The Digital Travellers

India’s leading b2b travel trade digital media, pioneering strategies make singapore a tourism powerhouse: a closer look at stb’s success.

Singapore, despite its relatively small size, has achieved remarkable success in the global tourism landscape, positioning itself as a tourism powerhouse. At the heart of this triumph lies the innovative and pioneering strategies orchestrated by the Singapore Tourism Board (STB).

Unlike traditional NTOs that often focus solely on marketing and promotional activities, the STB has adopted a multifaceted strategy that encompasses not only marketing but also strategic initiatives to enhance the overall tourism experience.

singapore-tourism-board

One of the key aspects of STB’s strategy is a relentless focus on enhancing tourism infrastructure and attractions. Despite its size, Singapore boasts a diverse range of world-class attractions, including iconic landmarks, cultural precincts, and entertainment hubs. The STB has consistently invested in preserving its historic districts, rejuvenating scenic spots like the Singapore River, and creating new iconic attractions that cater to the interests and preferences of a broad spectrum of travellers.

Furthermore, STB’s collaborative approach, working closely with stakeholders, the private sector, and international partners, has been instrumental in fostering a holistic and sustainable tourism ecosystem. In essence, Singapore’s journey from a compact nation to a tourism powerhouse is a testament to the STB’s visionary leadership and pioneering strategies. Their holistic approach, combining infrastructure development, technological innovation, and collaboration, has set Singapore on an upward trajectory in the global tourism arena, making it a shining example for nations aspiring to elevate their tourism industry.

We spoke to GB Srithar, Regional Director – India, Middle East, South Asia & Africa; Singapore Tourism Board to elaborate on the multiple aspects that made Singapore a tourism powerhouse.

GB Srithar_Image

TDT: What was the count of Indian visitors to Singapore in the initial six months of 2023? Are the direct flight connections back to pre-pandemic numbers?

GB Srithar: In the period between January and July 2023, Singapore warmly welcomed 6.28 lakh visitors from India, a testament to the city-state’s world-class attractions, diverse culture, and excellent shopping and dining options. It’s clear that Singapore’s unique blend of experiences continues to captivate and entice travellers from India and beyond.

Moreover, Singapore’s excellent connectivity makes it an ideal destination for Indian travellers. With direct flight connections from 17 different Indian cities (New Delhi, Mumbai, Chennai, Tiruchchirappalli, Bengaluru, Kolkata, Hyderabad, Kochi, Ahmedabad, Thiruvananthapuram, Coimbatore, Amritsar, Visakhapatnam, Pune, Madurai, and Guwahati), including the latest addition of Bhubaneswar that was introduced in June 2023, and a flight time of under 5 hours and an easy, hassle-free visa process that takes about 3 to 5 days, Singapore remains easily accessible and popular among Indian travellers.

TDT: Among the Indian visitors, how many chose to embark on cruise experiences?

GB Srithar: India is a top source market for cruising out of Singapore.

With domestic cruising options on the rise, Indians are now even more exposed to the joys of cruising. When it comes to international cruising, Singapore is regarded one of the most preferred destinations amongst Indian travellers due to its strategic location and state-of the-art cruise lines.

Royal Caribbean International’s Spectrum of the Seas and Resorts World Cruises’ Genting Dream are two top-notch cruise lines that call Singapore home. Perfect for all ages, these cruises offer not only high seas sailing with international shows and cuisines, but also port of calls to neighbouring countries. It’s the perfect way to explore new destinations while enjoying all the comforts of a luxury cruise. And before or after the cruise, Singapore offers a wealth of world-class attractions to enjoy.

Starting in 2025, a brand-new Disney cruise ship will be exclusively home-ported in Singapore for at least five years. It will be the first home port for the cruise line in Southeast Asia. This strategic move is anticipated to further attract foreign cruise passengers, including Indian tourists and those arriving in Singapore by air, thus further strengthen Singapore’s appeal as leisure destination.

TDT: Could you provide information regarding the average length of stay and expenditure of Indian travellers in Singapore?

GB Srithar: The average length of stay for Indian travellers in Singapore is 6.9 days. It is indicative of the Indian travellers’ awareness and desire to explore the diverse, exciting and easy-to-enjoy offerings of this city.

From cruising to exploring iconic & unique experiences, and international entertainment events, there is something for everyone. In addition to sight-seeing, shopping and F&B experiences are popular among Indian tourists.

With public holidays and extended weekends influencing travel choices, longer stays in Singapore are becoming increasingly attractive, allowing visitors to immerse themselves in the city-state’s unique culture and experiences.

TDT: Is your approach primarily centred around utilising influencer and digital content to persuade end consumers to consider visiting Singapore?

GB Srithar: Our strategy is multi-pronged and very customer-focussed. In addition to leveraging influencers and digital content to ignite interest in visiting Singapore, we are always on the lookout for creative ways of engaging our Indian audiences. We recently unveiled an innovative project – ‘Lost and Found in Singapore’. This groundbreaking collaboration with MX Studios on the MX Player OTT platform offers an interactive film experience, allowing viewers to choose the twists and turns in the story, set against Singapore’s backdrop.

This venture caters to evolving preferences, especially among young Indian travellers seeking fresh ways to engage with travel content. ‘Lost and Found in Singapore’ seamlessly merges entertainment and exploration, empowering viewers to connect with Singapore’s attractions. Just as the film empowers viewers, Singapore transforms ordinary moments into extraordinary experiences, showcasing the destination’s essence.

TDT: How significant is the role of the travel trade for the Singapore Tourism Board?

GB Srithar: We consider the travel trade in India as our partner-friends and immensely grateful for the warm relationships, built of mutual trust and respect, that we have established. Under the trade engagement theme of “Deepening Connections, Achieving Together”, we regularly engage and build bonds with the travel trade across India.

In all our communications and outreach efforts, we are very clear of the pivotal role that the travel trade plays in enriching traveller experiences through collaborative efforts. For 2023, our primary objective is to establish Singapore as an enticing destination, with a specific focus on captivating the interest of young Indian travellers and catering to the weddings segment.

The unwavering support of the travel trade, prominently displayed at events like SATTE and roadshows, remains invaluable. These engagements not only serve as opportunities to connect but also lay the foundation for lasting partnerships. Additionally, our trade appreciation events, which include esteemed Singapore tourism stakeholders such as Sentosa Development Corporation, Mandai Wildlife Group, and Singapore Airlines, serve to further solidify these relationships.

We hosted a Cruise and MICE Conclave in March of this year. The events featured insightful discussions led by industry experts and an international keynote speaker who shared the latest trends in the industry. In addition, we launched an innovative AR toolkit in August to equip our travel trade partners with the latest information on Singapore’s offerings. By scanning unique postcards with their smartphones, they were able to engage with the destination in an interactive and immersive way.

Our close partner-friendships with the travel trade has certainly enabled Singapore to be treated as a top choice destination among the Indian audiences. They have helped bring Singapore even closer to the hearts and minds of the Indian consumers.

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Transforming Singapore towards sustainable tourism and urban living

Sustainable tourism is becoming a bigger concept in singapore, where they are prepared to address traveller needs and reconsider their carbon output.

The travel and tourism sector is one of the largest employers in the world with the number of workers in the sector reported to have reached 289 million (1). In 2021, travel and tourism accounted for 6.1% of the global domestic product (GDP), and amounted to approximately 5.8 trillion U.S. dollars, not quite pre-pandemic levels but experiencing a year-on-year rise (2). As a key contributor to the global economy, the travel sector must work towards more sustainable tourism in the future, if we are to meet the goals set by the 2015 Paris Agreement and the recent targets outlined at COP27.

The opportunity for sustainable tourism and travel

The issues of climate change are well documented and if they do not encourage action, perhaps an economic case could. More businesses are incorporating sustainability in product development to make it meaningful for their bottom lines in the long run. According to management consultancy Bain & Company, there is a clear business case for adopting more sustainable models as doing so can spur growth, reduce costs, and build resilience (3). Sustainability is also a growing concern for consumers who are increasingly choosing more environmentally friendly options. The tourism and travel sector is no exception, with 71% of global travellers wanting to travel more sustainably in the future (4). A new traveller profile, the Mindful Explorer, seeks to contribute to regenerative and sustainable tourism. (5)

As sustainability increasingly becomes a priority for travellers, destinations should be prepared to address their needs.

Singapore’s unique setting as a city-state

Singapore is a small, low-lying island city-state of 734.3 square kilometres (283.5 square miles) in Southeast Asia (6). It is uniquely vulnerable to the effects of climate change as an alternative energy-disadvantaged country with a lack of natural resources, hinterland, and climatic conditions needed for large-scale deployment of renewable energy sources.

These inherent constraints make it challenging to address climate change. But the country does not shy away from taking bold actions where possible.

In 2021, the Singapore Green Plan 2030 (or the Green Plan) was launched as a roadmap to advance Singapore’s national agenda on sustainable development. The Green Plan charts ambitious and concrete targets under five key pillars – City in Nature, Sustainable Living, Energy Reset, Green Economy, and Resilient Future.

Today, Singapore is one of the world’s densest but greenest cities, with green cover at over 40%. The OneMillionTrees movement aims to plant a million more trees across Singapore over the next 10 years with the help of the community. The country is on track to achieve its goal for every household to be within a 10-minute walk from a park by 2030. These are just some of the many initiatives under the Green Plan.

It is important that the industry acknowledges travel and tourism’s carbon footprint which comes predominantly from the aviation industry. With aviation being the predominant travel mode to and from Singapore and sustainable aviation fuel identified as one of the key elements to achieving the aviation industry’s emissions reduction goals (7), in 2022, Singapore announced that it will have the world’s largest sustainable aviation fuel plant by 2023. Singapore Airlines has also operated its first flight with blended sustainable aviation fuel as part of a pilot to advance the use of sustainable aviation fuel in Singapore. (8)

This year, the Civil Aviation Authority of Singapore (CAAS) will publish the Sustainable Air Hub Blueprint which will provide a decarbonisation roadmap for Singapore’s air hub, with medium-term 2030 and longer-term 2050 targets and tangible pathways to achieve them.

A city in nature, where large experiences come with small footprints

Singapore’s vision is to become one of the world’s most sustainable urban destinations – a city in nature where large experiences come with small footprints. The Singapore Tourism Board is working closely with tourism stakeholders to execute the destination sustainability strategy and roadmap for the tourism sector in line with the Green Plan.

First, galvanising sustainable tourism hardware and software. For instance, HyperDrive is a new first-of-its-kind gamified electric go-kart circuit which immerses drivers in a world of real-life racing and virtual gaming, providing an eco-friendly fun time for speedsters. The HyperDrive is thought to be a first-of-its-kind concept in Southeast Asia when it opens in the first half of 2023.

Second, working with sustainable tourism associations to create roadmaps and industry-specific standards for clear directions towards driving greater sustainability. For example, we launched the Hotel and MICE (Meetings, Incentives, Conference and Exhibitions) Sustainability Roadmaps in collaboration with industry associations in 2022 (9). These roadmaps are accompanied with clear targets. For example, 60% of hotel room stock in Singapore are to attain internationally recognised hotel sustainability certification (e.g., by the Global Sustainable Tourism Council) by 2025, as well as commence tracking of emissions by 2023 and reduce emissions by 2030, with a view to achieve net-zero emissions by 2050 .

To support tourism businesses at all stages of their sustainability journey, Singapore launched the Tourism Sustainability Programme (TSP). For example, tourism businesses can tap on TSP to upskill and train employees to take up sustainability-related skillsets or adopt solutions to make their businesses more sustainable in the longer term.

View of Jubilee Bridge going towards downtown Singapore.

It is also important to invest in the local citizen when attracting the global citizen. Intrepid travellers are in search of authentic local experiences, and locally-sourced food and drink, for example, are more likely to have a lower carbon footprint. Singapore continues to invest in local entrepreneurs and farmers (10), providing safe and secure working environments as well as training for those in the tourism industry to encourage the local community to flourish, as well as investing and maintaining cultural heritage, national monuments, and historical districts to enhance the visitors’ experience.

These efforts are adding to Singapore’s attractiveness globally as a sustainable, responsible travel destination.

How can Singapore pursue sustainable tourism credibly?

Sustainable tourism and development will also not look the same for every destination or organisation. How will the country know if it is on the right track?

STB embarked on an endeavour for Singapore to be certified based on the Global Sustainable Tourism Council (GSTC)’s Destination Criteria. The GSTC Criteria are global standards for sustainable travel and tourism and the GSTC’s Destination Criteria assess a destination’s sustainability performance in thirty-eight criteria across four aspects: (a) Sustainable Management; (b) Socio-economic Sustainability; (c) Cultural Sustainability; and (d) Environmental Sustainability.

In January this year, Singapore was certified as a sustainable destination based on the GSTC’s Destination Criteria, after being the first to apply the certification on a country level.

Singapore is committed to achieving international standards and inspiring more tourism businesses and destinations to contribute to a greener world. The certification reflects Singapore’s commitment to becoming a sustainable urban destination and affirms that its efforts are on the right track.

Being certified is just the beginning of Singapore’s journey. The certification process identified areas where we have done well and where we can do better. Annual audits will be conducted by a GSTC-accredited certification body to ensure that Singapore continues to meet the criteria, including making improvements in the identified areas. STB will continue to work with tourism stakeholders to do more to internalise sustainability as part of their offerings so that they can contribute to making Singapore greener and more livable.

Global collaboration opportunities in travel

To mitigate climate change, focusing on one area or one country is insufficient – global collaboration within the tourism and travel industry is essential. A single solution will not move us forward to achieve our climate goals and build sustainable destinations.

Countries must work together to advance global action towards achieving net zero. Collaborations could include joint contributions to international regulations, standards and certification on emerging technologies such as lower carbon solutions and participation in joint R&D and test beds.

Singapore is already working closely with Australia, Chile, New Zealand and the U.S. to collaborate on low-carbon technologies, such as low-carbon hydrogen and Carbon Capture Utilisation and Storage (CCUS) (11). In a world first, Singapore has commenced negotiations on a bilateral Green Economy Agreement (GEA) with Australia which combines trade, economic and environmental objectives. The country is also working actively to tap low-carbon energy beyond our shores with a view to eventually importing electricity from Malaysia and Indonesia through regional trade arrangements (12).

Singapore companies with relevant expertise have also partnered with overseas businesses to support them in achieving their sustainability aspirations. For example, Singapore developers and consultants have ensured that more than 300 projects from 16 countries had been certified under the Building and Construction Authority (BCA)’s Green Mark scheme (13).

As recently announced, Singapore is also collaborating with the GSTC, the Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS) and the Association of Singapore Attractions (ASA), to actively contribute to the development of GSTC’s global sustainability standards for the MICE and Attractions industries respectively. These new industry criteria are expected to be launched progressively from next year.

Such efforts will ensure that our tourism sector continues to maximise social and economic benefits for locals, reduce its impact on our environment, and contribute to conserving our local heritage while doing our part as responsible global citizens, and furthering the international dialogue on sustainable tourism.

Businesses, communities, and governments must collaborate to deliver sustainable and safe destinations for travellers to continue to visit and enjoy – it is good for the economy and the environment.

This piece was written by Carrie Kwik, Executive Director, Europe, Singapore Tourism Board

  • World Travel & Tourism Council ( WTTC) – Staff Shortages 2022
  • World Travel and Tourism Council/ Statista 2023
  • Bain & Company, The Circularity Challenge, May 2022
  • Source: Booking.com, Sustainable Travel Report 2022
  • WGSN report. Global trend forecaster WGSN is the data partner for SingapoReimagine Global Conversations Reimagine Experiences. WGSN’s report unveiled three new traveller profiles that have emerged from the pandemic as well as their heightened needs.
  • Source: Singapore Department of Statistics. Land data as of December 2022.
  • https://wttc.org/Portals/0/Documents/Reports/2021/WTTC_Net_Zero_Roadmap.pdf
  • By the International Air Transport Association (IATA)
  • www.edb.gov.sg/en/business-insights/insights/singapore-to-have-world-s-largest-sustainable-aviation-fuel-plant.html
  • www.caas.gov.sg/who-we-are/newsroom/Detail/singapore-airlines-operates-its-first-flights-with-blended-sustainable-aviation-fuel-in-singapore
  • Singapore Hotel Association (SHA) and the Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS)
  • E.g., the Made with Passion national initiative spotlights local products by local entrepreneurs
  • E.g., the SG Fresh Produce badges enables consumers to identify local produce by farmers
  • www.nccs.gov.sg/media/press-release/singapore-looks-to-develop-and-deploy-lc-technological-solution
  • www.nccs.gov.sg/singapores-climate-action/singapore-and-international-efforts/
  • www.bcai.com.sg/green.htm

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How Singapore became a beacon for sustainable tourism

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Beverly Au Yong, area director for the Middle East at Singapore Tourism Board, explains how the city-state has become a benchmark for sustainable practices

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The pandemic has shed light on the particular needs of the next generation of travellers in a Covid-19 environment. Among the many criteria that travellers are now seeking, sustainability is a top priority.

Keeping this in mind, the Singapore Tourism Board (STB) has developed a destination sustainability strategy and roadmap for the tourism sector in line with the Singapore Green Plan 2030, with a focus on environmental sustainability and sustainable management.

“As a responsible destination, Singapore is constantly incorporating our sustainability vision into our tourism offerings to achieve our vision of becoming a City in Nature,” said Beverly Au Yong, area director for the Middle East at STB.

The remarks were made by Au Yong along the sidelines of the SingapoReimagine Global Conversations that was held at the Terra Auditorium at Expo 2020 Dubai. The panel included luminaries such as Dr Barkathunnisha, co-founder of World Women Tourism and founder of Elevated Consultancy and training; Michael Magill, managing director of RSP Architects Planners and Engineers Middle East; Xavier Anglada, managing director of Energy GCAL, member of Accenture’s Global Leadership Council, and innovation lead in the Middle East.

Several examples of Singapore’s approach to sustainable tourism were highlighted over the course of the event. For example, the Singapore Hotel Association has set up a Hotels Sustainability Committee to drive industry-wide adoption of sustainability practices. Singapore hotels like JW Marriott South Beach and Parkroyal Collection Pickering have included sustainability considerations in the design and subsequent construction of the hotel infrastructure, whereas hotel partners like Grand Hyatt Singapore, Fairmont Singapore, and Swissotel the Stamford have minimised the environmental footprint of their hotel operations by ensuring efficient use of water, and reduction of waste and carbon emissions. Similarly, hotel partners like One Farrer Hotel and Parkroyal Collection Marina Bay are also incorporating elements of sustainability into hotel experiences by way of initiatives such as introducing farm-to-table dining experiences for guests and preserving the rich heritage of green foliage and existing greenery on site respectively. Furthermore, Singapore’s resort island, Sentosa aims to become a globally recognised, certified sustainable tourism destination and transform itself into a carbon-neutral destination by 2030.

role of singapore tourism board

“We are aware that the sustainability journey will be a two-way conversation between the Government and industry, and platforms like the Singapore Reimagine Global Conversations (SRI GC) series offers a stage for industry game-changers to discuss these emerging trends and issues, and to spark ideas to collectively shape the future of tourism,” added Au Yong.

There are several challenges that must be tackled along the way while paving the way for a shift towards sustainable tourism. Shifting business practices to be more environmentally friendly and sustainable can be expensive. Therefore, managing costs effectively during the transition will be key. Many small- and medium-sized enterprises and smaller attractions may not have the immediate financial appetite, even if it does pay off in the long term. But Au Yong counters that by saying, “Sustainability is the right thing for any business to do, but it also begins with a shift in mindset. Sustainability initiatives could mean more efficient processes, use of resources and lower costs in the long run. Businesses need to think about how sustainability makes business sense for them, and fits into their own business processes and models. For example, investments in sustainability solutions, such as food waste management or sustainable building management systems, will also benefit their bottom line in the long run through better resource management.

role of singapore tourism board

“Reducing the environmental impact of tourism is a continuous process. Our local tourism businesses and industry partners have already begun incorporating sustainable practices into their products and experiences, and we must forge ahead with supporting them in becoming more environmentally sustainable.”

The Singapore Pavilion at Expo 2020 Dubai aimed to achieve net-zero energy during the six-month event period via the use of solar panels, management of energy and desalination of saline groundwater. Titled “Nature. Nurture. Future.”, it presents a microcosm of Singapore’s transformed landscape to visitors and reflects the nation’s vision of becoming a City in Nature. The pavilion features a multi-layered, three-dimensional green space that showcases Singapore’s strengths and expertise, and highlight the country’s approach to liveability, sustainability and resilience through innovative urban solutions. “Expo 2020 is a global platform that has provided Singapore an opportunity to showcase its innovative urban solutions and culture. The visitors to the Singapore pavilion are offered many unique and immersive experiences into the countries vibrant and dynamic culture and its effort towards becoming a City in Nature. We are confident that the visitors to the Singapore pavilion come out feeling mesmerised having witnessed an amalgamation of design, technology and culture,” concluded Au Yong.

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Singapore's tourism industry can expect new challenges in the next 50 years: PM Lee

Visitors watching panda Jia Jia during their 15 minutes in the Giant Panda Forest enclosure at the Singapore Zoo on Nov 29, 2012, the first day the enclosure was opened to the public. -- PHOTO: ST FILE

SINGAPORE - To grow Singapore's tourism industry over the next 50 years, the country has to invest in capabilities, refresh its attractions and deepen its engagement with locals.

These are the ways Singapore can overcome competition from other destinations and a labour shortage, said Prime Minister Lee Hsien Loong on Friday night.

He was speaking to tourism industry leaders, stakeholders and front-line staff at the Tourism50 gala dinner at Gardens by the Bay, organised by the Singapore Tourism Board (STB) to celebrate 50 years of tourism development and industry partnerships.

He noted how Singapore's tourism landscape has changed, from having only a handful of attractions in 1964 - when STB's predecessor was formed - to its world-class attractions today.

"To keep Singapore special and to keep the tourists coming, we must grow the tourism industry by raising the quality of the experience and the value of every tourist, rather than solely by increasing the visitor numbers," he said.

Singapore will continue to bring in new events like last weekend's Women's Tennis Association Finals, and spruce up older attractions. There are "bold plans" to develop Mandai, including a new Bird Park to replace the one in Jurong, he said.

The Marina Bay and Gardens by the Bay are also far from finished. There are plans to expand the Gardens by the Bay on the eastern side in the longer-term, Mr Lee added.

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GSTC to develop new Criteria with support from the Singapore Tourism Board

5 April 2023 – The Global Sustainable Tourism Council (GSTC), with support from the Singapore Tourism Board (STB), is developing a new Criteria for MICE (Meetings, Incentives, Conferences, and Exhibitions) and Attractions. The GSTC MICE Criteria and GSTC Attraction Criteria will serve as the global sustainability standards for both industries.

Development of the GSTC MICE Criteria

The GSTC MICE Criteria will be developed with the input of relevant stakeholders in the field of MICE and will provide clear sustainability outcomes that the standard seeks to achieve.

GSTC2022 - GSTC Criteria Workshop in Seville, Spain

GSTC MICE Criteria Workshop at GSTC2022 Conference in Seville, Spain

The development of the GSTC MICE Criteria is vital to meet the increasing demand for sustainable practices in the tourism sector. The MICE industry must prioritize sustainability to meet the growing demand for sustainable travel options. With more business travelers seeking sustainable options, it makes business sense for tourism companies to prioritize sustainability to meet the evolving demands of their customers. The GSTC MICE Criteria can also guide the industry to make supply chains more sustainable and increase residents’ involvement in local events and exhibitions.

Randy Durband, Chief Executive Office, GSTC said, “The development of GSTC MICE Criteria will provide a globally-created and globally-applicable set of sustainability standards that serves as a platform for universal approaches to measurement, monitoring, reporting, and various forms of external verification needed to drive positive impacts from good practices.”

The application of the GSTC MICE Criteria has long-term impact, as its continued use can significantly reduce negative environmental impacts, preserve local cultures and cuisines, and support sustainable consumption and production patterns.

Criteria Development Process

The Global Sustainable Tourism Council (GSTC) has formed a MICE Criteria Development Advisory Group* [1], which comprises up to ten organizations from both the public and private sectors with established track record in hosting MICE events. The main objective of this group is to offer their expert opinion and comments to the GSTC Technical Team while GSTC will retain full oversight and control of the Criteria development process. The Advisory Group will also encourage the MICE industry to take part in the Public Consultation and Feasibility Assessment phases of the Criteria Development process.

The whole process of development and revision will be overseen by the International Standards Committee (ISC) of the GSTC. The development and content of the ‘Terms of Reference’ (TOR) endeavor to comply with the requirements of the ISEAL Standard-Setting Code of Good Practice.

More detailed information about the process is available in the GSTC MICE Criteria Development Terms of Reference (TOR) document here .

GSTC Attraction Criteria

Later this year, ​​GSTC will begin developing another set of criteria, the GSTC Attraction Criteria, to enhance the common language of sustainability in attractions. The development of the GSTC Attraction Criteria comes also with the support of the STB, and a specific plan such as TOR will be shared later this year.

Key Contributor – Role of STB

Mr. Randy Durband, CEO of GSTC, Mr. Keith Tan, Chief Executive, Singapore Tourism Board and Dr. Mihee Kang, Assurance Program Director, Asia-Pacific Program Director, GSTC

Mr. Randy Durband, CEO of GSTC, Mr. Keith Tan, Chief Executive of Singapore Tourism Board, Dr. Mihee Kang, Assurance Program Director of GSTC

Following Singapore’s recent certification as a sustainable destination based on the GSTC’s Destination Criteria, STB is demonstrating its commitment by bringing together Singapore’s tourism associations and stakeholders to contribute to GSTC’s global efforts in driving sustainable tourism. This is in line with Singapore’s vision to become a sustainable urban destination, where large experiences come with small footprints.

Mr. Keith Tan, Chief Executive, Singapore Tourism Board said, “The Singapore Tourism Board (STB) is pleased to support GSTC in the development of their industry criteria for MICE and attractions. Such internationally-recognised standards are important, as they help destinations and tourism businesses understand if their sustainability efforts are on the right track. We look forward to working closely with GSTC and our industry associations to provide a Singapore perspective and help the tourism sector contribute to a greener world.”

STB, together with Singapore’s industry associations, the Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS) and the Association of Singapore Attractions (ASA), will provide feedback, consultation, and industry expertise for the draft Criteria, as well as to encourage industry adoption of the developed Criteria when ready.

[1] * The current MICE Criteria Development Advisory Group include the following organizations: Green Key Global, Osaka Convention Bureau, Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS), Sustainable Hospitality Alliance (SHA), Suwon Convention Center, Visit Berlin, Visit Oslo.

About the Singapore Tourism Board (STB)

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.

Websites: www.stb.gov.sg   or www.visitsingapore.com

Social media: facebook.com/STBsingapore

linkedin.com/company/singapore-tourism-board

More information about the Global Sustainable Tourism Council and the GSTC Criteria:

About the gstc.

The Global Sustainable Tourism Council® (GSTC®) establishes and manages global sustainable standards, known as the GSTC Criteria. There are two sets:  Destination Criteria  for public policy-makers and destination managers, and  Industry Criteria  for hotels and tour operators. These are the guiding principles and minimum requirements that any tourism business or destination should aspire to reach in order to protect and sustain the world’s natural and cultural resources, while ensuring tourism meets its potential as a tool for conservation and poverty alleviation.

The GSTC Criteria form the foundation for Accreditation of Certification Bodies that certify hotels/accommodations, tour operators, and destinations as having sustainable policies and practices in place. GSTC does not directly certify any products or services; GSTC provides an accreditation program through its partner Assurance Services International to accredit Certification Bodies. The GSTC is an independent and neutral USA-registered 501(c)3 non-profit organization that represents a  diverse and global membership , including national and provincial governments, leading travel companies, hotels, tour operators, NGO’s, individuals and communities – all striving to achieve best practices in sustainable tourism.

Information for media and the press:  www.gstcouncil.org/about/for-the-press

The GSTC Criteria

The Global Sustainable Tourism Council® (GSTC) establishes and manages global standards for sustainable travel and tourism, known as the GSTC Criteria. They are the result of a worldwide effort to develop a common language of globally-applicable guiding principles about sustainability in tourism.

They were developed, and continue to be periodically revised, through extensive public consultation throughout the globe, in both developed and developing countries, striving to adhere to the Standard-Setting Code of the ISEAL Alliance. They serve as vital tools for elevating good practice and policy, as well as driving market demand, by all players in travel and tourism.

The GSTC Criteria have been built on decades of prior work and experience around the world, taking into account the numerous guidelines and standards for sustainable tourism from every continent. They are arranged in four pillars:

  • Sustainable Management
  • Socioeconomic Sustainability
  • Cultural Sustainability
  • Environmental Sustainability

Criteria are the minimum, not the maximum, which businesses, governments, and destinations should achieve to approach social, environmental, cultural, and economic sustainability. Since tourism destinations each have their own culture, environment, customs, and laws, the Criteria are designed to be adapted to local conditions and supplemented by additional criteria for the specific location and activity.

The two sets of GSTC Criteria are:

There are currently two sets: the GSTC Destination Criteria for public policy-makers and destination managers, and the GSTC Industry Criteria for hotels and tour operators.

  • GSTC Industry Criteria , abbreviated as GSTC-I, relates to the sustainable management of the private sector travel industry, focusing currently on Hotels and Tour Operators. GSTC-I was last revised in 2016. The GSTC Industry Criteria can be downloaded here.
  • GSTC Destination Criteria abbreviated as GSTC-D, relates to the sustainable management of tourism destinations and is intended for public policymakers and destination managers. GSTC-D was first released in 2013 and updated in Dec, 2019. The GSTC Destination Criteria can be downloaded here.

With the GSTC Criteria, we intend to raise awareness and education levels of all travel and tourism players of sustainable tourism concepts to support sustainable consumption and production. Adding a third set to the GSTC Criteria – GSTC MICE Criteria is the natural progression for the Global Sustainable Tourism Council to ensure sustainability in the MICE industry.  

With the development of the MICE Criteria, GSTC will add a specific training course for the MICE sector. This is an expansion of the existing GTSC Sustainable Tourism Training Program , available here .

How to use the GSTC Criteria?

Some of the applications of the criteria include the following:

  • Serve as the basis for certification for sustainability
  • Serve as basic guidelines for businesses of all sizes to become more sustainable, and help businesses choose sustainable tourism programs that fulfill these global criteria
  • Provide greater market access in the growing market for sustainable products, serving as guidance both for travelers and for travel agencies in choosing suppliers and sustainable tourism programs
  • Help consumers identify sound sustainable tourism programs and businesses
  • Serve as a common denominator for information media to recognize sustainable tourism providers
  • Help certification and other voluntary programs ensure that their standards meet a broadly-accepted baseline
  • Offer governmental, non-governmental, and private sector programs a starting point for developing sustainable tourism requirements
  • Serve as basic guidelines for education and training bodies, such as hotel schools and universities
  • Demonstrate leadership that inspires others to act

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role of singapore tourism board

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Singapore’s tourism sector recovers strongly in 2022, visitor numbers expected to double in 2023

International arrivals exceed forecast to hit 6.3 million, tourism receipts reach an estimated $14 billion amid growing demand

Singapore, 17 January 2023 – Singapore’s international visitor arrivals (IVA) reached 6.3 million in 2022 (~33 per cent of 2019 IVA), exceeding STB’s forecast of between 4 and 6 million visitors. Tourism receipts (TR) are estimated to reach $13.8 to $14.3 billion[1] (~50 per cent to 52 per cent of 2019 TR). Barring unexpected circumstances, tourism activity is now expected to recover to pre-pandemic levels by 2024.

Mr Keith Tan, Chief Executive, Singapore Tourism Board (STB), said: “Our 2022 tourism performance underscores Singapore’s appeal as a leading business and leisure destination for post-pandemic travellers. To sustain our growth in 2023 and beyond, we will expand our partnerships, build up a rich year-round calendar of events, ramp up investment in new and refreshed products and experiences, and continue to support industry efforts to build the capabilities they need to meet consumer demands.”

2022 Tourism Performance

Visitor arrivals were driven by strong demand from Singapore’s key source markets, led by Indonesia (1.1 million), India (686,000) and Malaysia (591,000).

TR reached $8.96 billion between January to September 2022. The top TR generating markets were Indonesia, India and Australia, which contributed $1.1 billion, $704 million, and $633 million respectively in TR (excluding Sightseeing, Entertainment and Gaming)[2].

Visitors are also spending more time in Singapore compared to before the pandemic. For the last three quarters of the year (April-December 2022) when Singapore no longer required quarantine for fully-vaccinated travellers, the average length of stay was approximately 4.81 days[3]. This is a significant increase compared to 3.36 days for the same period in 2019.

Key Industry Performance

MICE and Leisure Events

The resumption of MICE[4] events picked up pace in 2022, following the easing of border restrictions and safe management measures.

Marquee international events returned to Singapore, including Food and Hotel Asia – Food & Beverage and Food and Hotel Asia – HoReCa, which took place as two dedicated trade shows for the first time, ITB Asia, and Singapore Fintech Festival, which attracted a record turnout from over 115 countries. STB also secured new events like FIND: Design Fair Asia as well as Global Health Security Conference 2022 and the 14th World Stroke Congress, which reinforced Singapore's leadership in key industry clusters.

Singapore’s calendar of leisure and sporting events also recovered strongly. The Formula 1 Singapore Airlines Singapore Grand Prix 2022 – held after a two-year hiatus – drew a record attendance of 302,000; the Tour de France Prudential Singapore Criterium also made its Southeast Asian debut. Regular crowd-pleasers such as the Singapore Food Festival, Christmas Wonderland, Christmas on A Great Street at Orchard Road, the Marina Bay Singapore Countdown and ZoukOut Singapore were all organised successfully and drew visitors from around the world.

Hotels Industry Performance

Singapore’s hotel industry also posted an encouraging year due to stronger demand for leisure and business travel. From April to December 2022[5], the Average Occupancy Rate (AOR) was 79.1 per cent, compared to 87.3 per cent recorded in the same period in 2019. Average room rates during this period increased by 17 per cent to $260, while Revenue per Available Room (RevPAR) increased by 6.2 per cent to $206.

Singapore welcomed a total of 465 new keys in 2022 with the opening of new hotels like the Citadines Connect City and Garden Pod @ Gardens By The Bay Centre. New brands like Hotel Telegraph (formerly known as SO Singapore), Pullman Singapore Orchard (formerly known as Grand Park Orchard), voco Orchard Singapore (formerly known as Hilton Singapore at 581 Orchard Road) and Vibe Hotel Singapore Orchard (formerly known as Elizabeth Hotel) were also introduced. These investments underscored the private sector’s confidence in Singapore’s tourism prospects.

Cruise Industry Performance

Singapore’s position as a regional cruise hub strengthened in 2022 with more than 230 ship calls. Passenger throughput was 1.2 million, which is about two-thirds of pre-pandemic levels in 2019. The return of cruising was supported by the year-round deployment of Resorts World Cruises’ Genting Dream and Royal Caribbean International’s Quantum/Spectrum of the Seas . Following the resumption of sailings with ports of call in July, two new cruise lines made Singapore their seasonal homeport[6]:

·       STB’s new three-year partnership with Silversea Cruises will see its ships homeport seasonally in Singapore till the 2024/2025 season, with Silver Muse kicking off the first sailing from Singapore in December 2022.

·       TUI Cruises' Mein Schiff 5 also returned to Southeast Asia in December 2022, starting their three-year seasonal homeport from Singapore and taking passengers to ports in Southeast Asia.

Singapore also welcomed the return of transit and turnaround sailings[7] from Cunard, Seabourn Cruises, Viking Cruises, Oceania Cruises and Regent Seven Seas Cruises in 2022.

2022 Highlights

Branded Collaborations and Strategic Partnerships

To keep Singapore top-of-mind and rebuild demand, STB scaled up its SingapoReimagine campaign across 17 markets. It also increased Singapore’s appeal to consumers through innovative partnerships.

For example, STB collaborated with media and entertainment companies such as Warner Bros. Discovery and Studio Dragon, as well as celebrities Billie Eilish, Charlie Puth and Jackson Wang to inspire travel to Singapore through authentic and creative storytelling. STB also forged strategic partnerships with industry leaders such as Singapore Airlines, Scoot, CapitaLand, Expedia, Klook and Visa to promote Singapore, exchange insights and enhance the visitor experience.

Enhanced Destination Attractiveness

Singapore welcomed new and enhanced experiences, including the Children’s Museum Singapore; Avatar: The Experience at Gardens by the Bay; Sentosa’s Night Luge, Scentopia, Wings of Time and Central Beach Bazaar; a new gallery at ArtScience Museum’s Future World: “ Exploring New Frontiers” ; A Minion’s Perspective Experience at Resorts World Sentosa; Mr Bucket Chocolaterie at Dempsey; and the Singapore Night Safari’s new amphitheatre and refreshed Creatures of the Night show. The Changi Bay Park Connector and the Rifle Range Nature Park were also opened, strengthening Singapore’s attractiveness as a City in Nature.

Singapore’s tour operators continued to introduce new and innovative tours, including the Seadog Kayak Sailing Tour by Kayak Fishing Fever, Letters From Blakang Mati by Woopa Travel as well as Hawker Fare: Little India Street Food Tour.

Becoming an Urban Wellness Haven and a Top Sustainable Destination

To meet increasing demand for holistic wellness offerings, STB organised the inaugural Wellness Festival Singapore (WFS) in June 2022, which featured over 130 wellness activities and experiences over 10 days. STB also inked a partnership with global wellness platform ClassPass, onboarding more than 90 new wellness businesses across 167 locations.

To make wellness a key component of Singapore’s tourism offerings, STB launched an Expression-of-Interest (EOI) in November to develop a wellness attraction on the southern coast of Singapore.​

STB also made strides to help the tourism sector become more sustainable. A destination sustainability strategy for the tourism sector was developed in 2022 in line with the Singapore Green Plan 2030 and our ambition to become a sustainable urban destination. Industry-specific roadmaps were developed for hotels[8] and the MICE ecosystem[9], while the Tourism Sustainability Programme[10] was launched to support tourism businesses in all stages of their sustainability journey.

2023 Outlook

STB expects the tourism sector to continue its growth momentum this year, on the back of increasing flight connectivity and capacity, and China’s gradual reopening. International visitor arrivals are expected to reach around 12 to 14 million visitors, bringing in approximately $18 to 21 billion in tourism receipts – around two-thirds to three-quarters of the levels in 2019.

In the meantime, STB will continue efforts to increase Singapore’s destination attractiveness. STB will support the development of new and refreshed offerings in 2023, such as Bird Paradise @ Mandai Wildlife Reserve, and new experiences in Orchard Road such as the Trifecta integrated sports facility.

To support tourism recovery, STB will front load $110 million of the $500 million set aside for Singapore’s tourism recovery to ramp up business and leisure events over these two years.

STB will continue to attract more high-quality MICE events, such as the Herbalife APAC Extravaganza 2023 and the 25th World Congress of Dermatology 2023. On the leisure events front, 2023 has already kicked off strongly with Art SG, Southeast Asia’s largest ever art fair as part of the Singapore Art Week, and Sail GP, which made its Asian debut last week. New events like the Olympic Esports Week and Professional Triathletes Organisation Asian Open will also take place in Singapore for the first time.

To increase Singapore’s mindshare, STB will ramp up the SingapoReimagine campaign in all our key markets through creative activations, content and partnerships. This will be augmented by the SingapoReimagine Marketing Programme (SMP)[11] to help local tourism and lifestyle businesses promote Singapore while also raising their marketing capabilities. 

To support the pace of recovery, STB will continue to help the tourism sector ramp up hiring. As of September 2022, the total tourism workforce is around 65,000 – about 78 per cent of 2019 levels. STB will continue to support manpower needs through the Tourism Careers Hub, which has placed more than 500 workers in the tourism sector since its launch in 2022 by providing career coaching, skills upgrading and job matching. STB will also continue to support digital transformation for the industry through Tcube[12], which has already helped more than 1,000 local tourism companies through its various programmes.

Please refer to Annex for International Visitor Arrivals (IVA) and Tourism Receipts (TR) from 2019-2022.

Please download the STB Year-in-Review presentation deck from this link.

[1] These are preliminary estimates for 2022.  The final figure will be available in 2Q 2023.

[2] In line with previous practices, STB excludes Sightseeing, Entertainment & Gaming in the country analysis due to commercial sensitivities.

[3] Figures are updated as at 17 Jan 2023.

[4] Meetings, Incentives, Conventions and Exhibitions (MICE)

[5] Figures for the hotel industry are updated as at 17 Jan 2023.

[6] A homeport refers to the port at which a cruise ship is based, and is where a cruise itinerary begins and ends. Year-round homeports are perennial, while seasonal homeports last only for a few months, typically during the summer. 

[7] A transit sailing indicates that Singapore is a port of call in an itinerary that begins and ends at another port. A turnaround sailing is one that begins at another port of call but ends its itinerary in Singapore.

[8] The  Hotel Sustainability Roadmap  was jointly launched by STB and Singapore Hotel Association (SHA) in March 2022.

[9] The  MICE Sustainability Roadmap  was jointly launched by STB and Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS) in December 2022.

[10] The  Tourism Sustainability Programme  was developed to strengthen the tourism sector's foundation in sustainability.

[11] The  SingapoReimagine Marketing Programme  is a S$8 million programme, which was launched in September 2022, to supports local businesses across tourism and lifestyle industries to promote Singapore and recapture international demand.

[12] Tcube, or the Tourism Technology Transformation Cube, is a hybrid innovation space that brings STB’s digital initiatives, resources and thought-leadership content onto a single platform to support our sector’s digital transformation. For more information, visit  https://go.gov.sg/tcube

About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions.

More: www.stb.gov.sg or www.visitsingapore.com | Follow us: facebook.com/STBsingapore  or linkedin.com/company/singapore-tourism- v.sg/tcube

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.

role of singapore tourism board

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COMMENTS

  1. Overview

    The Board's new name and corporate identity were officially unveiled by then-Second Minister for Trade and Industry BG (NS) George Yeo on 19 November 1997 to reflect the Board expanding its role beyond that of simply promoting tourism. The new identity of the Singapore Tourism Board is encased in a shape that is derived from an architectural ...

  2. Singapore Tourism Board

    The board was first established on 1 January 1964 and was called the Singapore Tourist Promotion Board ( Abbreviation: STPB ). [3] In that year, there were 91,000 visitors. The primary task of STPB was to coordinate the efforts of hotels, airlines and travel agents to develop the fledgling tourism industry of the country.

  3. Pioneering Strategies Make Singapore a Tourism Powerhouse: A Closer

    Singapore, despite its relatively small size, has achieved remarkable success in the global tourism landscape, positioning itself as a tourism powerhouse. At the heart of this triumph lies the innovative and pioneering strategies orchestrated by the Singapore Tourism Board (STB). Unlike traditional NTOs that often focus solely on marketing and promotional activities, the STB has

  4. Singapore Tourism Board

    Singapore Tourism Board | 115,070 followers on LinkedIn. The Singapore Tourism Board (STB) is the leading economic development agency for Singapore's tourism sector. It aims to differentiate ...

  5. Transforming Singapore towards sustainable tourism and urban living

    The Singapore Tourism Board is working closely with tourism stakeholders to execute the destination sustainability strategy and roadmap for the tourism sector in line with the Green Plan. First, galvanising sustainable tourism hardware and software. For instance, HyperDrive is a new first-of-its-kind gamified electric go-kart circuit which ...

  6. Ministry of Foreign Affairs Singapore

    Singapore plays an active role in the regional and global communities such as UN, WTO, APEC, ASEAN. Read more about the different organisations, engagements and initiatives that Singapore is involved in. ... Tourist information on Singapore can be obtained from the Singapore Tourism Board. You may also wish to refer to MICE for information on ...

  7. What We Do

    The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore's key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to ...

  8. gov.sg

    Singapore Tourism Board Tourism Court 1 Orchard Spring Lane Singapore 247729. 6831 3300. [email protected]. Member. Mr Arthur LANG. Group Chief Financial Officer Singtel 31 Exeter Road, #22-00 Comcentre Singapore 239732 PA: Jasmine Teo E: [email protected] Tel: 68383826. 6838 3826. [email protected].

  9. Sustainability crucial to attracting next-generation traveller

    That was one of the key messages put forward by the Singapore Tourism Board (STB) at the Singapore Reimagine Global Conversations (SRI GC) series, which was staged last month (January 22) at Expo ...

  10. How Singapore became a beacon for sustainable tourism

    Keeping this in mind, the Singapore Tourism Board (STB) has developed a destination sustainability strategy and roadmap for the tourism sector in line with the Singapore Green Plan 2030, with a ...

  11. PDF Planning for Tourism: Creating a Vibrant Singapore

    Singapore Tourism Board, to better reflect the larger mandate that had by then moved beyond marketing and promotions, to encompass other functions such as sectoral planning, development, and regulation. 50 years after embarking on its tourism journey, Singapore is a leading tourist destination with a clutch of global accolades to its name. What

  12. Singapore's tourism industry can expect new challenges in the next 50

    He was speaking to tourism industry leaders, stakeholders and front-line staff at the Tourism50 gala dinner at Gardens by the Bay, organised by the Singapore Tourism Board (STB) to celebrate 50 ...

  13. GSTC to develop new Criteria with support from the Singapore Tourism Board

    Key Contributor - Role of STB. ... The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore's key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a ...

  14. Singapore Tourism Board: Jobs

    Singapore Tourism Board | 115,062 followers on LinkedIn. The Singapore Tourism Board (STB) is the leading economic development agency for Singapore's tourism sector. It aims to differentiate Singapore as a destination, delivering on its promise to provide a concentration of multi-faceted and user-centric travel experiences, as well as positioning Singapore as a future-facing and inspiring ...

  15. Singapore's tourism sector emerges from 2020 with greater resilience

    Tourism-related companies have benefited from various government support measures to transform their products and offerings, while building new capabilities to position themselves for future growth opportunities. Mr Keith Tan, Chief Executive, Singapore Tourism Board (STB) said: "Singapore's tourism sector has had to fight for survival in 2020.

  16. Singapore Tourism Board Careers and Employment

    Find out what works well at Singapore Tourism Board from the people who know best. Get the inside scoop on jobs, salaries, top office locations, and CEO insights. Compare pay for popular roles and read about the team's work-life balance. Uncover why Singapore Tourism Board is the best company for you.

  17. Home

    Singapore Tourism Board, TNG Digital and Alipay+ ink partnership to promote travel to Singapore. Klook scales up partnership with Singapore Tourism Board to promote events and attract Southeast Asian travellers. Uncover Singapore's Hidden Gems Through the Lens of Local Singer-Songwriter Nathan Hartono .

  18. Role Reversal: Singapore Tourism Board becomes the tourists for a

    Role Reversal: Singapore Tourism Board becomes the tourists for a change in this Team-Bonding Adventure. Oct 11. Written By Beyond Expeditions SG. ... BE's team bonding session for the Singapore Tourism Board was a testament to the idea that there's always room for growth, learning, and connection, no matter how well you know a place and no ...

  19. Singapore Tourism Board hiring Manager to Senior Manager, Global

    [What the role is] The Global Campaigns team oversees the global brand and campaign development for STB Marketing Group, by strategising and conceptualising campaigns, creating campaign assets and developing brand extensions so as to drive desirability and consideration for destination Singapore by changing perception of leisure travellers.

  20. Singapore achieves global destination sustainability certification

    Singapore, 28 February 2023 - Singapore has been certified[1] as a sustainable destination based on the Global Sustainable Tourism Council (GSTC)'s Destination Criteria, after being the first to apply the certification process on a country level.This reflects Singapore's efforts and commitment in becoming a sustainable urban destination. The GSTC Criteria are the global standards for ...

  21. Overview

    The Singapore Tourism Board (STB) is the country's economic development agency for tourism, one of Singapore's most important service sectors. Offering enriching experiences to both visitors and locals through the constant enhancement of our tourism offerings and building a competitive and sustainable industry, STB helps create a vibrant ...

  22. Singapore's tourism sector recovers strongly in 2022, visitor numbers

    The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore's key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to ...