Northstar

Feature Photo: Resorts World Genting Behind the scenes February 2013 A world-class entertainment at Resorts World Genting 4 Planners play a key role in executing events ��� from a small group incentive-based activity to largerscale events such as conferences that involve different itineraries, flying in foreign delegates, arranging for logistics and marketing through physical tools or online media. They are the ones who take care of the nitty-gritty, the obvious and the not, the ones who work behind the scenes before the curtains open for the shows. In Southeast Asian countries such as Singapore, Malaysia and Indonesia, the tools of the trade may be similar, but the market focus vary in terms of domestic travels, choice of venues, and collaborations with other travel associations and partners in terms of planning. What do we look out for when planning an incentive programme and what went into the planning for successful events in this region? In this issue, we take a look at the tips and tricks as well as examples of such events. The multiplier effect The focus tourism boards put in terms of marketing a destination or venues, determines the stream of travellers into the countries, which is why collaborations and partnerships with the tourism association are instrumental in promoting a place or a service that a country offers. Singapore Tourism Board for example, has done a great job in promoting its destinations and MICE sector, thanks to its targeted approach in marketing and directing its key messaging to. More than ���bulk marketing���, the board has decentralised its efforts to reach the right audience with the right message. Last year, the Singapore government pumped in some S$900 million towards the growth of the tourism sector, a third of which is driven towards MICE. Industry players such as Singex, the International Quality and Productivity Centre and Singapore Association of Convention and Exhibition Organisers and Suppliers have readily welcomed the support from the government. For Malaysia, MICE has been a strong market with the Kuala Lumpur Convention Centre (KLCC) achieving a record breaking number in terms of its hosted events for last year. A seven per cent increase, 2012 saw some 1,442 events taking place at KLCC, serving over 1.6 million delegates and contributing RM590 million (approximately US$190 million) to its economy. Event planners looking at organising events with a purpose beyond their business can also take a cue from MyCeb. Established in 2009 by the Malaysian Ministry of Tourism, MyCeb creates a distinct positioning for Malaysia, as the preferred destination for meetings, incentives, conventions and exhibitions, including major events, to the international and local meeting and event planners. It carries out themed initiatives ��� in line with the government���s objectives, such as the ���Let���s Meet & Green��� programme where the contributions of US$10 from participants from the business events will go towards the tree planting activities facilitated by MyCEB in partnership with Forest Research Institute of Malaysia (FRIM). Malaysia aims to offset yearly carbon emissions by 40 per cent, and this national objective has also been reiterated to the international audience through the MICE scene. This in turn creates the multiplier effect ��� be it in terms of revenue or messaging. For green initiatives, promoting a venue or site along with a theme or purpose to raise awareness on a cause can pave the way for similar events as the infrastructure and tools are readily available. For the economy, venues offer trade shows from all over the world to set their stage in the country, offering the multiplying benefits to trade event planners, hotels and contractors.

• Cover