Sin­ga­pore Pushes for In­cen­tives

The des­ti­na­tion is not just eye­ing the MICE seg­ment but is par­tic­u­larly in­ter­ested in the in­cen­tives part of it and this is re­flected in its up­dated ver­sion of IN­SPIRE that of­fers el­e­ments to groups based on their size

Micetalk - - Contents - Hazel Jain

Sin­ga­pore Tourism Board (STB) has launched an up­dated ver­sion of its in­cen­tive pro­gramme ti­tled IN­SPIRE (In Sin­ga­pore In­cen­tive and Re­wards) for the in­cen­tive mar­ket. Its 3.0 ver­sion bun­dles prod­ucts to­gether based on the size and needs of the group. Adrian Kong, Area Di­rec­tor for the South East (Mum­bai), Sin­ga­pore Tourism Board, who looks af­ter MICE, says, “We have made im­prove­ments to our pro­gramme by tak­ing feed­back from many travel in­ter­me­di­aries. We are try­ing to pro­mote more in­cen­tive travel to Sin­ga­pore through cor­po­rate as well as through the MICE agents. We have had two suc­cess­ful runs of IN­SPIRE and the third ver­sion in­tends to in­cen­tivise cor­po­rate en­ti­ties fur­ther to send their groups for in­cen­tive pro­grams to Sin­ga­pore. It comes with more at­trac­tions and value ad­di­tions.”

The num­ber of pas­sen­gers in pre­vi­ous edi­tions of IN­SPIRE were much higher. “Ear­lier we had about 800-1,500 pax. We un­der­stand that In­dian cor­po­rates are look­ing at smaller groups for in­cen­tives now. We have there­fore re­duced the group size to 50-200 pax, 50 be­ing the min­i­mum num­ber of peo­ple to be el­i­gi­ble to par­take in the pro­gram. This way smaller com­pa­nies from tier II and III cities can also take ad­van­tage of it,” Kong adds.

One of its schemes called Busi­ness Events in Sin­ga­pore (BeIS) which will look at larger in­cen­tive groups for up­wards of 200 pax. A third scheme called the Sin­ga­pore MICE Ad­van­tage Pro­gramme (SMAP) al­lows cor­po­rates to have

ex­pe­ri­ences in Sin­ga­pore and they get cer­tain in­cen­tives to off­set their costs. Kong ex­plains, “We want to make the IN­SPIRE pro­gramme more rel­e­vant for smaller groups of 50-200 pax. We are also adding on ex­pe­ri­en­tial el­e­ments which can­not be bought off the shelf. You have to qual­ify for the scheme in or­der to avail them. Through our IN­SPIRE 3.0 pro­gramme, we want to take Bleisure (Busi­ness with Leisure) a notch higher.”


Sin­ga­pore is try­ing to of­fer a good mix of ac­tiv­i­ties and op­tions for the huge MICE move­ment that it sees in­com­ing from In­dia. It is of­fer­ing them new itin­er­ar­ies and off­beat op­tions like gala din­ners in non-ho­tel venues such as Gar­dens by the Bay Con­ser­va­to­ries and Flower Dome. “It could even be on the Royal Al­ba­tross Tall Ship that is per­ma­nently docked at Sen­tosa. It can ac­com­mo­date 130-150 pax and can cruise into the seas and re­turn in a few hours. It was also used in movie ‘Dark Knight',” Kong adds. STB is also look­ing at team-build­ing op­tions since it is get­ting in­creas­ingly pop­u­lar among the In­dian cor­po­rate. “We have part­nered with com­pa­nies like Fo­cus Ad­ven­ture that does in­ter­est­ing ac­tiv­i­ties like dragon boat race which also in­cor­po­rates the lo­cal cul­ture. So the staff not only does team-build­ing but also ex­pe­ri­ences and learns about the place. These are not usual pro­grammes which are of­fered by other DMCs. The Sin­ga­pore DMCs talk to the agents/cor­po­rate about the re­quire­ments and ac­cord­ingly cre­ate a pack­age for them.

We also have a mixol­ogy class for Sin­ga­pore Sling for cor­po­rate. Its hands-on and in­cor­po­rates the lo­cal essence of the des­ti­na­tion. We want the cor­po­rate com­mu­nity to know that there's more to Sin­ga­pore than Or­chard Road and Sen­tosa,” he adds.

With IN­SPIRE 3.0 pro­gramme, we want to take Bleisure (Busi­ness with Leisure) a notch higher

Adrian Kong

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