stb year-in-review 2014 deck_final

These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB

Tourism Year-in-Review 2014 11 Feb 2015

1

These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB

Presentation Outline Singapores Tourism Year-in-Review 2014

1. 2014 Tourism Sector Performance

2. Marketing Destination Singapore

3. Singapore, A Vibrant Destination

4. Industry Initiatives

5. 2015: Looking Ahead

2


Overview

2014 Tourism Sector Performance

Tourism industry continues to face macro challenges

Achieving Quality Tourism in the

longer term

Visitors stay longer and spend more

3



* Preliminary estimate Source: STB

Tourism Receipts

S$23.5 Billion*

(0% vs. 2013)

International

Visitor Arrivals

15.1 million

(-3.1% vs. 2013)

Key Figures

4


2014* Tourism Receipts

5

18.9

22.3 23.1 23.5 23.5

2010 2011 2012 2013 2014*

Tou

rism

Re

ceip

ts (

S$ b

illio

n)

S$23.5 billion 0%

TR held steady despite decline in IVA

* preliminary estimates Source: STB


2014 International Visitor Arrivals*

6

11.6

13.2 14.5

15.6 15.1

2010 2011 2012 2013 2014Inte

rnat

ion

al V

isit

or

Arr

ival

s (m

illio

n)

15.1 million -3.1%

Headwinds in key source markets especially China

*as of 20 Jan 2015 Source: STB


2014 Tourism Receipts*: By Major Items

7 Source: STB

4.0 4.5 4.6 4.6 4.2

3.6 4.4 5.0 5.3 5.3

1.9 2.2

2.2 2.3 2.3 4.0

5.4 5.2 5.5 5.8

5.4

5.8 6.0 5.8 5.9

2010 2011 2012 2013 2014*

Tou

rism

Re

ceip

ts b

y M

ajo

r C

om

po

ne

nts

(S

$ b

illi

on

)

Other TRComponents

Sightseeing,Entertaiment& Gaming

Food &Beverage

Accommodation

Shopping

Expenditure is estimated from Overseas Visitor Survey. Other TR components include expenditure on airfares, port taxes, local transportation, business, medical, education and transit visitors. * preliminary estimates Source: STB

18%

22%

10%

25%

25%

% Share

2%

2014 % Change vs. 2013

7%

-1%

-8%

0%

Building on the earlier pt on longer alos, this has helped to hold up accom f&b. 1H also saw strong SEG. However shopping decline due to few Chinese visitors + depreciated rupiah


YTD 3Q 2014 Tourism Receipts # : By Top 10 Markets (excl. Sightseeing, Entertainment & Gaming)

8

24%

44%

26%

14%

14%

15%

31%

18%

10%

22%

12%

30%

24%

18%

36%

30%

35%

22%

44%

39%

41%

42%

13%

9%

8%

16%

15%

13%

10%

15%

18%

14%

14%

34%

23%

47%

33%

41%

37%

37%

23%

34%

23%

32%

0% 20% 40% 60% 80% 100%

Overall

China

Indonesia

India

Australia

Japan

Malaysia

Philippines

USA

Thailand

Hong Kong SAR

Tourism Receipts by Major Components, Top 10 Markets, January to September 2014

Shopping Accommodation Food & Beverage Other TR Components

VA % Change vs

2013

Expenditure is estimated from Overseas Visitor Survey. Other TR components include expenditure on airfares, port taxes, local transportation, business, medical, education and transit visitors. # Sightseeing, Entertainment & Gaming has been excluded in the country analysis due to commercial sensitivity of information.

2014 TR* (S$ mil)

2,118

2,094

885

843

760

629

507

495

460

450

13,395

-30%

-1%

0%

-3%

-1%

-3%

-2%

-2%

5%

21%

-4%

TR % Change vs 2013

-10%

-7%

-3%

3%

11%

-3%

-3%

6%

-2%

16%

-2%



9

24%

44%

26%

14%

14%

15%

31%

18%

10%

22%

12%

30%

24%

18%

36%

30%

35%

22%

44%

39%

41%

42%

13%

9%

8%

16%

15%

13%

10%

15%

18%

14%

14%

34%

23%

47%

33%

41%

37%

37%

23%

34%

23%

32%

0% 20% 40% 60% 80% 100%

Overall

China

Indonesia

India

Australia

Japan

Malaysia

Philippines

USA

Thailand

Hong Kong SAR



VA % Change vs

2013


2014 TR* (S$ mil)

2,118

2,094

885

843

760

629

507

495

460

450

13,395

-30%

-1%

0%

-3%

-1%

-3%

-2%

-2%

5%

21%

-4%

TR % Change vs 2013

-10%

-7%

-3%

3%

11%

-3%

-3%

6%

-2%

16%

-2% More mono-Singapore visitors Longer length of stay

Increase in Shopping and F&B expenditure

Leisure visitors spent more on shopping



10

24%

44%

26%

14%

14%

15%

31%

18%

10%

22%

12%

30%

24%

18%

36%

30%

35%

22%

44%

39%

41%

42%

13%

9%

8%

16%

15%

13%

10%

15%

18%

14%

14%

34%

23%

47%

33%

41%

37%

37%

23%

34%

23%

32%

0% 20% 40% 60% 80% 100%

Overall

China

Indonesia

India

Australia

Japan

Malaysia

Philippines

USA

Thailand

Hong Kong SAR



VA % Change vs

2013


2014 TR* (S$ mil)

2,118

2,094

885

843

760

629

507

495

460

450

13,395

-30%

-1%

0%

-3%

-1%

-3%

-2%

-2%

5%

21%

-4%

TR % Change vs 2013

-10%

-7%

-3%

3%

11%

-3%

-3%

6%

-2%

16%

-2% Fewer visitors However, PCE increased

Fall in Shopping expenditure due to Rupiah depreciation

Fall in Shopping expenditure due to Rupee depreciation and less spending on consumer technology following higher import taxes since Aug 2013


Jan - Dec 2014 International Visitor Arrivals: Top 15 Markets

11

263

337

424

452

485

506

537

631

676

824

943

1,074

1,233

1,722

3,023

Germany

Taiwan

Vietnam

UK

USA

Thailand

South Korea

Hong Kong SAR

Philippines

Japan

India

Australia

Malaysia

China

Indonesia

% Change vs. 2013

-2%

-24%

-4%

-5%

1%

-1%

-2%

17%

14%

2%

-1%

-2%

11%

-4%

5%

Source: STB

15.1 million Visitor Arrivals in Jan-Dec 2014 (-3% vs. Jan-Dec 2013)

South Korea moved to #9, surpassing Thailand

and the USA

77% of IVA from Asia



12

263

337

424

452

485

506

537

631

676

824

943

1,074

1,233

1,722

3,023

Germany

Taiwan

Vietnam

UK

USA

Thailand

South Korea

Hong Kong SAR

Philippines

Japan

India

Australia

Malaysia

China

Indonesia

% Change vs. 2013

-2%

-24%

-4%

-5%

1%

-1%

-2%

17%

14%

2%

-1%

-2%

11%

-4%

5%

Source: STB


Strong family travel Twinning to attractions in Malaysia

Strong outbound travel Appreciation of KRW against SGD

Increased outbound travel amid growing economy



13

263

337

424

452

485

506

537

631

676

824

943

1,074

1,233

1,722

3,023

Germany

Taiwan

Vietnam

UK

USA

Thailand

South Korea

Hong Kong SAR

Philippines

Japan

India

Australia

Malaysia

China

Indonesia

% Change vs. 2013

-2%

-24%

-4%

-5%

1%

-1%

-2%

17%

14%

2%

-1%

-2%

11%

-4%

5%

Source: STB


Fewer visitors who stayed for a day or less due to lower twinning traffic with neighbouring countries and UK

Rupiah depreciation (IDR)

Implementation of Chinas Tourism Law Regional socio-political issues Aviation incidents

Shorter Hari Raya weekend and shift of Superstar Virgos homeport to Hong Kong

Ringgit depreciation

These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB 14

Source: STB Source: Monthly Hotel Returns as at 26 Jan 2015 P: preliminary

74 67

81 84 85

87 81

76

85 86 87 86

85p

126 116 122 137

164

202

245

189 218

247 262 258p 258p

94 78

98 115

140

176 199

143

186 214

226 223 220p

0

50

100

150

200

250

300

350

400

0

20

40

60

80

100

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

AOR (LHS)

ARR (RHS)

RevPAR (RHS)

AO

R

AR

R &

Re

vPA

R

(S$

)

Average Occupancy Rate

85% -0.9%


Hotel Industry Performance Total Gazetted Hotel Revenue

S$3.1b +7.2%

Average Room Rate

$258 -0.2%

RevPAR

$220 -1.1%

These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB 15

Source: STB Source: Monthly Hotel Returns as at 26 Jan 2015 P: preliminary

74 67

81 84 85

87 81

76

85 86 87 86

85p

126 116 122 137

164

202

245

189 218

247 262 258p 258p

94 78

98 115

140

176 199

143

186 214

226 223 220p

0

50

100

150

200

250

300

350

400

0

20

40

60

80

100

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

AOR (LHS)

ARR (RHS)

RevPAR (RHS)

AO

R

AR

R &

Re

vPA

R

(S$

)

Average Occupancy Rate

85% -0.9%


Hotel Industry Performance Total Gazetted Hotel Revenue

S$3.1b +7.2%

Average Room Rate

$258 -0.2%

RevPAR

$220 -1.1%

Hotel industry performance held

steady despite increased supply


2012 2013 2014

No. of Hotels* 338 373 392

No. of Hotel* rooms

51,579 55,018 57,172

Nett Increase in room stock

1,903 3,439 2,154

YOY % increase in room stock

3.7% 6.7% 3.9%

Source: STB Number of licensed rooms as at 31 December 2014 *includes hostels with more than 4 rooms

The Amoy

Holiday Inn Express Orchard

The Westin Singapore Ramada and Days Hotel Singapore

At Zhongshan Park

Hotels opened in 2014: Sofitel So Hotel Jen Orchardgateway One Farrer Hotel & Spa Holiday Inn Express Clarke

Quay Singapore

Holiday Inn Express Clarke Quay Singapore One Farrer Hotel & Spa Hotel Jen Orchardgateway

Sofitel So Singapore

Upcoming Hotels: The Patina South Beach Park Hotel Alexandra Genting Hotel Jurong


Hotel Inventory



China

Australia Indonesia

Performance for three key visitor-source markets

17


2014 Tourism Sector Performance - China

Average Length of Stay +56% to 4.4 days

TRexSEG -10% to S$2.1 bil

2nd largest source market in terms of VA;

Top market by TR

Per capita expenditure* in SGD +29% to S$1,600

Per capita expenditure in CNY +21% to RMB7,600

No. of Chinese visitors on mono-Singapore trips

+22% to 442,000

Visitor Arrivals -30% to 1.3 mil

(Full year 2014: -24% to 1.7 mil)

Immerse in local cultures

through food and ethnic precincts

Rely heavily on social media & online sites to make travel decisions

*Per Capita Expenditure refers to Tourism Receipt Per Capita Expenditure excluding Sightseeing, Entertainment & Gaming 18

Market Trends

Figures quoted are for Jan-Sep 2014


2014 Tourism Sector Performance - China

45,000 new fans on STB Sina Weibo and Wechat

10.4 million views within 2 months

Travel partners reported 20-30% increase in

bookings for itineraries with featured experiences

Showcase in-depth experiences through branded content and emotive storytelling

19


2014 Tourism Sector Performance - Australia

Average Length of Stay +8% to 3.2 days

TRexSEG +3% to S$843 mil

4th largest source market in terms of VA

& TR

No. of Australians coming on mono-

Singapore trips +12% to 174,000

Visitor Arrivals -3% to 816,000

(Full year 2014: -5% to 1.1 mil)

Crave authentic experiences &

contrasts from home

Prefer insider tips from locals and

off-the-beaten track places

Per capita expenditure* in SGD +7% to S$1,000

Per capita expenditure in AUD +22% to A$900


Market Trends Figures quoted are for Jan-Sep 2014


2014 Tourism Sector Performance - Australia

Discovering authentic experiences through local experts

Singapore Celebrity Concierge

Over 9,000 page likes

Tom & Bens Singapore Sling Attracted 1.1 mil viewers

Antonia Kidman

Tetsuya Wakuda

Tom Williams

Audra Morrice

21


2014 Tourism Sector Performance - Indonesia

Largest source market in terms of VA;

2nd by TR

Looking for quick & easy getaway

TRexSEG -7% to S$2.1 bil

Universal Studios Singapore remains one of their favourite attractions

Visitor Arrivals -1% to 2.3 mil

(Full year 2014: -2% to 3.0 mil)

Willing to travel to Singapore for

lifestyle offerings

Average Length of Stay remained flat at 2.8 days

Per capita expenditure* in SGD -6% to S$900

Per capita expenditure in IDR +13% to 8,854,000 Rp


Market Trends Figures quoted are for Jan-Sep 2014


2014 Tourism Sector Performance - Indonesia

Showcasing Singapores vibrant lifestyle scene

Sports Extravaganza

Highlighting unique experiences in Singapore

Secret Dining Event with

Singapore chefs Reached 49,000 on

Twitter

23


Signs of quality growth:

Visitors spend more & stay longer

Higher spend* recorded for key

markets

TR held steady despite macro

challenges


Summary

24

* preliminary estimates








25


Marketing Destination Singapore

Our Marketing Approach

With the right

message

Through the right channel

Reach the right audience

Right audience who appreciate Singapore for its value proposition and quality

experiences

26


Malaysia & Indonesia Only in Singapore Jan - Mar 2014

Vietnam The New Fun is Singapore Made Oct 2014

India The Holiday You Take Home with You Mar- May 2014

Philippines Singapore. See Where the World is Heading Feb - Mar 2014

Australia Get Lost and Find the Real Singapore Feb - Mar 2014

China New Discoveries Jul 2014

Integrated Marketing Campaigns in 7 markets


Tailoring market-specific messages

27


Singapore, through the eyes of locals: Articles from Time Out Singapore, Honeycombers and local personalities such as Michelle Chong provide insider tips to Singapore.

User-generated content through social media and review platforms like TripAdvisor


Engaging visitors on the new YourSingapore.com

Understand that the team is planning to measure the success of the website through 3 areas - Visitor Engagement, Content Curation, Visitor Advocacy, which may be too early for results. -- weave into Olis talking points.

An increase of visitors by 20% following the first month of the revamp, compared to the same period last year. The new YS.com focuses on storytelling through curated content from partners, fellow Singaporeans and other influencers as we believe this will encourage Visitor Engagement such as reading more pages on the site, sharing, liking articles. We have seen very encouraging success of this in the 1st month of launch, Visitor Engagement is 12 times higher than the old YS.com website. Social advocacy of a brand and its content is increasing important. Visitors are 47 times more likely to share content they read on the new YS.com than the old site, which attest to the success of our content curation; and would also allow YS.com content to be proliferated on social media platforms reaching out to more visitors.

Strong storyline that brings out the hidden gems of Singapore, from the street food of Singapore to fantastic finds at flea markets

28


Singapore, through the eyes of locals: Articles from Time Out Singapore, Honeycombers and local personalities such as Michelle Chong provide insider tips to Singapore.

User-generated content through social media and review platforms like TripAdvisor


Engaging visitors on the new YourSingapore.com

Understand that the team is planning to measure the success of the website through 3 areas - Visitor Engagement, Content Curation, Visitor Advocacy, which may be too early for results. -- weave into Olis talking points.

An increase of visitors by 20% following the first month of the revamp, compared to the same period last year. The new YS.com focuses on storytelling through curated content from partners, fellow Singaporeans and other influencers as we believe this will encourage Visitor Engagement such as reading more pages on the site, sharing, liking articles. We have seen very encouraging success of this in the 1st month of launch, Visitor Engagement is 12 times higher than the old YS.com website. Social advocacy of a brand and its content is increasing important. Visitors are 47 times more likely to share content they read on the new YS.com than the old site, which attest to the success of our content curation; and would also allow YS.com content to be proliferated on social media platforms reaching out to more visitors.

Strong storyline that brings out the hidden gems of Singapore, from the street food of Singapore to fantastic finds at flea markets

20% increase in visitors for first month of revamp (Sep-Oct 2014) compared to

the same period in 2013.

12x times higher visitor engagement compared to old website

Number of visitors that share content they

read on YS.com increased by 47x

29


S$4million global strategic partnership with Singapore Airlines

Joint campaigns (with focus on Australia, China, Germany, India, Japan, the UK and USA) to amplify the Singapore story

Co-development of products that offer in-depth Singapore experience

Good take-up for market-specific itineraries from trade and consumers

Forged partnerships to deliver greater impact and value

Renewed Content Partnership with TripAdvisor

Greater integration of content across YourSingapore and TripAdvisor platforms

Educate industry stakeholders on using user-generated content to drive advocacy and inspire visits.

43% increase in average number of monthly reviews for Singapore establishments vs 2013

70% increase in number of Singapore establishments consistently receiving good reviews and awarded the Certificate of Excellence vs 2013


Strategic Partnerships

The average number of monthly reviews for Singapore establishments on TripAdvisor has increased by 43% in 2014 compared to 2013. The number of reviews on Little India Travelers Choice 2014 Singapore Zoo #1 Zoo attraction in Asia S.E.A Aquarium #7 Aquarium attraction in Asia Singapore Botanic Gardens #1 Park attraction in Asia Universal Studios Singapore #1 Amusement Park in Singapore and Asia. It is also #8 in the world Asian Civilisation Museum #9 Park Museum attraction in Asia

30


15 Aug 2014 How to use TripAdvisor to market brands/products/events

How to feature content on the new YourSingapore.com

11 Nov 2014 Insights on the digital traveller and best digital marketing practices

Presentations by Google, XM Asia Pacific, Forrester and Resorts World Sentosa

Attracted more than 200 stakeholders including those from attractions, travel agencies and precinct associations

Stakeholders gained insights on ways to develop more effective digital marketing strategies

Outcomes

Launched Tourism Marketing Lab workshops in 2014


Key Channels: Tourism Stakeholders Enabling tourism stakeholders to achieve greater marketing impact

TML attended by more than 200 tourism stakeholders across the 2 sessions Examples of the type of attendees include Attractions, Travel Agents, Precinct Associations

31








32


Singapore, A Vibrant Destination

International Accolades

Named Singapore as top 10 destinations to visit in 2015

Named Singapore as top 6 out of 52 places to go in 2015

One of the worlds most multicultural cities Emerging local fashion scene New developments that elevated the

Singapore experience

33



Vibrant Lifestyle and Cultural Precincts

LITTLE INDIA

ARTWALK LITTLE INDIA Jan 2015

Pedestrian Night on Orchard Road Oct 2014 to Mar 2015

ORCHARD ROAD

KEEPERS: Singapore Designer Collective - Sep 2014 to Feb 2015

34



Vibrant Lifestyle and Cultural Precincts

LITTLE INDIA

ARTWALK LITTLE INDIA Jan 2015

Pedestrian Night on Orchard Road Oct 2014 to Mar 2015

ORCHARD ROAD

KEEPERS: Singapore Designer Collective - Sep 2014 to Feb 2015

Over 50,000 visitors on average for each edition

More than 70% surveyed* interested to revisit Orchard Road for PN

*About 600 visitors surveyed over three editions

Over 75,000 visitors

More than 80% surveyed* had increased awareness of local designers, and wanted to see a more permanent

showcase More than 60% said they will look out for and patronise

local designers in future *About 1,000 visitors surveyed

Created more opportunities for local designers (e.g. local

designer Aijek was discovered by TANGS)

35

Over 74,000 visitors More than 50% surveyed* likely to visit Little India in the next three months,

or recommend their friends/family to visit the precinct. *500 visitors surveyed


Telling the precinct stories to visitors Partnering travel agents to redesign precinct tours


Launch of Destination Experience Workshop series - June 2014 Tour operators introduced to new precinct offerings and

hidden gems that appeal to increasing discerning travellers Kampong Glam (June 2014): Showcased nightlife,

traditional businesses, F&B offerings Orchard Road (October 2014): Showcased local food trail at

ION, architecture, arts, local designers and Peranakan culture.

Tiong Bahru (upcoming in Feb 2015): Showcases the neighbourhoods history and vibrant retail and caf scene

Tour operators deepened knowledge of the precincts character and history and are receptive to introducing more in-depth experiences into their products.

Outcomes

36



Thriving culinary destination

Chinatown Food Street

Feb 2014

Lau Pa Sat

Jul 2014

Rejuvenation of two dining icons that showcase Singapores rich culinary heritage

Wide spectrum of dining events

37


Five new attractions

New offerings at three existing attractions


Attraction Enhancement & Rejuvenation

Plans to rejuvenate Mandai

Dec 2014 Oct 2014 Jul 2014 Jun 2014

ALIVE Museum Singapore

Wings of Time Images of Singapore LIVE

Madame Tussauds Singapore

Trick Eye Museum

Jun 2014

Aug 2014

River Safari Cruise

Aug 2014

Panda Rise & Shine Journeys Cultured Leopard, Rising

Tiger tour of Haw Par Villa

Mar 2014

Marina Bay Segway Tours

Aug 2014

38



Vibrant events calendar

Growing arts scene

Bigger Art Week

More art fairs and quality exhibitions

Revamp of Singapore International Festival of Arts

Bigger and more differentiated entertainment

events

ZoukOut: Largest turn-out in its 14-year history

Cavalia: First in Asia

First Singapore International Jazz Festival: Strong line up of

international and local acts

Christmas Wonderland: New Christmas festival at Gardens by

the Bay

Growing sports destination

Inaugural WTA: best WTA edition and most watched

WTA event of 2014

Attracted more than 129,000 fans

7th successful F1 & Grand Prix Season Singapore

Art Stage Singapore 2014 ZoukOut WTA Finals

39


Festive finale event and photo exhibition along Orchard Road

Turnout of over 90,000 in one night


Tourism50

Special events & promotions at iconic attractions Over 13,000 relived their memories at

Haw Par Villa

Curated arts, cultural and heritage tours Many tours were over-subscribed

Sports-related events and activities 500 participated in Kartnival racing through

the Marina Bay Street Circuit in go-karts

A year-long celebration to commemorate 50 years of tourism development and promotion

40


Festive finale event and photo exhibition along Orchard Road

Turnout of over 90,000 in one night


Tourism50

Special events & promotions at iconic attractions Over 13,000 relived their memories at

Haw Par Villa

Curated arts, cultural and heritage tours Many tours were over-subscribed

Sports-related events and activities 500 participated in Kartnival racing through

the Marina Bay Street Circuit in go-karts

Strong local participation Keen interest in our local

heritage, attractions and offerings

A year-long celebration to commemorate 50 years of tourism development and promotion

41



Leading MICE Destination International accolades recognising Singapore as top business city

MICE

Top Convention City in Asia for 12th consecutive year (2013)

Top Intl Meeting Country for 3rd consecutive year (2013)

Top Intl Meeting City for 7th consecutive year (2013)

Business

Best BT MICE City (2014)

Best Business City in Southeast Asia (2014)

Asias Leading Meetings & Conference Destination (2013)


Healthy pipelines of events

Quality Content through Clustering of Complementary Programmes


Leading MICE Destination Growing and marketing quality content and experiences

4-14 Dec 2014

4,000 trade attendees 23,000 trade attendees 10-16 Mar 2014

11,000 attendees 27 31 Oct 2014

20,000 attendees,

URBAN SOLUTIONS

1 5 Jun 2014

Enhanced marketing efforts across 10 key markets*

*10 markets are China, India, Indonesia, Thailand, Vietnam, Malaysia, Philippines, Australia, Hong Kong & Japan


Healthy pipelines of events

Quality Content through Clustering of Complementary Programmes


Leading MICE Destination Growing and marketing quality content and experiences

4-14 Dec 2014

4,000 trade attendees 23,000 trade attendees 10-16 Mar 2014

11,000 attendees 27 31 Oct 2014

20,000 attendees,

URBAN SOLUTIONS

1 5 Jun 2014

Secured 273 events in

2014

Enhanced marketing efforts across 10 key markets*

*10 markets are China, India, Indonesia, Thailand, Vietnam, Malaysia, Philippines, Australia, Hong Kong & Japan

Build mindshare of Singapore as choice business events destination

Drive attendance and spend


MICEHQ.SG

Asias MICE resource capital home to skilled

talent, knowledge, strong MICE companies and

associations

Singapore MICE Experience

An inspiring destination with

experiential events and authentic local

character

Connected City

A smart MICE city that enables business

visitors to get to where they want and

do what they want seamlessly


MICE 2020 Roadmap A medium-term blueprint to chart the industry growth


S$7m infrastructural upgrades to enhance efficiency of Marina Bay Cruise Centre Singapore


Leading Cruise Destination in Southeast Asia Great cruise ecosystem attracts more players to Singapore

Southeast Asia Familiarisation trip for cruise lines

Shore excursions ideation workshop

Singapore Cruise Centre

46


S$7m infrastructural upgrades to enhance efficiency of Marina Bay Cruise Centre Singapore



Southeast Asia Familiarisation trip for cruise lines

Shore excursions ideation workshop

Singapore Cruise Centre

30% increase in

disembarkation rate with fourth passenger bridge

2 additional X-ray machines to

the existing 6 to speed up security clearance at arrival

hall

Up to 3x increase in number of baggage that can be handled

Open up opportunities to

expand cruise network and offerings in Asia

Best Turnaround Port Operations for

the 7th year

Asias Leading Cruise Port for the

3rd year

Guide local players in developing novel and

innovative shorex itineraries

47




Royal Caribbean International: Year-round homeporting for the first time.

2015

Princess Cruises: First premium brand to homeport in Singapore

Nov 14 Mar 15

2014: securing pipeline of significant maiden calls

Quantum of the Seas 4,180 passengers

MSC Cruises Orchestra 2,550 passengers

2014: cruise lines confirmed to homeport in Singapore

Mein Schiff 1 1,900 passengers 48




Royal Caribbean International: Year-round homeporting for the first time.

2015

Princess Cruises: First premium brand to homeport in Singapore

Nov 14 Mar 15

2014: securing pipeline of significant maiden calls

Quantum of the Seas 4,180 passengers

MSC Cruises Orchestra 2,550 passengers

2014: cruise lines confirmed to homeport in Singapore

Mein Schiff 1 1,900 passengers 49

Passenger throughput estimated to grow

10-15% in 2015








50


Industry Initiatives

Kickstart Fund Supporting Grounds-up Tourism Innovation

Total Grants Awarded: 12 As of Dec 2014

2015:

January Dinner in the Sky

Jun / July Jul Sep 6 28 June 7 14 Mar TBC

2013-14:

51



Tourism sector is embracing the need to restructure business model and innovate

Raise awareness

Build capabilities

Drive

innovation

52



Raising Awareness for Productivity and Innovation Initiatives to foster collaboration and share best practices

Sharing of best practices Hotel Industry Story-Bank, Launched April 2014

- First ever public repository of case studies featuring improvement and innovation projects by hotels

- Facilitate sharing of best practices and success stories to encourage wider adoption of productivity initiatives across industry

Showcasing latest technology and brainstorming ideas Inaugural Hospitality Summit, Oct 2014

- Sharing ideas and best practices - Showcase of latest hotel technology, including

self-service check-in kiosk prototype - Hospitality Summit Challenge generated fresh

ideas for productivity measures

53



Partnering industry to innovate

Image from AIT Technologies

Collaborate with Far East Hospitality to test-bed productivity solutions

Test-bed technology that enhances guest experience and operational efficiency

Eg: A self-service check-in kiosk, shared laundry services and redesign of in-room offerings

Data on cost and manpower savings to be shared with industry

Crowdsourced for technology solutions through 3

hackathons

MICE coLAB Feb 2014

Travel & Tourism Hackathon Nov 2014

Chinatown coLAB Mar 2014

Provide funding support for industry to adopt productivity

measures

Tourism Technology Fund: New Shan Travels Agent Desktop Technology

and Operations Optimisation

Expected to more than double profit margin

Reduce manpower needs by 1/5

Business Improvement Fund: Park Hotel Groups Check Global

Supply Chain Management solution:

Expected to reduce more than 300 man-hour per month

62 prototypes from 3 hackathons

Tourism Technology Fund could be used to develop concepts for commercial use

MICE coLAB winning prototype MICEapps being commercialised 54



Building Capabilities

Professional Development of Tourist Guides - 23 guides accredited by World Federation of Tourist Guide Associations

Travel Agent Manpower Study and Audit - Understanding manpower needs for the travel agent industry

STB (Amendment) Act came into effect in Oct 2014

$15m Association Development Fund Image from www.snipview.com

Image from http://employmentoffice.co

55


Tourism Year-in-Review 2014: Summary

Visitors stay longer and spend more

Singapore, a vibrant destination

Sector innovating to stay productive and

competitive

Moving towards Quality Tourism

56


2015: Looking Ahead

Macro challenges persist:

- Economic uncertainties

- Regional competition

- Currency movements

Asia-Pacific outbound travel projected to

grow

Increased marketing efforts and continual

development of tourism products and

experiences

Continue efforts to boost industry capability and

innovation

57


2015: Looking Ahead

58

2015: Boost in Marketing Efforts

Expand marketing efforts into seven tier 2 cities (eg, Tianjin and Qingdao) to drive more

demand

Increased marketing investments in key markets

Australia

Forge new digital partnerships with Baidu, Alibaba and Tencent Group to widen

audience reach

Roll out next phase of integrated marketing campaign to sustain

awareness

Build strong channel and content partnerships and raise

awareness of Singapore as sports destination

Refresh integrated marketing campaign to increase

frequency of visits

Expand efforts into tier 2 cities of Medan and Surabaya

China

Ramp up marketing efforts across 10 key

markets* to drive attendance to BTMICE events

*10 markets are China, India, Indonesia, Thailand, Vietnam,

Malaysia, Philippines, Australia, Hong Kong & Japan

Expand partnerships with trade to drive conversion and spend

Indonesia

Pre-arrival: Aviation players and hotels Post-arrival: Dining and retail stakeholders

Leisure BTMICE Examples


2015: Looking Ahead

Macro challenges persist:

- Economic uncertainties

- Regional competition

- Currency movements

Asia-Pacific outbound travel projected to

grow

Increased marketing efforts and continual

development of tourism products and

experiences

Continue efforts to boost industry capability and

innovation

59


Thank You

60

stb year-in-review 2014 deck_final

Documents

property of stb

stb tourism year

stb overview

stb ytd

stb tourism receipts

reproduced andor

quality tourism

preliminary estimates