On January 31, the Singapore Tourism Board, Singapore Airlines, and JTB signed a partnership agreement to attract MICE and create new demand. The agreement is for a period of two years, with incentive tours and study tours as the main targets, and they will collaborate in the development of new products and human resource development.
Specifically, Singapore, which is highly regarded as a MICE host city in the Asia-Pacific region, Singapore Airlines, which operates 10 flights a day between Japan and Singapore (from March 4), and JTB, which has a nationwide network of corporate branches and has expertise in MICE, will cooperate to provide support for MICE organizers, conduct joint research in the Japanese market, develop travel content, strengthen sales and marketing activities in Singapore, and build systems for human resource development and ongoing sales enhancement. In addition to supporting MICE organizers, they will conduct joint research and develop travel content in the market, strengthen sales and marketing activities in Singapore, and build a system for human resource development and ongoing sales enhancement.
Ms. Selene Tan, Director General of North Asia, Singapore Tourism Board, explained the advantages of MICE in Singapore, including the fact that Singapore is the gateway for business in the Pacific region, has a diverse culture, and was ranked No. 1 in the 2023 International Congress Association (ICCA) Global Ranking of Asia-Pacific Cities for Meetings. He also emphasized that Singapore offers a wide variety of facilities and hotels for MICE, and that the country is focusing on sustainability initiatives, such as its goal of achieving carbon neutrality by 2050.
The Tourism Board will continue to offer INSPIRE Glober 2.0, which provides free MICE-related subsidy application programs and experience programs for incentive tours and company trips for organizers of MICE events in Singapore.
Singapore Airlines will increase the number of flights on its Centrair/Fukuoka-Singapore route from the current five flights a week to one flight a day starting March 4. As a result, Singapore Airlines will operate 10 daily flights between Singapore and the five airports of Haneda, Narita, Centrair, Kansai International Airport, and Fukuoka from March 4 onward, with a capacity of approximately 3,000 seats. Furthermore, from the winter timetable, the airline plans to increase the number of flights between Haneda and Singapore from three to four per day, bringing the number of flights to 77 per week on the Japan route, returning supply to the same level as before the Corona.
Tetsuo Kihara, General Manager of Passenger Sales Department, said, “Since the departure times are close to each other, we can provide efficient itineraries for MICE groups departing from all over Japan. This is our greatest advantage,” he said, emphasizing the benefits.
Benefits for MICE groups include a welcome announcement announcing the name of the company or organization upon boarding and original headrest covers in Economy Class. Depending on the size of the group, they will also offer discounts on excess baggage, a dedicated check-in counter, and lounge access.
Takayuki Fujiwara, JTB executive officer and general manager of the Purchased Products Division, explained the details of the partnership. He stated that the company’s goal is to increase the number of MICE visitors to Singapore to 70% of the 2019 level by the end of this year and to 100% by 2025, and that “as overseas travel gradually recovers, we would like to contribute through the expansion of the MICE business domain.
Based on a survey of business travelers conducted in June 2022, which showed a high demand for real events after Corona’s demise, as well as Singapore’s MICE initiatives, “JTB took the lead in proposing a partnership agreement based on a comprehensive assessment and the belief that a joint sales promotion partnership among the three companies would lead to an early revival of the event. JTB took the initiative in proposing the collaboration agreement.
The three companies will work together to conduct on-site surveys and develop travel content. In July 2023, JTB has already compiled a report based on questionnaires and interviews with sales representatives on the purpose of holding MICE and the environment surrounding the corporate business. The top needs included increasing employee motivation, enhancing communication, and strengthening engagement between employees and the company.
© Source travel watch
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