Case Study: Bay Precinct Strategy through the lens of APAA 20th General Assembly

Transforming traditional business events into experiential journeys



Opening Ceremony during APAA 20th General Assembly and 74th & 75th Council Meetings at Sands Expo & Convention Centre
(Image credited to APAA Singapore 2023)

In the dynamic landscape of the MICE industry, Marina Bay Sands is spearheading a revolutionary approach with its Bay Precinct Strategy, transforming traditional business events into experiential journeys.

This initiative seamlessly integrates various hospitality players, attractions, Michelin-star restaurants, and retail experiences around the Marina Bay area, creating an enlarged ecosystem beyond the confines of a single venue. The expanded offering with over 8,000 rooms from 11 hotel brands, 19 Michelin stars, and 10 world-class attractions provides organisers with endless experiences to choose from.

Held at Sands Expo & Convention Centre from 3 to 7 November 2023, the Asian Patent Attorneys Association's (APAA) 20th General Assembly and 74th and 75th Council Meetings, illustrates the value of the Bay Precinct Strategy. The event marked the return of the APAA conference to Singapore after a 15-year hiatus, with more than 1,400 international delegates in attendance.

The strategy played a crucial role in bringing the event to Sands Expo. Hotel partners across the Bay, such as Ritz Carlton, PARKROYAL COLLECTION Marina Bay, Pan Pacific Singapore, and The Westin Singapore, came together to offer delegates varied accommodation options. This showcased the diversity and richness of the Marina Bay hospitality ecosystem.

Delegates spending their Cultural Evening at the nearby Gardens by the Bay
(Image credited to APAA Singapore 2023)


The Cultural Evening, a highlight of the APAA assembly, brought delegates to the Flower Dome at Gardens by the Bay for a night of fun and entertainment. Delegates were treated to activities such as the light show viewing at the Garden Rhapsody, an exclusive Flower Dome experience, and a reception at Flower Field Hall. The proximity of Gardens by the Bay to Sands Expo was an added advantage, allowing delegates to travel easily and quickly from Sands Expo to their Cultural Evening. In this scenario, the strategy enabled delegates to partake in experiences beyond Sands Expo and enjoy the outdoor space and greenery during their programme at Gardens by the Bay.

Seetho Huiling, Secretariat, APAA-Singapore Group Conference Organising Committee said, "Choosing Sands Expo & Convention Centre for our 20th General Assembly was a decision aligned with our commitment to innovation. The venue offered a unique collaborative ecosystem, allowing us to seamlessly integrate our event programming with Marina Bay's diverse offerings such as nearby hotels and attractions, exemplifying the future of dynamic and impactful event hosting."