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23 JULY 2025
SANDS EXPO & CONVENTION CENTRE, SINGAPORE

ABOUT ASSOCIATION MICE SYMPOSIUM

The Association MICE Symposium (AMS) makes its debut on 23 July 2025 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, AMS provides practical insights on event planning, resource management, and industry collaboration—supporting associations in elevating their impact while strengthening Singapore’s position as a global MICE hub.

SPEAKERS

Anthea Tan

Honorary Secretary,
SACEOS

Edward Koh

Executive Director,
Conventions, Meetings & Incentive Travel,
Industry Development Group,
Singapore Tourism Board

Kok Ping Soon

Chief Executive Officer,
Singapore Business Federation

Louise Chua

Executive Director,
The Singapore Contractors Association

Mohamed Firhan Abdul Salam

Deputy Director,
Conventions
Singapore Tourism Board

Reuben Lim

Chief Executive Officer,
Singapore FinTech Association

Richard Ireland

President,
SACEOS

Roy Chan

Senior Consultant & Former Director,
National Skin Centre,
President,
25th World Congress of Dermatology Singapore

Ruth Chen

Honorary Treasurer,
Society of Intensive Care Medicine (SICM) Singapore

Sajeesh Babu

Chairman,
International Committee for NDT (ICNDT)
Vienna & the President of Non-Destructive Testing Society (Singapore)

Terence Quek

CEO,
Singapore Institute of Directors

Wei Chan

Honorary Secretary,
Restaurant Association of Singapore (RAS)

AGENDA

8:30AM - 9:00AM
Registration

9:00AM - 9:20AM
Welcome Remarks

Mr Richard Ireland, President, SACEOS
Mr Kok Ping Soon, Chief Executive Officer, Singapore Business Federation (SBF)

9:20AM - 9:35AM
Keynote Address

Overview on Singapore’s Association Event Landscape

Mr Edward Koh, Executive Director, Conventions, Meetings & Incentive Travel, Industry Development Group, Singapore Tourism Board (STB)

9:35AM - 10:35AM
Panel 1: Unlocking Growth Opportunities for Associations through International Events

This panel will explore how associations can expand their reach and impact by engaging in international events, including opportunities for co-locating, strategic partnerships, and content collaboration. Panelists will share insights on navigating cultural, logistical, and market challenges while maximizing global visibility and member value. Discover how aligning with established international platforms can open doors to new audiences, revenue streams, and thought leadership.

Panelists

Ms Louise Chua, Executive Director, Singapore Contractors Association Limited (SCAL)
Prof. Roy Chan, Senior Consultant and Former Director, National Skin Centre; President 25th World Congress of Dermatology Singapore
Dr Sajeesh Babu, Chairman, International Committee for NDT (ICNDT), Vienna & the President of Non-Destructive Testing Society (Singapore)

Moderator

Mr Mohamed Firhan Abdul Salam, Deputy Director for Conventions, Singapore Tourism Board (STB)

10:35AM - 11:35AM
Panel 2: How Event Audiences and Expectations are Evolving – Impact and Opportunities for Associations

As attendee expectations shift towards more personalized, engaging, and purpose-driven experiences, associations must adapt to remain relevant. This session will examine changing audience behaviours, including preferences for hybrid formats, networking, and on-demand content. Panelists will discuss the types of support and resources associations may need—such as technology, partnerships, or skills development—to meet these evolving demands and deliver greater value.

Panelists

Mr Reuben Lim, Chief Executive Officer, Singapore FinTech Association (SFA)
Dr Ruth Chen, Honorary Treasurer, Society of Intensive Care Medicine (SICM) Singapore
Mr Terence Quek, Chief Executive Officer, Singapore Institute of Directors (SID)
Mr Wei Chan, Honorary Secretary, Restaurant Association of Singapore (RAS)