WeChat, Tourism Board perk up MICE for PRC visitors to Singapore

The Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS), Singapore Tourism Board (STB), and WeChat have launched the MeetSG WeChat Mini Programme (MeetSG) in Singapore.

Singapore became the first country destination in the world to introduce such an initiative targeting Chinese MICE (Meetings, Incentives, Conferences and Exhibitions) travellers. 

With MeetSG, a library of information about Singapore as a MICE destination, business events and meetings community, as well as the city’s offerings, will be made available to over one billion monthly active users on WeChat, in their native language.

Developed in partnership with WeMeet, MeetSG will enable MICE event organisers to connect with their Chinese attendees in a more direct and immersive way, offering key information including event schedules and venue, news and push notifications.

The programme also allows Chinese MICE travellers to access up-to-date leisure information and curated offers, such as suggested places to eat and shop, as well as options to purchase tickets to tours and entertainment at partner venues, including Gardens by the Bay, Sports Hub, Sentosa and Faber Peak Singapore.

In 2018, China was Singapore’s top visitor arrival market, growing by 6% year-on-year to record more than 3.4 million Chinese arrivals into Singapore. Chinese visitors were also top spenders in Singapore in 2018, contributing over Singapore $3.9 billion in tourism receipts, representing an increase of 1% year-on-year .

“STB is always looking for innovative and impactful ways to improve the visitor experience for Chinese MICE visitors, and make their journey in Singapore seamless and memorable,” said Melissa Ow, deputy chief executive of STB. “We believe this initiative will also give us invaluable insights into the Chinese MICE visitors, which will in turn enable us to continually engage with them and enrich their consumer experience.”

Juliet Zhu, GM and head of WeChat Marketing, said working with STB and SACEOS has created a unique way for WeChat to serve the fast growing business travel market and work more closely with the local partners to provide more versatile services to users.