Woopa Group 进军会奖旅游（MICE）领域，推出策展式展会现场导览

Aligning with Singapore Tourism Board’s strategy to triple business events receipts by 2040, local experiential travel company Woopa Group is expanding into the business events sector by offering curated exhibition floor tours.

“When you step inside as a first-time visitor at certain tradeshows or conferences, you can easily feel lost. Attendees can also be introverted and struggle to initiate conversations with exhibitors,” said Woopa Group’s co-founder and CEO Ty Suen. “We decided to bring deeper storytelling into the event halls with guided experiences that provide an overview and help visitors navigate the floor.”

Unlike standard floor tours that act as surface-level introductions, Woopa Group works closely with event organisers and exhibitors beforehand to research the event’s themes, programmes, and floor plans to craft structured routes.

An example was the company’s recent trial run at SIGEP Asia 2026, an F&B and hospitality trade exhibition spanning three levels at Sands Expo & Convention Centre. Designing familiarisation tours tailored around buyer procurement needs – such as hotel and airline buyers seeking food suppliers, ingredient providers, kitchenware, technology, and drinks – these guided tours helped streamline navigation across the massive showfloor.

To maximise exhibitor visibility, Woopa Group also incorporated interactive stops during the tours. For example, at artisan chocolatier Janice Wong’s booth, participants sampled the featured chocolate wall while receiving a short five- to 10-minute introduction directly from the founder. Another featured stop with a pizza association allowed delegates to nibble on freshly-made pizza while learning about specialised equipment.

Following the successful inaugural run, Suen shared that SIGEP Asia’s organisers were impressed and liked the idea of the tours so much that they will be working with Woopa Group again for the 2027 edition.

As ITB Asia opens today, Woopa Group is offering two specialised tours daily throughout the three-day trade show.

For first-time visitors, the Exhibition Discovery Tour will help them demystify the expansive trade floor, while the Hidden Gem Tour is designed for repeat visitors and industry veterans looking to explore fresh exhibitor angles. The 75-minute tours will feature dedicated five- to eight-minute interactions with key exhibitors across the various halls.

Woopa Group’s co-founder and chief operating officer, Byron Koh, said: “We understand how organisers design the floor layout with buyers in mind, and we translate that into a guided narrative. At the end of the day, as tour operators, we are storytellers. Event organisers may not have the time to curate or execute these guided walks, which is where we step in.”

Unlike general leisure tours that cover standard landmarks like the Merlion or Gardens by the Bay, exhibition floor storytelling requires deep, technical industry research on short notice, as exhibitor line-ups are often finalised only weeks before an event opens.

“This is the part that is challenging,” Koh explained. “Because we aren’t from the restaurant or tech industry for example, we need to do a lot of research beforehand – understanding who the buyers are, what they are looking for, and gathering detailed info from exhibitors.”

To address this, Woopa Group taps into its diverse pool of tour guides who bring varied professional backgrounds – ranging from ex-engineers and teachers to former healthcare and maritime professionals – matching them based on subject-matter expertise.

Additionally, because interactive guided floor tours represent a new format in business events sector landscape, organisers do not always have pre-budgeted line items for floor curation.

“They also don’t know the actual impact or how to measure it,” Suen added. “Hence, we are using this opportunity to work with them first, let people join, and gather feedback.”

Beyond the exhibition floor, Woopa Group is also able to offer comprehensive, end-to-end delegate experience management spanning pre-event logistics, exhibition floor tours, VIP hosting, and extended post-event cultural tours to destinations like Chinatown and Sentosa.

“Delegates don’t remember the conference; they remember their experience. That is a crucial part of attending events now – what people take away from the destination itself, which in this, is Singapore,” stated Koh.