celebrating tourism partnerships

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CELEBRATING TOURISM PARTNERSHIPS Quality Tourism in the Year Ahead

SINGAPORE TOURISM BOARD TOURISM INDUSTRY CONFERENCE 7 Apr 2014

50 YEARS OF TOURISM DEVELOPMENT: A BIG THANK YOU

Photo: William Cho

$24.6b

$23.8b

CONTINUED GROWTH IN 2014

Int’l Visitor Arrivals Tourism Receipts

$23.5b

2013 Estimate

2014 Forecast

2013 Estimate

2014 Forecast

$23.1b

2012 2012

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

NAVIGATING THE NEXT PHASE OF TOURISM GROWTH

VISITOR-CENTRIC MARKETING

STB TAILORS OUR MARKETING ACCORDING TO THE NEEDS OF THE VISITOR

Recognising the need to forge deeper relationships, gain knowledge and

learn new skills.

“SINGAPORE – THE HOLIDAY YOU TAKE HOME WITH YOU”

PARTNERSHIP-BASED MARKETING

STB COMBINES RESOURCES WITH PARTNERS TO AMPLIFY MARKETING EFFORTS

MEANINGFUL MARKETING CONTENT

MICE PRINT ADVERTS

SELLING SINGAPORE AS MICE DESTINATION, DRIVING EVENT ATTENDANCE

ENHANCING DESTINATION ATTRACTIVENESS

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)

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)

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)

NEW TOURISM PRODUCTS

Artist’s impression (Photo: Science Centre)

Kids STOP

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

Photo: Gyver Chang

SINGAPORE SPORTS HUB: OPENING THIS MONTH

UNLOCKING SPORTS HUB

HOSTING AN ARRAY OF SPORTING AND ENTERTAINMENT EVENTS

Gala Event

Legends Event

Fan Festival

Practice Sessions

FRINGE EVENTS ACTIVATING THE CITY TOURNAMENT

Attractions Shopping Arts

Dining Nightspots Precincts

UNLOCKING WTAC

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

DINING EVENTS

SINGAPORE FOOD FESTIVAL

WINE FIESTA

Q1 Q3 Q4 Q2

WORLD GOURMET SUMMIT

SAVOUR

FASHION & RETAIL EVENTS

GREAT SINGAPORE SALE

ASIA FASHION EXCHANGE

Q1 Q3 Q4 Q2

FASHION STEPS OUT

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

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

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

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

COMBINE HARDWARE & SOFTWARE

SOFTWARE PROGRAMMING IS THE KEY TO SUSTAINABLE COMPETITIVE EDGE

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)

STORY-TELLING: AEDS

Photos by Association of Singapore Attractions

NEXT PHASE: ATTRACTIONS EXPERIENCE DEVELOPMENT INITIATIVE Details to be shared by Q2 2014

BTMICE SECTOR REMAINS STRONG

2013: A HOST OF QUALITY MICE EVENTS

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

2014: A BUSY CALENDAR AHEAD

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

SUPPORTING INDUSTRY COMPETITIVENESS

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

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

HOTEL REDESIGN

THE EARLY ADOPTERS:

RE-THINK BUSINESS MODEL

REDESIGN PHYSICAL LAYOUT

MEANINGFUL HOTEL JOBS

& OPERATIONALLY EFFICIENT HOTEL

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

Hotel Manpower Framework

IDENTIFY AND SHOWCASE GOOD JOBS

TO ATTRACT TALENT

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

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)

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

BUILDING LOCAL ENGAGEMENT

WHAT STB HAS DONE

Photo: Desmond Foo, The Straits Times

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

A-List John Molina ZulTania

Heritage Jive Talkin

FREE LIVE SIMULCAST OF THE ROLLING STONES CONCERT

FEATURING OPENING PERFORMANCES BY LOCAL ROCK BANDS

TOURISM ADVOCACY

REMINISCE

REDISCOVER

CELEBRATE

TOURISM 50 CELEBRATIONS

RELIVING HAW PAR VILLA

INTERNATIONAL TOURIST GUIDE DAY

REMINISCE

REDISCOVER

CELEBRATE

TOURISM 50 CELEBRATIONS

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

celebrating tourism partnerships

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