STB looks to remarket Orchard road to tourists


Singapore Tourism Board is looking to rejuvenate Orchard Road in a bid to attract more tourists to Singapore.

S Iswaran, the second minister for Trade and Industry, said the government will work closely with industry stakeholders to rejuvenate the area and “enliven and showcase the Singapore lifestyle and cultural precincts.”

He added that STB is conducting an “Envisioning Orchard Road” exercise that is expected to be completed by the end of 2015.

“STB will study consumer insights from key source markets, engage Orchard Road stakeholders to obtain insights and understand key challenges, and develop a vision and new ideas to reinvent Orchard Road,” said Iswaran.

To provide more leisure options for tourists and Singaporeans and refresh its tourism assets, STB is working with Temasek Holdings to create a nature-themed attraction in Mandai.

“This is a project that is going to take several years to plan and execute, but ultimately, we have a very strong product that will add significantly to Singapore’s tourism landscape,” said the minister.

As part of SG50, an international showcase called “Singapore: Inside Out” will also be launched to celebrate Singapore’s contemporary creative talents in the fields of architecture, design, fashion, film, F&B, music and the arts.  The minister added that “Singapore: Inside Out” was launched to spark interest in Singapore’s creative talent and enhance Singapore’s image as a vibrant global city.

Meanwhile, STB in a statement said the tourism sector in 2015 is expected to continue to be “buffeted by headwinds brought on by macro-economic challenges and stiff regional completion”. However, Asia Pacific’s outbound travel is still expected to grow. As such, STB will invest in expanded marketing efforts into several tier two cities such as Tianjin and Qingdao to drive more demand.

There will also be increased marketing investments in key markets such as Australia.

STB will also be forging new digital partnerships with Baidu, Alibaba and Tencent Group to widen audience reach. It will also build on strong channel and content partnerships to raise awareness of Singapore as sports destination.

“STB will be positioning itself to tap on opportunities by embarking on a series of targeted marketing initiatives. Our efforts remain focused on yield-driven quality growth, with the emphasis on economic contribution, innovation and an engaged local community as we continue to build an even more vibrant tourist destination and endearing home,” said the board.

It also admitted that 2014 was a challenging year for Singapore tourism despite the numerous marketing initiatives launched. Tourism receipts for the year held steady at SG$23.5 billion, while International Visitor Arrivals (IVA) stood at 15.1 million, representing a 3.1% year on year decline.

This came despite STB pushing out integrated marketing campaigns in seven key markets – Malaysia, Indonesia, Philippines, India, Australia, ​China and Vietnam. The website also underwent a revamped to feature more user-generated content.

Last year STB also forged strategic partnerships with Singapore Airlines and TripAdvisor to deliver positive marketing impact for Singapore. ​

Sectors: Leisure & Tourism
Countries: Asia Pacific, Singapore, and South East Asia
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