Melissa Ow, chief executive of the Singapore Tourism Board, speaks at the Tourism Industry Conference. Photo Credit: Natalie Chew
Four years after the Covid-19 pandemic ravaged the global tourism
sector, Singapore has reported good news with 2023 marking 13.6 million
international visitor arrivals and $27.2 billion (US$20.1 billion) in
tourism receipts – almost a full recovery to 2019 numbers.
This year, the Singapore Tourism Board (STB) has projected between
15-16.5 million international arrivals and SGD$27.5-29 billion
(US$20.3-21.4 billion) in tourism receipts. These projected numbers were
shared at the Tourism Industry Conference (TIC), held on 10 May at
Marina Bay Sands.
Singapore is about to make a big splash in the wellness and motor
sports arena, with two world-class attractions coming soon to the city.
The Porsche Experience Centre is set to open in Changi by 2027 and a
wellness attraction in the Marina Bay precinct by 2030.
MICE industry “firing on all cylinders” with increased support
Earlier
this March, the STB unveiled its new global marketing campaign with an
ambitious proclamation to position Singapore as the “World’s Best MICE City”.
Speaking at the TIC, STB chief executive Melissa Ow shared that the
phrasing reaches beyond mere aspiration, with record turnouts observed
at MICE events and festivals in 2023 and into 2024, including the World
Congress of Dermatology and Singapore Fintech Festival last year and
Singapore Airshow and Food & Hotel Asia - Food & Beverage in 1Q.
“We are well-positioned to capture travel demand, thanks to the
industry’s agility and creative to transform and shape the tourism
landscape of Singapore with us,” Ow stated.
Events to look forward to include the upcoming Safety & Security Asia
which is estimated to attract 10,000 attendees, the110th Lions Club
International Convention in 2028, and the International Union of Radio
Science’s General Assembly and Scientific Symposium in 2029.
Support for local tourism leaders
To support the
industry workforce, STB plans to enhance the Tourism Sustainability
Programme (TSP) with more targeted assistance for sustainability
certification, reporting, and carbon management.
STB will also launch the Tourism Leadership Programme (TLP) this year
to equip leaders with necessary skillsets. A key TLP initiative is the
Tourism Leadership Excellence & Advancement Programme (T-LEAP) for
C-suite executives, high-potential leaders, and tourism business owners.
T-LEAP covers training in technology, sustainability, and provides
access to the Tourism Leaders Network for cross-collaboration.
T-LEAP's pilot run will be conducted in partnership with Sentosa
Development Corporation for island tourism companies before expanding
industrywide.
2040 vision: Tech and AI the way forward
The fight for tourism dollars is intensifying as nations vie to
leverage the industry as an economic growth engine post-pandemic, said
Ow. “There will be a premium on what is intrinsically unique, and that
which truly delivers quality and value. The key question for us is if
Singapore will continue to appeal and win over our visitors.” She said.
“Tourism 2040 is therefore a planning roadmap to identify and align
our efforts around new growth areas for the sector as we embark on the
next phase of our quality tourism journey. With increasing restraints on
resources, technology and data capabilities will enable our tourism
businesses to optimise resources, enhance visitor experiences, and
become more productive.”
To this end, STB will support the industry in building critical tech
skillsets, partnering through the hybrid innovation space Tcube to
source and trial digital transformation solutions for businesses.