Singapore (Commonwealth Union)_ A number of measures were unveiled at Singapore’s Tourism Industry Conference (TIC) to ensure the success and future of the tourism sector, as the nation received one million international visitor arrivals (IVA) in March and witnessed continued momentum in the tourism recovery. Alvin Tan, minister of state (MOS) for commerce and industry, is optimistic that Singapore will record between 12 and 14 million IVA and between S$18 billion (US$13.6 billion) and $22 billion in tourist revenues this year. This represents around two-thirds to three-quarters of the pre-pandemic levels of 19 million and S$28 billion, respectively.
According to MOS’s Tan, in the next three years, the Asia-Pacific region will probably be the largest source of foreign tourists, with China joining them as its economy continues to recover. According to Keith Tan, chief executive at the Singapore Tourism Board (STB), the future is quality tourism, generating greater yield, and providing decent employment, and concentrating on redefining our destination, reconnecting with our fans, and reinventing our industry. He stated that Singapore cannot be a low-cost destination, urging the sector to consider long-term success with great care.
Singapore’s tourism recovery initiatives include a revamped marketing campaign titled “Passion Made Possible,” which focuses on inspiring travel by demonstrating how Singapore transforms ordinary moments into exceptional memories. Additionally, a S$10 million Singapore On-Screen Fund was unveiled during TIC, which was attended by 400 on-site and 600 virtual industry members. The fund, which is co-funded by STB and the Infocomm Media Development Authority, intends to draw global players to utilize Singapore as a backdrop for the creation of content and in-depth storytelling across many platforms.
The campaign will be inaugurated in September and will highlight Singapore’s six most significant competitive advantages: World’s Best MICE City, which is a leading MICE destination; Culinary Capital, which is a leading culinary destination; Family Playground, which is an ideal family-friendly destination; Twice the Fun, which is an energetic and exciting city that expands all opportunities and spaces to make fun experiences, even at after-dark hours; City that Connects, which is a multicultural center that is well connected to the region; and Travel Well, which is a sustainable city and wellness haven.
According to STB’s Tan, “With this joint fund, we hope to catalyze production of major film and TV projects set in Singapore, and made in collaboration with international media and entertainment partners. This will provide our home-grown talents opportunities to work with their international counterparts and allow our people and companies to grow their capabilities and increase their global exposure”. He added, “We will invite selected media conglomerates, major streamers and production studios with regional or global networks to apply for the fund and be a part of Singapore’s branded entertainment efforts.” In the meantime, the Singapore landmark Orchard Road will be revitalized with improved signage and a wayfinding system that would facilitate navigation. Over the 2.2-kilometer stretch of Tanglin Road, Orchard Road, and Dhoby Ghaut, the revitalization of Orchard Road will feature an emphasis on sustainability, social effect, and local lifestyles.
Further, STB will collaborate closely with the Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS) to develop a two-year program as part of its commitment to sustainability and Singapore’s certification by the Global Sustainable Tourism Council. The launch of a step-by-step technological roadmap for customer service, marketing, and sustainability would also provide a digital boost to Singapore’s tourism attractions. During an interview, STB’s Tan stated that the new foreign areas of opportunity included the increase of Indian female tourists who can have fun and feel comfortable, sports fans, and entertainment events. He added that STB was examining the idea of forming partnerships with event organizers to curate and generate several peaks throughout the year.
