Singapore's Marina Bay district — where STB's incentive programmes help Indian MICE operators bring groups at reduced cost. Image courtesy of Marina Bay Sands.
Most Indian MICE operators don't know this: the Singapore Tourism Board is actively subsidising events from India. Not in a vague "we support tourism" way — in a "here's free dining experiences, discounted Singapore Airlines tickets, complimentary airport welcome desks, and financial grants" way.
In 2025, Sun Pharma brought 6,000 delegates to Singapore — the largest Indian incentive group the country has ever hosted. CREDAI brought 1,100 real estate developers for their national convention. STB didn't just welcome these groups — they actively courted them through incentive programmes designed to make Singapore more affordable than competing destinations.
Three programmes matter for Indian MICE operators right now: INSPIRE, SMAP, and Just Between Us Friends. Here's exactly what each one offers, who qualifies, and how to apply.
1. INSPIRE — Free Experiences for Your Group
Full name: In Singapore Incentives & Rewards (INSPIRE) Global 3.0
INSPIRE is the most directly useful programme for Indian operators. It gives your group free curated experiences — dining, attractions, tours, and team-building activities — at no cost to the organiser or the client.
INSPIRE Eligibility
| Requirement | Detail |
|---|---|
| Minimum group size | 20 foreign delegates |
| Maximum group size | 250 foreign delegates |
| Minimum stay | 2 nights in Singapore |
| Deadline | Travel must be completed by 31 March 2029 |
| Event type | Incentive travel, corporate meetings, conferences |
20 delegates is a very low bar. Most Indian incentive groups are 50-200 people — you're automatically eligible.
What You Get
Over 30 complimentary experiences across four categories:
Dining Experiences
- Wonderland Upsidedown — AR-powered immersive dining (your delegates eat inside an augmented reality world)
- The White Label — Malayan-French fusion private dinner
- Evening in the Wild: Express — wildlife-themed team dinner at the Night Safari
Attractions
- Singapore Oceanarium — private access to marine habitats with guided storytelling
- Mount Faber Peak — hilltop dining with SkyOrb cable car experience (panoramic city views)
Thematic Tours
- Digital Government & Smart Nation Tour — see how Singapore runs its smart city systems (great for IT/tech groups)
- Singapore Food Innovation Hub — agri-tech incubator tours (relevant for pharma and F&B groups)
Team-Building Activities
- Through the Eyes of a Tongkang — interactive heritage trail along the Singapore River
- The Chinatown Code — heritage-based interactive game across Chinatown's streets
The SkyPark infinity pool — 57 storeys above Singapore. INSPIRE covers curated experiences like this for qualifying groups. Image courtesy of Marina Bay Sands.
How This Works in Practice
You're building a 3-day incentive trip for a pharma company with 80 delegates. Day 1 is the conference. Day 2 is awards night. Day 3 is the leisure day. Instead of paying for a team activity on Day 3, you apply to INSPIRE and get the Chinatown Code experience or the Night Safari dinner free. That's ₹2-4 lakh saved on a single activity — money that goes straight to your margin or makes the proposal more competitive. For a full breakdown of Marina Bay Sands venues, see our venue guide.
Apply for INSPIRE
Email: secb@stb.gov.sg
Tell them: group size, travel dates, event type, and which experiences interest you. They'll confirm eligibility and reserve the experiences.
2. SMAP — Operational Perks for Organisers and Delegates
Full name: Singapore MICE Advantage Programme
SMAP is broader than INSPIRE — it covers logistics, airline perks, airport services, and attraction discounts. Think of it as a support layer that makes the entire trip smoother for both the organiser and the delegates.
SMAP Eligibility
| Requirement | Detail |
|---|---|
| Minimum group size | 100 foreign participants |
| Event types | Corporate meetings, incentive travel, conventions, trade exhibitions, conferences |
| Changi welcome desk | Requires 250+ participants |
What Organisers Get
From STB / SECB:
- Financial grants via Business Events in Singapore (BEiS) programme
- Venue recommendations and social activity suggestions
- Agency and supplier introductions in Singapore
- Visa facilitation for delegates
- Sustainability-focused grants (relevant for ESG-conscious clients)
From Singapore Airlines:
- Discounted or complimentary site inspection tickets (for your pre-event recce trip)
- Complimentary event tickets (minimum spend/passenger requirements apply)
- Up to 14-day flexible travel window before and after the event — delegates can extend their stay
- Complimentary in-flight announcement for groups exceeding 50 passengers (imagine your company's name announced on the PA system)
- 10 kg excess baggage allowance per delegate
From Changi Airport Group:
- Airport advertising discounts (your event branding inside Changi)
- Event space and boardroom discounts at Jewel Changi
- Complimentary arrival welcome desks at Changi Airport (250+ participants)
Transport:
- Discounted EZ-Link transit cards for all delegates
- SimplyGo eVoucher setup for the group
Attractions:
- Preferential ticket rates at Singapore Zoo, Night Safari, River Wonders, and Bird Paradise (Mandai Wildlife Reserve)
Other Partners:
- Jet Quay (VIP terminal services)
- Grab (ride-hailing discounts)
- Sentosa (2 complimentary experiences for 2+ night stays)
- Singapore Fashion Council and Design Orchard (shopping vouchers)
What Delegates Get Individually
- Discounted Singapore Airlines fares + 10 kg extra baggage — Group fares are typically 10-15% below published rates, and the extra baggage is useful for delegates carrying event materials or shopping.
- Airport shopping and lounge discounts — Changi's duty-free partners offer group-rate pricing, and lounge access can be bundled for VIP delegates or speakers.
- Attraction admission discounts — Preferential rates at Mandai Wildlife Reserve parks mean you can add a Zoo or Bird Paradise visit without blowing the per-head budget.
- Transport card discounts — Discounted EZ-Link cards cover MRT and buses, so delegates can explore independently without the organiser arranging coaches for every movement.
- Sentosa experience redemptions — Two complimentary Sentosa experiences per delegate (with a minimum 2-night stay) give you a ready-made leisure half-day at no extra cost.
Why This Matters for Your Proposal
When you're pitching Singapore against Dubai or Thailand, the SMAP perks are a tangible differentiator. "Your delegates get discounted SIA flights, a welcome desk at Changi with your company branding, free Zoo tickets, and a 14-day travel window so they can bring their family for a holiday after the event." That's not a generic destination pitch — that's a list of concrete benefits the client's HR team will love.
Apply for SMAP
Email: secb@stb.gov.sg
Mention SMAP specifically. Provide: event name, dates, expected delegate count, origin countries.
3. Just Between Us Friends — India-Specific Campaign
This is the most India-focused programme STB has ever run. It launched in July 2025 at a B2B roadshow held in New Delhi and Kochi, where over 60 Singapore tourism partners — hotels, DMCs, attractions, and airlines — met Indian MICE operators face-to-face to pitch co-created itineraries.
Programme Status
STB ran this programme for Indian incentive groups travelling between 1 August 2025 and 31 March 2026. Given its success — Sun Pharma and CREDAI both benefited — STB is expected to announce a renewed edition. Contact STB's India office to check the current status and any successor programmes.
What It Offered
The programme provided exclusive privileges for newly-secured Indian incentive groups visiting Singapore.
Sentosa Development Corporation perks:
- Flexible hotel check-ins at Sentosa partner hotels including Shangri-La Rasa Sentosa, Capella Singapore, and W Singapore — properties with dedicated group wings and event lawns
- Suite upgrades at partner properties
- Dining privileges across Sentosa restaurants
- Complimentary attraction access (minimum 2-night stay required)
- Destination experiences across Sentosa's nine island partners — from the S.E.A. Aquarium to Skyline Luge
Airline partners:
- IndiGo offered special group fares and benefits for Indian MICE groups, making it easier to lock in competitive airfares for large delegations flying from tier-2 Indian cities
- Singapore Airlines — enhanced group booking perks
Curated Indian experiences:
- Curated Indian meals at Singapore restaurants (so your delegates feel at home)
- Welcome drinks at partner hotels
- Heritage and culture experiences tailored for Indian groups
Why India, Why Now
STB sees India as their highest-growth MICE market. The numbers back it up:
- Sun Pharma's 6,000-delegate group was the largest Indian incentive group Singapore has ever hosted
- CREDAI NATCON was STB's first lead from the association segment in India
- Tour operators are running 50-200 pax groups at ₹75,000-₹1,50,000 per person
- STB has noted "strong demand for incentive travel" and increasing interest in Sentosa for post-conference leisure
- The July 2025 roadshow in New Delhi and Kochi drew 60+ Singapore tourism partners, signalling long-term commitment to the Indian market
This programme exists because STB wants more of what Sun Pharma and CREDAI did — and they're willing to pay for it. If STB announces a 2026-27 renewal (which industry sources expect), operators who applied during the first round will likely get priority access.
Apply for Just Between Us Friends
Contact STB's India office or your Singapore DMC partner. Even though the original window has closed, STB continues to support Indian incentive groups through INSPIRE and SMAP — and will direct you to any successor programme when it launches.
How to Stack These Programmes
Event Plaza at Marina Bay Sands — large-scale events like this benefit from stacking INSPIRE, SMAP, and Just Between Us Friends. Image courtesy of Marina Bay Sands.
Here's the key insight most operators miss: these programmes are not mutually exclusive. You can combine them.
Example: 150-delegate pharma incentive trip
| Programme | What You Get |
|---|---|
| INSPIRE | Free Night Safari dinner + Chinatown Code team activity |
| SMAP | Discounted SIA flights, Changi welcome desk branding, Zoo tickets, visa facilitation |
| Just Between Us Friends | Sentosa hotel upgrades, complimentary attractions, curated Indian meals |
That's potentially ₹5-10 lakh in savings and added-value experiences across a single trip — before you've even negotiated with the hotel or venue.
Quick Reference
| Programme | Min Group Size | Best For | Deadline | Contact |
|---|---|---|---|---|
| INSPIRE 3.0 | 20 delegates | Free experiences (dining, tours, team-building) | 31 Mar 2029 | secb@stb.gov.sg |
| SMAP | 100 delegates | Airline perks, airport services, attraction discounts | Ongoing | secb@stb.gov.sg |
| Just Between Us Friends | Varies | India-specific hotel upgrades, Indian meals, Sentosa perks | Ended 31 Mar 2026 — renewal expected | STB India office |
Frequently Asked Questions
What is the minimum group size for STB's INSPIRE programme? 20 foreign delegates with a minimum 2-night stay in Singapore.
Can I combine INSPIRE, SMAP, and Just Between Us Friends for the same event? Yes. All three programmes can be stacked on a single trip. Apply separately for each via secb@stb.gov.sg.
How do I apply for Singapore MICE incentive programmes? Email secb@stb.gov.sg with your event name, dates, expected delegate count, and origin countries. STB will confirm eligibility and available benefits.
Does STB offer support specifically for Indian MICE groups? Yes. The Just Between Us Friends campaign was designed specifically for Indian incentive groups, with curated Indian meals, IndiGo flight perks, and Sentosa hotel upgrades.
What This Means for Indian MICE Operators
Singapore is not just a destination — it's a destination that pays you to bring groups there. No other MICE destination in Asia offers this level of structured support for Indian operators. Dubai doesn't. Thailand doesn't. Bali doesn't. See also: Marina Bay Sands — The Complete MICE Venue Guide for detailed venue specs and capacity data.
If you're building proposals for Singapore events, apply to all three programmes before you finalise pricing. The savings go straight to your margin — or make your proposal the cheapest one on the table while delivering a premium experience.
Start with one email to secb@stb.gov.sg. Tell them your event, your dates, and your group size. They'll tell you exactly what you qualify for.