Messe Berlin to launch travel trade show for MICE industry

Messe Berlin (Singapore) has unveiled plans to launch a travel trade show for the MICE industry.

The inaugural MICE Show Asia 2019 will take place at the Sands Expo & Convention Centre at Marina Bay Sands from 16-18 October, and will be part of ITB Asia’s already extensive number of events.

Messe Berlin says that MICE Show Asia 2019 will bring together participants of which 47% are from MICE Agencies, 26% from corporates such as meetings and incentive planners, 15% from professional conference or exhibition organisers, 9% of attendees will be from association buyers, and 3% will be present as independent planners. “The MICE sector in APAC continues to thrive, with the region expected to witness the highest growth rate in the next five years. After successfully organising ITB Asia for 12 years, we noticed the fast-growing demand for the MICE and corporate travel segments. MICE Show Asia 2019 seeks to capture this growing demand and I am confident participants will gain the highest value at this show,” said Katrina Leung, Managing Director of Messe Berlin (Singapore), the organiser of MICE Show Asia.

MICE Show Asia 2019 will feature speakers who will share market insights, ideas, and inspirational case studies. Some of the topics that will be discussed at the travel trade show include 2020 forecasts for the global meeting and events industries, the digital transformation of the meeting and events industries, and the innovative use of technology to captivate event-attendees.

Messe Berlin is working with prominent trade partners such as the United Networks of International Corporate Event Organizers (UNICEO) and Professional Convention Management Association (PCMA), etc. to enrich the conference content and bring buyers onboard.