Revamped tourism site: Like it or not?

Revamped tourism site: Like it or not?
Singapore Tourism Board's revamped website, YourSingapore. It site replaces the board’s directory-style listings with more than 400 pages of content with a local flavour.

The Singapore Tourism Board (STB) is seeking feedback on a revamped website it launched last week.

The YourSingapore site replaces the board's directory-style listings with more than 400 pages of content with a local flavour. These range from the top 10 dishes to eat in Singapore to the difference between the Singlish terms "can lor" and "can leh".

The beta version of the site was unveiled last Wednesday, with a full version to be launched at the end of the year. The last revamp was in 2010.

Mr Terrence Voon, STB's deputy director for marketing activation, said the revamp was partly to reflect the fact that travellers now have more information at their fingertips, including online lifestyle and leisure magazines, blogs and social media.

"When making a travel decision, (travellers) refer to many sources, not just an official destination website like," he noted.

They want authentic holiday experiences, which is why the STB roped in local content partners and Singaporean voices to contribute.

Articles from lifestyle sites and magazines such as Time Out Singapore and Honeycombers are put up on the site, which has new icons designed by artist Samantha Lo.

"Much of their content goes beyond tourist attractions to feature some of Singapore's hidden gems that locals know and love," said Mr Voon.

Filmmaker Anthony Chen and actress Michelle Chong are among the personalities giving their take on their home country.

Tongue-in-cheek infographics on topics such as the national hobby of queuing and the differences between kopi, kopi-o, kopi-si and kopi-o-kosong are also featured.

Through social media, users can share their holiday snaps, which may be displayed on the site.

In the past year, the site attracted more than 9.6 million visitors, of which about 7.2 million were unique visitors - those who may have visited the site multiple times.

American Neal Kurtz, 64, a retired principal who visited Singapore last year, said he liked the revamped site: "It's easy to navigate and includes many of the places we visited."

Site users can lodge their feedback via

This article was first published on Sep 24, 2014.
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