustainable destination for business events and MICE (Meetings, Incentives, Conferences, and Exhibitions) activities. This vibrant city-state is not only a global hub for innovation and technology but also a leader in environmental sustainability, making it an location for events that aim to leave a lasting positive impact.


by Roland Kümin* || 13 June 2024


Commitment to Sustainability

Singapore's dedication to minimizing environmental impact and shaping a greener future is evident in its strategic initiatives and sustainable practices. The city ranked #17 globally and #2 in the Asia-Pacific region in the 2023 Global Destination Sustainability Index (GDS-Index), showcasing its commitment to sustainability. Furthermore, Singapore achieved certification for the Global Sustainable Tourism Council (GSTC) Destination Criteria, a testament to its efforts in sustainable tourism at a country level.


The Singapore Tourism Board (STB) and the Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS) and the Singapore Exhibition & Convention Bureau have been proactive in setting clear targets and strategies to elevate sustainability standards across Singapore’s MICE industry. This makes Singapore not just a venue for events but a partner in creating positive, sustainable outcomes.


A Hub of Innovation and Accessibility

Singapore's vibrant ecosystem for innovation, combined with its accessibility and advanced infrastructure, positions it as a premier destination for business events. The city offers a seamless blend of cutting-edge technology, research capabilities, and a thriving business environment, making it a fertile ground for thought leaders, investors, and businesses to convene.


For European companies, Singapore serves as a neutral ground for meaningful dialogue and collaboration. The city’s strategic location in Asia and its world-class facilities make it easily accessible for delegates from around the globe. This accessibility is further enhanced by the Singapore MICE Advantage Programme (SMAP), which offers privileges such as discounts from lifestyle and retail partners, shopping vouchers, and complimentary experiences to entice MICE event organizers.


Rising Tourism and Strategic Initiatives

Since reopening its borders after COVID in 2022, Singapore has seen a strong resurgence in tourism. In 2023, the country welcomed over 13.6 million international visitors. The STB projects a robust increase in international visitor arrivals in 2024, forecasting between 15 million to 16.5 million visitors, with tourism receipts expected to reach up to S$29 billion.


To maintain this momentum, Singapore has injected S$300 million into the Tourism Development Fund, aimed at helping businesses create and anchor new products and experiences. This ensures that Singapore remains a top-tier destination with a diverse range of attractive tourism and lifestyle offerings that cater to different interests and passions.


Engaging European Audiences

Singapore’s commitment to the European market is strong. The STB continues to collaborate with in-market partners, including industry leaders, key opinion leaders (KOLs), and media outlets, to curate high-quality tourism products and engaging campaigns that resonate with European audiences. These efforts are designed to inspire travel and exploration, highlighting Singapore’s unique blend of culture, innovation, and hospitality.


Showcase Events: SIWW and World Congress of Anaesthesiologists 2024

Singapore hosts numerous high-profile events that leverage its strengths in innovation and sustainability. For example, the Singapore International Water Week (SIWW) is a premier platform that gathers leaders and experts to tackle urban water and climate challenges. Similarly, the World Congress of Anaesthesiologists 2024 showcased sustainable practices in the field of anaesthesiology, featuring environmentally friendly booth-building schemes and zero-waste initiatives.


A Year-Round Calendar of Events

Singapore’s diverse and exciting events calendar adds to its vibrancy as a MICE destination. From global pop culture and lifestyle events to music festivals and holiday celebrations like Christmas Wonderland at Gardens by the Bay, there is always something happening in Singapore. These events not only attract visitors but also maintain Singapore’s international mindshare as a compelling destination.



Singapore’s blend of innovation, sustainability, and world-class infrastructure makes it an exceptional choice for European companies and organizations looking to host business events and MICE activities. With its strategic initiatives, robust tourism efforts, and commitment to creating lasting positive impacts, Singapore stands out as a leading destination for impactful and memorable events. Plan your next event in Singapore and be part of a dynamic ecosystem that values both progress and sustainability.

The Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS) is a leading MICE (Meetings, Incentives, Conferences, and Exhibitions) industry association in Singapore. It provides extensive resources, including industry resilience roadmaps, sustainability guidelines, and educational programs. SACEOS organizes significant events like the Singapore MICE Forum and Asia CEO Summit, and offers certifications in various aspects of MICE management. The association aims to enhance Singapore's position as a premier global MICE hub through collaboration, innovation, and a commitment to sustainability.


*Author Roland Kümin is a tech influencer, digital shaper and sales advisor in Zurich, Switzerland. He is an expert on the Asian, Vietnam and the global MICE economy. He lives in the Greater Zurich Area, Switzerland and Da Nang, Vietnam.

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