The annual China MICE conference, held by Singapore Tourism Board (STB), is an event for China’s top tour agents. Typically held in China, the event was hosted in Singapore for the first time in 2019, and we were appointed to create an experience that challenged what these seasoned tour agents knew of our city.

The 5 day experience was designed to bring visitors on an old to new experiences of Singapore. This resonated strongly with the upper and upper middle-class Chinese audience, who themselves are familiar with the concept of change and progress in their city.  From art to nature, to food and retail, we took them on a journey around Singapore experiencing the past to present.

Guests were brought to sample traditional dishes and modern reinterpretations by chefs; experience our natural environment, cultural districts and modern locations; participate in activities such as graffiti painting, baking and scent making. This journey was translated into a set of collaterals for keepsake to reinforce the narrative of the tour.