MICE Perception Study (Web) Final

Perception Study of Singapore as a Meetings,
Incentives, Conferences and Exhibitions (MICE)

Destination
October 2014
Project objectives and scope
The study aims to understand Singapore’s current perceived positioning for the MICE sector and identify
opportunities to further develop the MICE sector. The study scope and parameters are as follows:
Segments, geographic scope and number of interviews Industry participants
The key influencers and decision makers in the

• MICE industry comprising the following segments and geographic
MICE industry:
cover. 127 interviews were conducted.
• Corporate / Association executives
No. of
Segment Geographical coverage
interviews o Corporates for incentive travel involved in
sales in the following industries: Financial
Exhibitions & • Americas − USA
Services, Pharmaceutical, Health, Multi-
Trade • Europe – UK and Germany 25
level marketing (MLM), Automobiles,
Conferences • APAC − Singapore
Property, Software and IT, and Energy, Oil
• Americas − USA and Gas
Association
• Europe – UK, Geneva and Brussels 24 • Event organisers
conventions
• APAC − Singapore
o Professional Conference Organisers (PCO’s)
• Americas − USA Destination Marketing Companies (DMC),
• Europe – UK and Germany Professional Event Organisers (PEO’s) and
Meetings 43
• APAC − Australia, China, India, Japan, travel intermediaries
the Philippines, South Korea
o PCOs and PEOs for the
• Europe – UK and Germany Exhibitions/Tradeshows and Trade
Incentive
• APAC − Australia, China, India, Japan, 35 Conferences segment covering STB’s
travel
the Philippines, South Korea identified core industries: Urban Solutions,
Design, Digital, Travel, Sports, Healthcare,
Analysis timeline Land Transport, Education and Social
• MICE industry trends up to 2013 or latest available

information
MICE Perception Study | Singapore Tourism Board | October 2014 | Pg 2

Satisfaction by segment
Overall, satisfaction was similar across all segments
Association Exhibitions &
Attributes Meetings Incentives
Conventions Trade conferences
Political stability and safety
Country accessibility
Venue facilities and location
Value for money
Service quality
Infrastructure and telecommunications
Varied accommodation options
Decreasing importance rating
Wide and international networks

Professionalism of event organisers in country
Availability of vibrant leisure options
Knowledge-based industries / leader in relevant topics
Culture immersion and experience
Unconventional / social venue facilities and location
Pro-business environment
Sustainability / environmental factors
Government incentives / policies
Adherence to Association's guidelines/geographic
rotation
Ability to grow potential membership
Climate
Availability of team building activities
Ability to leave a mark in the Association's chapter
Location of regional HQ & participants
Overall satisfaction
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Needs Satisfaction
Qn: Can you please rate the importance of these selection criteria and your satisfaction with Singapore on a scale of 1 to 5?
Note: Score was computed out of 5
Likelihood of organising event in Singapore again by segment
Association conventions and exhibitions and trade conference organisers were most likely to organise events
in Singapore again
Likelihood of organising events in Singapore again (by segment)
Likelihood
score 4.4 4.4 4.2 4.8 4.5
100% 1%
3% 3%
5% 7% 11%
90% 15%
25%
80%
31% 30% 15%
70% 1
47%
2
60%
3
50%
4
40%
75% 5
69%
30% 59% 60%
20% 42%
10%
0%
Overall Meetings Incentive Trips Association Exhibition & Trade
Conventions conferences
Qn: How likely will you organise the same event in Singapore in the future again? 5: Highly likely, 1: Very unlikely
Asia, N=43; Europe, N=17; US, N=14

Satisfaction by region
Overall, satisfaction was similar across countries
Attributes Asia Europe US
Political stability and safety
Country accessibility
Venue facilities and location
Value for money
Service quality
Infrastructure and telecommunications
Decreasing importance rating
Varied accommodation options

Wide and international networks (trade & people)
Professionalism of event organisers in country
Availability of vibrant leisure options (retail, dining, attractions)
Knowledge-based industries / leader in relevant topics
Culture immersion and experience
Unconventional / social venue facilities and location
Pro-business environment
Sustainability / environmental factors
Government incentives / policies
Adherence to Association's guidelines/geographic rotation
Ability to grow potential membership
Climate
Availability of team building activities
Ability to leave a mark in the Association's chapter
Location of regional HQ & participants
Overall satisfaction
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Qn: Can you please rate the importance of these selection criteria and your satisfaction with Singapore
on a scale of 1 to 5? Needs Satisfaction
Likelihood of organising event in Singapore again by region
And organisers are likely to organise events in Singapore again, especially American and European ones
Likelihood of organising events in Singapore again (by region)

Likelihood
score 4.4 4.3 4.5 4.7
100% 1%
3% 2%
5% 7%
5% 12%
90% 2%
14%
80%
31% 24%
70% 40%
1
60%
2
50%
3
40% 79% 4
65%
30% 59% 5
51%
20%
10%
0%
Overall Asia Europe US
Qn: How likely will you organise the same event in Singapore in the future again? 5: Highly likely, 1: Very unlikely
Asia, N=43; Europe, N=17; US, N=14

Perception – Overall
Overall, Singapore has done well in the hygiene factors. It can do better in terms of value-for-money and being a
fun destination
Perception of Singapore
100%
High Impt High/Mid Impt Mid Impt
80%
% brand association
60%
40%
20%
0%
Easy to travel to Offers high service Offers value-for- Safe to travel to Is the gateway to Meets both Fun destination
standards money Asia business and
Satisfaction leisure needs
score 4.6 4.2 3.5 4.8
Singapore’s differentiating
competencies
Cut off: 75% for perception and 4.0 for satisfaction
Note: *Attributes with derived importance
Qn 6. For each of the statements, please select the countries you think it applies to, in terms of being an event destination. N=123

Perception – Meetings
Singapore may wish to differentiate itself by emphasizing on service quality and ability to meet business and
leisure needs of the meetings segment.
Satisfaction 4.9 4.8 3.3 4.1 N.A.
100%
High Impt Mid Impt Mid / Low Impt
80%
% brand association
60%
40%
20%
0%
Singapore’s differentiating Additional attributes

competencies to emphasize
Perception – Incentive trips
As an incentive destination, Singapore is perceived less favourably in the areas of being a fun and
value-for-money destination.
100%
80%
% brand association
60%
40%
20%
Additional attributes to
emphasize
0%
Safe to travel Easy to travel to Fun destination Offers value-for- Offers high Quality *Is the gateway *Meets both
money service standards experience to Asia business and
leisure needs
Satisfaction 4.5 4.5 N.A. 3.8 4.1
score
competencies
Perception – Association conventions
Singapore is generally perceived favourably as an Association Convention destination.
Satisfaction 4.9 4.6 4.5 3.7 Perception of Singapore

100%
High Impt Mid Impt Mid / Low
Impt
80%
% brand association
60%
40%
20%
Additional attribute
to emphasize
0%
Singapore’s differentiating competencies

Perception – Exhibitions & Trade conferences
Singapore is perceived favourably as a leading exhibitions and trade conferences destination. Singapore can
differentiate itself further by emphasizing on the other important factors.
100%
80%
% brand association
60%
40%
20%
emphasize
0%
business ecosystem in
*Strong in Intellectual
*Meets both business
Strong in knowledge-
thought leadership
Offers high service
*Offers innovative
*Is the gateway to
*Destination with
and leisure needs
Offers value-for-
based industries
Easy to travel to
Safe to travel to
Fun destination
Property rights
*Most vibrant
opportunities
Offers strong
networking
standards
solutions
money
events
Asia
Asia
Satisfaction
score N.A. 3.7 N.A. 4.9 4.8 3.8 4.2 N.A.
Cut off: 75% for perception and 4.0 for satisfaction competencies
Perception – by Asian event organisers
Amongst Asian event organisers, Singapore is perceived as a destination that meets both business and leisure
needs and is both easy and safe to travel to.
100%
80%
% brand association
60%
40%
20%
emphasize
0%
leisure needs
Satisfaction
4.7 4.1 3.3 4.8
score
competencies
Perception – by European event organisers
European event organisers ranked Singapore favourably except value-for-money.
100%
80%
% brand association
60%
40%
20% Additional
attributes to
emphasize
0%
leisure needs
Satisfaction
4.9 4.2 3.5 4.8
score
competencies
Perception – by US event organisers
For American event organisers, Singapore is ranked highly across all attributes except for value for money.
100%
80%
% brand association
60%
40%
20%
emphasize
0%
leisure needs
Satisfaction
4.7 4.1 3.6 5.0
score
competencies
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If you have any feedback or enquiries, please contact us at secb@stb.gov.sg

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Perception Study of Singapore as a Meetings,

Incentives, Conferences and Exhibitions (MICE)

Segments, geographic scope and number of interviews Industry participants

The key influencers and decision makers in the

• MICE industry trends up to 2013 or latest available

MICE Perception Study | Singapore Tourism Board | October 2014 | Pg 2

Wide and international networks

MICE Perception Study | Singapore Tourism Board | October 2014 | Pg 4

Varied accommodation options

Likelihood of organising events in Singapore again (by region)

MICE Perception Study | Singapore Tourism Board | October 2014 | Pg 6

MICE Perception Study | Singapore Tourism Board | October 2014 | Pg 7

Singapore’s differentiating Additional attributes

Satisfaction 4.9 4.6 4.5 3.7 Perception of Singapore

Singapore’s differentiating competencies

European event organisers ranked Singapore favourably except value-for-money.

If you have any feedback or enquiries, please contact us at secb@stb.gov.sg

MICE Perception Study | Singapore Tourism Board | October 2014 | Pg 15

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