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Singapore Exhibits Greater Resilience and Reinvention for Tourism

Singapore’s tourism sector has taken strides to reimagine its offerings and experiences, while supporting nationwide efforts to tackle the COVID-19 pandemic. 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.

Keith Tan, Chief Executive, Singapore Tourism Board (STB) said: “Singapore’s tourism sector has had to fight for survival in 2020. Our tourism businesses have displayed immense resilience and adaptability throughout this difficult period, reinventing their business models and leveraging technology to find solutions in a COVID-19 world. STB remains confident in Singapore’s position as one of the world’s safest and most attractive leisure and business destination, and the long-term prospects of Singapore’s tourism sector. While mass international travel is unlikely to resume in a major way in 2021, STB will continue standing together with our industry partners to prepare for recovery and to start building a better and more sustainable future for tourism.”

To ensure that Singapore remains top of mind even while travel is curtailed, STB’s regional offices launched new initiatives to engage its fans and strengthen Singapore’s brand image around the world. STB partnered with technology, media and tourism industry players in key source markets to jointly promote Singapore as an attractive destination for future travellers.

India is an important visitor source market for Singapore. and  The Singapore Tourism Board and its tourism partners have been leveraging technology and the digital medium for consumer outreach in the India market since the beginning of the lockdown as they have realised that it is important to continue engaging with and entertaining the audience in such extraordinary times and keep Singapore close to their hearts and minds.

Interesting virtual consumer activations with brands such as Zomato, BookMyShow, NH7 Weekender, Windmill Festival, St+art India Foundation, Tripoto have been executed where Indian artistes and influencers have collaborated with Singaporean artistes where they were also to showcase their passions and talents and connect with the Indian audiences virtually.

Recently, STB concluded its first virtual travel trade engagement roadshows for 2021 in India. Based on this year’s theme, “Charting Our Pathways to Tourism Recovery”, the roadshows aimed at strengthening partnerships and planning on how to grow the tourism business and prepare for travel restart once the situation normalises. During the roadshow, the STB shared updates on the COVID-19 situation in Singapore and how the country is preparing for tourism re-start and recovery in 2021 and beyond. The roadshows included close to 48 key stakeholders from Singapore representing hotels, airlines, integrated resorts, attractions, Destination Management Companies (DMC) and cruise operators and were attended by over 3000 buyers from India.

GB Srithar, Regional Director (India, Middle East and South Asia), Singapore Tourism Board while talking about outlook for the India market adds: “Singapore has made progress in its gradual and calibrated return to some normalcy. We had entered the third phase of a three-phased ‘A Safe Singapore’ transition since 28 December 2020 and are adopting a deliberate and cautious re-opening of our borders for international travel, with necessary safeguards in place. We are prepared for recovery to be a slow and deliberate process but we are confident that we can overcome this pandemic.

STB is confident that along with our valued partner-friends and tourism partners, we will come together to share and exchange ideas and jointly configure the pathways to recovery for travel and tourism.”

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