Messe Berlin (Singapore) launches first MICE Show Asia 2019 to focus on APAC’s burgeoning MICE sector

ON  07 May, 2019

MICE Show Asia 2019 will see a diverse group of participants take part, ofwhich 47% are from MICE Agencies and 26% from Corporates such as Meetings andIncentive Planners and 9% from Associations.

MICE Show Asia 2019 will be co-located with ITB Asia 2019.

MesseBerlin (Singapore), one of the world’s leading trade fair companies, announcedthat it will be organising the inaugural MICE Show Asia 2019 in Singapore. The3-day business-to-business travel trade show will take place from 16 - 18October 2019 at the Sands Expo & Convention Centre at Marina Bay Sands.MICE Show Asia is under ITB Asia’s umbrella of events.

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

MICE Show Asia 2019 will bring together participants ofwhich 47% are from MICE Agencies, 26% from Corporates such as Meetings &Incentive Planners, 15% from Professional Conference or Exhibition Organisers,9% of attendees will be from Association buyers, and 3% will be present asIndependent Planners. Over 60% of MICE buyers are from Asia-pacific (APAC)countries.

The MICE sector in APAC continues to thrive, with theregion expected to witness the highest growth rate in the next 5 years. Aftersuccessfully organising ITB Asia for 12 years, we noticed the fast-growingdemand for the MICE and corporate travel segments. MICE Show Asia 2019 seeks tocapture this growing demand and I am confident participants will gain thehighest value at this show, said Katrina Leung, Managing Director of MesseBerlin (Singapore), the organiser of MICE Show Asia.

According to a forecast published byAllied Market Research on the global MICE market, Asia-Pacific is expected towitness the highest growth rate of 8.6% through to 2023. Expanding demandparticularly in Singapore, China, and India, alongside market drivers such asease of visa restrictions, investments in better infrastructure, and highdemand in commercial aviation are fuelling the upward trend.

MICE Show Asia 2019 will have a stellar line-up ofspeakers from top-tier brands including American Express Meetings & Events,Event Xtra, succevo, K.I.T. Group GmbH and Cvent. Expert speakers will sharemarket insights, brand-new ideas, and inspirational case studies that areleading the industry’s conversations. Some of the topics that will be discussedat the travel trade show include 2020 forecasts for the global meeting andevents industries, the digital transformation of the meeting and eventsindustries, and the innovative use of technology to captivate event-attendees.

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

At MICE Show Asia, exhibitors represent a wide range ofconvention bureaus, destination marketing organisations, convention centres,hotels and resorts, as well as technology and business events solution serviceproviders and more.

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