Reimagining M!CE for India

With Indian travellers looking for novel and non-traditional travel experiences, the STB brought together leading minds in the tourism industry to share their perspective on the rapidly-changing market at its M!CE Conclave thought-leadership conference in Mumbai on 10 March.

Hazel Jain

More than 250 attendees from across India’s business world learnt about the power of technology in revolutionising M!CE travel, and harnessing data to effectively understand and engage young Indian consumers at Singapore Tourism Board’s M!CE Conclave held recently in Mumbai.

Speaking about the STB’s efforts to promote reimagined M!CE travel in the Indian market, GB Srithar, Regional Director for India, Middle East, South Asia & Africa, STB, said, “M!CE is traditionally a very important segment for Singapore; it is a global M!CE hub and it continues to attract a lot of M!CE events into Singapore. From a Meetings & Incentives point of view, India is a key source market for us. In that regard, we are happy to organize a M!CE Conclave in Mumbai – ‘Reimagine the Future, Unlocking the New Era of Business Travel’. Our focus is simple, we want to communicate that Singapore is welcoming Indian corporates to come to Singapore and bring their M&I. A lot of things are possible in terms of unique experiences, the ease of travel within Singapore. There are schemes in place to incentivize the corporates. We have the Business Events in Singapore (BEiS) Scheme, which allows group movements of more than 250 pax, cash grants are given to such groups who are spending couple of nights in Singapore for their M&I travel. We also have the recently-revamped In Singapore Incentives & Rewards (INSPIRE) Global 2.0 Scheme for groups smaller than 250 pax. This revamped version has more than 80 experiences and is totally cost-free to corporates.”

STB also recently launched Singapore Rewards – a new programme that offers complimentary experiences for international visitors. Announced on 7 March 2023, it will run through 2023 and offer visitors the opportunity to try one of nearly 40 new and off-the-beaten path experiences for free. Srithar shared his perspective on the huge opportunity that the India market offers and added, “With excellent air connectivity from 16 cities in India and its seamless, cutting-edge infrastructure, Singapore is a top choice for business events and an attractive location for business travellers. The city’s world-class hotels, restaurants and retail options add to its appeal, providing visitors with a luxurious and comfortable ‘bleisure’ experience.”

Singapore as an experience

Also presenting at the event was Sukumar Verma, Managing Director, Informa Markets Singapore, who said, “With millennials – and Gen Z soon in the future – travelling frequently for business, Sukumar shared his insight that experiential travel is slowly becoming the norm in M!CE movements. With more and more business travellers combining leisure elements as part of their trips, these bleisure travellers seek out diverse experiences in the destinations.”