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.

Hurtigruten is doubling down on one of its most meaningful innovations in recent years: the Open Village Experiences, a community‑led shore excursion program that has struck a chord with guests and locals alike. After a successful first season, the cruise line is preparing to roll the concept out to even more towns along Norway’s dramatic coastline.

A New Era of Community‑Led Cruising

The Open Village Experiences were born from a simple but powerful idea—let local communities tell their own stories. Instead of relying on large‑ship models where guides are flown in and experiences feel standardized, Hurtigruten partnered directly with residents in three remote villages: Træna, Bessaker, and Sæbø.

These communities curated exclusive, deeply personal encounters that showcased the rhythms, traditions, and pride of Norwegian coastal life. Guests were welcomed with:

•              A colourful village parade

•              Intimate church concerts

•              Guided visits to local museums and cultural sites

The result was an experience that felt less like tourism and more like being invited into someone’s home.

Why the Program Is Expanding

According to Hurtigruten leadership, the program exceeded expectations. The cruise line already maintains community relationships with more than 30 ports along the coast, giving it a strong foundation for expansion. While the next destinations haven’t been named, the enthusiasm from both guests and locals makes further rollout inevitable.

Hurtigruten’s head of the program explained that the concept emerged partly in response to growing cruise competition in Norway. With more ships entering the region, Hurtigruten wanted to reinforce what sets it apart: authenticity, expertise, and deep local roots.

“We are the largest operator in the country, the expert, and the one showing the authentic Norway,” he said. By involving communities directly in tourism development, Hurtigruten creates a “win‑win”—towns benefit economically and culturally, while guests enjoy richer, more meaningful encounters.

A Model for Sustainable, Inclusive Tourism

One of the program’s core strengths is its commitment to sustainable tourism. Instead of overwhelming small towns with large crowds or generic tours, the Open Village model:

•              Empowers locals to design and lead experiences

•              Ensures economic benefits stay within the community

•              Encourages cultural preservation

•              Fosters genuine connection between visitors and residents

It also addresses a growing concern in the cruise industry: the tendency for large ships to bring their own guides and services, leaving little room for local involvement. Hurtigruten’s approach flips that script entirely.

What’s Next for Open Village Experiences

With more than 30 coastal communities already connected to Hurtigruten’s network, the potential for expansion is significant. Each village offers its own traditions, landscapes, and stories—meaning no two Open Village Experiences will ever feel the same.

As the program grows, travellers can expect:

•              More immersive cultural encounters

•              Greater diversity in local activities

•              Deeper engagement with Norway’s coastal heritage

For guests seeking authenticity, and for communities eager to share their identity with the world, this initiative marks a promising new chapter.

Qantas has announced a significant upgrade to its Regional Lounge network, with refurbishments beginning across seven key locations throughout February and March 2026. The investment forms part of the Flying Kangaroo’s broader commitment to enhancing the travel experience for customers flying to and from regional Australia.

Travellers can expect a more contemporary look and feel, improved comfort and upgraded technology as Qantas continues to modernise its lounge offering nationwide. The refresh program reflects the airline’s long‑term strategy to elevate both ground and inflight experiences for regional customers.

Learn more about the airline’s network and services at Qantas.

A Fresh New Look Inspired by Regional Australia

Each lounge will receive a revitalised interior featuring a new colour palette inspired by local landscapes. The redesign includes:

•              Modern, comfortable furniture

•              Improved seating zones for work and relaxation

•              Updated flooring and refined finishes

•              Additional charging points and upgraded entertainment displays

These enhancements aim to create a more welcoming and functional space for frequent flyers, business travellers and leisure guests alike.

Temporary Lounge Closures During the Upgrade

QantasLink CEO Mark Dal Pra acknowledged the temporary inconvenience but emphasised the long‑term benefits for regional travellers.

“These investments are part of our commitment to ensuring customers have a great experience with us both on the ground and in the air. We know how much our frequent flyers value our regional lounges… we’re confident the finished product will make it worthwhile.”

Part of a Broader Regional Investment Strategy

The lounge refresh program is just one component of Qantas’ ongoing investment in regional Australia. The airline is also progressing with a major fleet renewal initiative, which includes:

• The introduction of 11 new Airbus A220 aircraft, with 18 more to follow
• A transition to a single fleet of Q400 turboprops, improving reliability and reducing emissions per seat

These upgrades will help Qantas continue delivering safe, efficient and comfortable travel options across its extensive regional network.

Conclusion

Qantas’ Regional Lounge Refresh Program marks a meaningful step forward in enhancing the travel experience for customers across Australia. With modernised spaces, upgraded amenities and a renewed focus on comfort, the airline is reinforcing its commitment to regional communities while investing in the future of domestic aviation.

MSC Cruises is elevating its luxury offering once again, announcing that the MSC Yacht Club—the line’s signature “ship‑within‑a‑ship” experience—will be added to MSC Musica and MSC Orchestra. This expansion completes the full refurbishment of the Musica‑class fleet, bringing the exclusive Yacht Club concept to all four ships: MSC Poesia, MSC Magnifica, MSC Musica, and MSC Orchestra.

A Major Milestone for MSC’s Luxury Portfolio

MSC Yacht Club top sail lounge as shown on MSC Magnifica

The MSC Yacht Club has become one of the most recognisable premium experiences in modern cruising. With its all‑inclusive luxury, private venues, and 24‑hour butler service, the Yacht Club offers a sanctuary of exclusivity while keeping guests connected to the energy and entertainment of the wider ship.

By extending the concept to MSC Musica and MSC Orchestra, MSC Cruises strengthens its commitment to delivering personalised, high‑end travel across its global fleet. Once these upgrades are complete, the Yacht Club will be available on 19 MSC ships worldwide.

What Guests Can Expect from the MSC Yacht Club

MSC Yacht Club as shown on MSC Magnifica

The Yacht Club is designed for travellers who want the best of both worlds: privacy and pampering, paired with the excitement of a full‑scale cruise ship. Guests enjoy:

•              Spacious, elegant suites with premium amenities

•              24‑hour butler service and a dedicated concierge

•              Exclusive private venues, including a refined restaurant, lounge, and sundeck

•              Priority embarkation and disembarkation

•              All‑inclusive dining and beverages within Yacht Club spaces

The experience is enhanced with thoughtful touches such as daily in‑suite treats—fresh fruit, fine macarons, chocolates—and a complimentary bottle of premium spirits. Guests can also book private shopping appointments, enjoy unpacking and packing services, and indulge in MED by MSC, the cruise line’s exclusive organic bath amenities crafted for Yacht Club guests.

For travellers seeking curated adventures ashore, the Yacht Club team can arrange bespoke excursions and private transportation, ensuring every moment feels tailored and effortless.

MSC Yacht Club Restaurant as shown on MSC Magnifica

Refurbishment Timeline and Deployment

MSC Musica – Late 2026

MSC Musica will be the first to receive the Yacht Club upgrade, ahead of her 2026–2027 South America season. Highlights include:

•              Sailings to top Brazilian destinations

•              8–9 night holiday cruises to Buenos Aires, Montevideo, and Punta del Este

•              A 16‑night transatlantic voyage from Santos to Genoa departing 1 April 2027

MSC Orchestra – Early 2027

MSC Orchestra will follow in Q1 2027, debuting her new Yacht Club while sailing the Mediterranean from Bari, Italy. Itineraries include:

•              Türkiye’s iconic ports, including Izmir and Istanbul

•              Calls to Piraeus and Corfu, Greece

Sales for MSC Yacht Club suites on both ships will open soon, giving travellers the chance to secure a premium experience on two refreshed Musica‑class favourites.

A Continued Commitment to Elevated Cruising

MSC Cruises has made it clear that luxury, personalisation, and guest‑centric design remain at the heart of its future. The expansion of the MSC Yacht Club across the Musica class reinforces the line’s vision: to offer a seamless, sophisticated, and unforgettable cruise experience for travellers seeking something truly special.

Greater Bay Airlines (GBA) is set to introduce a seasonal service to Phuket, Thailand, from 29 March to 13 April 2026, aiming to cater to the increased travel demand during the Easter holiday. The airline will operate 12 roundtrip flights between Hong Kong and Phuket International Airport, offering travellers a chance to explore the “Pearl of the Andaman”.

Phuket, Thailand’s largest island, is renowned for its crystal-clear beaches and vibrant tourist attractions, including Patong Beach, Kata Beach, and the historic Phuket Old Town. The island offers a mix of lively night markets and serene resorts, providing a diverse experience for visitors.

The flight schedule for GBA’s Hong Kong to Phuket service includes departures from Hong Kong at 19:30, arriving in Phuket at 22:10, and return flights leaving Phuket at 23:10, arriving in Hong Kong at 04:00 the following day. Flights will operate on Sundays, Mondays, Wednesdays, Thursdays, and Saturdays.

Travellers can book their flights via the GBA website, mobile app, or through travel agents. GBA, a value carrier based in Hong Kong, began operations in July 2022 and currently flies to several destinations across Asia with its fleet of Boeing 737-800 and 737-9 aircraft.

This seasonal service highlights GBA’s commitment to expanding its network and providing more travel options for passengers during peak holiday periods

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.

According to Trip.com platform data, inbound travel continued to build momentum during China’s Spring Festival period. Bookings from Malaysia, South Korea, Singapore, Japan, and Russia ranking among the top sources. Notably, bookings by Russian travelers surged 471% year over year, while bookings by South Korean travelers increased 95%.

Data from Fliggy also showed that over the past two weeks, Spring Festival flight bookings by international travelers rose more than 400% compared with the same period last year. Shanghai, Guangzhou, Hong Kong, Beijing, and Chengdu emerged as the most popular first-entry cities.

Qunar reported a similar trend. To date, flight bookings by foreign travelers to China during the Spring Festival have increased by nearly 30% year over year. Popular destinations include Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu, Xiamen, Harbin, Haikou, Chongqing, and Shenyang.

The data also suggests that international travelers are not only choosing major cities, but are increasingly exploring “hidden gem” smaller destinations. During the Spring Festival, the number of foreign visitors flying to Lanzhou and Hohhot increased more than fourfold year over year, while Guilin, Jinan, Yuncheng, and Yantai more than doubled.

Trip.com analysts noted that “spending the Spring Festival in China” is becoming a new global trend. At its core is the deeper integration of cultural IP and inbound tourism: the uniqueness and immersive appeal of Spring Festival traditions are emerging as a key draw for international visitors, injecting sustained momentum into the high-quality growth of inbound tourism.

Starting next month, Air China will launch two new routes:

* Beginning March 24, a daily nonstop service between Beijing Capital and Brussels;

* Beginning March 26, a three-times-weekly service between Chengdu Tianfu and Brussels.

In July 2006, Hainan Airlines launched the Shanghai–Beijing–Brussels route, the first direct service between mainland China and Brussels, and at the time the only nonstop air link between China and Belgium.

Targeting the Southwest China market, Hainan Airlines opened the Chongqing–Brussels route on November 22, 2025. This marked another Belgium–China service following its existing Brussels routes to Beijing, Shenzhen, and Shanghai.

With four routes spanning North China, East China, South China, and Southwest China—the country’s four major economic regions—Hainan Airlines has, after two decades of sustained expansion, established itself as the long-standing dominant carrier on the Brussels route.

Other competitors soon followed. In addition to Air China and Hainan Airlines, Juneyao Air also launched its Shanghai–Brussels service in 2024.

Why has Brussels become such a strategic battleground for airlines?

As the headquarters of both the European Union and NATO, Brussels is widely regarded as the “capital of Europe” and serves as a central node for political, economic, and cultural exchanges between China and Europe.

Brussels Airport is also one of Star Alliance’s key secondary hubs in Europe. On one side, it offers dense, high-frequency connections to major cities across the European continent.

On the other, it serves as a “golden gateway” to Africa, with frequent services to West African cities such as Dakar and Abidjan, as well as strong onward connectivity to major North American destinations including New York and Chicago—making it an efficient transfer hub linking Europe, Africa, and North America.

According to Aviation Flow data, the load factor on the Shanghai–Brussels route reached nearly 90% on return flights in July 2025.

S Hotels and Resorts PCL, the international hospitality company under Singha Estate PCL, has unveiled the revitalised look of two flagship UK assets – Mount Royal Hotel Edinburgh and The Grand Hotel Leicester, marking a new chapter for both landmarks under The Unlimited Collection brand by The Ascott Limited. 

“As part of our ongoing transformation, S Hotels & Resorts is reimagining how our brands engage with guests and communities to reflect how value is created in modern hospitality. In Europe, enhancements to The Unlimited Collection portfolio allow us to create hotels that are deeply connected to their destinations, strengthening guest engagement while unlocking long-term value. This complements our recent success with repositioning of SAii Hotels & Resorts across Asia Pacific” said Michael Marshall, CEO of S Hotels and Resorts Public Company Limited.

Asset enhancement strategy 

Reimagined to celebrate their individual heritage and local character, the transformations form part of SHR’s asset enhancement strategy to elevate guest experiences, reposition flagship assets and strengthen brand presence across high-potential European markets.

The Unlimited Collection is a brand that focuses on accentuating the unique cultural charms of each property, catering to growing guest demand for authentic local experiences. Mount Royal Hotel Edinburgh completed its rebranding in Q4 2024, revealing newly renovated guest rooms that blend Scottish charm with contemporary flair. Similarly, The Grand Hotel Leicester has undergone a comprehensive transformation, including updates to its façade, public areas and guestrooms, with a grand reopening on February 2^nd,2026.

Repositioned as lifestyle hotels

This initiative reflects SHR’s long-term vision to reposition several of its core UK properties as lifestyle hotels designed for domestic and international travellers and the experience-led segment. To enhance performance across its UK portfolio, SHR has partnered with The Ascott Limited. As part of this collaboration, guests staying at these hotels will benefit from Ascott Star Rewards (ASR), the group’s global loyalty programme, supporting repeat visitation and enhanced guest engagement. The strategy is already yielding positive results, with occupancy rates in Q3 2025, reaching nearly 98% at its Edinburgh property.

Mount Royal Hotel Edinburgh by The Unlimited Collection holds a central position on Princes Street, offering a blend of heritage and urban retreat. Formerly the Royal Hotel in the early 1800s, it now features 169 guestrooms, many with uninterrupted views of Edinburgh Castle, Princes Street Gardens and the historic Old Town. Drawing inspiration from the surrounding gardens, interiors showcase natural tones and textured finishes to create a calm and grounded atmosphere. Scottish design motifs complement the panoramic views from expansive windows, while a lively bar and restaurant now serve as signature social hub for both guests and the local community. The hotel’s central location, opposite the Scott Monument and National Gallery, makes it the ideal launchpad for exploring the capital.

The Grand Hotel Leicester, known as the only 1900s-built hotel in the city, stands proudly in the heart of one of the UK’s most culturally vibrant cities. It is an important architectural landmark that has welcomed notable guests including His Royal Highness the King and Queen Mother and Winston Churchill. Located on Granby Street in the city centre, the hotel is within walking distance of Leicester Railway Station and close to key cultural attractions and business districts.

Period architecture is paired with contemporary design throughout, including a grand staircase, high ceilings and the carefully restored King’s Room, the city’s largest historic ballroom, featuring original wood, marble and sandstone. The hotel offers 104 individually designed and renovated rooms, each distinct in layout and character, alongside flexible meeting and event spaces. The reopening will support Leicester’s ongoing regeneration, create local employment opportunities and strengthen connections with local suppliers and creatives.

Building on the successful repositioning of its Edinburgh and Leicester properties, SHR is accelerating the next phase of its UK portfolio evolution, with additional key hotels to be rebranded in support of its long-term growth strategy in the UK.

JCB International Co Ltd, the international operations arm of Japan’s sole international payment brand, has announced a strategic partnership with Resorts World Sentosa (RWS) in Singapore. This collaboration aims to enhance the travel experience for Japanese tourists visiting the island nation. The initiative, launched on 9 February 2026, offers exclusive privileges to Japanese JCB cardmembers, including up to 20% savings on selected attractions and accommodation, as well as dining and retail benefits at participating outlets within RWS.

Located on Sentosa Island, Resorts World Sentosa is a premier lifestyle destination in Singapore, attracting millions of visitors annually. The partnership with JCB is designed to provide Japanese tourists with curated experiences that enrich their visit, from iconic attractions to hotel stays. Hiroko Michishita, Managing Director of JCB International Asia Pacific, noted the timing of the programme aligns with a rise in Japanese tourist arrivals to Singapore, which have surpassed 2024 figures but remain below pre-pandemic levels.

Jenny Wang, Acting Senior Vice President of Resort Sales and Marketing at RWS, expressed enthusiasm about the partnership, stating it aims to deepen engagement with Japanese travellers and bolster RWS’s presence in the Japan market. The collaboration reflects a long-term commitment to positioning Resorts World Sentosa as Asia’s leading lifestyle destination, fostering repeat visits and brand loyalty among Japanese guests.

For more information on the exclusive privileges, JCB cardmembers can visit the dedicated promotions page

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.

Long-haul travel intentions are softening in 2026, with financial and time constraints pushing travellers towards domestic and short-haul trips, according to the European Travel Commission (ETC) and Eurail’s Long-Haul Travel Barometer 1/2026. The report, which surveyed travellers from Australia, Brazil, Canada, China, Japan, South Korea, and the United States, reveals a 5% decline in long-haul travel plans compared to last year, with only 59% of respondents planning such trips.

Interest in visiting Europe remains robust, though slightly diminished, with 42% of long-haul travellers considering a trip to the region in 2026—a 3% decrease from the previous year. China and Brazil lead in interest, with 59% and 54% respectively, whilst Australia shows the sharpest decline, shifting towards nearby Asian destinations.

High costs and limited holiday time are the primary deterrents for overseas travel, particularly among younger travellers aged 18–34. Safety has emerged as a key factor in destination choice, with Europe ranking highest globally for safety, including political stability and personal safety.

The report also highlights changing travel behaviours, with a decline in fully packaged travel and a rise in demand for semi-package trips, especially among Chinese travellers. Leisure remains the primary motivation for travel to Europe, but business travel is on the rise, particularly from Australia and South Korea. Slow travel and wellness are gaining popularity, with spending priorities shifting towards food and drinks over shopping.

Miguel Sanz, President of the ETC, emphasised Europe’s strengths in safety and cultural offerings, stating, “Europe continues to stand out as a reliable destination, well-positioned to respond to evolving demand for more flexible travel and experience-led journeys.” As travel preferences evolve, Europe aims to strengthen its branding around distinctive, experience-led travel to attract responsible travellers who stay longer and spend locally

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.