STB launches another SG$10mln fund to boost tourism

The Singapore Tourism Board (STB) is launching a SG$10 million Experience Step-Up Fund (ESF) under its Tourism Product Development Scheme.The fund aims to encourage businesses to develop new tourist- targeted initiatives that will enhance the overall visitor experience in Singapore. The launch of the new fund will see an open call for proposals for tour development and technology initiatives. Brands such as Sentosa and Robinsons are already eager to tap on the newly launched funding to increase footfall to their establishments.Susan Ang, divisional director, island investment and branding, Sentosa Development Corporation, said that the ESF could benefit Sentosa's many partners.“We believe that the introduction of this new scheme by STB will be helpful to our many partners on the island, as they would have the opportunity to tap on this funding to enhance their offerings and ultimately, create a more dynamic and memorable experience for all our visitors,” she added.Meanwhile, Robinsons is considering tapping on the new fund to enhance shoppers' experience. Christophe Cann, group managing director, Robinsons, said that the fund could help build brand affinity with its consumers."We would like to share our rich brand heritage and story with our shoppers by establishing a Robinsons heritage gallery at our flagship store at The Heeren. The funding will be helpful for retailers or malls intending to embark on such initiatives,” Cann said."Increasingly, travellers are seeking varied and engaging experiences that allow them to gain a deeper appreciation and understanding of our stories and heritage. They're not just going for run-of-the-mill city tours but unique ones like back-of-house visits, precinct or interest-based tours.""Through the ESF, which is underpinned by STB's Quality Tourism strategy, we aim to spur tourism businesses to create and deliver more and better experiential offerings that add to Singapore's overall destination attractiveness. Tourism businesses are also encouraged to adopt innovative technology solutions to up their game." Choo Huei Miin, director of visitor experience and capability development, STB, said.Singapore Registered Businesses can submit their proposals for tour development and technology initiatives from starting now until 5 February 2016.More recently, STB also launched a SG$20 million marketing blitz in conjunction with the nation’s SG50 celebrations. In April, STB and Changi Airport inked a SG$35 million investment for a two-year joint marketing partnership.