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STB spearheads MICE, corporate recovery plan
Wrisney Tan, Singapore
 

Wrisney Tan, Singapore  
(15th Sep 2003)


THE Singapore Tourism Board (STB) is expected to launch a campaign in mid-October to accelerate recovery in the business travel and MICE (BTMICE) sector, which has not been performing well since the Asian financial crisis.

The price tag for the campaign has not been confirmed, but is estimated to be more than S$10 million (US$5.7 million) over three years, and will include a series of promotional activities in key markets and trade incentives.

More than 50 participants from different sectors of the MICE industry, including hotels, airlines, destination management companies, attractions, exhibition and convention organisers and event planners, gathered at a briefing organised by the STB last Saturday. The aim was to brainstorm on a basket of offerings that would help attract more BTMICE visitors to Singapore.

The STB said it was still gathering feedback from the industry, finetuning the details and setting the goals of the campaign and would announce details soon. In 2002, earnings from the BTMICE sector was S$2.2 billion.

 
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