If you’re planning a trip to Singapore, you might be wondering who is in charge of the country’s tourism industry. The answer is the Singapore Tourism Board (STB), a government agency responsible for promoting tourism and enhancing Singapore’s image as a vibrant and attractive destination.
The Role of STB
Since its inception in 1964, STB has been instrumental in developing and implementing tourism policies and strategies to attract visitors from around the world. The board works closely with various stakeholders in the industry, including airlines, hotels, attractions, and tour operators, to create a seamless and memorable travel experience for tourists.
Functions of STB
Some of the key functions of STB include:
- Marketing and promoting Singapore as a premier tourist destination through various channels such as advertising campaigns, events, trade shows, and digital platforms.
- Developing and managing tourism infrastructure such as tourist accommodations, attractions, and transportation systems.
- Providing information and services to tourists through visitor centers, websites, social media platforms, and mobile applications.
- Working with industry partners to enhance the quality of tourism products and services through training programs, accreditation schemes, and service excellence initiatives.
- Monitoring industry trends and conducting research to ensure that Singapore remains competitive in the global tourism landscape.
The Leadership Team at STB
The leadership team at STB comprises experienced professionals from diverse backgrounds who bring a wealth of knowledge and expertise to the organization. The current CEO of STB is Mr. Keith Tan who took over the position from Lionel Yeo in May 2018. Prior to joining STB, Mr. Tan served as Deputy Secretary (Policy) at the Ministry of Defence.
The Achievements of STB
Over the years, STB has achieved many milestones in promoting and developing Singapore’s tourism industry. Some of the notable achievements include:
- Attracting a record high of 18.5 million international visitors in 2018, generating S$27.1 billion (USD 19.6 billion) in tourism receipts.
- Being named Asia’s Leading Destination at the World Travel Awards for six consecutive years from 2013 to 2018.
- Hosting major international events such as the Formula One Grand Prix, the Singapore Airshow, and the Singapore International Festival of Arts.
Conclusion
In conclusion, STB plays a pivotal role in driving Singapore’s tourism industry and ensuring that the country remains a top destination for tourists worldwide. With its strong leadership team, innovative strategies, and commitment to excellence, STB is well-positioned to continue shaping the future of Singapore’s tourism landscape for years to come.
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