STB asks for your ideas

• STB launches roadmap for 2020
• Task force includes marketing
• Launches website

 Singapore - In a bid to boost tourism, the Singapore Tourism Board (STB) has unveiled a new roadmap for the year 2020, constituting five taskforces, and it has launched a website asking people to share their vision for the growth of the sector.

The taskforces, including one on marketing, will map out tourism strategies specifically pertaining to business, enrichment, lifestyle, marketing, and travel and hospitality, and will involve more than 50 representatives from tourism-related industries.

The marketing taskforce is led by Aun Koh, director of Ate consulting, and it includes Fiona Bartholomeusz, founder of Formul8, Chen Hsing Yao, deputy director of Urban Design at the URA, Hideki Akiyoshi, regional creative consultant at Chuo Senko Advertising, Melissa Siew, general manager of Zuji Singapore, and others. It is tasked to look into opportunities arising from current and future trends in digital marketing, brand co-creation and one-to-one marketing to create a strong emotional
connection to the Singapore brand.

The Tourism Compass 2020 is an enhancement of Tourism 2015 which was launched in 2005 with a vision to make Singapore Asia's leading MICE city, leisure destination, and services centre. It targeted to achieve S$30 billion in tourism receipts and 17 million visitor arrivals to Singapore by 2015.

"Since then, the Singapore landscape has undergone a dynamic change in the last four years, and a dramatically different Singapore skyline will emerge over the next few years as tourism products such as the Integrated Resorts, the Gardens by the Bay project and the International Cruise Terminal come on stream," Aw Kah Peng, STB's chief executive and co-chair of the Tourism Compass 2020 Steering Committee, said in a statement.

"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," Aw said.

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