STB urges industry to be more creative
SINGAPORE – The Singapore Tourism Board (STB) will adopt a more targeted approach in its marketing strategies, said Quek Swee Kuan, deputy chief executive (International).
Quek, who is responsible for STB’s international operations, international marketing and international relations, said Singapore’s top five visitor-generating markets in 2006 were Indonesia (1,921,000), PR China (1,037,000), Australia (692,000), India (659,000) and Malaysia (634,000).
Based on the average annual growth rate in visitor arrivals for the last five years, Singapore’s top five growth markets were Vietnam (42%), Russia (24%), China (12%), India (15%) and Middle East (10%).
Given Singapore’s strategic location in Asia and its unique strengths as a destination, Quek said that Singapore is in an excellent position to tap this growth potential.
In order for Singapore to stay relevant amidst stiffer competition in the region, Quek stressed the need for the industry and the STB to work closely together.
The STB will focus its marketing and promotional efforts on both volume and high growth markets.
He urged the industry to look for more creative ways to market itself and be bold about the kind of products and services to develop or bring into Singapore.
Calling for more innovative and creative packaging, he said the STB would also look at strengthening offers by twinning with beach resorts such as Sentosa and Bintan.
Quek added that the STB’s strategies would go beyond leisure mass markets to target high net-worth visitors, as well as high yield segments like BTMICE, education and healthcare.
At the same time, the STB would continue to forge new partnerships with financial institutions, airlines, hotels and tour operators to leverage their marketing networks.
The STB, which currently has 22 regional offices worldwide, will be opening a new Russia office shortly.
Source: P@ssport by Singapore Tourism Board
https://www.stbpassport.com/boardroom_jun_s10.aspx
Ian Jarrett
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