The Singapore Tourism Board plans to step up efforts to attract business events from Japan, expanding grants and air travel options around its three-year memorandum of cooperation with JETRO. Japan and Singapore marked the 60th anniversary of diplomatic relations, and various forms of cooperation are advancing toward 2026.
To promote the attraction of MICE events from Japan, the Singapore Tourism Board (STB) announced that SECB and JETRO Singapore signed a three-year memorandum of cooperation on 20 June 2025. Cooperation began with the Singapore Pavilion at Expo 2025 Osaka, Kansai, with the aim of taking business events from both countries to international markets.
The three pillars of the memorandum of cooperation are connecting Japan's diverse economic strengths with Singapore's strengths as a MICE hub, sharing knowledge in sustainability, productivity and digital innovation, and promoting areas of shared growth. JETRO Singapore has announced plans to support Japanese companies participating in exhibitions in Singapore and engaging with local businesses and organisations.
MICE-related tourism revenue reached S$2.3 billion in 2025, up 35% year on year, while total tourism revenue reached S$32.8 billion. Events cited as having taken place or being scheduled for the first and second halves of 2026 include some of the largest-ever APAC events and newly launched international trade fairs. STB has set a target of increasing MICE tourism revenue to S$4.5 billion by 2040.
The Business Events in Singapore (BEiS) scheme supports business events by Japanese companies and provides venue-booking and publicity support, as well as grants for eligible expenses. The proportion of the grants and eligibility requirements are not detailed in the official information, and individual applications are required.
Upcoming events include the SJ60 FESTIVAL, scheduled to take place at Marina Bay Sands on 28 and 29 November 2026. Cooperation with exhibition organisers is also expected to expand, including the establishment of a strategic partnership with Messe Berlin in September.