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Mr Keith Tan, the chief executive of Singapore Tourism Board since 2018, will be succeeded by Ms Melissa Ow, executive vice president for customer experience, marketing & investment facilitation group at the Economic Development Board (EDB). (Photo: Ministry of Trade and Industry)

SINGAPORE: There will be a new chief executive at the Singapore Tourism Board (STB) next month.

Mr Keith Tan, the chief executive of STB since October 2018, will be succeeded by Ms Melissa Ow, executive vice president for customer experience, marketing & investment facilitation group at the Economic Development Board (EDB). 

The Ministry of Trade and Industry (MTI) made the announcement in a press release on Wednesday (May 3), with Ms Ow's appointment taking effect from Jun 1, 2023.

Ms Ow, who was seconded to EDB from STB in June 2020, played "a key role in transforming the organisation's B2B (business-to-business) sales and marketing model".

Prior to her stint at EDB, she held several positions in STB with the last position as Deputy Chief Executive, where she helped put Singapore on the world map for hosting premier events and attracting major tourism investments. 

In that role, Ms Ow headed STB's Experience Development Group and the Corporate Group, ensuring Singapore put out a strong line-up of tourism products from dining to precinct development.

She also oversaw STB's corporate functions such as legal, procurement, finance and human resources. 

Nearly S$500 million set aside to support Singapore’s tourism recovery

Full recovery for Singapore's MICE industry expected in 2 to 3 years: STB

Supported the fight against covid-19.

Paying tribute to the outgoing Mr Tan, MTI said that under his leadership, he led STB in developing, marketing and promoting Singapore as a vibrant destination for quality business and leisure travellers. 

"He grew the Meetings, Incentives, Conferences and Exhibitions (MICE) industry, positioning it as an enabler of Singapore’s role as a key global-Asia hub and a valuable source of business opportunities for Singapore companies". 

MTI also lauded his efforts to champion sustainability and wellness as key strategies for Singapore tourism, alongside strengthening the digital and data capabilities of STB and the tourism sector. 

"These efforts culminated in the inaugural Singapore Wellness Festival in 2022 and Singapore becoming the first country to be certified as a sustainable destination based on the Global Sustainable Tourism Council’s Destination Criteria in 2023." 

When international borders were closed during the COVID-19 pandemic, greatly impacting visitor arrivals , Mr Tan "guided the tourism sector to support the fight against COVID-19", with hotels, cruise lines and MICE venues serving as facilities for recovery and care. 

He also spearheaded efforts to safely reopen Singapore's tourism sector from late 2021, leading to the full reopening of tourist facilties and infrastructure last year.

Mr Gabriel Lim, Permanent Secretary (Policy) for MTI, said: “Keith and Melissa have demonstrated strong leadership and made invaluable contributions. Keith played a pivotal role in shaping Singapore’s tourism landscape and we thank him for his many contributions to the industry."

"Melissa is no stranger to Singapore’s tourism scene. With her immense experience and strategic thinking, I am confident that she will steer STB to scale new heights.”

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Chief Executive Officer, Singapore Tourism Board

Keith Tan assumed the appointment of Chief Executive of the Singapore Tourism Board on 29 October 2018.

From 2014 to 2018, he served as the Deputy Secretary (Policy) in the Ministry of Defence, where he strengthened Singapore’s international defence partnerships, led MINDEF’s longer-term strategic planning and guided MINDEF’s strategic communications and public engagement efforts.

From 2013 to 2014, Keith was Senior Director of the Public Service Division’s PS21 Office, and concurrently held the appointment of Institute Director in the Institute of Governance and Policy at Singapore’s Civil Service College. Keith also served in the Ministry of Trade and Industry (MTI) as Director of the Economics and Strategy Division (2008 -2010) and the Foreign Economic Policy Division (2010 -2013).

From 2010 to 2013, he led Singapore’s Free Trade Agreement (FTA)negotiations with the European Union, and also served in the negotiating team for the Trans-Pacific Partnership. Keith graduated with highest honours in English and Comparative Literature, and a Certificate in Russian Studies, from Princeton University. He also has a Master degree in Management from the Peter Drucker School of Management, Claremont Graduate University. He was awarded the Public Administration Medal (Silver) [Pingat Pentadbiran Awam (Perak)] in 2017. Keith is married with four children.

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CEO, Singapore Tourism Board

Keith Tan is CEO of the Singapore Tourism Board, responsible for promoting and marketing Singapore as a tourist destination, and developing the country’s tourism sector. Tan joined the statutory board in 2018, after four years as Deputy Secretary (Policy) in the Ministry of Defence. His role there encompassed leading the ministry’s strategic planning and steering its public-engagement and communications initiatives, on top of building the country’s international defence partnerships. From 2011 to 2013, Tan also held concurrent positions as appointment of institute director in the Institute of Governance and Policy at Singapore’s Civil Service College, and senior director of the Public Service Division’s PS21 office. He has also worked at the Ministry of Trade and Industry as director of economics and strategy, and foreign economic policy. Tan graduated with highest honours in English and comparative literature, as well as a certificate in Russian studies, from Princeton University, USA. He also has a Master’s from the Peter Drucker School of Management, Claremont Graduate University, California. He is married with four children.

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Plenty to do and discover here, tourism chief tells Singaporeans

SINGAPORE - Covid-19 has stalled most international travel, but there is still plenty to do right here.

This was the main message that Mr Keith Tan, chief executive of the Singapore Tourism Board (STB), wanted to send to Singaporeans on Thursday (Nov 26).

Although most Singaporeans may not be able to travel abroad until next year, there is no shortage of things to do with their annual leave.

Speaking to Straits Times travel correspondent Clara Lock, 30, as part of askST @ NLB's second November session, Mr Tan said: "We have a lot more attractions than most people think we have. The big hits - the zoo, Universal Studios - those are the tip of the iceberg. There's so much to discover."

For the past few months, the STB has been working with Enterprise Singapore and the Sentosa Development Corporation on the SingapoRediscovers campaign.

In the process, they had to tailor experiences for the local market. Unlike tourists who save and budget to travel here, Singaporeans rarely look to spend big locally.

Mr Tan said this meant that the STB and its tourism partners have had to "work harder to create packages and bundles that represent good value to Singaporeans".

They had no lack of domestic attractions to work with. Ms Lock pointed to local tourism businesses that have sprung up during the Covid-19 pandemic, such as Ninja Kayakers and Indie Singapore.

Mr Tan agreed that those were "great examples of innovative young entrepreneurs" and stressed that "STB wants to support such efforts".

As part of the SingapoRediscovers campaign, all Singaporeans aged 18 and above will receive $100 worth of vouchers next month.

These can be used for staycations, tickets to leisure attractions and local tours. They will be distributed via SingPass in denominations of $10, and will be valid until the end of June next year.

The hope is that Singaporeans will discover hidden gems and unknown history close to home.

Mr Tan recounted how he and his family recently explored Little India, which he had not visited "for almost 20 years, apart from the main road (Serangoon Road)".

The 46-year-old, who has four children, described how they went on a walking tour and discovered "beautiful artwork and murals", as well as their "new favourite place to eat naan and butter chicken".

Given the pandemic, cleanliness and hygiene will remain the primary concern of people venturing outdoors.

As at Oct 30, the STB has given more than 1,300 SG Clean Quality Mark certificates to tourism enterprises. These signal that the establishment in question is committed to upholding good sanitation and hygiene practices.

At the same time, Mr Tan also expressed his belief in the importance of "our national posture, our personal attitudes, our behaviours" in the long term.

"I firmly believe that there's a lot here in Singapore that makes us quite unique," he said. "I hope that Singaporeans will take the time to slow down, step out and be proud of this beautiful little country we have."

AskST @  NLB is a collaboration between The Straits Times and National Library Board.

Watch the video here.

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Singapore: A Walking Tour

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Single female travellers a 'rich area of opportunity' for S'pore tourism: STB chief

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SINGAPORE — The rising single female traveller demographic is a “rich area of opportunity" as Singapore looks to attract more visitors, Singapore Tourism Board (STB) chief executive Keith Tan told a conference on Wednesday (April 5).

The Singapore Tourism Board boss believes the single female traveller demographic could be a strong opportunity as Singapore looks to attract more visitors.

• The rising demographic of the single female traveller is a “rich area of opportunity (for Singapore) to tackle”, said Singapore Tourism Board chief executive Keith Tan
• Mr Tan was responding to a question at the STB Tourism Industry Conference 2023 on Wednesday (April 5)
• STB said it would focus on three "R"s to market Singapore in the year ahead: Redefining our destination; reconnecting with our fans; and reinventing our industry
• STB also announced the launch of its joint S$10 million Singapore On-screen Fund with the Infocomm Media Development Authority (IMDA)
• The fund aims to inspire travel to Singapore through television programmes and films

Deborah Lau

SINGAPORE — The rising single female traveller demographic is a “rich area of opportunity” as Singapore looks to attract more visitors, Singapore Tourism Board (STB) chief executive Keith Tan told a conference on Wednesday (April 5).

Singapore is a great place for young women who want to “have a great time”, spend, shop, eat and drink, but where “they can also go back to the hotel at 3am ... very safely as well”, Mr Tan said.

Mr Tan was speaking at the STB Tourism Industry Conference 2023 held at the Suntec Singapore Convention & Exhibition Centre.

Industry experts whom TODAY spoke to were quick to endorse the idea given that these travellers tend to be well-heeled, are discerning and look to issues such as safety and security in a preferred destination.

“The solo female traveller is a relatively new and emerging 'free independent traveller' market segment,” said Dr Kevin Cheong, managing partner at Syntegrate, a tourism and destination development consultancy.

“They have discerning tastes and preferences, (and are) willing to spend and 'live it up' probably due to their financial independence.”

“Common criteria in their preferred destination are personal safety and security,” Dr Cheong said.

He added that “Singapore's compactness, safety and hygiene factors would place our destination high on their preference list, including the other destination experiences and products we already offer”.

Dr Cheong believes that given their financially independent status, this demographic would lean towards seeking more luxury experiences — including spas, aesthetic treatment, fine-dining and up-market clubs.

These sentiments were echoed by Mr Benjamin Cassim, a senior lecturer for Temasek Polytechnic's diploma in hospitality and tourism management course.

“The ‘solo female traveller’ market is definitely a growing one," Mr Cassim told TODAY.

"Pre-Covid, this market was growing annually at a rate of more than 20 per cent. It is also interesting to note that females represent more than 60 per cent of all travellers, worldwide.”

Within the solo female traveller market, Mr Cassim highlighted a key growth segment of professionals aged between about 25 and 40.

“It is therefore important to understand what are relevant factors that go into their decision making when it comes to selecting a holiday destination,” he added.

Key considerations for these travellers include: Safety, ease of accessibility, language, ease of moving around the destination and the attractiveness of surrounding destinations, he said.

Additional ways to attract travellers of this type could include wellness-related offerings and learning experiences such as cooking and art-related ones, Mr Cassim said.

'THEY WANT TO PARTY'

Mr Tan made his comments during a question and answer segment at Wednesday's conference.

Moderator Yeoh Siew Hoon — the editorial director of Northstar Travel Media Asia — asked both Mr Tan and Minister of State for Trade and Industry Alvin Tan about what type of traveller they saw as “Singapore’s best bets for quality travellers”.

“I see a few interesting new areas of opportunities,” said Mr Keith Tan.

Sharing an anecdote on his visit to India last year, he said: “I started hearing a lot about the rise of the single female traveller — single or they travel in small groups (can be mother-daughter, can be girlfriends) — but female travellers.” 

“And for them, what they care about when they go to a destination: They want to party, they want to have fun but they want to feel safe. Where can they do that? In Singapore! I see that as a rich area of opportunity to tackle.”

“ They want to party, they want to have fun but they want to feel safe. Where can they do that? In Singapore! I see that as a rich area of opportunity to tackle. Singapore Tourism Board chief executive Keith Tan ”

2023: ‘THE YEAR WE RETURN TO OUR PURSUIT OF QUALITY GROWTH’

Mr Keith Tan also shared STB’s outlook on Singapore’s tourism for the year ahead, and beyond.

“If 2022 was the year of reopening and recovery, then 2023 must mark the year we return to our pursuit of quality growth,” he said. 

To do so, STB would focus on three "R"s in the year ahead to guide the strategy of marketing destination Singapore:

• Redefining our destination
• Reconnecting with our fans
• Reinventing our industry

STB will roll out a slew of initiatives in line with these three thrusts.

These include the launch of a S$10 million Singapore On-screen Fund, designed to attract global content creators to produce films and television series to attract more visitors to Singapore.

The initiatives also include the opening of Sentosa Sensoryscape and Bird Paradise, and the year-round exclusive home-porting of a Disney cruise ship in Singapore.

Another measure is the launch of STB's refreshed Passion Made Possible brand campaign in September this year. 

WHY IT MATTERS

Singapore’s tourism industry and its tourist arrivals have been on a steady road to recovery after the pandemic, as global travel continues to pick up pace. 

In March this year, international visitor arrivals to Singapore surpassed the one million mark in a month for the first time since the pandemic.

“We remain cautiously optimistic for our forecast, but if all goes well, we expect our tourism sector to recover to pre-pandemic levels by 2024,” said Mr Alvin Tan in his opening address.

To support this and sustain the momentum of growth the tourism sector had seen in the past year, STB will prioritise initiatives aligned with its three "R"s.

Despite the upbeat mood over the tourism outlook, in his opening address, Mr Keith Tan pointed to continuing manpower challenges even though the tourism sector had rebounded to about 66,000 workers, or 80 per cent of pre-pandemic levels.

Technology was suggested as one way to work around these staffing challenges.

EMPHASISING SAFETY 

Speaking to TODAY, Mr Oliver Spalding, chief strategy officer at Publicis Groupe, the agency which oversees marketing for STB, said that the team has been in talks with STB’s marketing group over an emphasis on the safety that Singapore offers travellers.

The discussions have centred on a proposal to “talk about Singapore as an incredibly safe country and that (it) shouldn’t be a sort of apologetic message or make it boring”, he said.

Mr Spalding also backed the idea of attracting single female travellers.

“Safety actually should be something that is a really strong positive message, and it really feels like in that sense, Singapore is a perfect destination to lend that appeal to women that want to travel on their own.”

When asked if there are concrete plans in the pipeline to prioritise marketing to this demographic, Mr Spalding said the aim of the upcoming brand launch was to bring Singapore to the world.

In the next year, STB will “pivot towards wellness and family appeal” when “ideas of safety and connectivity will come to the fore”.

Responding to queries from TODAY, Mr Chang Chee Pey, assistant chief executive of STB’s marketing group, said that STB has identified 10 traveller portraits that best represent its global target audience across four demographics: Families with children, those in their early careers or with established careers as well as active seniors. 

These 10 portraits — which include profiles such as “Outdoor Adventurer”, “Wellness Seeker” and “City Explorer” — take into account prevalent travel interests, motivations and behaviour, which STB expects to evolve over time.

“The needs of a 'solo female traveller' may be captured in some of these portraits, such as Culinary Explorer and Entertainment Seeker. We will continue to study such emerging types of travellers and deepen our understanding of their needs,” said Mr Chang.

“With a better understanding of what motivates travellers and their interests, we can reach them with the right content at the right platforms,” he added.

S$10M SINGAPORE ON-SCREEN FUND 

STB also announced the launch of its joint S$10 million Singapore On-screen Fund with the Infocomm Media Development Authority (IMDA), with the aim of inspiring travel to Singapore through TV series and films.

“The joint fund will support international media and entertainment partners in producing TV and film projects that reach global audiences, and shine the spotlight on destination Singapore,” the agencies said in a joint press release.

“These projects will also provide opportunities for local media enterprises and talent to work alongside global media and entertainment partners in creating content for international audiences.”

Major content producers which have consistently delivered popular content for the global market will be invited to apply for the fund.

Proposals will be evaluated on criteria including the number of local talents involved in credited roles.

“We don’t think S$10 million is such an enormous amount when we think about it at a global scale, but we don’t think it’s a small amount either,” said Mr Justin Ang, IMDA assistant chief executive of media, innovation, communications and marketing.

“And while we cannot commit that there will be second and third versions of this fund, such strong demand will certainly encourage us to either have multiple of such funds, or to increase the fund size subsequently,” he added.

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Opening Remarks by Mr Keith Tan, Chief Executive, Singapore Tourism Board at the Singapore Tourism Awards 2019

Opening Speech by STB Chief Executive Keith Tan at

SINGAPORE TOURISM AWARDS 2019, 9 MAY 2019, 7.05PM AT

GRAND BALLROOM, THE RITZ-CARLTON, MILLENIA

Mr Chaly Mah, Chairman STB

Ladies and Gentlemen

Introduction

1. Good evening, and welcome to Singapore Tourism Awards 2019. Tonight, we are gathered here to celebrate the achievements of Singapore’s tourism industry.

2. We are honoured that despite his busy schedule, Minister Chan Chun Sing will be joining us later to grace this event.

3. The Singapore Tourism Awards celebrate the spirit and work of the finest people and enterprises in Singapore’s vibrant tourism industry. By recognising outstanding and passionate individuals and organisations that strive for excellence in the tourism industry, we want to inspire other industry members to raise the level of their game, so that, together, we can make Singapore a great destination for our visitors and a great home for our people.

4. This year, we have over 92 finalists across the 27 award categories. I was struck by the depth and breadth of what the tourism industry offers and how much all of you do to innovate and strive for excellence. Your drive for innovation and excellence gives me great optimism in the future of the tourism industry in Singapore.

Importance of Experience Excellence

5. But we must never be complacent. To stay ahead of our competitors and to strengthen Singapore as a great destination for travellers, we must continue to work together to offer unique and extraordinary experiences that others cannot replicate easily.

6. To work towards this, everyone’s efforts count, regardless of whether you work directly with visitors or “behind the scenes”. You never know when a smile, a helpful word or a sincere recommendation can make a difference in the experiences of visitors to Singapore.

7. Such experiences also help us win visitors’ hearts and minds and lure repeat visitors.

8. Take for instance the tour experiences offered by our finalists for the Best Tour Experience award category. One finalist brings visitors through an immersive experience of the 1920s, another brings visitors to synagogues – how many of you have even been to a synagogue in Singapore! – while a third one takes guests behind the scenes to find out how Singapore’s remaining Teochew opera troupes prepare for their performances. These amazing experiences, coupled with skilful storytelling, help visitors to appreciate how unique and special Singapore is.

Revised Categories

9. Last year we announced that we would split the category of “Best Shopping Experience” into two new categories – “Best Shopping Mall Experience” and “Best Retail Store Experience”.

10. We are glad to see that with the clearer distinction between shopping malls and retail stores, we are now able to celebrate new gems in the tourism sector, especially boutique enterprises and home-grown brands such as Benjamin Barker and NomadX. We hope to see even greater variety in years to come.

Increasing capabilities and pursuing enterprise excellence

11. Local establishments are also prominent in the Enterprise Excellence category, which recognises businesses who constantly innovate and step up their game. Take for instance one of our Best Business Innovation finalists, Globaltix, which has revolutionized the online ticketing system for tourists in Singapore. I hope that such examples will motivate all of you to step forward and invest in innovative solutions to create memorable and first-class experiences for our visitors.

12. I would like to end off here by thanking all of you for your continuous support and participation in the Singapore Tourism Awards. I also extend a word of gratitude to the judges who visited your establishments and subjected you to their high and discerning standards. I am told that judging was “very hard work” but our judges are very willing to do the work!

13. Please join me once again to extend our warmest congratulations to all finalists and recipients – the stars of tonight. I wish all of you a stellar evening!

About the Organisation

What industry does your organization fall within, what best describes the key intent of the project that your organisation is seeking funding for, is your organisation a singapore-registered legal entity, is your organisation an association, is the project able to achieve one or more of the following outcome.

• Increase no. of sailings to/from Singapore
• Increase no. of foreign cruise passengers to Singapore through sailings to/from Singapore
• Increase no. of pre/post nights for cruise passengers sailing to/from Singapore
• Increase capability of industry players via cruise-specific industry training programmes
• Strengthen the potential/ attractiveness of cruising in Singapore and/or Southeast Asia

Is the project able to achieve one or more of the following?

• Improve visitor satisfaction (especially foreign visitors)
• Increase footfall
• Increase revenue
• Significant branding and PR value

Is the project able to attract foreign visitors and contribute to foreign visitors' spend?

Who will be the main target audience of your project, is your project innovative and/or a new event in singapore with tourism potential, what best describes your project, does the event have proven track records in singapore or overseas, and/or growth in tourism value such as growing foreign visitorship, and/or enhancement of precinct vibrancy etc, does the project have a clear tourism focus (e.g. tourism-related trainings, tourism companies taking on capability development initiatives or technology companies creating technology products and services for the tourism businesses), what best describes your market feasibility study project.

Based on your selection, the following STB grant/s may be applicable for your project:

Please note that projects that have commenced prior to Singapore Tourism Board's offer may not be eligible for grant support. Examples where projects are deemed as having commenced include:

• Applicant has started work on the project e.g. tender has been called.
• Applicant has made payment(s) to any supplier, vendor or third party.
• Applicant has signed a contractual agreement with any supplier, vendor or third party.