Group MD of Conference and Exhibition Management Services, and the Singapore Association of Convention and Exhibition Organisers and Suppliers Edward Liu steps down as president of SACEOS in April. Here he speaks to EW about his goals for the association, his presidency at AFECA, his plans to set up a Singapore MICE alliance and his own future.
How did you get into the international exhibitions industry?
My entry into the exhibition industry was in part, due to my one-year journalistic stint in London in the mid 1970s. While working as a correspondent for the Straits Times in Singapore, I had visited the Daily Mail Ideal Home Show on two occasions. The exhibition left an indelible impression on me. Therefore, after having spent eight years in journalism by 1977, I decided to take the plunge into the commercial world, and began publishing a woman’s magazine modeled after Miss London! It was a disaster, as we could not secure sufficient advertising to sustain it. In a sense, I was ahead of my time! With losses stacking up, I quickly switched to organising exhibitions and launched Homemakers – a model of the Daily Mail Ideal Home in Singapore in 1979. That was the baptism of fire for my entry into the world of exhibitions.
What is SACEOS’s mission this year?
Our mission for this year is to implement the SACEOS Strategic Plan 2020 which has nine strategic initiatives, including closer collaboration with the relevant government agencies and other trade associations; the enhancement of our Singapore MICE branding through more international cooperation and networking; conducting more educational and training courses to further upgrade professionalism in the MICE industry; and the development of an ecosystem for the sustenance of our MICE industry in Singapore.
What are the key challenges that face SACEOS in the next 12 months?
As stated above, the challenges would be to execute the Strategic Plan in the coming year. In particular, we aim to establish a Singapore MICE Alliance to create a platform and voice for the MICE industry in the private sector; as part of the ecosystem to provide sustainability to the industry. Another key challenge would be to find a new team of younger captains of industry to lead our Singapore MICE association as I will be stepping down in April, after serving as president for the past four years.
What objectives are you working on this year?
My personal objectives are to help establish the Singapore MICE Alliance, which has received positive response from related associations to-date. It is also my objective to create a more structured Annual General Meeting with a concurrent conference component to provide a regional networking opportunity for SACEOS members with our counterparts from the Asian Federation of Exhibition and Convention Associations (AFECA). My final objective is to help launch a diploma or degree programme with a recognised university or educational institution, as part of our Continuing Education and Training (CET) initiatives.
How are you benefiting from your partnership with UFI? What ongoing projects are in place?
UFI is a well established and recognised international association for the global exhibition industry, and we were delighted and honoured to have hosted the recent 77th UFI Congress in Singapore. As an association, SACEOS is an active member of UFI and our members participate in many of its activities and programmes, including contributions and feedback to the Barometer survey. UFI leaders are often invited to various judging panels being organised by the Singapore Tourism Board, which promotes awards events for the MICE industry in Singapore.
Have you formed partnerships with any other national or international associations recently? If so, why?
SACEOS is one of the seven founding members of the Asian Federation of Exhibition and Convention Associations (AFECA) in 2005. Headquartered in Singapore, AFECA now boasts 23 associations and 45 corporations.
Our vision and mission is to create a platform for organisers in Asia to network and to forge business relationships amongst members. We also aim to upgrade the professionalism of our members by conducting CET programmes, such as the master class for senior management personnel in Asia.
Are there any countries or regions that you are working with in particular?
As one of the longest established associations in Asia, members of SACEOS are pioneers in the organisation of conventions and exhibitions in the region. It has also developed excellent continuing education and training modules for its members since 1990. Consequently, SACEOS has been invited by our fellow associations in Asia to hold our PCM and PEM programmes in India, Indonesia, Macau, Malaysia and Taiwan.
On a personal level, I have been active in China, India, Korea and Taiwan and throughout Southeast Asia promoting closer collaboration among members within the AFECA family of MICE organisers and suppliers. In recognition of my efforts, the China Council for the Promotion of International Trade (CCPIT) headquarters in Beijing has appointed me as an exhibition industry advisor since 2005. Subsequently, the Chongqing Convention and Exhibition Bureau has also invited me as an honorary advisor since 2009. In particular, I have been assisting the CCPIT HQ in organising the most important annual CEFCO event in China in the past seven editions.
Have you formed any joint ventures with other international organisers?
In line with our vision of closer cooperation among members of AFECA, my company partners with Chan Chao International of Taiwan to organise the IGATEX series of garment and textile machinery exhibitions in India and Pakistan over the past decade. In addition, we also cooperated with Services International of India and Royalindo of Indonesia to organise Safety and Security Indonesia and the International Fire, Rescue and Emergency Equipment exhibition in Jakarta last December. We are constantly exploring opportunities to work with fellow members of AFECA in Asia.
Are there any new technologies you are backing, or keen to see work for international exhibition organisers and venues?
Every organiser the world over is leaving no stone unturned to develop or acquire the most effective technologies to create communities of exhibitors or trade visitors, to sustain and grow their respective exhibitions and events. Many in the tourism and travel sectors are using the Pre-Scheduled System (PSA) to connect their exhibitors with their buyers. This PSA technology has worked for many but not for all. Hence, my company is also in the midst of developing another version of the PSA, which we hope to launch in February.
What other observations do you have on the international exhibition industry, or perhaps on the Singaporean market?
Since assuming the leadership of AFECA in 2007, I have been articulating the “Asianisation of the MICE Industry in the New Century”. In other words, I am of the view that more and more organisers, conventions and exhibitions will be moving to Asia in the new century, in tandem with the globalisation and economic growth of China and India. These two juggernauts are not likely to slow down in the near future.
In Singapore, I see many challenges facing the exhibition industry, not so much for the other event sectors. While many of the mega events that we host in Singapore are able to hold their own, many of the smaller events are facing the problems of attracting more exhibitors and visitors, in the face of similar exhibitions and events being held in China. Notwithstanding this challenge, I do not believe in the zero-sum game, that the Chinese market would hollow out the industry in Singapore. However, in order to sustain our prime position in Southeast Asia and in Asia, we need to enhance the ecosystem in order to create a much larger marketplace in Singapore, for our exhibitors and trade visitors.
What do you enjoy doing when you’re not working?
When I can find the time, I love playing a round of golf with my buddies in Singapore. But these are now few and far between due to my frequent travels and other commitments. Another of my pastimes would be watching my Tanjong Pagar United (Jaguars) football team play in Singapore or my favourite English team, Arsenal on the goggle box.