SINGAPORE -- Singapore launched a $9 million promotion to attract
Called "Make It Singapore," the campaign targets the meetings,
incentives, conventions and exhibitions markets through a selection
of incentives designed to make Singapore a more attractive choice
for companies that do business in Asia.
The incentives include free hotel rooms, discounts on food and
beverages, discounted fares on Singapore Airlines and co-op dollars
from the Singapore Tourism Board for marketing costs.
In order to qualify for the discounts and incentives, bookings
must be confirmed by Dec. 31, and the event must take place by Dec.
To get the message out, a global print advertising and
direct-mail campaign will target key markets such as Australia,
China, Germany, Hong Kong, India, Indonesia, Japan, Malaysia,
Thailand, the U.K. and the U.S.
According to Lim Neo Chian, chief executive of the Singapore
Tourism Board, in 2002 Singapore welcomed 1.5 million business
travelers who spent $1.2 billion at hotels, restaurants, shops and
The campaign aims to increase the number of business travelers
to 1.8 million in 2005 and boost spending to $1.7 billion, Chian
"Singapore's reputation as a regional business hub presents us
with tremendous opportunities," said Chian. "Additionally, the
business challenges Singapore has faced this year have resulted in
industry players coming together and working [more closely] to help
us overcome these challenges."
Singapore was declared SARS-free on May 31 by the World Health
Organization and has maintained a high level of vigilance against a
possible comeback of the virus that claimed 33 lives in the
country. The outbreak caused billions of dollars in economic
damage, particularly to tourism and related industries.
Under the promotion, the corporate meeting or convention must
generate at least 400 room nights to qualify for the discounts. In
addition, the trade show must have at least 1,000 confirmed
exhibition visitors, with 50% foreign exhibitors.
Once these criteria are met, hotels will offer one complimentary
room for every 25 booked, with a maximum of five free rooms for the
event's duration. Room upgrades and late checkout are
In addition, hotels and other meetings venues will discount food
and beverage costs for opening receptions and offer lower rates on
so-called teardown or set-up days.
Approximately 40 hotels, the Singapore Exhibition and Convention
Center and Singapore Airlines, among others, are participating in
For information about the promotion, go to www.visitsingapore.com/mice or e-mail [email protected].
To contact reporter Jorge Sidron, send e-mail to [email protected].