The Meetings Show Asia Pacific has signed a strategic partnership with The Attendee Experience Company (atex) for its 2025 edition, taking place on April 16-17 at Marina Bay Sands, Singapore.
Under the leadership of its CEO, Samme Allen, atex will be responsible for curating and producing the conference program, delivering a dynamic lineup of speakers and thought-provoking content tailored to the evolving needs of the sector and region.
With an illustrious career spanning over two decades, Samme is a recognised leader in event design and audience engagement and has built a reputation for delivering high-quality content and innovative formats that inspire and energise attendees.
Samme Allen and her team have worked on the European edition of the event, The Meetings Show, hosted in London, UK for the past three years.
“Partnering with Samme and atex is an exciting and logical step for The Meetings Show Asia Pacific,” said Nelson Khoo, event director of The Meetings Show Asia Pacific. “Samme’s extensive experience and commitment to creating meaningful attendee journeys will ensure that our 2025 conference program is both impactful and relevant. We are confident that her fresh perspective will resonate with our audience and set a new benchmark for educational content in the region.”
“Working with The Meetings Show Asia Pacific is a tremendous opportunity to help shape the narrative around the future of meetings and events in this region,” said Samme Allen, CEO of atex. “Our goal is to design a program that not only educates but also champions inclusivity and diversity, ensuring that every voice is heard and represented. By bringing together a diverse range of perspectives, we can create a more enriching and impactful experience for all attendees.”
About The Meetings Show Asia Pacific
The Meetings Show Asia Pacific is the region’s premier event for the MICE industry, bringing together key industry leaders, suppliers, and professionals from around the world. Organised by the Northstar Travel Group, the 2025 edition will be held at Marina Bay Sands, Singapore, on April 16-17. The event serves as a platform for networking, knowledge exchange, and shaping the future of the MICE industry in the Asia-Pacific region.
About The Attendee Experience Company (atex)
The Attendee Experience Company (atex) is an industry leader in event design, content development, and attendee engagement. It specialises in helping clients create unforgettable event experiences by offering professional emcee services, training and coaching, and sustainable event solutions. With a focus on delivering value across the entire attendee journey, atex works to redefine industry standards and drive innovation in event delivery.ore information is available at northstartravelgroup.com.
