Marina Bay Sands

Marina Bay Sands (MBS) is an integrated resort, and a premier entertainment destination, with vibrant diversity of attractions and facilities, for business, leisure, and entertainment. MBS combines business and leisure into a singular destination, thus many companies likes to hold their MICE events there.

The Purpose of this report is to analyse and develop Marina Bay Sands' initiative to promote MICE and then recommend ways to promote MICE in Singapore.

The method used for the evaluation in this report is through SWOT analysis. The SWOT analysis is on Marina Bay Sands, and consists of 4 strengths, 3 weaknesses, 2 opportunities and 3 threats. We also evaluated on Singapore current trends of MICE activities and concluded that Singapore is a hot spot for MICE events, mainly due to its strong economic performance and the opening of 2 integrated resorts. In addition, we have also identified that Social Media plays an important part in promoting MICE business.

In this report, we have also included 4 recommendation of ways to improve MBS as a MICE destination, which will also promote more MICE events in Singapore. The recommendations include, providing intensive staffs' training to improve the service at MBS, building more fun and exciting activities at MBS to attract more business and leisure travellers, having Dining Promotions for the MICE event's members as their privilege for staying in MBS, and creating more Social Media platforms to promote MBS as a MICE destination.