Here’s a polished English translation of the Chinese title: **”Unicom Drives Sustainable Innovation, Singapore Tourism Board Empowers China-Singapore MICE Industry to Meet the Future”** Alternatively, a more concise version: **”Unicom Champions Sustainable Innovation as Singapore Tourism Board Forges Future of China-Singapore MICE Industry”** Or, if you prefer a more direct, headline-style translation: **”Unicom and Sustainable Innovation Go Hand in Hand — Singapore Tourism Board Unites China-Singapore MICE Industry to Meet the Future”**

Upgrading with Three Core Strategies, Collaborating with Partners to Build the World’s Best MICE City

UrumqiJune 6, 2026 /PRNewswire/ — The 8th Greater China MICE Industry Conference (hereinafter referred to as the “MICE Conference” or “Conference”), hosted by the Singapore Tourism Board, was held from June 5 to 6 in Urumqi, Xinjiang, achieving its largest scale ever. With the theme “Forging Industry Synergy for a Shared MICE Future,” the conference comprehensively showcased the upgrade achievements and forward-looking布局 of Singapore’s MICE industry around three core strategies: Connectivity & Resonance, Ecosystem Innovation, and Sustainable Coexistence. A number of significant collaborations were also finalized on-site, elevating Sino-Singapore MICE cooperation to a new level.

Ms. Melissa Ow, Chief Executive of the Singapore Tourism Board, stated: “Based on a safe and stable system, and adhering to the development philosophy of connectivity, innovation, and sustainability, coupled with a diversified economic structure, Singapore has attracted global leaders from manufacturing to service industries to establish roots here, providing solid industrial support for the MICE industry. Anchored in the Tourism 2040 vision, we regard MICE as a core growth engine, targeting the strategic goal of tripling revenue by 2040, and are committed to building Singapore into a core gateway serving the Chinese market and promoting deep Sino-Singapore MICE connectivity.”

Mr. Andrew Phua, Chief Representative & Executive Director, Greater China, Singapore Tourism Board, pointed out: “As one of the few national tourism promotion agencies globally to comprehensively cover the four core MICE areas of Meetings, Incentive Travel, Conferences, and Exhibitions, over the past year, we have not only achieved impressive results in each area but also, driven by three upgraded strategies, collaborated with industry associations and platforms to build a closer, comprehensive collaboration network. During this conference, we finalized the first Chinese domestic alliance to establish its Asia-Pacific headquarters in Singapore, added and reappointed three International Conference Ambassadors, and designated ten Exhibition and MICE Strategic Partners. Through a tangible partner ecosystem, we are deepening and solidifying Sino-Singapore MICE cooperation. Let us ‘Meet through MICE, Meet the Future,’ and jointly witness Singapore becoming a vital hub connecting China and radiating globally.”

Full-Spectrum Success, Achievements Leading the Industry

As a key node in the world and Asia, Singapore continues to strengthen its positioning as the “World’s Best MICE City,” achieving a comprehensive upgrade in the overall competitiveness of its MICE industry.

Over the past year, a series of benchmark projects have been implemented: The 2025 World Sleep Congress was held in Singapore, bringing together top scholars and industry leaders in global sleep medicine, highlighting Singapore’s capability to host high-level international professional conferences; the Caixin Asia Vision Forum continued to be based in Singapore, alongside a new innovation summit co-hosted by Caixin International and co-organized by DLD (Digital Life Design), becoming the first overseas business leadership summit to sign a three-year deep strategic cooperation agreement with the Singapore Tourism Board; the Going Global Summit chose Singapore for the third consecutive time, witnessing Chinese enterprises’ overseas expansion evolve from “going it alone” to “fleet deployment”; the China International Textile Machinery Exhibition and ITMA Asia was held in Singapore for the first time, attracting over 26,000 professional visitors from 109 countries, fully demonstrating its regional agglomeration appeal.

This series of results reflects the dual value upgrade of Singapore’s MICE strategy. While continuously expanding participant numbers and enhancing international influence in global conferences, it also deeply leverages its hub function in regional events, prompting organizers from China and other markets to use Singapore as the strategic first stop for brand globalization and expansion into Southeast Asia and beyond. Leveraging diverse buyer resources and efficient resource matching capabilities, the events themselves become leverage points for tapping into overseas markets, accumulating long-term commercial value that transcends a single event.

Three Core Strategies Accelerate Upgrade, Partner Ecosystem Fully Activated

The conference showcased the upgrade achievements of the three core strategies—Connectivity & Resonance, Ecosystem Innovation, and Sustainable Coexistence—supported by a series of tangible cooperation outcomes.

In terms of Connectivity & Resonance, Singapore continues to strengthen its position as the core gateway in the Asia-Pacific. Changi Airport added 13 new routes over the past year, achieving record passenger traffic; the SGD 40 million expansion of the Marina Bay Cruise Centre was completed; and planning for the new downtown MICE hub (Downtown MICE Hub) is progressing steadily, aiming to create an integrated cluster combining exhibitions, accommodation, dining, and entertainment. To further smooth the two-way connection channel between China and Singapore, the Singapore Tourism Board officially launched the Singapore Attendance Building Consultants (SG ABC) programme. The first batch of five leading exhibition organizations was designated as channel partners, focusing on key sectors such as energy, healthcare, technology, manufacturing, logistics, and retail, to precisely empower the Chinese market promotion and visitor invitation for Singapore’s professional exhibitions. Simultaneously, the SMAP programme 5.0 and INSPIRE Global 3.0 were upgraded in tandem. The former expanded its partner merchants to 14, covering travel, accommodation, shopping, retail, and cultural tourism experiences throughout the journey; the latter offers over 30 experience options for small to medium-sized groups, deepening Sino-Singapore industry synergy through tangible partner empowerment initiatives.

In terms of Ecosystem Innovation, Singapore continues to drive the transition from single-event hosting to a “MICE+” integrated ecosystem. Leading Chinese IPs such as Yuewen, Chagee, and Pop Mart have successively chosen Singapore as their overseas launchpad, exploring full-chain innovation models from content dissemination to offline experiences, building a dual-track ecosystem of efficient business collaboration for enterprises and deep scenario-based experiences for consumers. To further solidify the resource base of this ecosystem, Singapore has simultaneously increased investment in tourism infrastructure and business support: the Tourism Board’s latest round of the Tourism Development Fund injected over SGD 700 million to broadly support tourism industry innovation, infrastructure upgrades, and MICE industry capacity building; concurrently, in collaboration with 22 hotels, the “SHINE Singapore Hotel Business Events Incentive Programme” was launched, covering 25% of the city’s hotel room inventory, offering exclusive accommodation benefits for meeting organizers and comprehensively enhancing the capacity to host large-scale MICE projects. These two initiatives work in synergy, providing sustained momentum for the innovative content ecosystem while reducing implementation costs and improving resource integration efficiency for organizers, further consolidating Singapore’s position as a global benchmark for MICE innovation practice.

In terms of Sustainable Coexistence, Singapore continues to deepen its advantages in sustainable development, building a virtuous cycle of “attracting conferences through business, promoting business through conferences.” Following 2025, Singapore consecutively obtained the GSTC-D sustainable tourism destination certification, with a wide range of hotels, professional venues, and industry organization members meeting sustainability certification standards. Simultaneously, in collaboration with industry associations, a roadmap for sustainable development of attractions was launched, promoting the entire tourism and MICE industry chain to fulfill green and low-carbon development commitments from top to bottom.

Focusing on long-term commercial development, Singapore possesses a complete industrial supporting system and a stable business environment, creating fertile ground for long-term collaboration. The Going Global Summit has been held in Singapore for three consecutive editions. The continued hosting of this series of summits highlights Singapore’s hub status in the global business network and its role as a crucial strategic fulcrum for Chinese enterprises’ overseas expansion. Aligning with long-term development trends and market cooperation needs, during this conference, the Singapore Tourism Board and the Sino-Commercial Overseas Industrial Alliance (SCOIA) officially signed a three-year strategic cooperation memorandum of understanding. As the first Chinese domestic alliance to establish its Asia-Pacific headquarters in Singapore, SCOIA will work with the Singapore Tourism Board to promote the deep integration and synergistic development of the MICE industry between China and Singapore. According to the MoU, both parties will deepen comprehensive cooperation in the Sino-Singapore MICE industry, jointly implement and continuously expand SCOIA’s flagship event, the “Going Global Summit,” leverage resources, and coordinate promotion to assist Chinese enterprises in their overseas布局 and global development. This cooperation marks a new stage in Sino-Singapore MICE collaboration, with both parties committed to building a future-oriented MICE industry ecosystem based on a sustainable development model.

Collaborating with Partners, Painting the Lion City Blueprint Together

To continuously deepen strategic collaboration in the MICE and business events sector between Singapore and China, the Singapore Tourism Board announced at this year’s conference the continued advancement of the Singapore International Conference Ambassador Programme (CAP), welcoming a new round of expansion: Ms. Hong Yao, the first ambassador and Vice Chair of the China Business & MICE Industry Committee, and Mr. Sanru Fan, Chairman of the International Insurance Culture Festival and TMC Forum, were reappointed. They will leverage their industry insights, resource accumulation, and industry influence to foster deep connections between Chinese industry associations and Singapore’s MICE ecosystem. Meanwhile, Mr. Xuebin Gu, founder of WeMeet AI, was newly appointed as an ambassador. As a long-term partner, he will actively build bridges connecting Singapore with high-quality MICE resources in his role as an industry service provider.

Furthermore, this year’s conference also relaunched the Singapore M&I Specialists programme. Following the steady recovery of the MICE industry in the post-pandemic era, this programme will join forces with pioneering forces in the field, recognizing the outstanding contributions of industry peers and凝聚合作合力. In the future, the Singapore Tourism Board will provide more strategic partners with specialized destination and product training, business development opportunities, and industry study tours, empowering partners to precisely connect with high-quality resources and facilitate the hosting of more high-quality, sustainable MICE events in Singapore.

This conference is not only an important practice for the Singapore Tourism Board to deepen cooperation in the Chinese market but also clarifies the direction for the synergistic development of the Sino-Singapore MICE industry. Looking ahead, Singapore will continue to collaborate with industry partners, leveraging innovation and synergy to explore new paths for high-quality MICE industry development, deliver more practical “Singapore Solutions,” and jointly paint a new picture of Sino-Singapore exhibition cooperation.

Appendix 1.
Singapore Attendance Building Consultants (SG ABC) Programme

Listed in alphabetical order by the English name of the company.

Appendix 2.
Singapore M&I Specialists

Listed in alphabetical order by the English name of the company.

About the Singapore Tourism Board

The Singapore Tourism Board (STB) is one of Singapore’s key economic agencies and a leading development agency for the tourism sector, shaping a vibrant Singapore tourism image together with industry partners. STB brings the “Passion Made Possible” tourism brand to travelers, positioning Singapore as a destination full of passion, inspiring every visitor to share the vitality of the Lion City and ignite their own passions.