Tourism plan: STB replies

Tourism plan: STB replies
A SilkAir (right) and a Singapore Airlines (SIA) plane at the Changi Airport.

We thank Mr Bobby Jayaraman for his feedback.

Growing both visitor arrivals and tourism receipts remains a key objective of our Quality Tourism strategy.

This means attracting visitors who appreciate what Singapore has to offer, and what Singaporeans and residents enjoy, too, in their free time.

Such visitors include the middle-class family of tourists mentioned by Mr Jayaraman, most of whom visit Singapore with their young children to enjoy our various attractions.

In the longer term, we aim to grow tourism receipts at a faster rate than visitor arrivals, so as to achieve sustainable tourism growth, in view of challenges such as physical and manpower constraints.

We have started to see some success in this area; more visitors stayed longer and spent more last year, for example.

We are also mindful of the headwinds faced by the tourism sector this year. We are already intensifying our marketing efforts to drive visitor arrivals and tourism receipts.

These include increasing marketing investments in our key markets. In Indonesia, for instance, we will be refreshing our marketing campaigns and doing more in Tier 2 cities like Medan and Surabaya.

And to celebrate Singapore's Golden Jubilee, we are working with industry partners to launch a $20 million global marketing campaign this month with exclusive deals and experiences in seven key markets.

Another significant marketing initiative is the $35 million two-year marketing partnership forged recently with Changi Airport Group to create greater awareness and attract more visitors to Singapore.

Juliana Kua (Ms)

Director

Strategy and Planning

Singapore Tourism Board


This article was first published on May 26, 2015.
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