STB developing new blueprint to boost tourist growth

Asha Popatlal, Channel NewsAsia 12 Oct 09;

SINGAPORE: The Singapore Tourism Board (STB) is developing a new road map for 2020. It is also looking for ideas from the public.

Singapore's tourism industry has taken a hit with the economic downturn. Latest figures showed tourist arrivals from January to August fell 9.2 per cent over the same period last year to 6.23 million.

There was one silver lining though - the rate of decline has slowed since June.

The STB had previously set as its 2015 target 17 million visitor arrivals and S$30 billion in tourism receipts. But it now said that would be a challenge.

Looking forward to 2020, the STB has put together a steering committee to chart strategic directions for the future of an industry that contributed 5.8 per cent to GDP last year.

Five taskforces have been set up to look into specific areas - Business, Enrichment, Lifestyle, Marketing plus Travel and Hospitality.

Industry leaders heading these taskforces know they face an uphill task.

Dennis Foo, co-chair of Lifestyle Taskforce and CEO of St James Power Station, said: "... very exciting years ahead, with the two IRs (integrated resorts). But the big challenge is really to have the right software - essentially, it's the people. Hospitality is about people."

Loh Lik Peng, co-chair of Business Taskforce and director of KMC Holdings, said: "A lot of it is looking ahead and seeing the growth opportunities in markets like China, India, Indonesia.

"If you look at the wealth creation in those countries, the size of the middle class and the people who will travel for work and will want to come for events in Singapore or hold a conference here will increase exponentially.

"We want to position ourselves so that we get a fair share of that market. We don't want to be marginalised by their own capital cities."

About 70 per cent of Singapore's visitor arrivals are from Asia.

For its new road map, the STB wants to tap on ideas from the public through this website.

The public can submit their ideas over the next four months.

STB's chief executive, Aw Kah Peng, said: "Everyone who has a good idea, who can contribute, we want to hear them. If we can take even a small number of these ideas and turn them into something that works for us, that will be tremendously powerful."

The new road map and targets are expected to be ready by March next year.

- CNA/ir


Know how to woo more tourists? Tell STB
Tourism board seeks public, industry ideas on improving local appeal
Lim Wei Chean, Straits Times 13 Oct 09;

IF YOU have views on local tourism and how its appeal can be ramped up to bring in more visitors, the Singapore Tourism Board (STB) wants to hear them.

The board will also tap industry experts for their input on what needs to be done to grow their sectors.

Singapore has been efficient in developing tourism infrastructure, but needs to work harder in areas like service - what the STB calls the 'software'.

The results of this consultation exercise will go into setting up targets for 2020, and charting ways of hitting them.

This 'road map', dubbed the Tourism Compass 2020, marks the first time the STB has canvassed the public for feedback.

It will do this online, at a website set up for the purpose: http://www.tourismcompass2020.com

The most creative ideas submitted will be posted on the website and thrown open to a public vote. Those whose ideas garner the most support will win prizes like a trip to Resorts World at Sentosa. Their ideas could also make it into the tourism masterplan, which is expected to be unveiled by next March.

Among the more than 50 captains of industry who will be consulted are nightlife veteran and owner of St James Power Station Dennis Foo, serviced apartments operator Ascott Group's chief executive officer Gerald Lee, and retailer F. J. Benjamin's executive director Douglas Benjamin. Five task-force groups have been set up to examine the following sectors:

# Business

# Enrichment, looking at education and health care

# Lifestyle, including retail and the arts

# Marketing

# Travel and hospitality

Mr Foo has already identified manpower shortage as a perennial issue.

Industry feedback was also sought when the 2015 targets were set up, but not on such a scale.

STB chief executive officer Aw Kah Peng pointed out that in any case, those targets, established more than five years ago, needed re-examination in the light of the current global economic crisis.

The 2015 target was to attract 17 million tourists to spend $30 billion here.

The targets are staying, but getting there will be a challenge, said Ms Aw.

Tourism grew steadily up to the first half of last year, but with the financial crisis hitting in the second half, the year ended with numbers shy of 2007's.

The targets were to welcome 10.8 million visitors, who would spend $15.5 billion; by year's end, only 10.1 million had come and $14.8 billion had been spent.

The targets this year are more modest - to attract nine million to 9.5 million visitors, and to generate between $12 billion and $12.5 billion in shopping receipts.

Singapore wants your suggestions
Teo Xuanwei, Today Online 13 Oct 09;

SINGAPORE - Unlike years past - when the arrival of tourist magnets such as the Integrated Resorts and Formula One to our shores were largely Government-led moves - you can now have a bigger say as to how Singapore's tourism scene should be like.

Or as Singapore Tourism Board (STB) chief Aw Kah Peng put it - having Singaporeans give their input and ideas will ensure that "we can tell our story to tourists better".

This drive to chart a roadmap for Singapore tourism in 2020 - which will enhance the current 2015 blueprint - was launched yesterday with STB asking for the public's views on ways to woo travellers here.

Mr Gerald Lee, The Ascott Group's deputy chief and co-chair of the Singapore Tourism Consultative Council, said: "Tourism is not just for visitors; Singapore tourism belongs to residents, too.

By bringing members of the public into this discussion, we hope to include ideas and suggestions close to the hearts of people."

For the next four months, you can chip in with ideas on a new website (www.tourismcompass2020.com). STB expects to share its findings by March.

It is a good time to look ahead and refine our long-term strategies, said Ms Aw, as growing regional markets such as Thailand and Macau increasingly jostle with Singapore for tourists.

Over 50 industry players from both the public and private sectors have been grouped in five taskforces under a Tourism Compass 2020 steering committee to raise Singapore's appeal in various areas.

While STB did not reveal hard targets for 2020 - the Tourism 2015 blueprint, set five years ago, aims to achieve $30 billion in tourism receipts and 17 million visitor arrivals - one indication, according to Mr Lee, would be for Singapore to evolve into a "destination of a lifetime" and a "regular weekend vacation spot" at the same.

STB sets up steering committee for new tourism roadmap
Business Times 13 Oct 09;

THE Singapore Tourism Board (STB) yesterday unveiled a steering committee to provide direction for future developments here under its Tourism Compass 2020 roadmap.

Tourism Compass 2020 will be an extension of Tourism 2015 - a blueprint launched in 2005 to achieve $30 billion of tourism receipts and 17 million visitor arrivals a year by 2015.

STB said development of the new roadmap is 'timely' given recent events - such as the economic downturn, H1N1 flu and avian flu - all of which have hurt the tourism industry.

STB chief executive Aw Kah Peng said: 'While the current environment may be challenging, we are upbeat about the long-term prospects for growth and emerging opportunities afforded by new travel trends, so we can further tourism's contribution as a key driver of Singapore's economy.'

Ms Aw will co-chair the Tourism Compass 2020 steering committee with Gerald Lee, deputy chief executive of The Ascott Group.

The steering committee will include members of the Tourism Consultative Council (TCC), who are leaders in the business and tourism sectors.

Five task forces - business, enrichment, lifestyle, marketing, and travel and hospitality - have also been set up, with each task force led jointly by STB and TCC representatives. Members include representatives of 'various backgrounds from the private and public sectors who can provide valuable insights and perspectives', such as the executive director of FJ Benjamin, Douglas Benjamin, and general manager of Zuji Singapore Melissa Siew.

STB also said it wants members of the public to put their ideas forward through the Tourism Compass 2020 website - http://www.tourismcompass2020.com - from this month to January next year. Details of the roadmap will be announced in the first quarter of 2010.

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