Complimentary CE Alert: Unpacking New Insights for APAC Events

Author: David McMillin       

After four years of collaboration, PCMA and the Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS) are taking their collaboration to the next level with a first-ever live broadcast from the Singapore MICE Forum on Thursday, July 28 from 9:00 a.m.–12:30 p.m. local Singapore time/1:00 a.m.–4:30 a.m. GMT. The broadcast, which includes predictions for the events industry in 2050, perspectives on global economic trends, and tips for building stronger event communities, will offer online audience members a glimpse of a program that is quickly becoming a must-attend for the leaders of the APAC MICE industry.

“This year, the forum addresses a question that applies to everyone working in the events industry, no matter where they live,” said Michelle Crowley, senior director of global strategy at PCMA. “The theme is ‘Are we really engaging?’ — and that answer is critical for success in the new era of experiences.”

Statistics show that more of those experiences will be popping up throughout the APAC region. According to American Express’ 2017 Global Meetings and Events Forecast, the number of conferences in the region will increase by 11.5 percent this year, and charting a course toward success for those new gatherings starts with determining what matters to each individual attendee. In the AmEx report, one APAC meetings leader said that “for some large companies, planning meetings does not begin with the budget, necessarily, but with understanding the desired experience from beginning to end. Negotiation is not in terms of budget, but in terms of the customer experience from their first flight to the meeting to the return trip home.”

“I’m really excited to provide the opportunity for MICE professionals around the Asia Pacific region to tune into the great sessions at the forum virtually,” Crowley said. “The broadcast is part of our continuing efforts to deliver the highest-quality education to our growing APAC audience and empower them with knowledge to shape game-changing face-to-face experiences.”

Participants can earn up to 2.5 CE clock hours for tuning in, and registration is free thanks to the generous support of the Korea Tourism Organization.


On-Site Evolution
The live broadcast isn’t the forum’s only new initiative. Crowley said that the on-site environment will feel different than in years past for the 400 people who participate in the full day-and-a-half program. Typically, the forum is rooted in plenary-style sessions, but this year’s version will feature intimate breakout sessions for deep-dive discussions. PCMA will also bring its Business School offering, made popular at the organization’s annual Convening Leaders conference to the forum with an interactive workshop from Professor Tan Joo Seng from Nanyang Executive Education. “The SACEOS Education Committee has worked hard to create a dynamic program that will be valuable for all MICE professionals,” Crowley said. “From event marketing to revenue generation to new digital disruptors, the sessions and speakers cover a range of the issues that will shape the future.”

Outside the education at the forum, Crowley looks forward to continuing to discover the No. 1 city in the APAC region, according to Cvent’s 2016 numbers.

“Singapore continues to be a growing and vibrant destination,” Crowley said. “Every time I return, I am impressed by the vision of the government. New event venues pop all the time, and many iconic locations have recently been renovated to provide top-quality technology infrastructure. With so many possibilities for business events in the city, it’s an ideal place to discuss the future of the entire region.”

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