Presentation - Singapore Tourism Board

TOURISM INDUSTRY CONFERENCE 2016
SHARPENING OUR STRATEGIES
TOWARDS
QUALITY TOURISM
APRIL 25, 2016
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2013
QUALITY
TOURISM
QUALITY VISITORS
QUALITY DESTINATION
QUALITY INDUSTRY
QUALITY LOCAL ENGAGEMENT
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QUALITY TOURISM
QUALITY VISITORS
GIVING US THE BEST RETURNS IN TERMS OF ECONOMIC CONTRIBUTION
QUALITY DESTINATION
A DIFFERENTIATED EXPERIENCE UNIQUE TO SINGAPORE
QUALITY INDUSTRY
SUSTAINABLE GROWTH THAT IS INNOVATIVE, PRODUCTIVE AND MANPOWER-LEAN
QUALITY LOCAL ENGAGEMENT
A SUCCESSFUL TOURISM SECTOR WHICH SINGAPOREANS ARE PROUD TO PARTICIPATE IN
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2014
1
PATHWAYS TOWARDS
QUALITY TOURISM
2
PURSUING A
YIELD-DRIVEN
MARKETING
APPROACH
3
4
ENHANCING
SUPPORTING
DESTINATION
INDUSTRY
ATTRACTIVENESS COMPETITIVENESS
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BUILDING
LOCAL
ENGAGEMENT
2015
GROWTH OPPORTUNITIES
FOR YOUR TOURISM ENTERPRISE
CRUISE
INCENTIVE
TRAVEL
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LEARNING
TRAVEL
& MORE THAN 130 PARTNERS
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WE ARE OFF TO A
GOOD START IN 2016
IVA
12.3%
International
Visitor Arrivals
(Jan-Feb 2016)
International
Visitor Arrivals
(Jan-Feb 2015)
2.4 million
2015
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2.7 million
2016
0 TO 3% GROWTH IN INTERNATIONAL VISITOR ARRIVALS
0 TO 2% GROWTH IN TOURISM RECEIPTS
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SHARPENING OUR STRATEGIES
towards
QUALITY TOURISM
YIELD-DRIVEN MARKETING STRATEGY
TARGETING PRIORITY MARKETS & CUSTOMER SEGMENTS
INNOVATION AND TECHNOLOGY
TRANSFORMING VISITOR EXPERIENCE & ENTERPRISES
QUALITY INDUSTRY
MANPOWER INITIATIVES IN THE TOURISM SECTOR
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TARGETING
PRIORITY MARKETS
and
CUSTOMER SEGMENTS
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YIELD-DRIVEN
MARKETING APPROACH
STORIES
FANS
CHANNELS
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Photographed by Andrew Tan
Photo source: https://www.sg
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TELLING AN AUTHENTIC AND
POWERFUL STORY
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KEY SOURCE MARKETS
REMAIN IMPORTANT
CHINA
INDIA
MALAYSIA
INDONESIA
AUSTRALIA
INTENSIFYING TRADE ENGAGEMENTS
RAMPING UP MARKETING EFFORTS
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GROWTH FROM
SECONDARY CITIES
TIANJIN
AHMEDABAD
CHONGQING
HYDERABAD
MEDAN
SURABAYA
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HYDERABAD
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INDIAN VISITOR ARRIVALS GREW 7%
HYDERABAD VISITOR ARRIVALS GREW BY 16%
GOOGLE
FACEBOOK
Photo source: Google – News East West, Apple – Tishman Speyer, Facebook – NewsofDelhi.com
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GROWTH FROM
NEWER & LONG-HAUL MARKETS
UK NETHERLANDS
GERMANY
FRANCE
USA
SWITZERLAND
CHINA
S. KOREA
JAPAN
INDIA
MYANMAR
VIETNAM
PHILIPPINES
INDONESIA
AUSTRALIA
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GERMAN ARRIVALS
HAVE INCREASED
OCT 2015 – FEB 2016: GERMAN ARRIVALS GREW AT 40%
YEAR-ON-YEAR INCREASE OF 47,000 VISITOR ARRIVALS
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CHINA
GROWING THE CHINESE MARKET – PRIMARY CITIES AND BEYOND
INDIA
KEEPING THE MOMENTUM – INDIA’S GROWTH BEYOND 1 MILLION
SOUTHEAST ASIA
NEW GROWTH MARKETS IN SEA– MYANMAR, TIER 2 CITIES IN INDONESIA, MALAYSIA
EUROPE
TAPPING EUROPE’S OUTBOUND TOURISM – OPPORTUNITIES & CHALLENGES
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TARGETING HIGH-YIELDING CUSTOMER SEGMENTS
FAMILIES WITH YOUNG KIDS
BTMICE TRAVELLERS
WORKING MILLENNIALS
ACTIVE SILVERS
BTMICE TRAVELLERS
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THE BTMICE TRAVELLER IS A
KEY SEGMENT
ONE FIFTH
OF VISITORS
IS A
BTMICE TRAVELLER
BTMICE TRAVELLERS
CONTRIBUTE
ONE THIRD OF
TOURISM RECEIPTS
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BTMICE TRAVELLERS
SPEND TWICE AS
MUCH AS A LEISURE
TRAVELLER
IN 2015, WE HAD A
STRONG SHOWING
IN MICE EVENTS
SUPPORTED 27% MORE BUSINESS EVENTS
GENERATED 300,000 VISITOR ARRIVALS
GENERATED HALF A BILLION IN TOURISM RECEIPTS
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Event: Sports Matters 2014
WE HAVE A
STRONG PIPELINE OF EVENTS
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WE WILL EXPAND OUR
FUNDING SUPPORT
SUPPORT FOR ROAD SHOWS AND SALES CALLS
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WE WILL EXPAND OUR
FUNDING SUPPORT
SUPPORT FOR EARLIER LOBBYING ACTIVITIES
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FAMILIES WITH YOUNG KIDS
BTMICE TRAVELLERS
WORKING MILLENNIALS
ACTIVE SILVERS
FAMILIES WITH YOUNG KIDS
14% CAGR FROM 2012 TO 2014
66% THINK WE ARE A SUITABLE FAMILY DESTINATION
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KIDZANIA
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CHRISTMAS WONDERLAND
1.6 MILLION ATTENDEES
40% OVERSEAS VISITORS
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WORKING MILLENNIALS
BY 2020, MILLENIALS ARE EXPECTED TO MAKE
320 MILLION INTERNATIONAL TRIPS A YEAR
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ACTIVE SILVERS
ASIA IS RAPIDLY AGEING
DEVELOPED WORLD WILL FUEL 19% OF
GLOBAL URBAN CONSUMPTION GROWTH
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A STRONG AND EXCITING
CALENDAR OF LEISURE EVENTS
SUPPORT GROWTH OF EVENTS
ACROSS VARIOUS LIFE-STAGES
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CAPTURING CONSUMER DATA
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WORD-OF-MOUTH ADVOCACY
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LEVERAGING
USER
GENERATED
CONTENT
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RAISING
INDUSTRY
MARKETING
CAPABILITIES
STORIES
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FANS
CHANNELS
SHARING ON MARKETING
STRATEGIES TO ENSURE DESTINATION SINGAPORE STAYS AHEAD
HOW INDUSTRY CAN PARTICIPATE IN KEY AREAS OF
STORIES, FANS & DELIVERY
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TRANSFORMING
OUR INDUSTRY
through
TECHNOLOGY
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TECHNOLOGY HAS
CHANGED OUR LIVES
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DISRUPT
OR BE
DISRUPTED
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A THREEFOLD BRIEF
for
TECHNOLOGY TRANFORMATION
ONE
CHANGE THE WAY WE WORK WITH DATA
TWO
CHANGE THE VISITOR EXPERIENCE
THREE
CATALYSE ADOPTION OF TECHNOLOGY BY INDUSTRY
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DELIGHTING OUR VISITORS
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IMAGINE SINGAPORE
AS ONE MEGA ATTRACTION
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PUTTING THE
VISITOR AT THE CENTRE
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SO HOW COULD THIS
VISITOR EXPERIENCE LOOK LIKE?
Conference
Shopping
Event Notification
Automatic Check-in
Customised Routes
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WORKING COLLECTIVELY
TO STRENGTHEN OUR EDGE
SHARING KNOWLEDGE
SMALL AS ADVANTAGE
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WORKING COLLECTIVELY
TO STRENGTHEN OUR EDGE
INFORMATION & SERVICES
AGGREGATING AND EXCHANGING CONTENT AND SERVICES
DATA
PROVIDING TIMELY DATA ANALYTICS AND INSIGHT REPORTS
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A CENTRAL HUB FOR
INFORMATION AND SERVICES
INFORMATION
BEFORE
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SERVICES
AFTER
A CENTRAL HUB FOR
INFORMATION AND SERVICES
EVENT
ATTRACTION
TRAVEL AGENT
EVENT
ATTRACTION
TRAVEL AGENT
CENTRAL HUB FOR TOURISM
EVENT
ATTRACTION
TRAVEL AGENT
BEFORE
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EVENT
ATTRACTION
AFTER
TRAVEL AGENT
A CENTRAL HUB FOR
INFORMATION AND SERVICES
CENTRAL HUB FOR TOURISM
MICE EVENT
ORGANISER
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TRAVEL AGENT
LEVERAGING BIG DATA
PROVIDE TIMELY AND GRANULAR DATA
DATA ANALYSIS AND INSIGHTS
COMMITTED TO DATA PRIVACY
Source: https://data.gov.sg
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OUR
s PARTNERSHIPS
HAVE ALREADY BEGUN
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SMART NATION INITIATIVE
Source: data.gov.sg
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JOIN US IN MAKING
THIS VISION A REALITY
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ENHANCING VISITOR EXPERIENCE
TECHNOLOGY, TOURS, SOUVENIRS AS OPPORTUNITIES
TO IMPROVE VISITOR EXPERIENCE
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EMPOWERING
INDUSTRY
COMPETITIVENESS
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ATTRACTING SINGAPOREANS
REWARDING JOBS
PROMISING CAREERS
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WE NEED
PEOPLE
SOLUTIONS
DEVELOPING CAREERS STRATEGY
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BUILD AN ADAPTABLE TRAVEL AGENT INDUSTRY
Source: https://superadrianme.com/event-2/singapore-service-excellence-medallion-ssem-2015/
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Source: http://www.departurelounge.com
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WORKERS
NEED TO BE
SKILLED
NIMBLE
KNOWLEDGEABLE
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TRAIN AND UPSKILL OUR TOURISM WORKFORCE
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SKILLSFUTURE EARN AND LEARN
41 STUDENT-EMPLOYEES
22 HOTELS
Source: Republic Polytechnic
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CHUA MING HUI
SKILLSFUTURE EARN AND LEARN
PROGRAMME PARTICIPANT
DIPLOMA IN HOTEL & HOSPITALITY MANAGEMENT
REPUBLIC POLYTECHNIC
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SKILLSFUTURE LEADERSHIP
DEVELOPMENT INITIATIVE
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DEVELOPING TRAVEL AGENTS WORKFORCE
• 83 III TRAVEL AGENT
MORE RELEVANT TRAINING MODULES
INDUSTRY-WIDE RECOGNITION
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DEVELOPING TOURIST GUIDE COMPETENCIES
UP TO 80% FUNDING FOR COURSES
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RECOGNISING TOURIST GUIDES
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CELEBRATING TOURISM EXCELLENCE
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SHARPENING OUR STRATEGIES
towards
QUALITY TOURISM
YIELD-DRIVEN MARKETING STRATEGY
TARGETING PRIORITY MARKETS & CUSTOMER SEGMENTS
INNOVATION AND TECHNOLOGY
TRANSFORMING VISITOR EXPERIENCE & ENTERPRISES
QUALITY INDUSTRY
PEOPLE SOLUTIONS IN THE TOURISM SECTOR
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SHAPING A
DYNAMIC TOURISM LANDSCAPE
WITH YOU
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