04/10/2024

ASAE Renews its Partnership with SECB

The organization continues to strengthen its presence in Asia

It was announced today that the American Society of Association Executives (ASAE) and the Singapore Exhibition and Convention Bureau (SECB) have renewed and expanded their longstanding global partnership, as SECB celebrates its 50^th anniversary, marking the occasion in a signing ceremony on April 10 in Washington, D.C.

ASAE and SECB, a part of the Singapore Tourism Board (STB) and the lead government agency for business events in Singapore, remain committed to working together to strengthen the global association community and ensure a robust business events industry in Asia and around the world. As a Global-Asia node for business events, Singapore has positioned itself as a leading innovation hub with a vibrant business ecosystem where thought leaders, investors and businesses meet.

Later this year, ASAE and SECB will launch a new toolkit to empower associations’ global initiatives. The toolkit will include an assessment of geopolitical and economic trends and steps for associations to consider when working internationally. The toolkit is based on a 2023 ASAE Global Operations Survey sent to nearly 5,000 respondents operating globally. A series of programs will be rolled out across the year, including a session at ASAE’s 2024 Annual Meeting & Exposition in Cleveland August 10-13, 2024.

“ASAE is very grateful for its strong working relationship with Singapore Exhibition and Convention Bureau, and we’re excited to launch our toolkit this year to assist association leaders operating internationally,” said ASAE President and CEO Michelle Mason, FASAE, CAE. “ASAE’s research revealed that, in five out of the six world regions, more than 50 percent of respondents are maintaining international operations – thus confirming the power of associations to effect positive change around the world.”

Embracing a strategic partnership with ASAE is part of SECB’s comprehensive approach to strengthening the business events industry. Drawing inspiration from associations and events that are leading the charge in creating a positive impact, the tourism board unveiled a global marketing campaign in March reaffirming Singapore as the 'World’s Best MICE City,' where business events catalyze enduring, positive change. The campaign beckons Meetings, Incentives, Conventions and Exhibition (MICE) organizers to reimagine Singapore's value proposition, inviting associations and businesses to co-create their legacy journey with Singapore and drive purposeful outcomes.

"Renewing our partnership with ASAE underscores our commitment to fostering global collaboration and advancing the business events industry,” said Rachel Loh, senior vice president, SECB, Americas. “Together, with the launch of ASAE’s upcoming toolkit and in light of the Singapore Exhibition and Convention Bureau’s 50^th anniversary, we aim to reaffirm our commitment and empower associations worldwide to leverage insights and strategies to navigate the complexities of international operations. SECB is proud to stand alongside ASAE in shaping a dynamic and inclusive global community that creates lasting impact.”

The global campaign complements the tourism board’s existing efforts and commitment to advance the business event industry and sustainable tourism, supporting the Global Sustainable Tourism Council^® (GSTC) to publish their GSTC MICE criteria, which guide businesses toward implementing sustainable practices. To support associations, the tourism board’s recently enhanced Singapore MICE Advantage Programme (SMAP) further incites MICE event organizers to Singapore. The program enables organizers to host sustainable events with discounts on public transport cards for delegates and now features a refreshed set of partners and privileges, including attraction and retail partners Mandai Wildlife Group and Design Orchard.