ASAE, Singapore Exhibition and Convention Bureau Renew Partnership, Launch New Toolkit for Associations Operating Globally

April 10, 2024

WASHINGTON D.C.— ASAE and the Singapore Exhibition and Convention Bureau (SECB) have renewed and expanded their longstanding global partnership, as SECB celebrates its 50th anniversary, marking the occasion in a signing ceremony on April 10 in Washington, DC.

ASAE and SECB, a part of the Singapore Tourism Board (STB) and the lead government agency for business events in Singapore, are committed to working together to strengthen the global association community and ensure a robust business events industry in Asia and around the world. As a Global-Asia node for business events, Singapore has positioned itself as a leading innovation hub with a vibrant business ecosystem where thought leaders, investors and businesses meet.

Later this year, ASAE and SECB will launch a new toolkit to empower associations’ global initiatives. The toolkit will include an assessment of geopolitical and economic trends and steps for associations to consider when working internationally. The toolkit is based on a 2023 ASAE Global Operations Survey sent to nearly 5,000 respondents operating globally. A series of programs will be rolled out across the year, including a session at ASAE’s 2024 Annual Meeting & Exposition in Cleveland, OH, Aug. 10-13, 2024.

“ASAE is very grateful for its strong working relationship with Singapore Exhibition and Convention Bureau, and we’re excited to launch our toolkit this year to assist association leaders operating internationally,” said ASAE President and CEO Michelle Mason, FASAE, CAE. “ASAE’s research revealed that, in five out of the six world regions, more than 50% of respondents are maintaining international operations – thus confirming the power of associations to effect positive change around the world.”

Embracing a strategic partnership with ASAE is part of SECB’s comprehensive approach to strengthening the business events industry. Drawing inspiration from associations and events that are leading the charge in creating a positive impact, the tourism board unveiled a global marketing campaign in March reaffirming Singapore as the 'World’s Best MICE City,' where business events catalyze enduring, positive change. The campaign beckons Meetings, Incentives, Conventions, and Exhibition (MICE) organizers to reimagine Singapore's value proposition, inviting associations and businesses to co-create their legacy journey with Singapore and drive purposeful outcomes.

"Renewing our partnership with ASAE underscores our commitment to fostering global collaboration and advancing the business events industry,” said Rachel Loh, Senior Vice President, Singapore Exhibition and Convention Bureau, Americas. “Together, with the launch of ASAE’s upcoming toolkit and in light of the Singapore Exhibition and Convention Bureau’s 50th anniversary, we aim to reaffirm our commitment and empower associations worldwide to leverage insights and strategies to navigate the complexities of international operations. SECB is proud to stand alongside ASAE in shaping a dynamic and inclusive global community that creates lasting impact.”

The global campaign complements the tourism board’s existing efforts and commitment to advance the business event industry and sustainable tourism, supporting the Global Sustainable Tourism Council® (GSTC) to publish their GSTC MICE Criteria which guides businesses toward implementing sustainable practices. To support associations, the tourism board’s recently enhanced Singapore MICE Advantage Programme (SMAP) further incites MICE event organizers to Singapore. The programme enables organizers to host sustainable events with discounts on public transport cards for delegates and now features a refreshed set of partners and privileges, including attraction and retail partners Mandai Wildlife Group and Design Orchard.

About ASAE

ASAE is a membership organization of more than 50,000 association executives and industry partners. Since it was established 100 years ago, its members have and continue to lead, manage, and work in or partner with organizations in more than a dozen association management disciplines, from executive management to finance to technology. With the support of the ASAE Research Foundation, a separate nonprofit entity, ASAE is the premier source of learning, knowledge, and future-oriented research for the association and nonprofit profession and provides resources, education, ideas, and advocacy to enhance the power and performance of the association and nonprofit community. Visit ASAE at Welcome to ASAE — American Society of Association Executives (

About Singapore Exhibition and Convention Bureau

The Singapore Exhibition and Convention Bureau (SECB), a part of the Singapore Tourism Board (STB) is the lead development agency for tourism and business events, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. Visit STB at or



ASAE: Chris Vest, CAE, 202-626-2798,

STB: Kate Pressman and Ryann Gutierrez,