Strong cross-sector collaboration and a focus on delegate success are the real engines behind high-impact association events, according to industry leaders speaking at the Association MICE Symposium 2026 during the panel session, Delivering Impact – A Case Study in Collaborative Association Event Execution.
Moderated by Fabian Lim, senior assistant director at Sentosa Development Corporation, the discussion brought together Jeslyn Tan, executive director of Singapore Reinsurers’ Association, alongside frequent collaborators Jessie Heng (regional director at MICE Maestro) and Yong Jia Juin (lead customer success advisor at Cvent). Together, they reflected on their shared experience managing Tan’s flagship event, the Singapore International Reinsurance Conference (SIRC).
According to Tan, SIRC delivers long-term value, consistency, and brand equity for its delegates. Even during the pandemic, the association pivoted to an online format to maintain brand presence – a move that paid off when in-person events returned, driving an almost 100 per cent surge in post-pandemic attendance.
Reflecting on the role of a Professional Conference Organiser (PCO), Heng emphasised involving event partners early to unlock more opportunities.
“Debrief sessions are just as important as the kick-off meeting,” Heng noted, stressing the need to balance client goals with delegate expectations. “It’s natural for associations to want to bring a fresh look to their events, but we must always ask first: ‘what is the purpose?’”
Yong highlighted the value of event technology and data integration. “A lot of associations collect vast amounts of data, but what matters is what you do with it afterward,” he observed. “Syncing event data back to your membership database allows you to send targeted invitations, delivering relevant information that makes members feel valued.”
Ultimately, the panellists agreed that delegate comfort and business outcomes must remain the top priority when organising any event. “It’s crucial to provide a platform where people can meet efficiently. At the end of the day, our goal is to help delegates succeed,” Tan concluded.
