How Singapore Tourism Board is Utilizing Digital Acceleration to Boost Global Reach

09/18/2023

Tourism regrowth in Singapore has been fuelled, and with 1.31 million visitor arrivals in August 2023, Singapore saw a 204.5% year-on-year growth since 2020.

Its aims? To be recognised the key hub for both business and leisure travels, ranging from being a MICE hub to helping local businesses digitally transform the company, such as the Singapore Tourism Analytics Network, to partnerships with Weixin Pay to bring a more strategic and travelling experience to Chinese tourists and Warner Bros. Discovery to feature 100 years of Warner Bros. franchises.

In this exclusive interview with Digital Travel APAC 2023, Juliana Kua, Assistant CEO, International Group at Singapore Tourism Board, shines light on the company’s focus in the coming years. With 20 years of experience in the industry, she was in charge of overseeing the regional offices located around the world with the aim of promoting Singapore as a leisure and business destination. Juliana unpacks the company’s strategy to recapture Singapore’s demand for international tourists and keeping up and offering ‘off-the-beaten-path’ experiences to offer “a deeper taste of Singapore”.



“I think APAC’s travel growth has really accelerated all the positive benefits of tourism to many APAC destinations.”

Juliana explores further in-depth on,

  • The renewed Chinese-Singapore experience – where borders closed but marketing never stopped.
  • Generating interest and excitement with real-time information and content about Singapore, delivered with high accessibility on a one-stop platform.
  • Offering what consumers need – Off-the-beaten-path exploration with Singapore Rewards or Visit Singapore applications, where tourists can experience a deeper understanding and taste of Singapore’s culture.
  • Driving for manpower shortages – steps Singapore Tourism Board is taking to tackle this issue by partnering with various government agencies and industry members, such as identifying roles that are related in function and combining them to produce greater value.

Catch the full interview now!

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