Suntec Singapore, sitting at the heart of one of Asia’s most closely integrated meetings, conventions and exhibitions hubs, completes a modernisation programme in June 2013, a move it hopes will place the venue at the forefront of Asia’s events industry.
Its primary focus has been on creating not just new event space, but a new business model, policies and procedures. The skill and knowledge of existing staff are being upgraded, so as to be operationally ready when the centre reopens in June, and new team members are being recruited from within and outside of the international event industry to create the right mix of talent to fulfil its ambition.
“The essence of our approach is to align the centre to our clients’ evolving requirements,” says marketing manager Marc Bakker.
But is there too much event space in Singapore for all the venues to survive? By comparison, the UK has only two truly international exhibition locations.
Bakker says the MICE industry in Asia has always operated under a competitive business climate. “There has been a steady flow of new venues joining the industry over the years,” he says. “As an Asian convention centre, Suntec Singapore competes with venues in Hong Kong, Malaysia, Thailand, Australia and so on. There is a growing and sustained eastward trend in the MICE industry as Asian markets continue to develop. We do not expect this to change in the near future.”
In fact the available choice of venues in Singapore has raised the profile of the city state as an event destination, according to Bakker. “There is a halo effect from the presence of venues in Singapore that the whole industry is benefiting from,” he says, adding that each venue is different enough to facilitate a certain degree of specialisation, allowing each venue to carve its own niche in the growing and lucrative market.
Suntec’s international management contracts also continue to bring in business.
With new partnership Suntec Penang, Suntec International has been entrusted with the task of designing, marketing and managing The Penang Waterfront Convention Centre.
The new work means Suntec hopes to change the exhibition industry altogether.
This was first published in issue 2/2013 of EW. Any comments? Email exhibitionworld@mashmedia.net
