SECB Partners with JETRO to Boost MICE Industry Growth

• Singapore and Japan sign three-year deal to grow the MICE industry in Asia Pacific
• Partnership targets innovation, sustainability, and emerging sectors like tech and the green economy
• Aim to position Singapore as the top global MICE city through stronger regional collaboration

The Singapore Exhibition and Convention Bureau (SECB) has signed a Memorandum of Cooperation (MoC) with the Japan External Trade Organization (JETRO). This MOC will span a total of three years, aiming to drive the growth of the Meetings, Incentives, Conferences and Exhibitions (MICE) industry.

The MICE industry’s compound annual growth rate (CAGR) is expected to grow at 7.2 percent from the year 2024 to 2032. This growth is expected to be majorly centered in the Asia-Pacific tourism sector due to its robust regional economies, increased business travel, and improved infrastructure. This has been taken into consideration by Singapore, which will be building a strong pipeline of MICE events across advanced manufacturing, financial services, green economy, life sciences and technology to increase its capitalization.

Singapore will be integrating its attributes of innovation, trust and safety with JETRO’s connection with powerful synergies, to strengthen the ties between the two nations. This strategic collaboration is expected to make Singapore the world's Best MICE City. Executive Director of Singapore Exhibition & Convention Bureau Executive Director, Poh Chi Chuan said, “As a Global-Asia node for business, Singapore is home to a vibrant business community and gateway to Asia Pacific, with unrivaled access to new markets. This first-of-its-kind collaboration with JETRO marks a major milestone in leveraging partnerships to accelerate MICE growth. We look forward to strengthening the MICE ecosystems in both Singapore and Japan and the opportunities this will bring.”

The signed agreement also highlights that there will be new standards for sustainability, productivity and digital innovation in MICE standards. Both parties will be collaborating to leverage the marketing channels to gain high growth in the common emerging industries of both countries.

Managing Director of JETRO, Junji Kurokawa said, “We aim to build an even stronger win-win relationship between our two countries. We look forward to this collaboration with SECB and hope that Japanese companies will leverage Singapore’s global events and platforms to explore new markets and expand their businesses.”