Dubbed the Tourism Compass 2020, the STB is hoping to augment its vision for Singapore in 2020, and the blueprint is an enhancement of Tourism 2015, which was first launched in 2005 with a vision to become Asia’s leading MICE city, leisure destination and services centre.
“Singapore has undergone a rapid transformation in the last few years. While the current environment may be challenging, we are upbeat about the long-term prospects for growth in tourism. This is why we are developing Tourism Compass 2020 - to identify and capitalise on emerging opportunities afforded by new travel trends, so that we can further tourism’s contribution as a key driver of Singapore’s economy,” said Aw Kah Peng, STB’s chief executive and co-chair of the Tourism Compass 2020 steering committee.
STB's steering committee includes members of the Tourism Consultative Council (TCC), who are leaders in the business and tourism sector. Lim Sau Hoong, CEO and ECD of 10AM Communications, is a member of the TCC. The council will act as a platform to discuss strategies and plans for the sustainable growth of the tourism sector
Five taskforces have also been set up to map out specific tourism strategies for business, enrichment, lifestyle, marketing, and travel/hospitality.
The marketing taskforce includes Fiona Bartholomeusz, founder of Formul8, Chris Lee, creative director of Asylum and Melissa Siew, the recently promoted GM of Zuji Singapore, among others.
The marketing taskforce will propose marketing strategies for Singapore with the changing media landscape and consumption in mind.
To aid current initiatives to brand and market Singapore, the taskforce will also look into current and future trends in digital marketing, brand co-creation and one-to-one marketing.
The taskforce is understood to be acting as an advisory and consulting body, and is separate from STB’s creative, media and digital agencies, which were appointed earlier this year.
The STB will also take ideas from the public in general who can make suggestions to a Tourism Compass 2020 website over the next four months.
