AMS WEB

ABOUT AMS

Following its successful debut in 2025, the Association MICE Symposium (AMS) returns this year for its second edition, once again held alongside the Singapore MICE Forum (SMF). Jointly organised by SACEOS and the Singapore Business Federation (SBF), and supported by the Singapore Tourism Board (STB), AMS is a high‑impact half‑day event designed to empower association leaders to drive growth through strategic events. Featuring thought‑provoking discussions, real‑world case studies, and curated networking opportunities, AMS delivers practical insights on event planning, resource optimisation, and industry collaboration—enabling associations to elevate their impact while reinforcing Singapore’s position as a leading global MICE hub.

Register Here

AGENDA ON 29 JULY 2026

Welcome Remarks by Mr Richard Ireland, President, SACEOS

 

Welcome Remarks by Mr Kok Ping Soon, Chief Executive Officer, Singapore Business Federation

 Speaker: Carrie Kwik, Executive Director, Conventions Meetings and Incentive Travel, Singapore Tourism Board

Associations today operate in an environment shaped by economic volatility, technological change, shifting workforce expectations, and evolving member needs. How can association leaders remain agile while continuing to deliver value to their stakeholders?

In this panel discussion, senior leaders from international and regional associations will share how they are adapting their strategies, governance models, and event portfolios to remain relevant and resilient. Through real-world examples and candid insights, attendees will gain a deeper understanding of how associations can embrace change, manage risk, and identify new opportunities for growth.

 

Panelists 

Jackson Yeoh, Executive Director, Pro AVL Integration Association

Dr Kelvin Chye, IDEM 2026 Organizing Chairman & Vice President, Asia Pacific Dental Federation

Wendy Foo, Vice President, Franchise and Licensing Association

 

Moderator 

Eileen Quek, SMF 2026 Organising Committee Member, SACEOS

Connect with fellow association professionals and explore solutions offered by MICE industry partners. Attendees will have the opportunity to meet event organisers, venues, technology providers, destination representatives, and specialist suppliers who can support the planning and delivery of successful association events.

Successful association events are rarely the result of a single organisation’s efforts. They are built through effective partnerships, aligned objectives, and seamless collaboration among multiple stakeholders. This session will present a case study of a successful association event through the perspectives of the association organiser, professional conference organiser (PCO), and key suppliers. Panellists will share lessons learned, best practices, and practical insights into how strong partnerships can enhance delegate experiences, achieve organisational goals, and deliver measurable outcomes.

 

Panelists 

Jeslyn Tan, Executive Director, Singapore Reinsurers’ Association

Jessie Heng, Regional Director, MICE Maestro

Yong Jia Juin (JJ), Lead Customer Success Advisor, Client Services, Cvent

 

Moderator 

Fabian Lim, Senior Assistant Director, Sales, Business & Channels Development, Sentosa Development Corporation

Associations are being asked to do more with less, serve members better, and deliver standout events, all while small teams stretch thin. AI is the unlock, but only if you know where to start. In this  session, Keerat shares a practical playbook for associations to put AI to work today. Walk through real use cases across member engagement, content creation, operations, and event delivery using tools like Claude, ChatGPT, and Spark. Leave with a clear starting point, the right tools for your team, and ideas you can implement this week.

What you’ll take away:

  1. A simple framework to identify where AI delivers the most value for your association.
  2. Hands-on examples of AI tools in action across newsletters, member queries, event content, and post-event reporting.
  3. A starter playbook with prompts and workflows you can adopt immediately.

Presented By: Keerat Singh, Chief Revenue Officer, Gevme

SPEAKERS

Carrie Kwik

Executive Director,
Conventions Meetings & Incentive Travel,
Singapore Tourism Board

Eileen Quek

SMF 2026 Organising Committee Member,
SACEOS

Fabian Lim

SMF 2026 Organising Committee Member,
SACEOS

Jackson Yeoh

Executive Director,
Pro Audiovisual & Lighting Integration Association

Jeslyn Tan

Executive Director,
Singapore Reinsurers' Association

Jessie Heng

Regional Director,
MICE Maestro

Keerat Singh

Chief Revenue Officer,
Gevme

Dr Kelvin Chye

IDEM 2026 Organizing Chairman
Vice President,
Asia Pacific Dental Federation

Kok Ping Soon

Chief Executive Officer,
Singapore Business Federation

Richard Ireland

President,
SACEOS

Wendy Foo

Vice-President,
Franchising and Licensing Association (Singapore)

Yong Jia Juin (JJ)

Lead Customer Success Advisor, Client Services,
Cvent