Is it efficiency? Is it fun? Is it service? What differentiates Singapore as a business events destination and how should it further differentiate itself? A panel takes on the question. P@SSPORT reports on the answers.

"Ecosystem", "Singapore Inc" and "Asia Light" were some of the key words picked out by industry experts when asked what they thought were Singapore's key differentiators in the business events industry.

During a panel discussion titled "How can Singapore differentiate itself as a Business Events destination?" held last month, the panelists also cited "government support", "small" and "ease of use" as Singapore's strengths.

The panel discussion was held as part of a lunch forum organised by the Singapore Tourism Board (STB) and Society of Association of Exhibition and Conference Organisers Singapore (SAECOS) in conjunction with the Singapore Business Events Awards held last month. The five panelists – Mr Didier Scaillet, Vice President of Global Development, Meeting Professionals International (MPI); Professor Amy Chan, Honorary Professor of the School of Hotel & Tourism Management of the Hong Kong Polytechnic University; Mr Eric Bello, Vice President, Sales, The Venetian Resort-Hotel-Casino; Mr Edward Liu, President of SACEOS and the Managing Director, Conference & Exhibition Management Services; and Mr Simon Pangrazio, President and CEO of public relations firm, Burson-Marstellar Asia Pacific – were among the panel of judges for the awards.

All these attributes, they said, makes the city state "user friendly" for corporate customers and event organisers.

"Singapore is an easy place to do business, things work," said Mr Didier Scaillet, Vice President of Global Development, Meeting Professionals International (MPI), who raised the term "Asia Light".

"If you have to do business in Asia, Singapore's the best and easiest place to do it from," said Mr Scaillet, whose organisation has just set up a regional headquarters in Singapore.

Prof Amy Chan cited "government support" as Singapore's competitive edge. "The industry is able to speak with one voice," said Ms Chan, who used to run the Hong Kong Tourism Board and the Hong Kong Convention Bureau.

Surveying the competitive landscape – while panelists agreed that these days competition was everywhere – Dubai, Macau, China, Kuala Lumpur and Bangkok were singled out the key competitors for Singapore.

Mr Eric Bello, who oversees the Venetian in Macau and The Marina Bay Sands™ in Singapore, said the only way for any destination to win in the meetings, incentives and convention segment is to "damage" the competition.

"You have to pick out your targets and steal market share from them, whether it's Hong Kong, Bangkok or Shanghai. In Macau, we stole from Hong Kong. When we opened in Las Vegas, we stole market share from Chicago, New York City and Orlando."

In terms of corporate meetings, he said that The Marina Bay Sands™ is gunning for the pharmaceuticals, IT, financial and education sectors.

Most of the panelists said that Singapore is strong in the meetings, incentives and conference segment but is weak in the exhibition sector due to the size of its market.

Mr Liu said that exhibitions go to where the buyers are, and it is hard for Singapore to compete with markets such as China when it comes to size.

However, all agreed that if the right environment is created for exhibitions, then buyers would be attracted to Singapore. "This means attracting entertainment and experience to Singapore," said Mr Liu.

In fact, Mr Liu said two Integrated Resorts are not enough for Singapore. "We need five," he said.

Mr Bello said the The Marina Bay Sands™ is aiming to do exactly that – "create a total destination experience for events".

He said that one key thing Singapore has to do is to address the image and perception of it being a sterile and boring city. "People who live here know that's not true, but unfortunately that's the perception out there."

Mr Pangrazio said that value judgements are always difficult to influence but Singapore is attempting to address that issue.

He stressed that it is important that as Singapore progresses and develops that it does not lose the essence of what makes it different as a destination. "Otherwise, you become like everyone else," he said.

Building up Singapore's destination appeal

Panellists agreed that "destination appeal" is possibly the most critical element Singapore should look into if it wants to cast a wider net for business events and exhibitions.

Ms Chan agreed. "You need to look at overall destination appeal, that people will have fun and a good time when they come here."

Indeed, most agreed that it isn't enough today that "things worked". Organisers are looking for more and the competitive field is being leveled as more destinations improve their hardware and software.

"What's needed is creative juices to create enjoyable experiences," said Ms Chan.

They said that while Singapore should definitely play up its natural strengths – ease of use and quality of services – it should project "liveliness" and promise "guaranteed success". This comes from delivering an environment where everything works and a destination experience where everything sizzles, the panelists said.