STB sets aside funds for companies looking to boost tourist experiences

The "Experience Step-Up Fund" (ESF) by the Singapore Tourism Board (STB) has so far drawn 118 applications for ideas to enhance the overall visitor experience. The fund was created over a year ago to help the delivery of enhanced and/or new Singapore experiences. It funds up to 70% of qualifying costs for visitor experience proposals including development of more immersive tours, the creation of signature Singapore souvenirs, adoption of technology for quality experiences, and enhancement of existing content, amenities and infrastructures.According to STB, to date, about a third of the proposals have been awarded or endorsed for support. The categories which drew the maximum attention include: technology(55%), tours(41%), souvenirs(14%) and others (8%).Choo Huei Miin, director, visitor experience, Singapore Tourism Board, said this came around as travellers are increasingly seeking immersive and differentiated experiences. It is therefore important to refresh destination offerings continually in collaboration with industry.One of the applicant is River Safari which is creating the “River Safari Adventure Buddy”, a mobile application, to increase the interactivity for visitors within its premises and is available in more than five languages.Isabel Cheng, CMO, Wildlife Reserves Singapore, said: “In order to inspire guests and to protect the biodiversity, it has been key for us to provide excellent edutainment experience at every touch point, including utilising technology to enhance the park visit.”Meanwhile, MISA Travel launched the "Cycle&Makan Experience" tour that brings visitors around on a cycling tour to experience Singapore as tours are deemed an interactive way to explore a destination. A recent study showed that one in six interviewed travellers opted for personal guided tours and a customised itinerary for their most recent overseas leisure trip, up from 10% in 2013."This project is a joint collaboration with the Institute of Technology and Education (ITE) West’s School of Business and Services, where students were engaged with hands-on learning opportunities such as tour content development and marketing. We will also look to developing other areas of inbound tours to entice more visitors,” said Wee Hee Ling, CEO, MISA Travel Pte Ltd.Recently, Singapore Tourism Board (STB) is on the lookout for an integrated agency partner for a three-year hotel career perception and recruitment campaign. This will include creative, digital and production duties.The winning agency will be appointed for a length of three years. The tender is set to close on 30 November. STB declined to comment on the value of the account.