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CELEBRATING TOURISM PARTNERSHIPS Quality Tourism in the Year Ahead
SINGAPORE TOURISM BOARD TOURISM INDUSTRY CONFERENCE 7 Apr 2014
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The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
50 YEARS OF TOURISM DEVELOPMENT: A BIG THANK YOU
Photo: William Cho
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$24.6b
$23.8b
16.3m
16.8m
CONTINUED GROWTH IN 2014
Int’l Visitor Arrivals Tourism Receipts
15.5m
$23.5b
2013 Estimate
2014 Forecast
2013 Estimate
2014 Forecast
14.5m
$23.1b
2012 2012
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ADOPTING A YIELD-DRIVEN MARKETING APPROACH
1 2 3 ENHANCING DESTINATION ATTRACTIVENESS
4 SUPPORTING INDUSTRY COMPETITIVENESS
BUILDING LOCAL ENGAGEMENT
STRATEGIC APPROACHES
QUALITY TOURISM
TOURISM AS AN IMPORTANT ECONOMIC DRIVER
PRODUCTIVE INDUSTRIES, INNOVATIVE FIRMS, GOOD JOBS
ENGAGED RESIDENTS
1 2 3
NAVIGATING THE NEXT PHASE OF TOURISM GROWTH
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ADOPTING A YIELD-DRIVEN MARKETING APPROACH
1
NAVIGATING THE NEXT PHASE OF TOURISM GROWTH
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VISITOR-CENTRIC MARKETING
STB TAILORS OUR MARKETING ACCORDING TO THE NEEDS OF THE VISITOR
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Recognising the need to forge deeper relationships, gain knowledge and
learn new skills.
“SINGAPORE – THE HOLIDAY YOU TAKE HOME WITH YOU”
VISITOR-CENTRIC MARKETING
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VISITOR-CENTRIC MARKETING
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VISITOR-CENTRIC MARKETING
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VISITOR-CENTRIC MARKETING
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VISITOR-CENTRIC MARKETING
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PARTNERSHIP-BASED MARKETING
STB COMBINES RESOURCES WITH PARTNERS TO AMPLIFY MARKETING EFFORTS
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MEANINGFUL MARKETING CONTENT
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MEANINGFUL MARKETING CONTENT
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MICE PRINT ADVERTS
SELLING SINGAPORE AS MICE DESTINATION, DRIVING EVENT ATTENDANCE
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2
NAVIGATING THE NEXT PHASE OF TOURISM GROWTH
ENHANCING DESTINATION ATTRACTIVENESS
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OUR DESTINATION ACCOLADES
TOP IN ASIA, 10TH GLOBALLY (WEF Travel and Tourism
Competitiveness Rankings 2013)
TOP 25 TRAVELLERS’ CHOICE ASIA
DESTINATIONS (8th position, up 5 from 2012)
(TripAdvisor 2013)
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OUR DESTINATION ACCOLADES
GARDENS BY THE BAY
Award for Outstanding Achievement
(Thea Award 2014)
“Building of the Year” (World Architecture Festival 2012)
ZOUK #7 in Top 100 Clubs (World Ranking)
(DJ Mag, 2014)
F&B
8 restaurants listed in Asia’s 50 Best (Asia’s 50 Best, 2014)
RESORTS WORLD SENTOSA
“Best Integrated Resort “ (24th Annual TTG Travel Awards 2013)
ESPA:“Best Luxury Destination Spa”&“Best Luxury Wellness Spa”
(World Luxury Spa Awards 2014)
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NEW TOURISM PRODUCTS
Artist’s impression (Photo: Science Centre)
Kids STOP
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Newly opened:
MARINA BAY CRUISE CENTRE Recently upgraded:
SINGAPORE CRUISE CENTRE
STB will continue to partner local players to unlock the value that cruise passengers can bring
Photo: Wikipedia, Smuconlaw
RISING PROMINENCE OF CRUISE
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Photo: Gyver Chang
SINGAPORE SPORTS HUB: OPENING THIS MONTH
UNLOCKING SPORTS HUB
HOSTING AN ARRAY OF SPORTING AND ENTERTAINMENT EVENTS
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Gala Event
Legends Event
Fan Festival
Practice Sessions
FRINGE EVENTS ACTIVATING THE CITY TOURNAMENT
Attractions Shopping Arts
Dining Nightspots Precincts
UNLOCKING WTAC
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ART EVENTS
HUAYI - CHINESE FESTIVAL OF THE ARTS
SINGAPORE INTERNATIONAL ARTS
FESTIVAL
AFFORDABLE ART FAIR AFFORDABLE ART FAIR
SINGAPORE NIGHT FESTIVAL
ARTSTAGE
Q1 Q3 Q4 Q2
SINGAPORE ART WEEK
SINGAPORE INTERNATIONAL FILM
FESTIVAL
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DINING EVENTS
SINGAPORE FOOD FESTIVAL
WINE FIESTA
Q1 Q3 Q4 Q2
WORLD GOURMET SUMMIT
SAVOUR
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FASHION & RETAIL EVENTS
GREAT SINGAPORE SALE
ASIA FASHION EXCHANGE
Q1 Q3 Q4 Q2
FASHION STEPS OUT
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LIFESTYLE ENTERTAINMENT EVENTS
ST JEROME'S LANEWAY FESTIVAL
SPRING WAVE MUSIC FESTIVAL
ZOUKOUT
SUNDOWN FESTIVAL
Q1 Q3 Q4 Q2
M1 SINGAPORE FRINGE FESTIVAL
MOSAIC MUSIC FESTIVAL
F1 CONCERTS
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CULTURAL & PRECINCT EVENTS
ILIGHT MARINA BAY
CHRISTMAS LIGHT-UP
SINGAPORE RIVER HONGBAO
Q1 Q3 Q4 Q2
CHINATOWN CNY LIGHT-UP
CHINGAY PARADE
Photo: The Straits Times
DEEPAVALI STREET LIGHT-UP
Photo: The Straits Times
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CALENDAR OF LEISURE EVENTS Q1 Q3 Q4 Q2
ILIGHT MARINA BAY
CHRISTMAS LIGHT-UP
SINGAPORE RIVER HONGBAO
CHINATOWN CNY LIGHT-UP
CHINGAY PARADE
DEEPAVALI STREET LIGHT-UP
HUAYI
SINGAPORE INTERNATIONAL ARTS
FESTIVAL
AFFORDABLE ART FAIR
AFFORDABLE ART FAIR (Nov)
SINGAPORE NIGHT FESTIVAL
ARTSTAGE
SINGAPORE ART WEEK
SINGAPORE FOOD FESTIVAL
WINE FIESTA
WORLD GOURMET SUMMIT
SAVOUR
GREAT SINGAPORE SALE
ASIA FASHION EXCHANGE
FASHION STEPS OUT
ST JEROME'S LANEWAY
SPRING WAVE MUSIC FESTIVAL
ZOUKOUT
SUNDOWN FESTIVAL
M1 SINGAPORE FRINGE
MOSAIC MUSIC FESTIVAL
WTA CHAMPIONSHIPS
SINGAPORE GRAND PRIX
F1 CONCERTS
SINGAPORE INTERNATIONAL FILM
FESTIVAL
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COMBINE HARDWARE & SOFTWARE
SOFTWARE PROGRAMMING IS THE KEY TO SUSTAINABLE COMPETITIVE EDGE
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STORY-TELLING: AEDS
Photos by Association of Singapore Attractions
NEXT PHASE: ATTRACTIONS EXPERIENCE DEVELOPMENT INITIATIVE Details to be shared by Q2 2014
ATTRACTIONS EXPERIENCE DESIGN SERIES (AEDS)
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STORY-TELLING: AEDS
Photos by Association of Singapore Attractions
NEXT PHASE: ATTRACTIONS EXPERIENCE DEVELOPMENT INITIATIVE Details to be shared by Q2 2014
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BTMICE SECTOR REMAINS STRONG
2013: A HOST OF QUALITY MICE EVENTS
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Q1 Q2 Q3 Q4
CALENDAR OF MICE EVENTS
• International Congress on Glaucoma Surgery
• Singapore Airshow • Singapore Design Week • Maison & Objet Asia • International Furniture
Fair • Asia Pacific Maritime
2014 • Meetings of the Internet
Corporation for Assigned Names and Numbers (ICANN 49)
• IDEM Singapore • Food & Hotel Asia • TFWA Asia Pacific Exhibition and
Conference • Music Matters • Intl Association of Education
Assessment Conference • Global Department Store Summit
• Herbalife Asia Pacific Extravaganza 2014
• RACS Annual Scientific Congress & ANZCA Annual Scientific Meeting
• International Water Week; World Cities Summit, Clean Enviro Summit Singapore
• Broadcast Asia / CommunicAsia • International Symposium on
Pediatric Neuro-Oncolog • In-House Counsel World (ICWS)
Summit
• World Architecture Festival
• Singapore International Energy Week
• TravelRave • ITB Asia • Intl Diabetes Federation
Western Pacific Regional Congress
• OSEA 2014 • MRO Asia
• 4th Singapore International Band Festival 2014
• 22nd AHR International Symposium on ICE
• 10th Asian & Oceanian Epilepsy Congress
• Congress of the International Federation of Pigment Cell Research
• Medical Fair Asia • Interspeech 2014 • Medical Manufacturing
Asia
2014: A BUSY CALENDAR AHEAD
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ADOPTING A YIELD-DRIVEN MARKETING APPROACH
1 2 ENHANCING DESTINATION ATTRACTIVENESS
DEMAND DRIVERS FOR DESTINATION SINGAPORE ARE STRONG
3 SUPPORTING INDUSTRY COMPETITIVENESS
BUT WE NEED TO OVERCOME THE CHALLENGES FACED BY INDUSTRY
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3
NAVIGATING THE NEXT PHASE OF TOURISM GROWTH
SUPPORTING INDUSTRY COMPETITIVENESS
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THE MANPOWER CHALLENGE
SLOWER WORKFORCE GROWTH 1
OVERALL WORKFORCE GROWTH
PAST 30 YEARS ~3.3% per year
NOW TILL 2020: ~1-2% per year
2020 - 2030 ~1% per year
TOURISM SECTOR WORKFORCE GROWTH
SINCE 2009 ~5.5% per year (using hotel industry as benchmark)
REALITY INDUSTRY NEEDS TO TRANSFORM TO GROW WITH LESS MANPOWER
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THE MANPOWER CHALLENGE
ASPIRATIONS MISMATCH
DEMAND OF JOBS
2020 >40% will be university graduates >60% expect PMET jobs
SUPPLY OF JOBS
TODAY <30% PMET jobs (using hotel industry as
benchmark)
REALITY INDUSTRY NEEDS TO DO MORE TO ATTRACT SINGAPOREANS
2
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HOTEL REDESIGN
THE EARLY ADOPTERS:
RE-THINK BUSINESS MODEL
REDESIGN PHYSICAL LAYOUT
MEANINGFUL HOTEL JOBS
& OPERATIONALLY EFFICIENT HOTEL
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OVERCOMING CHALLENGES
Study to identify improvement opportunities for hotel operations
HOTEL EXPERT PANEL Knowledge bank for hotels
Review and develop our plans for the transformation
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OVERCOMING CHALLENGES
Hotel Manpower Framework
IDENTIFY AND SHOWCASE GOOD JOBS
TO ATTRACT TALENT
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OVERCOMING CHALLENGES
TOURIST GUIDES
Review training and competency framework
Provide internationally recognised certification
TRAVEL AGENTS
Manpower Study to be completed Q3 2014
Plan and execute manpower initiatives
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MICE ROADMAP 2020 A joint initiative between STB and the industry
BUILDING ON OUR STRENGTHS
Lloyd Tan (Experia) Nancy Tan (ACE:Daytons) Nino Grüttke (Messe Berlin) Ong Wee Min (Marina Bay Sands) Oscar Cerezales (MCI Group) Ralph Hendrich (Koelnmesse) Stephen Tan (Singapore Exhibitions Services) Tay Meilin (Destination Asia) Trevor Soh (Pico)
OUR INDUSTRY PARTNERS
Aloysius Arlando (SingEx Group) Arun Madhok (Suntec) Benedict Soh (Kingsmen Creatives) Herve Joseph-Antoine (Pacific World) Janet Tan-Collis (East West Executive Travellers) Khoo Cheng-Hoon (Meeting Matters) Assoc Prof Lee Yuan Kun (NUS) Lindy Wee (Singapore Exhibitions Services)
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TOURISM CAPABILITY
DEVELOPMENT SCHEME
SUPPORT FOR TRANSFORMATION
TIP-iT TRAINING INDUSTRY PROFESSIONALS IN TOURISM
Employee Upgrading
Talent & Leadership Development
TTF TOURISM TECHNOLOGY FUND
Technology Innovation Technology Adoption
BIF BUSINESS IMPROVEMENT FUND
Insights & benchmarking studies Business processes & model redesign
ADF Strengthening Associations Supported Activities: training, technology and infrastructure development, market development, and brand development
ASSOCIATION DEVELOPMENT FUND
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4
NAVIGATING THE NEXT PHASE OF TOURISM GROWTH
BUILDING LOCAL ENGAGEMENT
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WHAT STB HAS DONE
Photo: Desmond Foo, The Straits Times
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LOCAL BUSINESS, LOCAL ENGAGEMENT
> 50 scholarships to
students from ITE to university
>500 structured
internship opportunities for students Apprenticeship for
youth-at-risk
ADVOCATING FOR EDUCATION
Educational sleepover for underprivileged children
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LOCAL BUSINESS, LOCAL ENGAGEMENT
A-List John Molina ZulTania
Heritage Jive Talkin
FREE LIVE SIMULCAST OF THE ROLLING STONES CONCERT
FEATURING OPENING PERFORMANCES BY LOCAL ROCK BANDS
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LOCAL BUSINESS, LOCAL ENGAGEMENT
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TOURISM ADVOCACY
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REMINISCE
REDISCOVER
CELEBRATE
TOURISM 50 CELEBRATIONS
RELIVING HAW PAR VILLA
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INTERNATIONAL TOURIST GUIDE DAY
REMINISCE
REDISCOVER
CELEBRATE
TOURISM 50 CELEBRATIONS
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STB and industry work in partnership to:
a) Market and strengthen the proposition of destination Singapore
b) Overcome the supply-side challenges
c) Engage the public to build support for and participation in our sector.
IN SUMMARY