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ITB Asia and Singapore Association of Convention and Exhibition Organisers & Suppliers (SACEOS) signed a partnership agreement to host the Singapore MICE Forum event, which will be co-located with ITB Asia and MICE Show Asia in Singapore. 

ITB Asia has joined forces with SACEOS, the national trade association for meetings, incentives, conferences, exhibitions and events in Singapore, to organise the physical event in October.

A partner agreement has been signed between the two organisations to host the Singapore Mice Forum show which will be co-located with ITB Asia and MICE Show Asia.

Katrina Leung, managing director of Messe Berlin (Singapore) who organises the ITB event, described the move as a “significant step” in enabling the MICE and events sector to grow in Singapore and the wider region.

She commented: “Hosting Singapore MICE Forum at ITB Asia and MICE Show Asia is a significant step in fostering and enabling growth in the MICE and Events sector in the region.

“We are looking forward to a successful partnership with SACEOS and leverage on its decades of experience in the MICE industry. Its educational approach and content will be a great asset to all ITB Asia and MICE Show Asia’s participants.”

ITB Asia is the leading travel trade show in Asia and will take place at the Marina Bay Sands in Singapore between October 19 and 21 this year.

ITB Asia is set to take place in October. Credit: Timon Studler / Unsplash

Meanwhile Singapore MICE Forum is SACEOS’ premier annual event will take place on October 20 alongside ITB Asia. The initiative aims to unite global and regional MICE players to foster partnerships and international collaboration. The one-day event is expected to attract more than 250 meetings and event professionals and 50 expert speakers from the global MICE industry.

The partnership aims to leverage the extensive networks of business, government, and travel trade contacts to attract even more experts and key industry players, laying the foundation for new initiatives and activities for the MICE segment.

Through this new agreement, SACEOS will also be ITB Asia’s knowledge partner, curating high quality conference sessions within MICE Show Asia as well as providing insightful content and high-level speakers for the Singapore MICE Forum, which brings together industry players, promotes learning and uncovers trends from forward-thinking MICE leaders.

SACEOS President Richard Ireland said: “The spirit of connection, collaboration and innovation has always been at the core of the MICE industry’s purpose.

“As business events in the region come back to life, there is no better platform for the industry to gain new insights and exchange views on new opportunities and trends than the Singapore MICE Forum (SMF).

“Driven by the partnership with ITB Asia, we are confident that the SMF 2022 will continue to be the choice networking and learning platform for the region’s MICE industry.”

MICE Show Asia, co-located with ITB Asia, will bring together global and regional meeting planners and event organizers for three days. Together with its partners SACEOS and IAPCO, the event will feature educational training sessions and workshops that caters to the needs of the industry.

A dedicated hosted buyers’ program for MICE Show Asia is set to bring international buyers who are in-charge of travel procurement.