2023: “The year we return to quality growth”
Mr. Keith Tan also shared STB’s vision for the coming year and the future of Singapore’s tourism industry.
“If 2022 is the year of reopening and recovery, then 2023 must mark the year we renew our pursuit of high-quality growth,” he said.
To this end, STB will focus on three “R’s” to guide marketing destination Singapore’s strategy in the coming year:
- redefine our destination
- Reconnect with our fans
- reshape our industry
STB will launch a series of initiatives based on these three priorities.
These include the launch of the S$10 million Singapore Screen Fund, which aims to attract global content creators to produce films and TV series to attract more tourists to Singapore.
These initiatives also include the opening of Sentosa Sensoryscape and Bird Paradise, as well as Disney Cruise Line’s exclusive year-round port of call in Singapore.
Another measure is the launch of STB’s new Passion Made Possible branding campaign in September this year.
why is it important
Singapore’s tourism industry and its visitor numbers have been on a steady recovery path post-pandemic as the global travel industry continues to gather pace.
In March, Singapore’s international tourist arrivals crossed the 1 million mark in a month for the first time since the pandemic began.
“We are cautiously optimistic about our forecasts, but if all goes well, we expect our tourism industry to return to pre-pandemic levels by 2024,” said Mr Alvin Tan in his opening statement.
To support this and sustain the growth momentum the tourism industry has experienced over the past year, STB will prioritize initiatives that align with its three “R’s”.
Despite the optimism about the outlook for the tourism industry, Mr Keith Chan noted in his opening remarks that while the industry had rebounded to about 66,000 workers, or 80 per cent of pre-pandemic levels, human resource challenges remained.
Technology is suggested as a way to address these staffing challenges.
Emphasis on safety
Speaking to TODAY, Mr Oliver Spalding, Chief Strategy Officer of Publicis Groupe, which is in charge of STB’s marketing, said the team has been in talks with STB’s marketing team to emphasize the safety Singapore offers to travellers.
Discussions focused on the proposal “to talk about Singapore being a very safe country, (it) should not be an apology message or make it boring,” he said.
Mr Spalding also backed the idea of attracting single female tourists.
“Safety should actually be a very strong positive message, and in that sense, Singapore is indeed a perfect destination for women who want to travel alone.”
Asked if there were specific plans to prioritize marketing to this demographic, Mr Spalding said upcoming targets were The brand launch is to bring Singapore to the world.
Next year, when “ideas of safety and connectivity come to the fore”, the STB will “pivot to health and family appeal”.
TODAY also contacted STB for further comment.
S$10 million Singapore Screen Fund
STB also announced the S$10 million Singapore Screen Fund with the Infocomm Media Development Authority (IMDA), which aims to encourage tourism to Singapore through TV series and films.
“The joint fund will support international media and entertainment partners to produce television and film projects for global audiences, with a focus on destination Singapore,” the agencies said in a joint press release.
“The projects will also provide opportunities for local media businesses and talent to work with global media and entertainment partners to create content for international audiences.”
Major content producers who continue to provide popular content to the global market will be invited to apply for the fund.
Proposals will be assessed against criteria, including the amount of local talent involved in high-profile roles.
“We don’t think S$10 million is a big amount when we think about it globally, but we don’t think it’s a small amount either,” said Mr Justin Ang, IMDA’s assistant chief executive officer for media, innovation, communications and marketing.
“While we cannot commit to a second and third version of the fund, such strong demand will certainly encourage us to have multiple of these funds, or to increase the size of the fund subsequently,” he added.
