In a groundbreaking move to nurture the next generation of business events professionals, Marina Bay Sands (MBS) has partnered with the Singapore Institute of Technology (SIT) to co-develop and co-teach a specialized MICE (Meetings, Incentives, Conferences and Exhibitions) module. This collaboration marks the first time a hospitality player has formally partnered with a university in the MICE industry in Singapore to deliver an academic course.
Launched in January 2025, the three-month program reflects a significant step toward bridging academic theory and real-world practice. Drawing from Marina Bay Sands Expo & Convention Centre’s extensive experience hosting over 2,200 events and more than 1.2 million delegates last year alone, the course offers students an insider’s perspective on the industry’s latest challenges, innovations, and solutions.
The initiative began in 2024, with MBS’ MICE team working closely with SIT faculty to design a curriculum that would meet evolving industry needs. The course is comprised of seminars, field trips, and practical case studies led not only by Marina Bay Sands experts in Banquet Operations, Convention Services, Sales, Sustainability, and Technical Operations, but also by key industry stakeholders such as Gevme, National Arts Council, Professional Convention Management Association (PCMA), and the Singapore Tourism Board.
Ong Wee Min, CEM, CMP, Vice President of Sales and MICE at Marina Bay Sands, opened the module with an industry overview seminar. Reflecting on the partnership, Ong shared, “We are proud to lead this industry wide collaboration with SIT to empower our young talents with practical knowledge and prepare them for the dynamic world of business events. Our goal is to harness the collective knowledge and experience from the industry to do our part to nurture the future of our industry.”
A total of 36 students and 36 industry stakeholders, including MBS team members, participated in the course. Students explored topics ranging from event design and technical operations to crisis management and sustainability, culminating in a final fireside chat and career panel discussion. Themed around “Building Future Careers in MICE,” the fireside chat allowed students to present their insights and network with leading professionals, fostering invaluable industry connections.
This project is a natural extension of Marina Bay Sands’ broader commitment to advancing the business events sector and nurturing hospitality talent. As one of Singapore’s largest private sector employers, MBS sees workforce development as a key responsibility. “Developing a strong talent pipeline has always been a priority for us,” Ong said. “By equipping students with the right skills and industry insights, we are investing in the future of our industry.”
“I had the distinct pleasure of participating in this final part of the programme,” said EIC President and CEO Amy Calvert. “I could not think of a better way to celebrate the essence of what Global Meetings Industry Day has come to represent. The presentations by the students were stellar, filled with innovation, insights and creativity. Their passion for our industry was contagious. I left with a full heart and an understanding that our future is indeed in good hands. The academic advisory at SIT and other local stakeholders such as PCMA APAC delivered an extraordinary program.”
Marina Bay Sands’ dedication to professional development extends beyond academia. The integrated resort has been a major supporter of the Certified Meeting Professional (CMP) and Sustainable Event Professional Certificate (SEPC) programs, encouraging team members to continuously build their expertise. Ong emphasized, “These programs enable our team to anticipate clients’ needs more effectively and deliver outstanding events that set new industry benchmarks.”
Marina Bay Sands will continue to champion hospitality education through initiatives such as the US$1 million Sands Hospitality Scholarship, benefiting more than 100 Singaporean students, as well as offering internship and part-time work opportunities to youths keen to explore the industry.
The success of this MICE course stands as a model for industry-academia collaboration, setting a high bar for future initiatives aimed at preparing students to become leaders in the global events space.
