Planning for the future for MICE
Director, Strategic Marketing and Integrated Marketing Solutions, MP International

SINGAPORE - The country's MICE sector is facing an extended circuit breaker period for another month till 1 June and MICE experts are pressing on with creative ways as they prepare for a new future.

Mr Vincent Yap, MP International director, Strategic Marketing and Integrated Marketing Solutions, said that his company is pivoting towards providing virtual event solutions for clients and utilising technology to enable these meetings to continue driving the meetings ecosystem.

He expects new partnerships with virtual technology providers to grow as MICE companies look towards them to create a simulation of the real world in the digital space, so business can still proceed as usual and tradeshows and conferences can evolve in new space.

He said: "There will be a heightened urgency for museums, attractions and retail to transition into creating more 360 (degree) immersive environments in the virtual world to draw in a new generation of virtual audiences; many, like all of us, are already living actively in virtual worlds.

"The race to achieve normality through live events will be vital as the need for human interaction is insuppressible. The evolution of hybrid events will likely be the new normal with event strategies and processes pivoting quickly to extend the shelf life of the event, create new revenue opportunities and to enhance the engagement of audiences that have embraced virtual experiences."

Read the full article here.

The above insights are extracted from the article ‘Planning for the future’, published in M&C Asia on 24 April 2020.