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.
...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...
/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.
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