The China MICE conference is an annual event by the Singapore Tourism Board (STB) for China’s top tour agents. Typically hosted in China, the event was held in Singapore for the first time in 2019. PLUS was appointed to reimagine their experience of the city and craft a programme that would surprise even the most seasoned travel insiders.
The five-day experience was designed to take guests from the old to the new, introducing them to different facets of Singapore. This narrative of change and progress resonated with the upper and upper-middle class Chinese audience, who are familiar with these themes in their own cities. From art and nature to food and retail, the journey revealed a Singapore shaped by both past and progress.
The seasoned Chinese tourism stakeholders were immersed in a Singapore experience different from the tour products that they were used to. They were immersed in a Singapore narrative of old to new and got to experience a varied range of old, refreshed old and completely new experiences.
The seasoned Chinese tourism stakeholders were immersed in a Singapore experience different from the tour products that they were used to. They were immersed in a Singapore narrative of old to new and got to experience a varied range of old, refreshed old and completely new experiences.
Guests sampled traditional dishes and modern reinterpretations by chefs, explored cultural districts and natural landscapes, and took part in activities like graffiti painting, baking and scent making. Each experience was translated into take-home collaterals that reinforced the tour’s narrative.
