Carlson Wagonlit Travel’s dedicated MICE division CWT Meetings & Events has signed up Sam Lay, as its new senior director for Asia Pacific.

Operating out of MICE super-power Singapore, Lay will head up the meetings and events (M&E) specialists team across APAC, capitalizing on the global growth projected for the MICE industry, set to reach $1.245 billion USD by 2023, according to a report by Allied Market Research.

Based on region, Asia-Pacific is expected to see the highest growth rate of 8.6% during the forecast period, with Singapore, China, and India, leading the charge. Moreover, ease of visa restrictions, investments in better infrastructure, and high demand in commercial aviation further fuel the growth of the Asia-Pacific MICE industry.

The notion echoed in the thoughts of CWT Meetings & Events senior VP and Global Head, Cindy Fisher, when she welcomed Lay on board: “Asia Pacific is the fastest growing region globally for CWT Meetings & Events, and I’m excited to have Sam join our team.

“Aligning corporate travel and M&E programs to better consolidate spend with suppliers is becoming a key priority for organizations here. Sam’s extensive knowledge and experience, combined with CWT’s investment in the latest data and digital solutions, will help our clients optimize their M&E spend while delivering best possible attendee experience.”

Lay will be responsible for expanding CWT Meetings & Events’ business in this high-growth region by creating engaging and memorable events for clients, while helping them maximize the return on investment on their M&E spend.

Lay brings more than 17 years of experience in the M&E industry, having worked at organizations across the value chain including the Singapore Tourism Board, MSD and Suntec International.

At Suntec International, he led the planning and development for several new convention projects in Asia. Prior to joining CWT Meetings & Events, Sam was senior director for Greater China at BCD Meetings & Events.


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