Messe Berlin (Singapore) launches MICE Show Asia 2019

Trade fair company Messe Berlin (Singapore) has announced it will be organising the inaugural MICE Show Asia 2019 in Singapore.

The three-day business-to-business travel trade show will take place from 16 to 18 October 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 see professionals from the incentive travel, meetings, and events industries come together to discuss the latest trends, hear from up-and-coming MICE innovators, and network with suppliers.

MICE Show Asia 2019 will bring together participants of which 47 per cent are from MICE agencies, 26 per cent from corporates such as meetings and incentive planners, 15 per cent from professional conference or exhibition organisers, nine per cent of attendees will be from association buyers, and three per cent will be present as independent planners.

Katrina Leung, managing director of Messe Berlin (Singapore), said: “The MICE sector in APAC continues to thrive, with the region expected to witness the highest growth rate in the next five years.

“After successfully organising ITB Asia for 12 years, we noticed the fast-growing demand for the MICE and corporate travel segments.

“MICE Show Asia 2019 seeks to capture this growing demand and I am confident participants will gain the highest value at this show.”

MICE Show Asia 2019’s line-up of speakers will be top-tier brands including American Express Meetings & Events, EventXtra, succevo, K.I.T. Group GmbH and Cvent.

Expert speakers will share market insights, brand-new ideas, and inspirational case studies that are leading the industry’s conversations.

Some of the topics that will be discussed at the travel trade show include 2020 forecasts for the global meeting and events industries, the digital transformation of the meeting and events industries, and the innovative use of technology to captivate event-attendees.

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