For MICE professionals, a great deal goes into the planning and execution of a successful event, and the team behind Singapore MICE Forum 2025 certainly pulled it off.

But what is unique to the event’s third live run in the post-COVID period is that this was no longer just a MICE event, but a business event geared towards MICE professionals, one that would help broaden their perspectives and, in turn, lead to the evolution of the way events are done in Singapore and beyond.

SMF 2025 co-chair Adeline Lim shared: “Bringing in professionals from fields outside of the MICE experience was intentional. We’d like people to come and hear the insights shared from the outside. What they do next with the information they received during the forum is entirely up to them.”

Indeed, there is a great deal that MICE professionals could pick up from fields as diverse as sport and sports coverage, even heading straight to food and beverage and hospitality, many of which have interacted with or required the services of events experts.

As the event has drawn to a close, we at Travel Daily Media share with you, our readers, the various key concepts presented throughout the course of SMF 2025.

Lessons from the field

Broaden your horizons and keep an open mind

The beauty of this year’s SMF was how the majority of panellists weren’t from the MICE sector, but came instead from fields as far off as haute couture and comedy productions in order to show professionals a different way of doing things.

Keeping an open mind also means becoming flexible, thus becoming more capable of dealing with evolving situations, especially given the uncertainty of today’s world.

Flexible thinking also trains individuals and organisations to think fast on their feet, especially necessary in the event that they encounter situations wherein they need to come up with solutions on the fly.

While the brand is important, the people behind the brand are more important

When it comes to events, building a recognisable brand that works is the key to ensure audience recall, as well as longevity.

Think about it: the Oscars are one, the Olympics are another; in the contemporary context, we also have the likes of Paris Fashion Week and San Diego Comic-Con.

But people tend to forget that these events weren’t exactly a flash in the pan: they were built up over time by people who dedicated themselves to make them work.

So, why not humanise a brand to make it more approachable, relatable, and memorable?

MICE professionals can make this possible by sharing behind-the-scenes looks at their events on social media or build excitement up prior to an event with talking heads teasing the insights they intend to share onstage.

This enables core audiences to appreciate the amount of effort that goes into bringing an event to life on top of building brand image and recall.

Leverage the power of technology

Love it or hate it, artificial intelligence (AI) is most probably here to stay; so why not get some good use out of it in the context of MICE?

AI’s applications for events are manifold: while admittedly imperfect, the technology can be used to transcribe oral interviews and panel discussions which, at the end of the event, may be condensed into an official summary for dissemination to participants via the official event website or social media accounts.

At major international events like the Macau International Travel Expo and ITB China earlier this year, AI was also put to work for automatic translation: an especially useful addition given the global audience in attendance, many of whom had little to no understanding of the local lingua franca.

Likewise, we are already seeing the extensive use of QR codes for fielding questions for speakers, holding polls throughout the duration of a session and revealing results as they come in, and getting post-event feedback from participants.

Hardware matters when it comes to connectivity

The necessary equipment for staging events now goes beyond microphones, projectors, sound systems, and lighting.

Aside from projection screens on which to flash a speaker’s presentation, today’s events go the extra mile and offer live broadcast studios for podcasters and content creators, enabling them to share their experiences from the floor to their followers in real time.

This aspect was an offshoot of the pandemic and led to the development of hybrid events, further expanding the scope of MICE in the post-pandemic era as they bring events to those who may not be able to attend in person.

On a more mundane level, placing tablets with pre-installed applications or relevant content for the use of event participants also helps in boosting onsite interactivity.

Make the most of your online presence

I have personally noticed, particularly among corporate events in Asia, that related social media accounts tend to seem underutilised.

Most of the time, social media tends to be used for pre-event marketing; hype-building, so to speak.

However, MICE professionals should not discount the ability of their socials to amplify the total impact of their event.

Thanks to app functions like Instagram Live and Facebook Live, organisers have the ability to bring a wider audience base to where the action is currently happening.

At the same time, recordings posted after an event (even immediately after a session) can boost follower engagement on so many different levels, depending on whether these are full-length video footage or more easily digestible snippets or reels.

Also, while they may be temporary, short-form stories posted on social media also give viewers the opportunity to be at an event if only for a fleeting moment; add a poll related to the content, and the event’s engagement stands to grow at a significant rate.

On to the next one…

The post-mortem of any event is the time when both organisers and suppliers can look back and see the minutiae, so to speak, of what just came to pass.

This part of the event brings up participant feedback, and this should always be interpreted in a positive light; a challenge, to be exact, to make the next event better.

Indeed, as the organisers of SMF 2025 put it: the feedback, the notes, and the learnings are all there; what you as organisers, suppliers, or even participants do with all that is entirely up to you.

Radisson Hotel Group has signed a partnership with Return to Paradise Resort, marking the first collaboration between an international hotel group and a fully Samoan-owned resort. This agreement, celebrated by Samoan government officials and local leaders, aims to boost Samoa’s tourism by integrating the resort into the Radisson Individuals brand.

Located on the renowned Return to Paradise Beach in Lefaga, the resort will maintain its unique Samoan identity whilst gaining international visibility and support. The partnership will see the resort undergo a refurbishment to align with Radisson’s global standards, enhancing guest comfort whilst preserving its Samoan heritage. The resort features 117 rooms, including self-contained villas, and offers dining experiences that highlight local ingredients.

Aiono Hinauri Petana, Board Chairperson of Return to Paradise Resort, expressed excitement about the partnership, stating, “We are proud to remain fully Samoan-owned and operated, staying true to our values, people, and culture whilst partnering with one of the world’s most respected hotel groups.”

Afamasaga Ramona Sua Pale, General Manager, emphasised the importance of retaining local ownership, noting that the collaboration will benefit the resort’s shareholders and staff through Radisson’s global marketing and training support.

Danilo Curcuruto, Director of Development Australasia for Radisson, highlighted the partnership’s alignment with Radisson Individuals’ ethos, which respects the identity and heritage of independent resorts. This collaboration is expected to elevate Samoa’s profile as a key destination in the South Pacific, attracting more travellers to experience its cultural richness and natural beauty.
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Grab, Southeast Asia’s leading superapp, has launched a vibrant advertising campaign in Times Square, New York, showcasing the region’s iconic sights and flavours. Running from 2 to 12 December 2025, the campaign features a series of 15-second ads supported by multiple national tourism boards across Southeast Asia, aiming to attract more travellers to the region.

The ads spotlight destinations such as Singapore’s Jewel Changi Airport, Malaysia’s nasi lemak, Indonesia’s Pink Beach, Vietnam’s pancakes, and Thailand’s Ko Tapu. This initiative aligns with Grab’s mission to enhance lives and livelihoods in Southeast Asia by promoting its tourism ecosystem. Alex Hungate, President and COO of Grab, stated, “With this campaign, Grab is bringing the warmth of Southeast Asia to this iconic location.”

The World Travel & Tourism Council forecasts Southeast Asia’s Travel & Tourism GDP to grow at an average annual rate of 5.5% from 2024 to 2034. Grab, operating in over 800 cities, plays a crucial role in this growth by offering services like safe rides, local food discovery, and cashless payments through its superapp. This seamless experience is designed to make journeys simpler and safer for travellers.

Tourism Malaysia and the Tourism Authority of Thailand have praised Grab’s efforts. Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, highlighted the collaboration’s role in enhancing Malaysia’s global positioning, whilst Nithee Seeprae, Deputy Governor for Marketing Communications at TAT, emphasised the partnership’s contribution to sustainable tourism in Thailand.

As Southeast Asia’s tourism sector rebounds, Grab’s campaign in Times Square serves as a beacon, inviting global travellers to explore the region’s rich cultural tapestry.
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RateHawk, a B2B online booking system for travel professionals, has announced its ambitious expansion plans for the US market in 2026. Following a 70% year-over-year increase in net transaction value in Q3 and a 37% rise in US partners, the company is setting its sights on further growth. Currently, 15,500 travel professionals in the US utilise RateHawk’s services, contributing to a global network of over 110,000 users.

The company has established a dedicated commercial team of 25 specialists across the US to support this expansion. RateHawk’s Regional Director for North America, Ron Fenska, stated, “Our mission is simple: help every US travel adviser earn more whilst spending less time jumping between systems.” The platform offers travel advisers enhanced productivity and profitability through features like customisable commissions and access to 2.9 million properties, including 220,000 directly contracted hotels.

RateHawk is witnessing strong demand for European, Mexican, and Caribbean destinations, as well as multi-city and experiential itineraries. The platform’s extensive inventory, sourced from 330 suppliers, includes unique accommodation types such as cottages and glamping, which have grown by 41% in the past year. This reflects a rising interest among American travellers in distinctive stays and local experiences.

In addition to its desktop platform, RateHawk offers a mobile app for Android and iOS, allowing advisers to manage bookings on the go. As part of the UAE-based Emerging Travel Group, RateHawk is well-positioned to support the expanding US travel adviser market, projected to reach $172 billion by 2035.
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Advantage Travel Partnership has launched its new Turn of Year Peaks campaign, “Holiday Dreams. Made Simple.”, designed to boost sales for its members during the peak travel season. This initiative, crafted with input from Advantage members, aims to provide independent travel agents with marketing materials that evoke the holiday spirit and facilitate easy customer engagement.

The campaign allows members to choose between two creative routes, each tailored to different customer demographics whilst maintaining the core idea. Marketing Director David Forder highlighted the campaign’s focus on emotional engagement and ease of booking, stating, “Holiday Dreams. Made Simple. puts the emotion and the experience front and centre.”

Advantage members can personalise static assets with their own branding, ensuring a cohesive customer experience across all touchpoints, including in-store and on the Advantage TV Network. Responding to member feedback, the campaign also includes dynamic social media content, such as interactive reels and videos, to enhance online presence.

To further support members, Advantage will distribute an 84-page consumer magazine in January, combining its “Journeys” and “Navigate” titles. This will be available in both print and digital formats, personalised for each branch.

Additionally, Advantage will host a series of webinars and introduce gamified learning to help members maximise the campaign’s effectiveness. Forder emphasised the campaign’s goal to empower smaller agencies, saying, “We want our members to show up like a national brand, without losing their own identity.”

The campaign reflects Advantage’s commitment to providing practical and profitable marketing support tailored to the needs of independent travel agencies.
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The Pacific Asia Travel Association (PATA) UK & Ireland, in collaboration with TravelUni, hosted its annual Christmas charity lunch at the Royal Horseguards Hotel in London on 10 December 2025. The event, which supports The Salvation Army, raised £36,400 through a festive menu, carol singing, and a raffle and auction. This year’s gathering saw 216 guests in attendance, contributing generously to the cause.

Chris Crampton, Chairman of PATA UK & Ireland, expressed gratitude to attendees and donors, highlighting the event as a favourite for raising funds for worthy charities. He also acknowledged Sir Mike Gooley for his significant contribution. “The afternoon was also a great way to reflect on and celebrate 2025’s achievements,” Crampton noted, citing growth and engagement in the Pacific Asia region.

Mark Rose of The Salvation Army thanked PATA for the donation, stating, “The money raised will help support our community wardrobe and the homeless drop-in service, which has supported over 6,000 drop-ins this year.”

The event also celebrated industry talent, with Dawn Page, Marketing Director at True Traveller, receiving the ‘Outstanding Industry Contribution Award 2025’. Page expressed her delight, saying, “I’m totally amazed, honoured and absolutely delighted.”

The festivities concluded with carol singing and prize giveaways, including luxury hotel stays and Christmas hampers. PATA’s schedule for 2026 events will be announced in the new year.
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As North American travellers plan their 2026 holidays, a notable shift towards cultural tourism in Turkey and Egypt is emerging. One Nation Travel, a Princeton-based tour operator, reports a significant increase in demand for itineraries that combine these two historic destinations. This trend is driven by travellers seeking immersive experiences away from the increasingly crowded and regulated European circuit.

The introduction of new entry regulations, known as ETIAS, and rising costs in Europe are prompting travellers to explore the “Cradle of Civilisations.” One Nation Travel has responded with curated 2026 packages that seamlessly merge Istanbul’s imperial majesty with the ancient wonders of Cairo and Luxor, offering a logistics-free journey. Founder Bilal Dilsiz stated, “2026 is shaping up to be the year of the Grand History Tour. Clients want a meaningful connection with history without the stress.”

The 2026 Multi-Country Collection highlights include:

– **Seamless Logistics**: New packages manage complex cross-border logistics, including domestic flights within Turkey and Egypt, ensuring a hassle-free experience.
– **Cultural Immersion**: Itineraries feature authentic experiences such as private Nile cruises, sunrise balloon rides, and boutique cave hotel stays.
– **Value and Luxury**: Travellers can enjoy five-star accommodations and expert-led private tours at prices more competitive than European destinations.

Analysts predict that multi-destination trips will dominate 2026 travel trends as long-haul travellers seek to maximise value. One Nation Travel is at the forefront of this trend, offering guaranteed departures and exclusive tours. For more information, travellers and agents can visit the One Nation Travel website.
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American Express Global Business Travel (Amex GBT) has announced its top meetings and events destinations for 2026, with London maintaining its position as the leading city in the Europe, Middle East, and Africa (EMEA) region. The annual forecast highlights a growing demand for in-person events, with cities offering strong connectivity, competitive venues, and vibrant cultural environments taking centre stage.

London, praised for its international accessibility and diverse venue options, remains the most sought-after destination. The city is lauded for its robust transport links and dynamic business environment. Madrid and Barcelona follow closely, continuing to attract business travellers with their rich cultural offerings and modern facilities. Notably, Amsterdam has entered the list for the first time, recognised for its innovative venues and walkability, whilst Paris rounds out the top five.

The 2026 Meetings & Events Forecast identifies key trends influencing these preferences. Meeting professionals emphasise the importance of seamless transport links, direct flights, and a focus on dynamic local cultures. These factors are crucial in determining the top city destinations for business gatherings.

Globally, the forecast reveals Las Vegas as the new leader in North America, with Orlando making its debut in fourth place. In Latin America, Mexico City has risen to the top, driven by its accessibility and cost-effectiveness. Meanwhile, in the Asia-Pacific region, Singapore and Tokyo remain steady, with Hong Kong climbing the ranks.

The rankings are based on an internal survey of Amex GBT meetings professionals, considering factors such as ease of travel, cost-effectiveness, safety, public investments, and the ability to deliver a robust attendee experience.
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Etihad Airways has unveiled a new feature on its Etihad for Business platform, enabling corporate clients to use their EYB credits to purchase carbon offsets directly. This enhancement, launched on 11 December 2025, is part of Etihad’s ongoing collaboration with CarbonClick and aims to support corporate partners in fulfilling their voluntary environmental commitments.

The new functionality integrates seamlessly into the existing Etihad for Business portal, which was launched earlier this year as a fully digital corporate programme. This portal allows corporate clients to manage travel, access contract details, track spending, and redeem credits for various benefits, including upgrades, priority services, lounge access, and now, carbon offsets.

Javier Alija, Vice President Global Sales & Distribution at Etihad Airways, stated, “This enhancement provides our corporate clients with a practical tool to assist in achieving their voluntary environmental commitments. By integrating carbon-offsets directly into Etihad for Business, we simplify the process for corporate clients to be aware of their emissions associated with business travel and choose to take steps in support of climate action through their everyday travel management.”

The platform is set to expand further in the coming year, offering features such as automated performance reports, real-time analytics, and simplified contract management. This development underscores Etihad’s commitment to providing a comprehensive, user-friendly travel management solution that aligns with corporate clients’ environmental goals.

With the integration of carbon-offset redemption, Etihad for Business now offers an efficient mechanism for corporate clients to support their climate goals, enhancing the airline’s suite of digital travel management tools.
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The Abu Dhabi Music & Arts Foundation (ADMAF) has announced the programme for the 23rd edition of the Abu Dhabi Festival, set to begin on 12 April 2026. Under the theme “The Wisdom of Culture,” the festival will feature over 1,000 artists from 19 countries, celebrating the UAE’s Year of the Family and marking the United States as the Country of Honour.

The festival will open with a performance by Grammy Award-winning Jon Batiste at Emirates Palace, followed by a show by cellist Hauser at Etihad Arena. The event will also include the launch of the Arab world’s first outdoor children’s biennale at Umm Al Emarat Park in October. Huda Alkhamis-Kanoo, Founder of ADMAF, highlighted the festival’s role in uniting people through culture and creativity.

The festival will showcase a diverse array of performances, including 10 world-renowned orchestras, ballet, opera, and recitals. Notable acts include the American Ballet Theatre, the Qatar Philharmonic Orchestra’s ‘Verdi’s Opera Gala’, and a multidisciplinary production, Algarabía, combining flamenco and Arab poetic traditions. The festival will also feature performances by Korean-American pianist Minsoo Sohn and violinist Lisa Batiashvili.

Eric Gaudiosi, Chargé d’ Affaires a.i. at the US Embassy in Abu Dhabi, expressed honour at the US being the Guest Country of Honour, emphasising the festival’s embodiment of dialogue, creativity, and peace. The festival aims to strengthen cultural ties and celebrate shared history between the UAE and the US.
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