Sands China to focus on MICE offerings

Sands China has been focusing on providing offerings for the Meetings, Incentives, Conferences and Exhibitions (MICE) industry, and sees potential for growth in the market.

The comment was made by Ruth Boston, VP of destination marketing and sales at Sands China Ltd during an interview with Macau Daily TImes in Tokyo last week.

“Sands China is a major player in the [Macau] MICE market. It has always been a strong part of our offerings and [this is] something we are focusing on now,” said Boston.

Boston has been working hard to attract a wider range of customers from around the world. She says one of the challenges in doing this is educating the customer of the wider, non-gaming attractions in Macau.

“It is about a destination as a package. People aren’t always aware of all the other attractions in Macau,” she said.

Boston also noted that better connectivity with the Macau airport will likely lead to more visitors, as well as the Hong Kong-Zhuhai- Macau Bridge and the Light Rail Transit project.

When asked about the importance of the India market for MICE, Boston said it was a focus area for them.

“For the India market, we are competing with places like Dubai, which is a similar distance as Macau. That’s why it’s so important for us to educate customers about roadshows like these so they better understand that there is more to Macau than just gaming.”