THERE'S NO PLACE LIKE THIS - Singapore Tourism Board
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THERE’S
NO PLACE
LIKE THIS
ANNUAL REPORT
2017/2018
ABOUT SINGAPORE
TOURISM BOARD
CORPORATE
GOVERNANCE
INITIATIVES
TOURISM SECTOR
PERFORMANCE
THE STB’S
MANAGEMENT AWARDS &
ACCOLADES
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.
WHERE ELSE IN THE WORLD ...
...can you
experience the
Art of
Science ARTSCIENCE MUSEUM
6 Bayfront Ave, Singapore 018974
www.marinabaysands.com/museum.html
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.
AND TRAVEL BACK
IN TIME TO EXPLORE THE
science
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.
iconic
...Where else
can you SAVOUR the
fruit
DURIAN STALL
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.
and be
uplifted by THE ESPLANADE
iconic
1 Esplanade Dr, Singapore 038981
www.esplanade.com
LANDMARKS
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.
...WHERE ELSE CAN YOU
CHECK OUT THE
LOUDEST
Siloso Beach
Sentosa
www.zoukout.com
BEACH The city’s distinctive nightlife
and entertainment arenas,
from beach parties, outdoor
concerts, music festivals, trendy
PARTIES
clubs and bars to stand-up
comedy theatres, are perfect
hotspots for socialisers to meet
and hang out.
and check in ON
cultureS that speak
LOUDer
than
words
Nam Hwa Opera
Teochew Opera Performance
www.namhwaopera.com
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.
...where else can you
treat your palate to
traditional
cuisines
LAU PA SAT
18 Raffles Quay, Singapore 048582
www.laupasat.biz
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.TREETOP LOFT
and FEAST
8 Sentosa Gateway, 098269 YOUR SENSES ON
EXOTIC
www.rwsentosa.com/en/hotels/treetop-loft
Venture off the beaten path to discover new
dimensions of the ‘City in a Garden’. Tranquil
EXPERIENCES
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...
SINGAP RE
/14 SINGAPORE
TOURISM BOARD
ANNUAL REPORT
2017/2018
about
singapore
tourism
board
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./15 SINGAPORE
TOURISM BOARD
ANNUAL REPORT
2017/2018
about
singapore
tourism
board
Vision
A vibrant and inspiring
Destination Singapore
that we are proud of.
mission
To shape a dynamic
tourism landscape
for Singapore in
partnership with
the industry and
community./16 SINGAPORE
TOURISM BOARD
ANNUAL REPORT
2017/2018
about
singapore
tourism
board
values
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
2017/2018
Americas (New York)
Singapore Tourism Board
about 589 Fifth Avenue
Suite 1702
singapore New York, NY 10017,
United States
tourism
board
EUROPE
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
2017/2018
about
singapore SOUTHEAST ASIA
tourism
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
NORTH ASIA
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
Kerrin.Trenorden@gtitourism.com.au
Dubai, United Arab Emirates/19 SINGAPORE
TOURISM BOARD
ANNUAL REPORT
2017/2018
PASSIONATE
HEARTBEATS WHO WE ARE/20 SINGAPORE
TOURISM BOARD
PASSIONATE HEARTBEATS ANNUAL REPORT
a DISCUSSION
2017/2018
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
2017/2018
The stb’s
management
a DISCUSSION with
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
2017/2018
The stb’s
management
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
2017/2018
The stb’s
management
a DIALOGUE with OUR ACTING
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
2017/2018
The stb’s
management
a DIALOGUE with OUR ACTING
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
2017/2018
The stb’s
management
BOARD OF
DIRECTORS
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
2017/2018
The stb’s
management
BOARD
OF DIRECTORS
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
2017/2018
The stb’s
management
BOARD
OF DIRECTORS
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./28 SINGAPORE
TOURISM BOARD
PASSIONATE HEARTBEATS ANNUAL REPORT
2017/2018
The stb’s
management
BOARD
OF DIRECTORS
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.PASSION
tribes
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/30 SINGAPORE
TOURISM BOARD
PASSIONATE HEARTBEATS ANNUAL REPORT
2017/2018
The stb’s
management
senior
management
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
Technology
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/31 SINGAPORE
TOURISM BOARD
PASSIONATE HEARTBEATS ANNUAL REPORT
2017/2018
The stb’s
management
business groups
corporate
group
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
2017/2018
The stb’s
management
business groups
marketing
group
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
2017/2018
The stb’s
management
business groups
EXPERIENCE
DEVELOPMENT GROUP
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
2017/2018
The stb’s
management
business groups
POLICY &
PLANNING GROUP
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
2017/2018
The stb’s
management
business groups
TECHNOLOGY
TRANSFORMATION
GROUP
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
2017/2018
The stb’s
management
business groups
international
group
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
2017/2018
The stb’s
management
business groups
international
group
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
perfect
2017/2018
harmony PERFORMANCE AND
INITIATIVES FY2017/2018/39 SINGAPORE
TOURISM BOARD
PERFECT HARMONY ANNUAL REPORT
2017/2018
PERFORMANCE AND
INITIATIVES FY2017/2018
TOURISM SECTOR
PERFORMANCE 2017
OVERVIEW
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
(Billion)
S$21.8
International
17.4
16.4
Visitor 15.6 15.1 15.2
Arrivals
(Million)
S$26.8b Tourism Receipts
17.4m
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
2017/2018
PERFORMANCE AND
INITIATIVES FY2017/2018
TOURISM RECEIPTS BY
MAJOR COMPONENTS
JANUARY TO DECEMBER 2017
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
TOURISM RECEIPTS
S$6.2b S$6.0b S$2.7b S$5.6b S$6.4b
% SHARE OF TOURISM RECEIPTS 2017
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
2017/2018
PERFORMANCE AND
INITIATIVES FY2017/2018
TOURISM RECEIPTS BY
MAJOR COMPONENTS,
TOP 10 MARKETS
JANUARY TO DECEMBER 2017
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
2017/2018
endless
opportunities
MARKETING SINGAPORE
TO THE WORLD/43 SINGAPORE
TOURISM BOARD
endless opportunities ANNUAL REPORT
2017/2018
MARKETING
SINGAPORE TO
THE WORLD
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
+555m
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
>S$63m
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
~300m
views
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
2017/2018
MARKETING
SINGAPORE TO
THE WORLD
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
experiences.
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
2017/2018
MARKETING
SINGAPORE TO
THE WORLD
MARKETING & DIGITAL
PARTNERSHIPS
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./46 SINGAPORE
TOURISM BOARD
endless opportunities ANNUAL REPORT
2017/2018
MARKETING
SINGAPORE TO
THE WORLD
IN-COUNTRY
MARKETING
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.You can also read
