'BTMICE' unit focal point of STB internal restructure

By Patricia Wee SINGAPORE Singapore Tourism Board (STB) has revamped its internal structure, re-designating key divisions into groupings to be led by assistant chief executives (ACEs). Former chief of business operations and director, business travel and MICE, Gerald Lee, has been appointed assistant chief executive (leisure). Lee leads a new grouping within the STB — the leisure group — which groups together all tourism units (STUs) dealing with the leisure sectors (sightseeing and attractions, cruise, F&B, tourism shopping, lifestyle and events) as well as new divisions mega events, special projects and leisure marketing. Remaining STUs — business travel and MICE, healthcare services and education services — will be grouped under the new 'BTMICE' and services group'. The position of assistant chief executive for the group is still vacant. STB's chief executive, Lim Neo Chian, will cover the assistant chief executive (BTMICE and services) post until a suitable candidate is found. Meanwhile, Patricia Chua, currently assistant director of business travel, will be acting director, BTMICE. Said Lim: "Not withstanding any unforeseen circumstances, the global economy is expected to gain momentum in the first quarter of 2004 and we expect more corporations and businesses to explore opportunities to hold international events, conferences and incentive group travel in Singapore. "We're looking forward to 2004, not only because it presents greater opportunities for us but also Singapore, as a premium BTMICE destination, will benefit from the growth of markets in the region." In November 2003, the STB launched a US$8.82 million campaign to achieve a quantum leap in visitor arrivals from 1.5 million in 2002 to a forecast 1.8 million in 2005. The campaign has attracted corporate meetings such as Nortel Asia Pacific in January 2004 and the BMW CEO meeting this month. Incentive groups include Amway India in November 2004 and Amway Japan set for January 2005. Among the key initiatives that STB has lined up in 2004 are the use of technology to ensure ease of experience; strengthening channels to secure new business; developing new products; raising professionalism standards through education and training and attracting international organisations to set up offices in Singapore.