ASEAN KEY DESTINATIONS
STB to launch S$20m global campaign to boost tourism numbers
SINGAPORE: The Government on Tuesday (Apr 7) announced a slew of measures to boost tourism numbers, which went through a challenging period in 2014.
Second Minister for Trade and Industry S Iswaran said the measures are part of a three-pronged approach to tackle what he called a challenging but optimistic task.
"Outbound travel to the Asia-Pacific is expected to continue to grow, so too intra-Asia travel, as Asian economies and disposable incomes rise. We must be ready to seize our share of this growth and, I would like highlight three ways we can do so: Deepening innovation, boosting promotion and marketing and enhancing capabilities," the minister said.
For one, it will launch a S$20 million global marketing campaign to mark Singapore's year-long 50th birthday celebration, announced Mr Iswaran at the annual Tourism Industry Conference on Tuesday.
The minister said the campaign, which will kick off in May, is a prime opportunity to ride the wave of international interest on the nation's Golden Jubilee. For example, the Lonely Planet named Singapore as a top 2015 destination, which is the first time that Singapore has made it to its annual list of best destinations.
The global campaign aims to attract visitors with flight and hotel deals, retail offerings as well as entertainment options. Mr Iswaran said more than 20 hotels have already expressed an interest with the global campaign.
He added that the Pedestrian Night on Orchard Road, which started as a pilot from October last year until March this year, will be extended for another six months starting July.
Singapore will also be one of 10 global cities and the only South-east Asian one, to host the Sevens World Series Rugby for four years - kicking off with the 2015/2016 season, he added.
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