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.

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AGENDA ON 29 JULY 2026

Welcome Remarks by Mr Richard Ireland, President, SACEOS
Welcome Remarks by Mr Kok Ping Soon, CEO, SBF

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.

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.

AI is rapidly transforming how associations engage members, manage operations, and deliver events. Yet many organisations are still exploring where to begin and how to realise meaningful value from AI.

This highly practical workshop will introduce participants to accessible AI tools and real-world use cases relevant to association management and event planning. Through live demonstrations and guided exercises, attendees will learn how AI can streamline workflows, enhance member communications, support content creation, improve event marketing, and unlock insights from data.

Participants will leave with actionable ideas and prompts that can be immediately applied within their associations.

MORE INFORMATION TO COME SOON