singapore tourism board year-in-review 2016 -...
TRANSCRIPT
Singapore Tourism BoardYear-in-Review 2016
14 February 2017
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2016 Tourism Sector Performance | Overview
Record Visitor Arrivals ampTourism Receipts
Enhanced Destination
Attractiveness
Increased partnerships to
drive growth
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
152-157million
(+0~3 vs 2015)
S$220-224billion
(+0~2 vs 2015)
2016 Tourism Sector Performance | Full Year Results
Preliminary estimateSource STB
FORECAST (RECAP)
164million
(+77 vs 2015)
S$248billion
(+139 vs 2015)
ACTUAL
152-157million
(+0-3 vs 2015)
S$220-224billion
(+0-2 vs 2015)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
preliminary estimates based on YTD 3Q results
Source STB
S$248 billion
+139 YOY
Largely due to
record visitor arrivals amp
higher-spending visitors
231 235 236
218 220
2012 2013 2014 2015 2016
To
urism
Re
ce
ipts
(S
$ b
illio
n)
248
2016 Tourism Sector Performance | Tourism Receipts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
145
156151 152
164
2012 2013 2014 2015 2016
Inte
rna
tio
na
l Vis
ito
r A
rriv
als
(m
illio
n)
Strong VA growth
from Indonesia
China amp India
as of 18 Jan 2017Source STB
164
2016 Tourism Sector Performance | Visitor Arrivals
164 million+77 YOY
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Driven by record visitor
arrivals
bull Change in visitor profiles ndash
more visitors with higher
propensity to spend
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Higher proportion of visitors
staying in paid accommodation
rather than with friends and
relatives
bull Higher spend on mass goods
such as confectionery
giftssouvenirs and
fashionaccessories
bull Higher spend on Restaurants
and Street Food
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2016 Tourism Sector Performance | Overview
Record Visitor Arrivals ampTourism Receipts
Enhanced Destination
Attractiveness
Increased partnerships to
drive growth
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
152-157million
(+0~3 vs 2015)
S$220-224billion
(+0~2 vs 2015)
2016 Tourism Sector Performance | Full Year Results
Preliminary estimateSource STB
FORECAST (RECAP)
164million
(+77 vs 2015)
S$248billion
(+139 vs 2015)
ACTUAL
152-157million
(+0-3 vs 2015)
S$220-224billion
(+0-2 vs 2015)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
preliminary estimates based on YTD 3Q results
Source STB
S$248 billion
+139 YOY
Largely due to
record visitor arrivals amp
higher-spending visitors
231 235 236
218 220
2012 2013 2014 2015 2016
To
urism
Re
ce
ipts
(S
$ b
illio
n)
248
2016 Tourism Sector Performance | Tourism Receipts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
145
156151 152
164
2012 2013 2014 2015 2016
Inte
rna
tio
na
l Vis
ito
r A
rriv
als
(m
illio
n)
Strong VA growth
from Indonesia
China amp India
as of 18 Jan 2017Source STB
164
2016 Tourism Sector Performance | Visitor Arrivals
164 million+77 YOY
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Driven by record visitor
arrivals
bull Change in visitor profiles ndash
more visitors with higher
propensity to spend
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Higher proportion of visitors
staying in paid accommodation
rather than with friends and
relatives
bull Higher spend on mass goods
such as confectionery
giftssouvenirs and
fashionaccessories
bull Higher spend on Restaurants
and Street Food
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2016 Tourism Sector Performance | Overview
Record Visitor Arrivals ampTourism Receipts
Enhanced Destination
Attractiveness
Increased partnerships to
drive growth
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
152-157million
(+0~3 vs 2015)
S$220-224billion
(+0~2 vs 2015)
2016 Tourism Sector Performance | Full Year Results
Preliminary estimateSource STB
FORECAST (RECAP)
164million
(+77 vs 2015)
S$248billion
(+139 vs 2015)
ACTUAL
152-157million
(+0-3 vs 2015)
S$220-224billion
(+0-2 vs 2015)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
preliminary estimates based on YTD 3Q results
Source STB
S$248 billion
+139 YOY
Largely due to
record visitor arrivals amp
higher-spending visitors
231 235 236
218 220
2012 2013 2014 2015 2016
To
urism
Re
ce
ipts
(S
$ b
illio
n)
248
2016 Tourism Sector Performance | Tourism Receipts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
145
156151 152
164
2012 2013 2014 2015 2016
Inte
rna
tio
na
l Vis
ito
r A
rriv
als
(m
illio
n)
Strong VA growth
from Indonesia
China amp India
as of 18 Jan 2017Source STB
164
2016 Tourism Sector Performance | Visitor Arrivals
164 million+77 YOY
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Driven by record visitor
arrivals
bull Change in visitor profiles ndash
more visitors with higher
propensity to spend
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Higher proportion of visitors
staying in paid accommodation
rather than with friends and
relatives
bull Higher spend on mass goods
such as confectionery
giftssouvenirs and
fashionaccessories
bull Higher spend on Restaurants
and Street Food
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
152-157million
(+0~3 vs 2015)
S$220-224billion
(+0~2 vs 2015)
2016 Tourism Sector Performance | Full Year Results
Preliminary estimateSource STB
FORECAST (RECAP)
164million
(+77 vs 2015)
S$248billion
(+139 vs 2015)
ACTUAL
152-157million
(+0-3 vs 2015)
S$220-224billion
(+0-2 vs 2015)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
preliminary estimates based on YTD 3Q results
Source STB
S$248 billion
+139 YOY
Largely due to
record visitor arrivals amp
higher-spending visitors
231 235 236
218 220
2012 2013 2014 2015 2016
To
urism
Re
ce
ipts
(S
$ b
illio
n)
248
2016 Tourism Sector Performance | Tourism Receipts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
145
156151 152
164
2012 2013 2014 2015 2016
Inte
rna
tio
na
l Vis
ito
r A
rriv
als
(m
illio
n)
Strong VA growth
from Indonesia
China amp India
as of 18 Jan 2017Source STB
164
2016 Tourism Sector Performance | Visitor Arrivals
164 million+77 YOY
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Driven by record visitor
arrivals
bull Change in visitor profiles ndash
more visitors with higher
propensity to spend
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Higher proportion of visitors
staying in paid accommodation
rather than with friends and
relatives
bull Higher spend on mass goods
such as confectionery
giftssouvenirs and
fashionaccessories
bull Higher spend on Restaurants
and Street Food
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
preliminary estimates based on YTD 3Q results
Source STB
S$248 billion
+139 YOY
Largely due to
record visitor arrivals amp
higher-spending visitors
231 235 236
218 220
2012 2013 2014 2015 2016
To
urism
Re
ce
ipts
(S
$ b
illio
n)
248
2016 Tourism Sector Performance | Tourism Receipts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
145
156151 152
164
2012 2013 2014 2015 2016
Inte
rna
tio
na
l Vis
ito
r A
rriv
als
(m
illio
n)
Strong VA growth
from Indonesia
China amp India
as of 18 Jan 2017Source STB
164
2016 Tourism Sector Performance | Visitor Arrivals
164 million+77 YOY
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Driven by record visitor
arrivals
bull Change in visitor profiles ndash
more visitors with higher
propensity to spend
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Higher proportion of visitors
staying in paid accommodation
rather than with friends and
relatives
bull Higher spend on mass goods
such as confectionery
giftssouvenirs and
fashionaccessories
bull Higher spend on Restaurants
and Street Food
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
145
156151 152
164
2012 2013 2014 2015 2016
Inte
rna
tio
na
l Vis
ito
r A
rriv
als
(m
illio
n)
Strong VA growth
from Indonesia
China amp India
as of 18 Jan 2017Source STB
164
2016 Tourism Sector Performance | Visitor Arrivals
164 million+77 YOY
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Driven by record visitor
arrivals
bull Change in visitor profiles ndash
more visitors with higher
propensity to spend
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Higher proportion of visitors
staying in paid accommodation
rather than with friends and
relatives
bull Higher spend on mass goods
such as confectionery
giftssouvenirs and
fashionaccessories
bull Higher spend on Restaurants
and Street Food
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Driven by record visitor
arrivals
bull Change in visitor profiles ndash
more visitors with higher
propensity to spend
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Higher proportion of visitors
staying in paid accommodation
rather than with friends and
relatives
bull Higher spend on mass goods
such as confectionery
giftssouvenirs and
fashionaccessories
bull Higher spend on Restaurants
and Street Food
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Driven by record visitor
arrivals
bull Change in visitor profiles ndash
more visitors with higher
propensity to spend
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Higher proportion of visitors
staying in paid accommodation
rather than with friends and
relatives
bull Higher spend on mass goods
such as confectionery
giftssouvenirs and
fashionaccessories
bull Higher spend on Restaurants
and Street Food
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Higher proportion of visitors
staying in paid accommodation
rather than with friends and
relatives
bull Higher spend on mass goods
such as confectionery
giftssouvenirs and
fashionaccessories
bull Higher spend on Restaurants
and Street Food
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | By Major Items
bull Lower gaming revenue reported
by integrated resorts
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
YTD 3Q 2016 Tourism Receipts | Top 10 Markets
Volume-driven growth
Higher spending on Shopping
and Accommodation
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
Good growth in visitor
arrivals from Tier 1 amp 2 cities
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Depreciating Ringgit
Weaker economic
performance amp travel
sentiments
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
bull Slowing mining industry
dampened travel sentiment
in Western Australia
bull Decline in outbound to
Europe affected stopover
traffic
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
2894
2864
1151
1097
1027
784
692
567
546
538
516
489
469
394
329
- 500 1000 1500 2000 2500 3000 3500
Indonesia
China
Malaysia
India
Australia
Japan
Philippines
South Korea
Thailand
Hong Kong SAR
USA
UK
Vietnam
Taiwan
Germany
000s
International Visitor Arrivals Top 15 Markets Jan - December 2016
Source DisembarkationEmbarkation cards
+6
+36
-2
+8
-2
-1
+3
-2
+6
-12
+3
+3
+12
+4
+15
Chg vs
2016 Visitor Arrivals| Top 15 Markets
164 million Visitor Arrivals in 2016 (+77 vs 2015)
International Visitor Arrivals Top 15 Markets Jan-Dec 2016
Decline observed mainly
in Oct-Dec after news of
Zika virus were widely
reported in the market
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+8 to 438K Visitor arrivals
from 7 Secondary Cities
No 1 in Visitor ArrivalsHighest-ever Decrsquo16 VA
Market Highlights
Strong arrivals from both Tier 1 amp 2 cities
Indonesia Traveller Profile
bull Majority repeat visitors looking for quick
and easy getaway
bull Keen on Shopping Entertainment and
Nightlife
bull Family-friendly travel with emphasis on
visiting Attractions
Improved economy generating
higher travel demandGDP +49 Rupiah appreciated vs SGD
Key Marketing Initiatives
Integrated Marketing Campaign
Expanding our reach in Tier 2 cities
Partnered on marketing efforts
Partnered with stakeholders to
roll out roadshows and media
buys
MARKET INSIGHTS| INDONESIA
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+11 in visitors
on mono-Singapore trips to
737K (quarter of all China visitors)
No 1 in
Tourism Receiptsfor 2 successive years
China Traveller Profilebull Growth in FITFampE over the years
bull Majority are family travellers amp early-
career types
bull Interested in food shopping amp
sightseeing
Marketing efforts rolled out on digital channels to
reach out to a wider audience in Tier 1 amp 2 cities
Key Marketing Initiatives
TVCs with Tencent
Targeting early careers
TVCs with Youku
Targeting families
+53 to 802K visitor arrivals
from 16 secondary cities
Strong arrivals from both
Tier 1 amp 2 cities
MARKET INSIGHTS| CHINA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
+7 to 183K visitor arrivals
from 12 secondary cities
No 1 Cruise
arrival market +29 to 100K cruise passengers from India
India Traveller Profilebull Majority leisure family travellers with keen
interest in sightseeing and attractions
bull Early-career types interested in Shopping
and FampB
bull High reliance on travel agents
26 PCE growth
(YTD 3Q2016)
Strong arrivals from both Tier 1 amp 2 cities
MARKET INSIGHTS| INDIA
Market Highlights
Media and Content Partnerships
Strong Emphasis on Industry Partnerships
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
17 in Tourism Receipts to
S$540M despite 2 drop in visitor
arrivals (YTD 3Q2016)
Malaysia Traveller Profilebull Majority repeat visitors looking for quick
weekend getaway
bull Visiting family amp friends
bull Family travellers
bull Early-career types
Rolled out family-friendly travel campaign
ldquoSingapore Juniorrdquo
Targeting weekend travellers
ldquoLong Weekends are made forhelliprdquo
19 PCE growth
(YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Penang Kota Kinabalu amp
Langkawi
MARKET INSIGHTS| MALAYSIA
Market Highlights
Key Marketing Initiatives
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Australia Traveller Profilebull Interested in authentic experiences
different from home
bull Interested in local culture off the beaten
track experiences
bull Family-friendly travel
+15 TR spend to S$863M despite
02 drop in visitor arrivals (YTD 3Q2016)
Increase in visitors from major cities with
propensity to spendIncluding Melbourne and cities in Victoria
Key Marketing Initiatives
Digital and Social Content partnership
Interactive video
content and visual
podcast episodes
featuring key influencer
Unique content
produced in
partnership with
leading Australian
networks
16 PCE growth
(YTD 3Q2016)
MARKET INSIGHTS| AUSTRALIA
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Increased flight connectivityamp upcoming airport
Singapore in
Top 3 outbound destinations
Myanmar Traveller Profilebull Largely family travellers
bull Visit family amp friends living in SG
bull Rely on word of mouth
bull Growth in social media presence
Key Marketing Initiatives
Engagement of key influencers and media partnerships
with 7 Days amp MRTV4
Singapore Festival held in Myanmar Media amp Trade
FAMs
41 increase in VA in Dec 2016
after Visa Waiver took effect on 1 Dec
+41 CAGR
to 114K
visitors
(2012-2016)
+87 CAGR
to S$296mil in
Tourism Receipts
(2011-2015)
MARKET INSIGHTS| MYANMAR
Market Highlights
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
MARKET INSIGHTS| GERMANY
Market Highlights
New flights from Singapore to
Dusseldorf
+55 growth to 56K in cruise
passengers
Germany Traveller Profile
+54 CAGR to 329K
Visitor arrivals
(2012-2016)
+41 CAGR to S$261mil
in Tourism
Receipts
(2011-2015)
bull Travel to Singapore often involves multiple
destinations in Asia
bull Prizes safety and security in travel choices
bull Interested in authentic unique and
immersive experiences
Key Marketing Initiatives
Partnership with Thomas Cook for ldquoGetIntoSingapore
Campaign amp Gruner + Jahr Publishing House
Partnership with FTI with Singapore for
ldquoHighlight of the Year Destination in 2016rdquo
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Reaching the Chinese Consumer through their unique digital ecosystem
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Partnership with Chinese Online Travel Agents
Highlights of a 5D4N Tour Package by CTrip amp Tuniu
bull Extended mono-Singapore stay
bull Semi-guided with 1-2 days of Free amp Easy itinerary (eg Shopping)
bull Guided Tours cover diverse offeringso Attractions (Sentosa GBTB SG
Flyer) o Heritage amp Culture (Civic District
Chinatown Little India Kampong Glam)
o Culinary (Lau Pa Sat Bak Kut Teh)
ldquo新有灵犀 从心发现rdquo Marketing Campaign
Expanded into tier 2 cities
Customised tour development
99200 (+52)
YOY in bookings made for
Mono-SIN tour packages
in 2016 vs 2015
Results achieved by Tuniu
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
Proliferation of Content on Digital Channels
~ 350000 sms pushed out in five precincts (Dec rsquo16 ndash Jan rsquo17)
+49 growth to reach 38485 listed establishments
Over 120000 downloads for audio guides across five attractions
In-depth content on Singaporersquos Nightlife Shopping Attractions and Events
130 increase in bookings during the 7-day destination marketplace sale
2 TV Commercials featuring Chinese celebrity Qin Lan
Over 52000 packages sold by 20 travel agent partners
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Digital Marketing
More Digital Partnerships
Expanded to other major markets such as Korea
Forged new digital partnerships in Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
52 technology-related projects endorsed for support
Key Initiatives in 2016 | Supporting Industry Transformation
Business Improvement Fund Experience Step-Up Fund
bull Automate resource planning and management of tourist guides and assignment details
bull Booking engine launched for customers to allow instant tour availability check and direct booking and payment
bull Improved customer service and business processes with a customer relationship manager (CRM)
bull Expected to increase topline revenues by 60 after one year of implementation
Booking System amp Resource Planning Project by Wok n
Stroll Pte Ltd
A one-stop smart travel solution that combines numerous functions into a single mobile appbull Route Planningbull Attraction Information (including VR
previews)bull Companion Tracking
bull Tourist guides can track group members and notify them via app updates Interactive elements include chat rooms allowing visitors to interact with each other
bull Expected to achieve 20 increase in inbound customers received by SohuTravel
Implementation of InSightby Sohu Travel Pte Ltd
Suite of solutions to redesign work processes derive real-time data analytics amp reduce guestsrsquo wait time
bull Work process redesign such as automation of table allocation and verification of voucher redemptions
bull Technology resources such as self-service e-menu amp mobile ordering devices for wait staff to input orders and bill on the spot
bull Real-time Analytics such as inventory of restaurant seats capture revenue and costs across all MCIL hotel properties
bull Targeted total productivity savings of 37 full time equivalent staff per day across all 6 hotels
Food amp Beverage Point-of-Sale Automation and Analytics by Millennium amp Copthorne International Limited (MCIL)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
New amp Rejuvenated Attractions
New Attractions
Development of Mandai Nature Precinct
Credit Mandai Park Holdings
Rejuvenated Offerings
Chinatown Heritage Centre
Clarke Quay
Rugby After 7s
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Leisure Events amp Initiatives
Event attendance rounded to nearest ~100
Leisure Events
Attendance50000
Attendance 45000 about 36 foreign
visitors
Attendance 94828 about 20 foreign
visitors
Attendance 15000 about 22 foreign
visitors
Dining amp Retail Initiatives
Launch of MICHELIN Guide Singapore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
MICE Events amp Initiatives
+15 STB supported more than
410 business events in 2016
gt 343000Visitor arrivals generated
+20 vs 2015
S$611mTourism receipts generated
+28 vs in 2015
VA rounded up to nearest ~100
Inaugural MICE Events in 2016
VA 5800 VA2800 VA 6000 VA 6000VA 2000 VA 10000 VA 6000
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
2017 2018 2019 2020
100th Meeting of the Internet Engineering
Task Force 2017Expected VA 1400
Asia Pacific Association for Intrsquol Education Annual Conference
and Exhibition 2018Expected VA 1800 TFWA 2018-2020
Expected VA 3000 annually 9000 over 3 years
World Credit Union Conference 2018Expected VA 1900
Asia Health 2017Expected VA 2800
Global Leadership Conference and YPO EDGE 2018
Expected VA 2800
Options for the Control of Influenza conference X 2019
Expected VA 2500
73rd Intrsquol Institute of Welding (IIW) Annual Assembly amp
International Conference 2020Expected VA 1200
IAAPA Asian Attractions ExpoExpected VA 5000
33rd Asia-Pacific Association of Cataract amp Refractive Surgeons
Meeting 2020Expected VA 1600
Significant MICE events secured in 2016
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
A More Vibrant Cruise Scene
+7 Ship Calls
10 Maiden Calls
+16 Passenger
Throughput
Industry Endorsement
0
200
400
600
800
1000
1200
2011 2012 2013 2014 2015 2016
No of ship calls Cruise throughput (000)
334
913
385
1030
411
1185
394 391 371
942
890
10171 Cruise
Destination Top Asian
Port of Call
Christening of Seabourn Encore
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Key Initiatives in 2016 | Enhancing Destination Attractiveness
Projected numbers from Cruise team Compounded Average Growth Rate
Forging Cruise Partnerships
Collaborating with in-market industry partners
Marketing Partnerships
Packages sold by 14 partners in five markets~ 10000 passengers with majority doing prepost staysin Singapore
bull Partners saw y-o-y growth ranging double-digit growth
bull 3 to 5 nights prepost stays in Singapore
Cruise Development Fund
Enhanced scheme successfully supported 5 charters
~9000 passengers
Enhanced growth of SEArsquos cruise industry
Signed the SG-Indonesia Tourism MOU to develop cruise tourism between Indonesia amp SG
Tapping on new Cruise Southeast Asia brand to strengthen brand recall for regional cruising
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
Year-in-Review 2016
Presentation Outline
1 2016 Tourism Sector Performance
2 Market Insights
3 Key Initiatives in 2016
4 Looking Ahead 2017 amp Beyond
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
bull Global economic and political uncertainties
bull Regional competition
Challenges
bull Growth of Asia-Pacific tourism
bull Increase in air connectivity
bull Pipeline for MICE events remains strong
Opportunities
Looking ahead in 2017 and Beyond| Tourism Forecast
164-167 million
(+0-2 vs 2016)
S$251-258billion
(+1-4 vs 2016)
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Looking ahead in 2017 and Beyond |What to look out for
Marketing
bull Tell the Singapore story
through showcasing
Singaporean talents
bull Expand marketing efforts into
new source cities in key
markets
bull Increase partnerships with
trade and non-trade partners
bull Continue to expand digital
footprint in various markets
bull Continue global campaigns
as we review our brand and
position Singapore as a top
destination
Accelerate business transformation and boost industry competitiveness (eg Hotel Industry Transformation Map Travel Agent Roadmap)
bull Work with the industry to
o Scale up adoption of technology
o Enhance productivity and drive innovation in hotels
o Develop a future-ready tourism workforce through the various SkillsFuture initiatives
Enhance Singaporersquos Destination Attractiveness
bull Develop more family-friendly branded entertainment amp home-grown ones
bull RejuvenationRemaking of Orchard Road
bull Enhance visitorsrsquo experiences through roll-out of technological initiatives such as tourism info amp services hub
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You
These slides are property of STB and shall not be reproduced andor redistributed without permission from STB
Thank You