Overcoming the challenge of size

P@SSPORT speaks to five of the STB's newly-chosen Conference Ambassadors to ask their views on what Singapore's strengths and weaknesses are when it comes to bidding for major international events.

Singapore's size is both its greatest strength and biggest weakness when it comes to winning major international events.

This was the common sentiment expressed by five of the Singapore Tourism Board's newly-appointed Conference Ambassadors when asked what they thought would be the biggest challenge they would face in their new role of championing Singapore to the events industry worldwide.

Said Prof Evan Lee Jon Choon, Head, Division of Nephrology, National University Hospital Singapore: "Our small size is a disadvantage in terms of being able to generate the delegate numbers. But our advantage is the shallowness in bureaucracy. Things get done here."

Dr Christopher Chen Li-Hsian, Senior Clinician-Scientist, Biomedical Research Council and National Medical Research Council of Australia, agreed. "Singapore is unique. We have to rely on our organised efficiency to punch well above our weight.

"We have a shallow pool of talent here, say 40 biomedical researchers versus 2,000 in a place like Seoul and the first question conference organisers ask is, is there is a home market?

"The only way for us to succeed is to stress our infrastructure, our systems and processes and sell ourselves as a regional force."

Bringing together experience and expertise

All welcomed the rollout of the Conference Ambassador Programme (CAP), saying it would provide a pool of shared experience and expertise, and give more confidence to those bidding for or holding events in Singapore.

Dr Chen said the CAP would enable Singapore to build up the network and experience "to punch above our weight".

Prof Lee said his first feeling when he heard of it was of great relief. "When I was organising my meeting, I faced difficulties in bidding for the conference. This will be a great channel to share experiences with people who are also bidding for conferences."

Gen Keisang Wangchog, Resident Teacher of the Odiyana Buddhist Meditation Society, who is bringing in one of the world's biggest Buddhist conventions to Singapore later this year (see related article), said that it was only after one had spent time in Singapore that one could appreciate what an excellent conference venue it is.

He said he had challenges in persuading his society to pick Singapore because few had heard of it let alone thought of holding a meeting in the city.

"Our meeting this year will open up a lot of people's eyes to Singapore as a conference destination. It really is something else."

Dr Amanah Tan, Principal Partner, Ann Tan & Associates, who organised her first international meeting in 1966, noted another of Singapore's strengths - its branding and consistency.

"We are onto a very good thing with the CAP which will bring together all the relevant expertise from different fields and help us market Singapore as one product."

Serious competition out there

All too are cognisant of the competition facing Singapore.

Dr Chen said: "Most international conferences are excited about the new China. They want to see what the China miracle is all about. Once they are there, they realise it has its disadvantages but they want to be there first."

Mr Chris Dickinson, Founder & Executive Director of Wildlife Asia, which is holding the inaugural Wildlife Asia Film Festival in March in Singapore, singled out Bangkok and Hong Kong as strong competitors. "Both have good networks and are strong media hubs."

Gen Keisang said Hong Kong was favoured for the International Kadampa Buddhist Festival. "I had the job to convince the decision makers internationally that Singapore was superior. What helped was the STB flew our key decision maker from New York to Singapore to show her what Singapore was truly like. She was truly moved by the Singaporeans."

Korea was also picked out as a strong rival given the government's push behind the MICE sector and its "hunger and focused intent to win each and every bid", observed Ms Catherine McNabb, Director, Strategic Cluster 1 of the STB's BTMICE Division.

Dr Chen said: "At the end of the day, it is also how hungry we are to win an event. Some places throw in offers that are irresistible. Can we or do we want to match them?"