The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore’s key service sectors. Known for partnership, innovation and excellence, the Board champions tourism and builds it into a key economic driver for Singapore. While STB continues to perform its tourism promotion functions, it will also fulfil a much broader economic development role for the tourism sector.
STB aims to ensure that tourism remains a key economic pillar through long-term strategic planning in partnership with the public and private sector stakeholders. STB's goal is to create exciting and innovative experiences for our visitors, in close partnership with the trade industry, thus etching forever in visitors' minds an image of Singapore as a unique and compelling destination. To do so, STB has identified three key areas of focus – strengthening Singapore’s position as a Leading Convention and Exhibition City in Asia, developing Singapore as a leading Asian leisure destination, and establishing Singapore as the Services Centre of Asia.
To achieve these targets, STB has formed strategic tourism units at its head office, which will be its engines of growth to create exciting and memorable experiences for visitors. The Board will revitalise traditional segments such as attractions and shopping, as well as continue to grow the food and beverage, cruise, events and Meetings, Incentive Travel, Conventions and Exhibitions (MICE) segments. It will also actively tap into emerging and high yield segments such as healthcare and education services.
In addition, greater emphasis will be placed on improving service quality as Singapore’s appeal rests, in part, on how visitors assess the level of service they receive. Through a more focused brand and destination communications unit, STB will continue to differentiate and market Singapore as a must-visit destination, offering enriching experiences through the “Uniquely Singapore” branding.
These initiatives will be reinforced by STB’s international operations which cover the traditional key regions such as Asean, North Asia, Oceania, Europe and the Americas, with expanded resources to capitalise on growth markets like China and India.