What does organising the Convening Leaders conference mean for Singapore?
Edward Koh - Le Singapore Tourism Board (STB) and Marina Bay Sands have joined forces with PCMA to set up a global distribution centre for Convening Leadersto host speakers, expert panels and face-to-face experiences. This is the first time the event has been held outside North America in 64 years. This hybrid event underlines Singapore's position as a global hub for business. It also reflects our efforts to reimagine the future of MICE events, and our ability to host such events safely and efficiently through strict protocols and the use of technology.
Should this event be seen as the rebirth of MICE in Singapore, after several months of paralysis?
E. K. - From October 2020, the Singapore Tourism Board began accepting applications from organisers for pilot MICE events. Thanks to our tests, we are continuing to explore innovative formats, and to adapt existing protocols to ensure that events take place in complete safety. The challenge is to get everyone to adhere to the entire health protocol. The MICE sector has responded encouragingly, organising around thirty events. TravelRevive was the first international travel show to take place physically in Asia Pacific during COVID-19, with both local and foreign participants and exhibitors. The event attracted nearly 1,000 participants on-site, including around 65 foreign guests from 14 countries in Asia, the Middle East and Europe.
Does the organisation of Convening Leaders, and soon that of the World Economic Forum, make Singapore the safest MICE destination in the region, if not the world?
E. K. - Indeed, we will be welcoming World Economic Forum very soon, in May. This is of course a very big deal for the Singapore Tourism Board. Davos usually welcomes 3,000 principal guests, to whom must be added substantial teams. Singapore is a destination that has made security a priority. That's why we're gradually getting the MICE business back on track.
All the destinations claim to have made safety their priority: what made the difference in Singapore?
E. K. - We have developed a very pragmatic approachbased on tests and disregarding any ideology. Given the success of our experiments, we have gradually been able to increase the number of participants from groups of 20 to 50. We try to push the boundaries. And when things aren't working, we change the way we do things. You have to adapt, and that includes the organisers. For one of the first events we hosted a few months ago, the organisers didn't want to change the format to go virtual. But they had no choice. And much to their surprise, they succeeded in reach a wider audience than ever beforeIt was as if they were discovering a parallel universe that was unknown to them. It was as if they were discovering a parallel universe that was unknown to them.
Our approach is not based on eliminating risk, but on managing it
Have you achieved your objectives, or are you planning other measures?
Edward Koh - Our approach is not based on eliminating risk, but on managing it. If we wanted to eliminate all risk, we could cancel every event, close the borders and consider ourselves safe. But that's not possible. Our openness is essential to our survival.
Singapore is often associated with the concept of the "smart city": is there such a thing as "smart" crisis management? What role does technology play?
E. K. - We're always trying to use technology to help us. The Trace Together mobile application is a good example. Every day, the app lets me know if I've been in contact with a potential positive case. This reassures all of us that we are safe. This is just one example of the contribution that new technologies can make to this issue.
Is Singapore today a "hybrid destination"?
E. K. - Yes, in fact, since the physical aspect is limited and borders are not really open. But that's where we see that technology helps us to overcome distances and all sorts of barriers. For example, here at Marina Bay SandsThey have turned the pandemic into an opportunity to invest in a new technology. Hybrid Broadcast StudioThis state-of-the-art infrastructure can be used to organise highly innovative events, enabling interaction with people from all over the world. This is one of the many examples of projects in Singapore that are exploiting the possibilities offered by hybrid technology. In addition, it is sometimes difficult to bring top-notch speakers to an event. But all these virtual technologies, such as the hologram system, make it possible for VIPs to take part in the conference.
Do you think the demand for these hybrid events will continue?
E. K. - I believe so, because it brings a new dimension to events. It's like having an extra mobile application on your phone: it's functional, easy to use and makes life easier every day! The alliance between the physical and the virtual is set to continue. The proportion of each of these components is likely to evolve, but this offers event organisers so many possibilities in terms of content, experience...
Are there any other technological developments planned in Singapore in the MICE sector?
Edward Koh - More and more things will appear, not only here at Marina Bay Sands, but also in other conference centres such as Suntecor in other hotels that also have projects along these lines. From the point of view of the Singapore Tourism Board, we have a strategy based on augmented reality, in the sense that it's a 'gamified' reality that allows our audience to better visualise what we're talking about.
Aren't you concerned that advances in technology could lead to conference rooms being virtually deserted, with participants following the event from their living rooms, wearing augmented reality headsets...?
E. K. - It's a fear you can have. But in my case, as this PCMA event approached, I couldn't wait to leave my home to get to the Marina Bay Sands and take part in the conference. Many of my friends and colleagues are in the same boat. There is a human need to meet and interact with peers. The virtual facilitates certain things, but sometimes you just want to get away from it and get a taste of 'real life'.
Is there any coordination between the major international MICE destinations, perhaps to define a common label in terms of health protocol, for example?
E. K. - It's a great idea! Singapore is a member of BestCities Global Alliancewhich includes 12 destinations, such as MadridWe share the same mindset, and we exchange best practices and useful information about organising events, so that we can learn from each other. It would therefore be a good idea to put in place a set of appropriate safety measures, and to identify areas for improvement, to ensure that participants can expect the same level of safety in each of the alliance's destinations.
