THERE'S NO PLACE LIKE THIS - Singapore Tourism Board

THERE'S NO PLACE LIKE THIS - Singapore Tourism Board
                                               NO PLACE
                                               LIKE THIS
                                                                           ANNUAL REPORT





                          TOURISM SECTOR
MANAGEMENT                                                AWARDS &
THERE'S NO PLACE LIKE THIS - Singapore Tourism Board
There’s no place
 like singapore A gathering place for the world, Singapore is home to incredible spaces and

experiences that embolden and inspire passions. Driven by passionate people who draw inspiration
from the city to create new possibilities and bring their vision to life, Singapore is constantly evolving,
re-imagining and re-inventing itself. Whether you are a foodie, explorer, collector, socialiser, action
seeker, culture shaper or progressor, we have something for everyone. Let our places, experiences and
people inspire you. Awaken your passions and be empowered to live out your dreams.
THERE'S NO PLACE LIKE THIS - Singapore Tourism Board
THERE'S NO PLACE LIKE THIS - Singapore Tourism Board
...can you
experience the

 Art of
Science           ARTSCIENCE MUSEUM

                  6 Bayfront Ave, Singapore 018974

                  Push the boundaries of knowledge,
                  science and technology and
                  travel forward in time at immersive
                  cutting-edge exhibitions and museums.
                  Explore the possibilities that are limited
                  only by one’s imagination. Be inspired
                  and empowered.
THERE'S NO PLACE LIKE THIS - Singapore Tourism Board

of art
                         MR ANG HAO SAI

                         Singapore’s last movie billboard painter

                         Beneath Singapore’s high-tech persona
                         lies a vibrant arts and culture scene that is
                         constantly evolving. Art enthusiasts have
                         new events and festivals to look forward to
                         each time they visit – from visual arts, dance
                         and theatre, to special exhibitions, offbeat
                         installations and vibrant street art.
THERE'S NO PLACE LIKE THIS - Singapore Tourism Board
                                                   ...Where else
                                            can you SAVOUR the



Balestier Road, Da Bo Gong Temple,
Singapore 329708

One of the most gratifying ways to
experience a country is through its
food. Delight your senses and tantalise
your tastebuds by indulging in local
delicacies like the durian fruit, as well
as traditional cuisines and ‘modern
Singaporean’ gastronomic creations
by the best homegrown chefs.
THERE'S NO PLACE LIKE THIS - Singapore Tourism Board
and be
uplifted by     THE ESPLANADE

                1 Esplanade Dr, Singapore 038981

                Singapore’s distinctive skyline is a
                breathtaking showcase of old and
                new, where heritage shophouses
                and colonial architectural gems,
                like the National Gallery Singapore
                and the Asian Civilisations
                Museum, stand juxtaposed
                with modern wonders like the
                Esplanade - Theatres on the Bay.
THERE'S NO PLACE LIKE THIS - Singapore Tourism Board

                        Siloso Beach


BEACH                   The city’s distinctive nightlife
                        and entertainment arenas,
                        from beach parties, outdoor
                        concerts, music festivals, trendy

                        clubs and bars to stand-up
                        comedy theatres, are perfect
                        hotspots for socialisers to meet
                        and hang out.
THERE'S NO PLACE LIKE THIS - Singapore Tourism Board
and check in ON
cultureS that speak

                      Nam Hwa Opera

                      Teochew Opera Performance

                      Passionate culture shapers –
                      artisans, craftsmen, performers,
                      maestros – gather here with
                      collectors, curators and
                      appreciative audiences to
                      celebrate the rich tapestry of
                      local and internationally-
                      renowned visual arts, dance,
                      theatre and multi-cultural
                      heritage events.
THERE'S NO PLACE LIKE THIS - Singapore Tourism Board
...where else can you
    treat your palate to


18 Raffles Quay, Singapore 048582

From the World Gourmet Summit
to Michelin-starred restaurants and
an extraordinary array of hawker
stalls, globetrotting gastro-tourists
can expand their culinary horizons on
an epicurean journey catered for
all budgets.
                                                              and FEAST
8 Sentosa Gateway, 098269                                YOUR SENSES ON


Venture off the beaten path to discover new
dimensions of the ‘City in a Garden’. Tranquil

gardens, offshore island sanctuaries, eclectic
neighbourhoods and adrenaline-pumping
extreme attractions are waiting to be explored
by the bold and adventurous.
you can’t get all these
anywhere else but...
/14                                                 SINGAPORE
                                                TOURISM BOARD
                                               ANNUAL REPORT


      The STB is a statutory board under
      the Ministry of Trade and Industry of
      Singapore. It is the lead development
      agency for tourism, one of
      Singapore’s key economic sectors.
      Together with industry partners and
      the community, it shapes a dynamic
      Singapore tourism landscape, and
      brings the Passion Made Possible
      brand to life by differentiating
      Singapore as a vibrant destination
      that inspires people to share and
      deepen their passions.

      The STB ensures that tourism remains
      an important and vibrant economic
      pillar through long-term strategic
      planning, and by forging partnerships,
      driving innovation and promoting
      excellence in the tourism sector.
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                                 TOURISM BOARD
                                ANNUAL REPORT




      A vibrant and inspiring
      Destination Singapore
      that we are proud of.


      To shape a dynamic
      tourism landscape
      for Singapore in
      partnership with
      the industry and
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                                                                                                                                                                       TOURISM BOARD
                                                                                                                                                                      ANNUAL REPORT




      Care                              Courage                            Integrity                        Passion                             Team

      Care for One Another              Dare to Speak                      Behave Responsibly               Believe in our Purpose              Succeed as a Team
      We show empathy and care          We speak up and share our          We are reliable, fair and        We are energetic, driven            We take responsibility for
      through supportive actions and    thoughts with conviction and       honest in our dealings with      and believe in the purpose of       our individual roles and work
      encouraging words for one         respect towards others.            our stakeholders, partners and   our work.                           together to contribute to STB’s
      another and the community.                                           colleagues. We uphold the                                            success. We appreciate and
                                        Dare to Dream                      Board’s reputation.              Driven to Excel                     recognise everyone’s effort and
      Nurture One Another               We challenge traditions, norms                                      We love what we do and take         celebrate success together.
      We promote a nurturing            and assumptions with fresh                                          pride in delivering impactful and
      environment by supporting,        ideas and perspectives. We take                                     quality work.                       Bond as a Team
      helping out and looking out for   bold steps to experiment                                                                                We seek to understand and
      one another.                      and translate ideas to plans                                                                            respect individual differences.
                                        for the future.                                                                                         We make time to have fun
      Respect for One Another                                                                                                                   together and put smiles on one
      We respect one another by         Dare to Do                                                                                              another’s faces.
      listening to other points of      We endeavour to make a
      views with an open mind and       difference. We believe in                                                                               Learn as a Team
      recognising the contribution/     making wise decisions in every                                                                          We learn from one another
      effort of one another.            circumstance, even if it means                                                                          by sharing knowledge and
                                        taking calculated risks in                                                                              resources and learning from
                                        difficult or unclear situations.                                                                        successes/failures to achieve
                                                                                                                                                team success together.
/17                                                                                                                                SINGAPORE
                                                                                                                               TOURISM BOARD
                                                                                                                              ANNUAL REPORT

                                                     Americas (New York)
                                                 Singapore Tourism Board
 about                                                  589 Fifth Avenue
                                                               Suite 1702
 singapore                                           New York, NY 10017,
                                                            United States

  REACHING FOR                                 United Kingdom (London)
                                                Singapore Tourism Board
                                                        Singapore Centre

  THE WORLD                                                   First Floor,
                                                       Southwest House
                                                       11A Regent Street
                                                      London, SW1Y 4LR,                       Greater China
                                                         United Kingdom
  The STB’s mandate to grow Singapore’s                     France (Paris)
  tourism sector is reinforced by a              Singapore Tourism Board
                                                 Marketing Representative
                                                                                              China (Beijing)
  robust overseas presence. Our global                  Interface Tourism
                                                              16 Rue Ballu           Singapore Tourism Board
                                                                                                                             China (Chengdu)
                                                                                                                      Unit 2102, F21, Tower 2,
                                                      75009 Paris, France                     Unit 3101-3106     Raffles City, No. 3 Section 4,
  network of 21 offices and five marketing                                               China World Tower 1
                                                                               No.1 Jian Guo Men Wai Avenue
                                                                                                                         South Renmin Road,
                                                                                                                            Chengdu, 610041,
                                                      Germany (Frankfurt)
  representatives promote Singapore as a         Singapore Tourism Board
                                                     c/o Singapore Centre
                                                                                              Beijing 100004,
                                                                                   People’s Republic of China
                                                                                                                  People’s Republic of China

  destination in seven key regions.                       Bleichstrasse 45
                                                60313 Frankfurt, Germany                    China (Shanghai)
                                                                                                                                Hong Kong
                                                                                                                   Singapore Tourism Board
                                                                                     Singapore Tourism Board                 Unit 3011 30/F
                                                              Italy (Milan)      (Singapore Centre Shanghai)          Tower 1 Times Square
                                                 Singapore Tourism Board                         Unit 1509-11            1 Matheson Street
                                                Marketing Representative                        Shui On Plaza     Causeway Bay, Hong Kong
                                             PR & GO UP Communication               333 Huai Hai Zhong Road
                                                                  Partners                  Shanghai 200021,                  Taiwan (Taipei)
                                                         via Fabio Filzi, 27       People’s Republic of China      Singapore Tourism Board
                                                        20124 Milan, Italy                                         Marketing Representative
                                                                                          China (Guangzhou)         Prestige Public Relations
                                                       Russia (Moscow)               Singapore Tourism Board       3F No. 29 Sec 1 An Ho Rd
                                                         Embassy of the        (Singapore Centre Guangzhou)                Taipei 106, Taiwan
                                                   Republic of Singapore                Unit 6104 CITIC Plaza
                                               Singapore Tourism Board             No. 233 Tianhe North Road
                                               Per Kamennaya Sloboda 5             Guangzhou, Tianhe District
                                                                 121099,                  Guangdong 510613,
                                             Moscow, Russian Federation             People’s Republic of China
/18                                                                                                                     SINGAPORE
                                                                                                                    TOURISM BOARD
                                                                                                                   ANNUAL REPORT


 singapore                            SOUTHEAST ASIA

 board                                                                   South Asia, Middle East & Africa

                                      Malaysia & Brunei (Kuala Lumpur)
                                      Singapore Tourism Board
                                      Unit 6-3, Level 6                   India (Mumbai)
                                      Menara Standard Chartered           Singapore Tourism Board
                                      30 Jalan Sultan Ismail              Singapore Centre
                                      50250 Kuala Lumpur, Malaysia        Unit 216/217, The Capital
                                                                          G Block, Near ICICI Bank
                                      Thailand & Myanmar                  Bandra Kurla Complex,
                                      (Bangkok)                           Bandra (East),
                                      Singapore Tourism Board             Mumbai 400051, India
 Japan (Tokyo)                        @ Singapore Centre
 Singapore Tourism Board              Unit 1702-1703                      India (New Delhi)
 #1407 Marunouchi Building
 2-4-1 Marunouchi,
                                      17th Floor Sathorn Square
                                      Office Tower
                                                                          Singapore Tourism Board
                                                                          Singapore Centre, Unit 4A,
                                                                                                             REACHING FOR
 Chiyoda-ku                           98 North Sathorn Road, Silom,       4th Floor, Aria Tower
 Tokyo 100-6314, Japan                Bangrak
                                      Bangkok 10500, Thailand
                                                                          JW Marriott Asset Area 4             THE WORLD
                                                                          Delhi Aerocity,
 Korea (Seoul)
                                                                          Hospitality District
 Singapore Tourism Board              Vietnam                             New Delhi 110037, India
 9th Floor Kyobo Life Insurance       Unit 3, 11th Floor,
 Co. Building                         Saigon Centre, Tower 2              India (Chennai & Bangalore)
 1, Jongno 1-ga,                      67 Le Loi Street, District 1        Marketing Representative
 Jongno-gu, Seoul                     Ho Chi Minh City, Vietnam           T&A Consulting
 03154, South Korea
                                      Indonesia (Jakarta)                 Chennai
                                      Singapore Tourism Board             627 Regus Business Centre
                                      19th Floor, Unit 01,                Level 6, 10/11 Dr. Radhakrishnan
                                      Mayapada Tower 1                    Salai, Mylapore,
 OCEANIA                              Jalan Jendral Sudirman Kav 28       Chennai 600004,
                                      Jakarta 12920, Indonesia            Tamil Nadu, India

                                      Indonesia (Surabaya)                Bangalore
 Australia (Sydney)                   Singapore Tourism Board             004 Workafella Business
 Singapore Tourism Board              Sinar Mas Land Plaza                Centre, 150/1 Infantry Road
 11th Floor AWA Building              Wisma BII, Unit 1373, Level 13      Bangalore 560001,
 47 York Street                       Jalan Pemuda No. 60-70              Karnataka, India
 Sydney NSW 2000, Australia           Surabaya 60271, Indonesia
                                                                          United Arab Emirates (Dubai)
 Australia (Melbourne)                Philippines (Manila)                Singapore Tourism Board
 Singapore Tourism Board              Singapore Tourism Board             Sultan Business Centre
 Marketing Representative             17th Floor, 6788 Ayala Avenue       Unit 209
 GTI Tourism                          1226 Makati City                    Oud Metha Road
 Ms Kerrin Trenorden                  Manila, Philippines                 PO Box: 115804
                                                                          Dubai, United Arab Emirates
/19                             SINGAPORE
                            TOURISM BOARD
                           ANNUAL REPORT


/20                                                                                                       SINGAPORE
                                                                                                      TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                ANNUAL REPORT

                                                      a DISCUSSION

 the stb’s
 management                                           with the chairman,
                                                      Mr Chaly mah
      Congratulations on another                      committed partners helps Singapore stay
      outstanding year for STB. What                  ahead of the curve. We must continue to
      were the highlights for you in                  collaborate not only to promote Singapore
      your first year as Chairman?                    and its experiences, but also to secure
                                                      new opportunities, counter challenges,
      Thank you. 2017 was very busy but
                                                      and develop strategies that can bring
      rewarding, not least of all because
                                                      significant benefits to the whole industry.
      Singapore tourism was able to deliver
      record-breaking results for the second
                                                      The third was the impressive pool of
      consecutive year. International visitor
                                                      tourism talent and wealth of experience
      arrivals hit a historic high of 17.4 million
                                                      that we have in our industry. Looking
      (+6%) while tourism receipts reached
                                                      back at our achievements – whether it
      S$26.8 billion (+4%).
                                                      is in being able to attract more visitors
                                                      from our top markets or the introduction
      On behalf of the Board and management
                                                      of innovative technology solutions and
      team, I would like to acknowledge and
                                                      marketing ideas – it would not have
      thank everyone who has contributed in
                                                      been possible if not for the professionalism
      one way or another. This outstanding
                                                      and passion of our tourism workforce.
      performance was the result of all the
                                                      We must continue to nurture a pipeline
      hard work, energy and creativity that was
                                                      of talents to position ourselves for
      put in to inspire the world to visit and
                                                      the future.
      experience Singapore.

      Three things stood out when I look back
      on the past 12 months. The first was STB’s      What are your thoughts on
      vision of Quality Tourism. It helped to align   how Singapore tourism will
      the efforts of STB and our tourism industry     continue to differentiate
      stakeholders by focusing on what really         itself and achieve growth
                                                      in this highly-competitive
      mattered to drive sustainable growth, be it
                                                      global industry?
      new ideas to raise destination attractiveness
      or promote local engagement.                    In the face of a rapidly evolving and
                                                      increasingly competitive global tourism
      The second was the diverse base of              landscape, Singapore must remain relevant
      strategic partners that STB has collaborated    at the forefront of consumer, travel and
      with in the past year. In the face of ever-     tourism trends. To do this well, we need to
      intensifying global competition, having         focus on three key areas.
/21                                                                                                                                                                                                        SINGAPORE
                                                                                                                                                                                                       TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                                 ANNUAL REPORT

The stb’s

the chairman, Mr chaly mah
      First, we need to continue attracting                  Looking ahead, what is the                                 to come in at 17.6 to 18.1 million, up 1 to 4   to support our tourism offerings and
      a broad base of quality visitors from                  outlook for Singapore Tourism?                             per cent year-on-year.                          stakeholders.
      different markets. This means not only
      deepening our engagement in existing                   As always, we remain mindful of geopolitical               To turn in another good performance, we         We will also focus on attracting and
      primary markets, but also identifying new              tensions, economic uncertainties or                        must be agile in managing our strategies        hosting world-class events in Singapore
      visitor segments in secondary cities and               natural disasters as these affect global                   and responding to market shifts. To this        and to continue to develop our cruise
      emerging markets. In 2017, these included              consumer travel sentiments. Tourism as a                   end, we will leverage our network of            industry, which is one of our fastest
      the fast-growing Southeast Asian and                   global industry is also constantly evolving                regional offices to keep our finger on          growing segments in the past few years. In
      Asia Pacific economies, as well as affluent            and competition is intensifying for the                    the pulse of current and future market          terms of target markets, we will continue
      markets in Europe and America.                         tourism pie as more economies step up                      developments. It is also critical for us to     to focus on our top three markets, China,
                                                             their destination marketing and product                    invest in technologies and innovations          Indonesia and India.
      Secondly, we must challenge ourselves                  development efforts.                                       that will enable us to enhance our value
      to constantly differentiate Singapore by                                                                          proposition, our competitive position, and      I would like to take this opportunity to
      telling compelling and authentic stories               That said, the outlook appears to be                       operational excellence to support our           thank our current Board and management
      that resonate. We have taken a bold step               favourable. In 2020, the global economy                    business goals.                                 team members for their continued passion
      with the launch of the Passion Made                    is projected to grow at 3.7 per cent1.                                                                     and commitment. I welcome our new
      Possible brand, which goes beyond the                  Southeast Asia is expected to achieve                                                                      Board member Mr Lim Eng Hwee and
      usual destination descriptors to capture               average GDP growth of 5.2 per cent                                                                         thank former Board members, Mr Ng
                                                                                                                        What’s the focus for the STB
      the Singapore spirit. There has been good              between 2018 and 20222. Such robust                                                                        Lang and Mr Aaron Boey, both of whom
                                                                                                                        Board and Management in the
      traction thus far but we must sustain the              economic growth forecasts augur                            coming year, especially with                    stepped down in December 2017, for their
      momentum and use effective outreach                    well for tourism. According to the UN                      leadership changes?                             valuable contributions.
      channels to forge personal and emotional               World Tourism Organisation (UNWTO),
      connections with our target audiences.                 international visitor arrivals to Asia and                 This is an important transitional year          While the Board is pleased with STB’s
                                                             the Pacific are projected to nearly double                 for STB. We are grateful to ex-Chief            accomplishments in the past year, we
      Lastly, we need to engage closely with our             from 279 million in 2015 to 535 million in                 Executive Lionel Yeo for his leadership         must continue to stay the course in order
      ecosystem of industry partners and local               2030. As income levels rise, people tend                   and contributions over the last six years.      to reach new heights and achieve our
      talents to strengthen our tourism portfolio.           to travel more. Singapore’s connectivity to                During his tenure, Lionel worked closely        Quality Tourism aspirations.
      Over the years, Singapore has invested                 the rest of the world, which is already one                with industry leaders on many initiatives
      carefully to build up unique events and                of the best in the region, is also expected                to strengthen Singapore’s tourism value
      attractions that appeal to our potential               to improve further with the increasing                     proposition and product offerings. He
      visitors. We must continue to develop                  number of connecting flight routes.                        also spearheaded the tourism industry’s
      more of such attractions and world-class                                                                          transformation in areas such as data
      experiences while keeping an eye on                    We are thus generally optimistic about                     analytics, digitalisation and technology
      authenticity through fostering home-                   Singapore’s tourism prospects in 2018.                     adoption, and productivity, innovation and
      grown talents in genres such as food, arts,            We are forecasting tourism receipts to be                  skills improvement. These have enabled
      culture, fashion and design.                           in the range of S$27.1 to $27.6 billion, a 1               Singapore to achieve a consistently strong
                                                             to 3 per cent year-on-year growth, while                   tourism performance. We will continue           Mr Chaly Mah
                                                             international visitor arrivals are expected                to leverage technology and analytics            CHAIRMAN

1     International Monetary Fund
2     OECD (2018), Economic Outlook for Southeast Asia, China and India 2018: Fostering Growth Through Digitalisation
/22                                                                                                                SINGAPORE
                                                                                                               TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                         ANNUAL REPORT

The stb’s

                        a DIALOGUE with OUR
                        ACTING CHIEF EXECUTIVE,
                        ms melissa ow
                         What in your view contributed                         On STB’s front, we are seeing our efforts
                         to the second consecutive                             in expanding and deepening our
                         record-breaking year in 2017 for                      marketing and trade cultivation across
                         tourism in Singapore?                                 more cities and markets bearing fruit. In
                                                                               the last few years, we have penetrated
                        It was indeed a very good year for                     more secondary cities in the key markets
                        Singapore tourism. There were several                  of China, Indonesia and India. As a
                        factors that accounted for the record                  result, growth from these secondary cities
                        performance in both International Visitor              has generally outpaced overall market
                        Arrivals (IVA) and Tourism Receipts (TR).              growth and helped move our numbers
                                                                               into record territory.
                        One key factor was the global economic
                        recovery seen across the world last                    I believe the investments we have
                        year. Another was the robust outbound                  ploughed into enhancing our destination
                        travel demand that came on the back of                 attractiveness also made a difference.
                        improved consumer sentiments, resulting                With more than 900 world-class events
                        in growth from our top 10 markets. While               and experiences and a plethora of
                        our record TR was largely due to the                   new and rejuvenated attractions in the
                        strong IVA performance, more arrivals                  past few years, Singapore is now more
                        from higher-spending markets like China,               widely perceived as a fresh and exciting
                        South Korea, United States and the United              destination, which helps to attract
                        Kingdom provided an extra boost.                       repeat and new visitors across different
                                                                               nationalities and age groups.

                        Mr Lionel Yeo stepped down on 31 May 2018 after six years as STB’s Chief Executive.
/23                                                                                                                                                 SINGAPORE
                                                                                                                                                TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                          ANNUAL REPORT

The stb’s

CHIEF EXECUTIVE, ms melissa ow
    It’s been just over a year since STB          tourism, it’s heartening to see quite a few    and Services Hub (TIH) – the world’s first
    launched the new destination                  other government agencies adopting or          integrated B2B2C platform – to empower
    brand, “Passion Made Possible”.               supporting the brand in various ways.          tourism businesses by enabling them
    What has the public reaction been                                                            to contribute to and access Singapore’s
    like and what else can we expect?             The strong momentum built up since the         travel-related offerings and services in
                                                  launch is thus encouraging. A second-          real-time. This brings significant benefits
    Passion Made Possible is a bold move for      wave global campaign in the second half        to our tourism partners as their created
    us. Instead of a conventional tourism-        of 2018 also features Singaporeans who         content can be uploaded and syndicated
    centric tagline, we now have a much           embody the essence of the brand.               to millions of potential consumers
    broader branding that encapsulates the                                                       instantly. Users can also populate their
    collective Singapore spirit and the promise                                                  own apps or websites with the latest
    that Singapore holds for our citizens,                                                       content and services from TIH.
    partners, investors and visitors. With its
    aspirational message that shifts the focus    Digital disruption, fast-changing              The second is the Singapore Tourism
    from what visitors can “do” in Singapore      consumer expectations and                      Analytics Network (STAN), which is a
    to what they can “be”, the brand connects     increasingly fragmented media                  data-analytics tool that will enable us
    better with like-minded visitors through      channels are a few global trends               to gain insights into visitor behaviour and
    their passions.                               that are shaking up the tourism
                                                                                                 preferences by combining traditional
                                                  industry. What is STB doing to
                                                                                                 information with new data. For example,
    Following the Singapore launch on 24          enable the Singapore tourism
                                                                                                 visitor arrival data can be combined
    August 2017, we rolled out the Passion        industry to stay ahead of these
                                                                                                 with geo-location data to derive insights
    Made Possible brand across 20 markets         developments?
                                                                                                 about visitor behaviour patterns when
    to reach more than half a billion people      STB has recognised for a number of years       they are in Singapore. When fully
    through a global marketing campaign,          now the critical and sometimes disruptive      implemented, STAN will enable businesses
    trade events, consumer activations and        role that technology plays in tourism.         to conduct customised analysis and make
    a raft of industry partnerships. STB’s        In response, we created in 2015 the            data-driven decisions that meet visitors’
    marketing efforts have accumulated a          Technology Transformation Group within         needs and preferences.
    global audience reach of over 555 million,    STB to seize opportunities and enable
    and the various brand films have garnered     both STB and the tourism industry to           Along with this project, STB has published
    close to 300 million views to date3.          exploit the power of technology to sustain     our Data Trust Charter to underline
                                                  growth. Since then, we have embarked on        our commitment to responsible data
    We are also pleased that the new brand        two major projects.                            sharing and usage between STB and
    has resonated with trade partners both in                                                    our stakeholders.
    Singapore and abroad. More importantly,       The first involves the harnessing of digital
    Singaporeans have also taken to the brand     opportunities and data analytics by the        On a wider scale, STB is also pushing
    with good feedback and engagement             tourism industry to drive meaningful           the adoption of innovative technologies
    on what Passion Made Possible means           engagement with visitors. To this end,         to achieve continuous improvements
    to them. As the brand goes beyond             STB launched the Tourism Information           in operational performance across the

3     As of August 2018
/24                                                                                                        SINGAPORE
                                                                                                       TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                 ANNUAL REPORT

The stb’s

CHIEF EXECUTIVE, ms melissa ow
      industry. Efforts in the hotel industry in    How do you feel about the
      particular have started to show results.      coming year?
      The adoption of RFID technology to            We are generally positive about the tourism
      manage linens and assets, and the use         prospects. Singapore in particular will benefit
      of robotics for managing front- and           from the strong outbound travel forecasted
      back-of-house operations are good             for the Asia-Pacific region. Visitors and
      examples of how hotels are enabled to         Singaporeans can expect new experiences as
      operate with less manpower.                   well, including the exciting Design Orchard,
                                                    which will feature more than 60 local
      Under the Innovation Challenges organised     designers through a wide range of products
      last year, STB introduced hotels and travel   housed under one roof. Building
      agents to technology players to co-create     the capabilities of the industry is another
      solutions that can address their business     critical area, and we are stepping up our
      challenges. 23 projects have been selected    efforts to equip our industry partners
      to be test-bedded. Riding on this initial     for long-term success with specialised
      success, we are extending the Innovation      programmes such as the STB Marketing
      Challenge to the MICE industry.               College, Marketing Innovation Programme
                                                    and Business Transformation Through-Train
      In terms of visitor experience, we are        Programme. We look forward to another
      continuing to incorporate technology          exciting year as we continue on our journey
      into Singapore’s tourism offerings. Two       towards Quality Tourism.
      examples last year were the ‘Chinatown
      Comes Alive’ interactive installations and
      the ‘Trishaw 360’ immersive virtual trishaw
      ride, both of which were well received
      by tourists.

                                                    MS MELISSA OW
                                                    Acting Chief Executive
/25                                                                                                                                                              SINGAPORE
                                                                                                                                                             TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                       ANNUAL REPORT

The stb’s


                                                                   Mr Chaly Mah       Mr Mohamad Saiful Saroni
                                                                           CHAIRMAN   BOARD MEMBER

                        Mr Chaly Mah had served in Deloitte for over 38 years.        Mr Mohamad Saiful Saroni has been a partner in PwC LLP
                        Prior to his retirement on 31 May 2016, he was CEO of         Singapore since 2012. He started in PwC as an associate in 2000
                        Deloitte Asia Pacific and Chairman of Deloitte Singapore,     and has over 15 years of experience in the audit industry, three
                        and Vice Chairman of Deloitte Global Board of Directors.      of which were spent on secondment to the PwC US Firm in its
                        He has extensive experience serving both multinational        San Francisco office. He is also one of the Firm’s partner contact
                        and local companies across a wide spectrum of industries,     as it relates to all US Accounting and Auditing matters, as well as
                        specialising in financial services, telecommunications and    US-bound cross border security transactions. Mr Saroni’s areas
                        technology, real estate, private equity and manufacturing.    of specialty are in the Energy, Utilities and Mining as well as
                                                                                      Technology and Transport sectors. He is actively involved in the
                        Mr Mah is currently Chairman of Netlink NBN Management        audits of SEC registrants.
                        Pte Ltd, the Singapore Accountancy Commission and National
                        University of Singapore Business School Accounting Advisory   Mr Saroni also sits on the Boards of Building and Construction
                        Board. He is also a board member of Capitaland Limited,       Authority, Singapore Anti-Narcotics Association and Mercy
                        Singapore Economic Development Board, Monetary Authority      Relief, as well as Advisory Council to the People’s Association
                        of Singapore and the National University of Singapore Board   Malay Activity Executive Committees Council. He graduated
                        of Trustees.                                                  with a Bachelor of Accountancy from Nanyang Technological
                                                                                      University (Honours).
/26                                                                                                                                                                                              SINGAPORE
                                                                                                                                                                                             TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                       ANNUAL REPORT

The stb’s


                                               Mr Allen Law        Mr Alvin Lim                                                         Ms Christina Ong
                                                   BOARD MEMBER    BOARD MEMBER                                                         BOARD MEMBER

  Mr Allen Law is Chief Executive Officer of the Park Hotel        Mr Alvin Lim is Director for International Relations at the          Ms Christina Ong is Co-Chairman and Senior Partner of
  Group and leads the strategic management and expansion           Singapore Ministry of Finance which manages bilateral                Allen & Gledhill LLP, having joined the firm as a Partner
  of the Group’s properties under the luxury “Grand Park”, and     economic relations and multilateral engagements                      in 1987. Her areas of practice include banking, securities
  upscale “Park Hotel” and select service midscale “Destination”   with institutions such as ASEAN, the IMF, World Bank,                offerings, securities regulations, investment funds, capital
  brands. Since joining the Group in 2004, Mr Law has been         Asian Development Bank and the Asian Infrastructure                  markets, and corporate finance.
  focused on growing the Group’s portfolio, building its brands    Investment Bank.
  and strengthening its talent and operational capabilities.                                                                            She had been involved in a broad range of international
  Park Hotel Group owns and manages 16 hotels across               Prior to his current position, he served variously at the Ministry   transactions, including debt and equity issues. Ms Ong
  Singapore, Malaysia, Indonesia, Maldives, Hong Kong, China,      of Manpower, Ministry of Trade and Industry, Ministry of             provides corporate and corporate regulatory and compliance
  South Korea, Japan and Australia.                                Foreign Affairs and was the Deputy Chief of Mission at the           advice, particularly to listed clients. Further, she regularly
                                                                   Singapore Embassy in Washington DC.                                  reviews and provides feedback on legal and securities
  While the Group expands through acquisitions and hotel                                                                                developments, particularly amendments to Singapore
  management services, the hotels seek to extend the service       Mr Lim was educated at Oxford University, England, where he          company and securities law and the listing rules.
  philosophy of providing “Loving Hospitality” through service     read Philosophy, Politics and Economics. He also has an MBA
  delivered from the heart to all customers, guests and the        in Strategy and Finance from the Yale School of Management.          Ms Ong is a member of the SGX Catalist Advisory Panel,
  community. In recognition of its business and service            Mr Lim was an International Congressional Fellow at the              and also sits on the Board of Directors of SIA Engineering
  excellence, Park Hotel Group was honoured Best Regional          Brookings Institution and a Senior Executive Fellow at the           Company Limited, Singapore Telecommunications Limited,
  Hotel Chain for six consecutive years from 2012 to 2017,         Kennedy School of Government at Harvard University.                  Overseas-Chinese Banking Corporation Limited and
  amongst other accolades.                                                                                                              Hongkong Land Holdings Limited.
/27                                                                                                                                                                                           SINGAPORE
                                                                                                                                                                                          TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                    ANNUAL REPORT

The stb’s


                                           Ms Joanna Flint           Mr Lim Eng Hwee                                                  Mr LIM MING YAN
                                                  BOARD MEMBER       BOARD MEMBER                                                     BOARD MEMBER

 Ms Joanna Flint is Managing Director of Google’s Agency             Mr Lim Eng Hwee is the Chief Executive Officer of the            Mr Lim Ming Yan is President & Group Chief Executive Officer
 Business for Asia Pacific and is responsible for strategic          Urban Redevelopment Authority (URA) with effect from             of CapitaLand Group. He is a Director of CapitaLand Limited
 partnerships with the world’s largest media networks across the     1st September 2017. URA is Singapore’s national Planning         and also a Director of CapitaLand Hope Foundation, the
 region. Formerly, she was the Managing Director for Google          agency, responsible for the physical planning and urban          Group’s philanthropic arm.
 Singapore and oversaw sales and business development from           development of Singapore.
 its regional hub.                                                                                                                    Mr Lim is a Director of Business China, an organisation that
                                                                     Mr Lim was formerly the Chief Planner and Deputy Chief           promotes bilingualism and biculturalism between Singapore
 Prior to Google, Ms Flint was Senior Consultant at OgilvyOne        Executive Officer of URA from 2009 to 2017. He has extensive     and China. Mr Lim is also the Chairman of Workforce
 Asia-Pacific from 2004 to 2008, providing strategic counsel in      experience in urban planning, urban design, implementation       Singapore, a statutory board set up under the Ministry of
                                                                     of land use policies and development initiatives. He also        Manpower to promote the development, competitiveness,
 digital and e-commerce to Ogilvy’s flagship clients. Before that,
                                                                     served in the Ministry of National Development, Ministry of      inclusiveness and employability of all levels of the workforce.
 she had been in the aviation industry for 10 years, working in      Trade and Industry and served on the Board of Land Transport
 global commercial and marketing positions in British Airways        Authority. He currently sits on the Board of Singapore Science   Mr Lim was Chief Operating Officer of CapitaLand from May
 from 1997 to 2001, and as Global Sales and Digital Marketing        Centre and Singapore Cooperation Enterprise.                     2011 to December 2012 and Chief Executive Officer of The
 leader in Singapore Airlines from 2001 to 2004.                                                                                      Ascott Limited from July 2009 to February 2012. Prior
                                                                     Mr Lim graduated with a Bachelor of Planning from the            to joining Ascott, Mr Lim was the Chief Executive Officer of
 Ms Flint is a well-regarded speaker at industry events on topics    University of Auckland. He also holds a Master in Public         CapitaLand China Holdings Pte Ltd from July 2000 to June
 of digital, innovation, creativity, technology and women in         Administration from the Harvard University and attended the      2009, responsible for growing CapitaLand into a leading
 the workplace. She is on the Leadership Council of the              Wharton Advanced Management Program at the University            foreign real estate developer in China.
 Singapore iAB, and recently retired from the Board of               of Pennsylvania.
 the National University Singapore ISS. She has authored
 publications, including the new path to purchase, ‘Winning the
 Zero Moment of Truth - Asia’.

 Ms Flint graduated from University of Manchester in 1995.
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                                                                                                                                                                 TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                           ANNUAL REPORT

The stb’s


                                                                 Mr Prasad Menon           Mr Quek Swee Kuan
                                                                           BOARD MEMBER    BOARD MEMBER

                        Mr Prasad R. Menon is a Chemical Engineer from the Indian          Mr Quek Swee Kuan is the Chief Executive Officer of Sentosa
                        Institute of Technology, Kharagpur. He has over 45 years of        Development Corporation (SDC) where he steers the vision
                        diverse experience in some of the premier multinational            and development of Sentosa Island as a leading leisure and
                        and Indian companies.                                              lifestyle destination in Singapore.

                        Mr Menon started his career with the Imperial Chemical             Prior to joining SDC in October 2015, Mr Quek was the
                        Industries (ICI) and served for 20 years, followed by another      Economic Development Board’s (EDB) Deputy Managing
                        11 years at Nagarjuna Group. In October 2000, Mr Menon             Director, where he took on leadership positions covering
                        took over as the Managing Director of Tata Chemicals and in        a wide range of portfolio that included Global Operations,
                        October 2006, he took over as the Managing Director of Tata        Marketing & Communications, Industry Development and
                        Power, the largest integrated private power utility in India. He   Investment Promotion, as well as Planning and Policy. At
                        has championed sustainability as a key strategic initiative in     EDB, he played a key role in formulating strategies aimed
                        the organisation.                                                  at attracting foreign investments into Singapore and helped
                                                                                           elevate Singapore’s stature as an important global player in
                        Mr Menon subsequently served on several Tata Boards, including     various industries, including interactive digital media, lifestyle
                        being the first Chairman of Tata-Singapore Airlines in India.      and consumer business.

                        He has deep interest in the NGO/Development areas,                 Mr Quek was the Singapore Tourism Board’s (STB) Deputy
                        and has been associated with organisations in the                  Chief Executive from February 2007 to March 2009. During
                        fields of environment, sustainability, wildlife conservation       that time, he led STB’s network of international offices in
                        and academia.                                                      working with foreign tourism players to brand and market
                                                                                           Singapore as an attractive and compelling destination for
                        Mr Menon currently serves as a Director on the Boards of Axis      leisure, business, education and healthcare services to
                        Bank, SKF India and Sanmar Group.                                  international travellers.
 STB has grouped potential visitors
 together into Passion Tribes based
                                                     foodieS                          explorers                          collectorS
 on their lifestyles, interests, and what    delight in food, cooking and     enjoy exploring and discovering           enjoy shopping and
 they travel for. There are seven such      dining and want to experience       different places and spaces,      collecting items that showcase
 “Passion Tribes”:                               flavours in new ways       enabling them to create new stories        their unique identities

            socialisers                         action seekers                    culture shapers                       progressors
 enjoy the energy of the nightlife           seek action and excitement,       enjoy immersing themselves              are business travellers
and entertainment scene and how                always chasing the next        in arts and culture to gain new     seeking to connect, collaborate
music enables them to blend these                  adrenaline rush                      perspectives                        and innovate
      experiences together
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                                                                                                                                                                                                  TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                            ANNUAL REPORT

The stb’s


                Ms Lynette Pang                        Mr Yap Chin Siang                             MS MELISSA OW         MR Quek Choon Yang                   MR Chang Chee Pey
            Assistant Chief Executive,               Assistant Chief Executive,                   Acting Chief Executive         Chief Technology               Assistant Chief Executive,
                       Marketing Group                    Policy & Planning Group                                                    Officer & QSM,                     International Group
                                                                                                                                Transformation Group

                                                                                                                                                   FOODIE          EXPLORER          COLLECTOR     SOCIALISER

 * The items showcased in the photo are representative of each individual’s passion or interest
                                                                                                                                                       ACTION SEEKER          CULTURE SHAPER      PROGRESSOR
 * Cushion courtesy of The Farm Store
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                                                                                                                                                                                                                    TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                                           ANNUAL REPORT

The stb’s

business groups


                   ms pauline low                      MR EVAN KOH                      MS MELISSA OW               MS CHIANG HAI YIN                 MS DONG LIMIN                          MR ALFRED CHIAM
                                    head,                          HEAD,             Acting Chief Executive         Chief FINANCIAL Officer,                          HEAD,                                     HEAD,
           Compliance & Corporate Services                          Legal           and covering director,        Finance & Corporate Advisory        Financial Management                               Internal Audit
                                                                                           Human Resources &                                                    & Operations
                                                                                     Organisation Development

 •    Ms Melissa Ow was appointed Corporate Group Head on 1 September 2018.
 •    Ms Chiang Hai Yin was appointed Chief Corporate Officer, Corporate Advisory & HROD on 1 September 2018.
 •    Ms Dong Limin was appointed Acting Director, Finance on 1 September 2018.
 •    The Internal Audit reports functionally to the Chairman of the Audit and Risk Committee (ARC) and administratively to the Acting Chief Executive.
                                                                                                                                                                  FOODIE         EXPLORER           ACTION SEEKER
 •    Mr Derek Tan, Executive Director, Human Resources & Organisation Development, is no longer in service effective 1 June 2018.

 * The items showcased in the photo are representative of each individual’s passion or interest                                                                     CULTURE SHAPER          PROGRESSOR
/32                                                                                                                                                                                                     SINGAPORE
                                                                                                                                                                                                    TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                             ANNUAL REPORT

The stb’s

business groups


      MS Lim Shoo Ling                 MS Geraldine Yeo                  MR OLIVER CHONG                 MS LYNETTE PANG          Mr terrence voon                       MS Jacqueline Ng
                 Director,                           director,               Executive Director,      assistant Chief Executive               Director,                                    Director,
                     Brand                    Industry Marketing                Communications &                                        Digital & Content                       Marketing Partnerships
                                                                               Marketing Capability                                                                                        & Planning

                                                                                                                                                    FOODIE         EXPLORER          COLLECTOR           SOCIALISER

 * The items showcased in the photo are representative of each individual’s passion or interest
                                                                                                                                                       ACTION SEEKER          CULTURE SHAPER
 * Cushions courtesy of The Farm Store
/33                                                                                                                                                                                                             SINGAPORE
                                                                                                                                                                                                            TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                                      ANNUAL REPORT

The stb’s

business groups


      MR Andrew Phua              MS JEAN NG          MS Ranita Sundramoorthy                        MS MELISSA OW                MS Carrie Kwik            MS Jeannie Lim                        MS Serene Tan
                     Director,        Director,                                 Director,         Acting Chief Executive          Executive Director,       EXECUTIVE Director,                             Director,
      Exhibitions & Conferences           Sports                             Retail & Dining                                 Attractions, Entertainment &   Conventions, Meetings              Arts & Cultural Precincts
                                                                                                                           Tourism Concept Development          & Incentive Travel

                                                                                                                                                            FOODIE         EXPLORER          COLLECTOR        SOCIALISER

 * The items showcased in the photo are representative of each individual’s passion or interest                                                                ACTION SEEKER          CULTURE SHAPER
/34                                                                                                                                                                                            SINGAPORE
                                                                                                                                                                                           TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                     ANNUAL REPORT

The stb’s

business groups


      MS ONG HUEY HONG                      MS OnG LING LEE             MR CHEW TIONG HENG                  MR YAP CHIN SIANG          MS RACHEL LOH                       MS ANNIE CHANG
                       Director,                          director,              EXECUTIVE DIRECTOR,       ASSISTANT CHIEF EXECUTIVE            Director,                             Director,
         Hotel & Sector Manpower       Travel Agents & Tourist Guides            Infrastructure Planning                                 Strategic Planning                               Cruise
                                                                                          & Management                                   & Incentive Policy

                                                                                                                                              FOODIE          EXPLORER        COLLECTOR

 * The items showcased in the photo are representative of each individual’s passion or interest
                                                                                                                                                  ACTION SEEKER          PROGRESSOR
 * Cushions courtesy of The Farm Store
/35                                                                                                                                                                                                    SINGAPORE
                                                                                                                                                                                                   TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                             ANNUAL REPORT

The stb’s

business groups


      MS karen ann leong                   MS choo huei miin             MR QUEK CHOON YANG            MR POH CHI CHUAN            MS SHAMEEM MUSTAFFA                   MS connie poh
                            CHIEF,                          director,       CHIEF TECHNOLOGY OFFICER                  Director,             CHIEF DATA OFFICER,                           head,
                 The Collaboratory                  Visitor Experience                        & QSM       Digital Transformation       Data Governance & System         Organisation Enablement

                                                                                                                                                     FOODIE         EXPLORER          COLLECTOR     SOCIALISER

 * The items showcased in the photo are representative of each individual’s passion or interest
                                                                                                                                                        ACTION SEEKER          CULTURE SHAPER      PROGRESSOR
 * Cushions courtesy of The Farm Store
/36                                                                                                                                                                                                      SINGAPORE
                                                                                                                                                                                                     TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                               ANNUAL REPORT

The stb’s

business groups


                      Mr G B Srithar                           Ms Tan Yen Nee               MR Chang Chee Pey            Mr John Conceicao                  Ms Goh Kershing
                       Regional Director,                      Regional Director,            Assistant Chief Executive          Executive Director,                Regional Director,
              South Asia, Middle East & Africa                             Europe                                             International Relations &                      Americas
                                                                                                                          Market Planning and Oceania

                                                                                                                                                          FOODIE         EXPLORER       COLLECTOR      CULTURE SHAPER
 * The items showcased in the photo are representative of each individual’s passion or interest
/37                                                                                                                                                                                               SINGAPORE
                                                                                                                                                                                              TOURISM BOARD

PASSIONATE HEARTBEATS                                                                                                                                                                        ANNUAL REPORT

The stb’s

business groups


                                           Mr Markus Tan                             Mr Edward Koh                   Mr Soo Siew Keong                Ms Juliana Kua
                                            Regional Director,                        Executive Director,                           Director,      Chief Representative &
                                                      North Asia                             Southeast Asia               Trade Engagement &          Regional Director,
                                                                                                                               Market Access                 Greater China

 • Ms Low See Peng, Regional Director, Eastern & Southern China, Hong Kong, Macau and Taiwan, is no longer in service effective 13 May 2018.
                                                                                                                                                EXPLORER      COLLECTOR      ACTION SEEKER     CULTURE SHAPER
 * The items showcased in the photo are representative of each individual’s passion or interest
/38                                  SINGAPORE
                                 TOURISM BOARD
                                ANNUAL REPORT


       harmony   PERFORMANCE AND
                 INITIATIVES FY2017/2018
/39                                                                                                                                                                                    SINGAPORE
                                                                                                                                                                                   TOURISM BOARD

PERFECT HARMONY                                                                                                                                                                   ANNUAL REPORT


 2017 was a record year for Singapore tourism, with both visitor
 arrivals and tourism receipts reaching historical highs. Tourism
 Receipts rose by 3.9 per cent to reach S$26.8 billion while                                                                       TOURISM RECEIPTS AND
 international visitor arrivals hit 17.4 million, a 6.2 per cent increase
                                                                                                                                   INTERNATIONAL VISITOR ARRIVALS
 from 2016. This outstanding performance reflects the industry’s
 dedication, passion and creativity in developing and marketing
 Destination Singapore. It is also a testament of Singapore’s steady                                                                                                           S$26.8
 progress towards attaining sustainable Quality Tourism growth.
                                                                                                                     Tourism                                          S$25.7
                                                                                                                     Receipts           S$23.5      S$23.6

                                                                                                                       Visitor            15.6       15.1    15.2

S$26.8b                Tourism Receipts
                                                                      International Visitor Arrivals
                                                                                                                                         2013       2014     2015     2016      2017

STB has reviewed and revised its methodology for data collection and computation of tourism receipts so as to better capture tourism performance.
On 12 February 2018, Tourism Receipts from 2016 onwards have been updated based on the revised methodology.
/40                                                                                                                                                                                                            SINGAPORE
                                                                                                                                                                                                           TOURISM BOARD

PERFECT HARMONY                                                                                                                                                                                           ANNUAL REPORT



Visitors spent more in almost all major components, including
Sightseeing, Entertainment & Gaming (+5%), Shopping (+4%),
Accommodation (+2%) and Other TR Components1 (+11%). The only
exception was Food & Beverage (-5%).

                                                                                                                                                                 SIGHTSEEING, ENTERTAINMENT
                 SHOPPING                                        ACCOMMODATION                                        FOOD & BEVERAGE                                                         OTHER TR COMPONENTS
                                                                                                                                                                          & GAMING


      S$6.2b                                               S$6.0b                                                S$2.7b                                              S$5.6b                   S$6.4b


                 23%                                                  22%                                                  10%                                                      21%            24%
% CHANGE VS 2016

                 +4%                                                  +2%                                                  -5%                                                  +5%               +11%
Source: Disembarkation/Embarkation Cards and Overseas Visitors Survey
– Sightseeing, Entertainment & Gaming includes entrance fees to attractions and nightspots, expenditure on day-tours, leisure events and entertainment at the Integrated Resorts.
– Other TR components include expenditure on airfares on Singapore-based carriers, port taxes, local transportation, business, medical, education and transit visitors.

1     Other TR components include expenditure on airfares on Singapore-based carriers, port taxes, local transportation
/41                                                                                                                                                                                                                     SINGAPORE
                                                                                                                                                                                                                    TOURISM BOARD

PERFECT HARMONY                                                                                                                                                                                                    ANNUAL REPORT


Our record Tourism Receipts for 2017 were buoyed by stellar performances of
our top markets. The top three markets were China (S$4.2 billion, +19%),
Indonesia (S$2.7 billion, -7%) and India (S$1.6 billion, +5%), accounting for
40 per cent of the total Tourism Receipts (excluding Sightseeing, Entertainment
& Gaming expenditure).

            VA %               TR %
         Change             Change
         vs 2016            vs 2016                                       SHOPPING                                ACCOMMODATION                                FOOD & BEVERAGE         OTHER TR COMPONENTS   2017 TR*

      +6% +4%                                    Overall
                                                                          29%                                          28%                                          13%                      30%             S$21.19b
          +13%               +19%                  China                                     42%                                                     22%                   7%              29%               S$4.21B
           +2%                 -7%            Indonesia                              33%                                            19%                      10%                       37%                   S$2.67B
          +16%                 +5%                  India               19%                                             35%                                        13%                   33%                 S$1.64B
            +5%                -5%              Australia                21%                                             34%                                         15%                  30%                S$1.11B
            +1%              +19%               Malaysia                            32%                                            21%                         11%                     36%                   S$930M
            +1%              -24%                  Japan                       26%                                                          44%                                  12%             18%         S$805m
           +6%               +10%            Philippines                 24%                                               28%                                    16%                    32%                 S$786m
           +9%               +12%                    USA              16%                                            38%                                           15%                   32%                 S$724m
          +13%               +32%               Vietnam                              33%                                           23%                              11%                  33%                 S$683m
          +11%                  -1%        South Korea                     22%                                                   40%                                       13%              26%              S$631m

Expenditure is estimated from Overseas Visitor Survey.
– Other TR components include expenditure on airfares on Singapore-based carriers, port taxes, local transportation, business, medical, education and transit visitors.
* Sightseeing, Entertainment & Gaming has been excluded in the country analysis due to commercial sensitivity of information.
/42                                 SINGAPORE
                                TOURISM BOARD
                               ANNUAL REPORT


               TO THE WORLD
/43                                                                                   SINGAPORE
                                                                                  TOURISM BOARD

endless opportunities                                                         ANNUAL REPORT


                        Global Launch of New
                        Destination Brand
                        Passion Made Possible
                        On 24 August 2017, STB and the               Global Audience
                        Economic Development Board                   Reach
                        (EDB), together with the Ministry
                        of Communications & Information
                        (MCI), launched a new unified brand
                        for Singapore. Marking a bold shift
                        from previous ‘descriptive’ marketing
                        campaigns, Passion Made Possible is an       International
                        articulation of the collective Singapore     Media Value
                        spirit, what we stand for as a country
                        and the promise it holds for its people
                        and visitors. The new brand’s fresh and
                        inspirational approach to foster deeper
                        emotional connections between
                        Singapore and international audiences
                        received positive response from
                                                                    Brand Films
                        international media and trade partners.

                        Following the launch in Singapore,
                        the Passion Made Possible brand was
                        rolled out to 20 markets through a
                        global marketing campaign, consumer
                        activations, trade events and a series
                        of industry partnerships. The various
                        brand films garnered close to 300
                        million video views to date2, and
                        we received more than S$63 million3
                        worth of positive international
                        media coverage.

                        2   As of August 2018
                        3   As of July 2018
/44                                                                                                                                                                                           SINGAPORE
                                                                                                                                                                                          TOURISM BOARD

endless opportunities                                                                                                                                                                    ANNUAL REPORT


                                                                             Experiential Marketing:
In-Market Launches of                                                        Passion Tribes, Passion Tours &
Passion Made Possible                                                        The Passion Kitchen Project
Passion Made Possible was               the official Singapore Tourism       To highlight the relevance of the          To bring the brand alive, STB worked     for Collectors and Made in Singapore
introduced at special activations at    Ambassador for Greater China, and    Passion Made Possible brand                with tour operators to curate, refresh   Tour for Progressors. Since the brand
a few markets following its global      Singapore brand personality Nathan   message and create customised              and create 24 Passion Tours to           launch in August 2017, tour operators
launch in Singapore. In India, STB      Hartono, joined hands to introduce   experiences, STB identified seven          provide visitors with different kinds    have seen a 10–35 per cent growth in
collaborated with St+art India          Singapore’s inspiring places to      Passion Tribes that grouped visitors       of experiences that align with their     take-up of the Passion Tours.
Foundation to present the Singapore     Chinese audiences. The Singapore     based on their lifestyles, interests and   passions, interests and lifestyles.
Weekender at the St+art Urban Art       Inside Out (SG:IO) showcases in      reasons for travel. These seven tribes     Examples include the Singapore           Taking the experiential approach
Festival held at the Sassoon Docks,     Tokyo and Sydney brought together    are Foodies, Collectors, Explorers,        Sidecars Vespa Tour for Explorers,       further, STB partnered with hotels to
one of Mumbai’s largest fish markets    Singaporean and contemporary         Action Seekers, Culture Shapers,           Next Generation Hawker Food              create experiences based on unique
that was transformed into an exciting   Japanese and Australian creative     Socialisers and Progressors.               Tour for Foodies, Treasures of           concepts, such as the Village Hotels’
art, music and dance festival site.     talents respectively.                                                           Kampong Glam: The Insider’s Tour         collaboration with local arts schools
In China, pop star Stefanie Sun,                                                                                                                                 to design “Made-in-Singapore” rooms
                                                                                                                                                                 and Parkroyal on Pickering’s virtual
                                                                                                                                                                 reality app for tourists interested
                                                                                                                                                                 in eco and architecture related

                                                                                                                                                                 Another initiative from the brand
                                                                                                                                                                 rollout was the Passion Kitchen
                                                                                                                                                                 Project which was showcased at
                                                                                                                                                                 several trade shows such as IMEX
                                                                                                                                                                 America in Las Vegas, IBTM World at
                                                                                                                                                                 Barcelona and several MICE events
                                                                                                                                                                 held in Singapore including ITB Asia.
                                                                                                                                                                 The 4D virtual reality simulation gave
                                                                                                                                                                 potential visitors a rare and immersive
                                                                                                                                                                 behind-the-scenes experience of
                                                                                                                                                                 what went on in the kitchens of four
                                                                                                                                                                 Singapore restaurants that served up
                                                                                                                                                                 Malay, Chinese, Indian and Mod-Sin
                                                                                                                                                                 (fusion) cuisines. Visitors found the
                                                                                                                                                                 experience refreshing and exciting
                                                                                                                                                                 as they were able to smell, touch
                                                                                                                                                                 and taste 32 different spices and
                                                                                                                                                                 ingredients, and even bring home a
                                                                                                                                                                 spice pack.
/45                                                                                                                                                                                                     SINGAPORE
                                                                                                                                                                                                    TOURISM BOARD

endless opportunities                                                                                                                                                                              ANNUAL REPORT


Forging marketing and digital                   Singapore business event               •   STB, CAG and Australia                  Digital Collaborations                   •   STB’s three-year Memorandum of
partnerships has been an important              experience for MICE organisers             Qantas Partnership. The three                                                        Understanding with Grab offers
component of our work. In 2017 we               and visitors. Enhancements to this         parties inked a partnership that        •   STB signed a Memorandum of               visitors the option of using the
continued such collaborations to                programme, which included new              includes, amongst other things,             Understanding with Tencent,              GrabPay mobile wallet at popular
extend our marketing reach.                     and improved benefits, helped to           joint marketing campaigns in                a Chinese tech titan, to jointly         tourist locations to minimise the
                                                secure 70 business events. The             Australia, the United Kingdom and           promote Singapore on Tencent’s           inconvenience of withdrawing
Partnerships to Boost                           Free Singapore Tour for transit            Southeast Asia to promote travel            various platforms. A ZoukOut             cash or changing currency. To
Visitor Arrivals                                passengers was also refreshed,             on Qantas services via Singapore            live-streaming event on Tencent’s        support Singapore’s Smart Nation
                                                bringing over 70,000 visitors on           to raise destination awareness and          social media platform, QQ,               efforts towards contactless
•     STB, Changi Airport Group                 an exploration of Singapore.               boost international visitor arrivals.       with complementary influencer            payment, Grab will use STB’s
      (CAG) and Singapore Airlines                                                                                                     engagements and Augmented                Tourism Information and Services
      (SIA) Partnership. This ongoing       •   New SIA In-flight Safety Video.        •   CAG-STB Partnership. This S$4.5             Reality, attracted more than 1.8         Hub to enable selected tourism
      partnership will jointly invest           As part of the STB-SIA S$10 million,       million, one-year collaboration             million young Chinese viewers.           businesses to integrate its tools
      S$34 million over three years             three-year agreement signed in             continued to support marketing              Tencent also helped STB deepen           into their own digital platforms,
      to promote inbound travel to              June 2017, SIA unveiled a new              efforts in Chinese and Indonesian           our understanding of Chinese             and offer its services to STB’s
      Singapore. CAG, SIA and STB               in-flight safety video that conveys        tier two cities to drive more visitor       visitors by analysing user trends,       partners in the MICE industry.
      also launched the second                  safety instructions through a              arrivals to Singapore. One of the           and build brand awareness
      edition of the Singapore MICE             journey across familiar landmarks,         initiatives from this partnership is        amongst potential Chinese
      Advantage Programme (SMAP),               such as Boat Quay, The Intan               the launch of an online training            tourists.
      an initiative that seeks to provide       Peranakan Home Museum, Haji                portal for Chinese trade agents.
      a differentiated and seamless             Lane and the River Safari.

To support Singapore’s Smart Nation efforts towards
contactless payment, Grab will use STB’s Tourism
Information and Services Hub to enable selected tourism
businesses to integrate its tools into their own digital
platforms, and offer its services to STB’s partners in the
MICE industry.
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                                                                                                                                                                             TOURISM BOARD

endless opportunities                                                                                                                                                      ANNUAL REPORT


                        Australia                                 China                                     online travel agents (Ctrip, Tuniu,       destination brand and Singapore
                        2017 saw a recovery in visitor arrivals   STB Greater China increased its           Fliggy, Mafengwo and Tongcheng)           travel products. By deploying the
                        from Australia, the market’s first        marketing efforts in 2017,                and non-travel related players            Dianping app and an interactive
                        uptick since 2014. This recovery          expanding into more tier two cities,      (Dianping, Tencent, WeChat) to reach      game, STB successfully engaged with
                        came on the back of a strong              rolling out tactical promotions           out to Chinese travellers within the      some 45,000 users.
                        growth in Australian outbound             with both traditional travel agents and   unique Chinese digital ecosystem.
                        travel and greater flight connectivity    digital partners in tier one and two
                        to Singapore from cities such as          cities, and launching Singapore’s new     In September, STB embarked
                        Brisbane, Melbourne and Sydney.           Passion Made Possible destination         on a four-month activation with
                                                                  brand in Beijing.                         Dianping, a lifestyle portal and mobile
                        Over the past three years, STB has                                                  application widely used by Chinese
                        focused on driving trade cultivation      STB also continued its successful         consumers, to promote Singapore’s
                        and increasing its marketing efforts.     collaborations with a number of           new Passion Made Possible
                        A greater focus on Queensland
                        and Victoria has paid off as visitor
                        arrivals from these two Australian
                        states grew seven per cent over 2016.
                        A targeted approach to draw more
                        visitor traffic during lull periods and
                        weekends also helped to increase
                        visitor numbers outside of the
                        traditional peak travel periods.
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