Winning the hearts of MICE buyers

The inaugural MICE Show Asia conference aims to redefine industry practices and identify new trends that will shape the future of MICE events

As the MICE industry is highly competitive, the long-term success of MICE players remains contingent on their ability to understand and anticipate their customers’ needs. To explore this notion, the first ever MICE Show Asia 2019’s featured panel discussion will see industry experts challenge and provide new perspectives on archetypal approaches to the MICE buyer-seller paradigm.

Thus, the inaugural MICE Show Asia, which takes place alongside ITB Asia 2019 in Singapore between 16 – 18 October, has the theme of “Winning the Hearts of MICE Buyers”. It is where the incentive travel, meetings and events industries come together to connect and build the future of MICE. The annual three-day business-to-business trade show and convention will feature industry suppliers, meetings & events professionals to up-and-coming MICE innovators from a wide range of disciplines, sectors and all levels of seniority.

Across three days, more than 30 speakers from Convention and Visitor Bureaus (CVB), MICE buyer organisations, MICE tech companies and start-ups, will discuss topics ranging from events organisation and management, technological applications to trends forecasting and challenging conventional practices.


MICE Show Asia 2019 features a diverse programme of key presentations and discussions touching on ground-breaking developments and opportunities that are shaping the industry such as sustainability and the role of social media for event marketing. The show will see top buyers’ partners and MICE industry players, such as BestCities Global Alliance, HelmsBriscoe, Professional Convention Management Association (PCMA), United Networks of International Corporate Events Organizers (UNICEO), come together to speak and share their expertise.

“The mission of MICE Show Asia 2019 is to provide industry suppliers with the insights and strategies to meet ever-evolving buyers’ needs. As the MICE scene continues to grow, there has never been a greater need to bring together industry professionals from across varied disciplines to share their knowledge and perspectives. Our conference sessions are designed to get attendees to rethink how they understand the industry, and gain the ability to set themselves apart,” said Katrina Leung, Managing Director of Messe Berlin (Singapore), the organiser of MICE Show Asia.

The speaker panel will include top management leaders from Chiba Convention Bureau, Elias Events, Mix – Asia’s Creative Meetings Magazine, Thailand Convention & Exhibition Bureau (TCEB) and The Project Office of the Moscow City Tourism Committee.

In addition to the panel, attendees will hear from buyer organisations, leading industry players and fast- growing MICE tech companies such as American Express Meetings & Events, Aventri, Cvent, Meetingbox bei Succevo GmbH and PouchNATION. With discussions focusing on MICE tech improving audience engagement and trends forecasting, attendees will gain fresh perspectives about managing events, including catering to different personality types, reducing audience attrition, and responding to shifting industry trends.

The show will also include a keynote session on the power of collective intelligence. Breaking out from traditional silo-thinking, the session will demonstrate the value of collaborative and ‘community’ approaches to navigate the complex promotion and business development landscape.

Start-ups and CVBs are also scheduled to introduce revolutionary approaches of adding value to event experiences. CVBs will discuss methods of better managing events to cater for the audience, including multilingual content and virtual events. Start-ups and new players will share their expertise on how the running of MICE events is being shaken up. Highlights will include new developments in events space, indoor mapping and working with Smart Data.


MICE Show Asia will share the Sands Expo and Convention Centre at the Marina Bay Sands Singapore with ITB Asia 2019. Attendees will have full access to both events.

Photo: A speaker during a conference at ITB Asia 2018