Leaders Meet in Singapore to Call for Reopening of Business Events in Southeast Asia

October 15, 2021

Regional government representatives from Southeast Asia, trade association leaders and major global exhibition organizers joined together Oct. 5-7 at the Fullerton Hotel in Singapore for the Joint Leadership Summit (JLS), aimed at paving the way for the return of in-person exhibitions in the region.

Supported by Singapore Tourism Board (STB) and co-organized by Singapore Association for Convention & Exhibition Organizers & Suppliers (SACEOS), Association of Event Organizers (AEO), Society for Independent Show Organizers (SISO) and UFI, the Global Association of the Exhibition Industry, the JLS was designed to highlight the core purpose and value of the exhibitions industry as a vital economic driver and solidify an action plan for its safe reopening throughout Southeast Asia.

Leaders discussed the critical need to reopen inter- and intra-regional travel routes while ensuring the health and safety of travelers as core policy measures. They called on authorities to put into place clear policy initiatives and common operating protocols to be calibrated for a Covid-endemic environment. 

The event also saw the launch of the Asia CEO Summit, an annual dialogue for the exhibition industry to review the regional business environment and chart the next course of action and collaboration for the betterment of the industry. The inaugural summit will take place in Singapore in October 2022.

Hervé Sedky, SISO chair and president & CEO of Emerald, underscored the summit and the commitment to hold an annual CEO gathering in Asia as a pivotal moment.

"We have always recognized the importance of the Asia event market and how we need a forum to bring together global leaders in the industry to share and exchange ideas about opportunities in the [Southeast Asian] market,” Sedky said. “AEO, SISO, and UFI all run annual CEO summits, and these are key meeting places for us as an industry and a fixture in all of our calendars, but we were missing a critical gathering in Asia."

Carina Bauer, AEO Chair and CEO of IMEX Group, said the discussions held and decisions made during the summit were a testament to the power of face-to-face business events.

“Sharing experiences of how other regions have restarted their event sectors in a safe and controlled manner has been hugely valuable, and we hope the roadmap we have proposed during the summit provides the framework to support the safe reopening and restarting of the APAC events sector, which is critical to economic recovery,” she said. “We very much look forward to returning to Singapore for the inaugural Asia CEO Summit in October 2022 to further this dialogue and enhance collaboration across both the region and our respective associations.”

Mary Larkin, UFI Immediate past president and president of Diversified Communications USA, also praised the summit as a major accomplishment on the road to recovery and revitalizing the international marketplaces that come together in Asia.

“With our experience in the U.S., Europe and the Middle East, we were able to demonstrate the safety protocols and reopening successes we have had in many regions and to share that it can be adapted and implemented throughout [Southeast Asia],” she said.

Larkin added, “Most critically, what was abundantly clear from this week’s dialogue is that our customers need events. Businesses, especially [small to medium size] rely on events. The economy is bolstered by events. There are no other channels where businesses are able to accomplish so much, so quickly, and we have seen time and again in regions where events are restarting that business is recovering faster and innovation is pushing forward.”

Photo: Mary Larkin, UFI immediate past president and president of Diversified Communications USA 

Add new comment

Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.