MARKETING OF CONVENTION CENTRES IN SINGAPORE

Abstract

The exhibition and convention industry has not been given too much emphasis in the past but as more businesses go regional, the industry flourishes. The industry has been growing at a steady rate for the past decade and will continue to do so in the future. The exhibition and convention industry has complemented other industries especially the tourism industry. The participants of the exhibitions and conventions spend more and stay longer than the average tourist. Thus it is extremely important to develop the exhibition and convention industry. The government, recognizing the benefits that the exhibition and convention industry may bring, is keen on developing it. Singapore aims to be a major exhibition and convention city in the Asia region. In order to accomplish this aim, the government is currently building a mega exhibition hall in Changi. The country hopes that it will be able to woo more international events to be held in Singapore. The problem of an oversupply of such exhibition and convention space thus occurs as there are not sufficient events to occupy the space. This situation already exists in the present industry but will worsen when the exhibition hall completes. Thus this study aims to formulate a new marketing plan with aims to improve demand and overturn the oversupply condition. The study looks into the marketing efforts of two exhibition and convention centres in Singapore, Raffles City Convention Centre and Singapore International Convention and Exhibition Centre. Based on the present market condition and information obtained from interviews on them, the new marketing plan is then generated.