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Destination Reports


Singapore looks at the future of travel
February 2021 1703

The Singapore Tourism Board (STB) announced a new initiative to reimagine travel for Singapore and the rest of the world, by sparking conversations, stories and ideas to collectively shape the future of our sector.

Called SingapoReimagine, this platform will kick off with “Reimagine Travel – Global Conversations”, a series of forums around the world to catalyse discussions on how to reshape global travel. For a start, STB will share our learnings on how the public and private sectors have come together to create new possibilities for our visitors. As part of the forums, global partners will be invited to share knowledge and exchange ideas, with the first one in Singapore this year before being hosted in other parts of the world.

Closer to home, STB will also roll out “Reimagine Travel in Singapore”, a series of engagements with passionate members of the local community and tourism partners to co-create ideas and spur the renewal of Singapore tourism. This complements the SingapoRediscovers domestic campaign, which encourages locals to rediscover and reconnect with Singapore’s hidden gems and experiences.

Both initiatives will be launched in 2021, and more details will be announced in due course.

STB Chief Executive Keith Tan said, “Covid-19 is the biggest crisis we have ever faced in travel and tourism. But it also offers us an opportunity to reset and revive our industries in ways that we never imagined was possible a year ago. The journey to reimagine travel has already started in Singapore, and we want to continue this journey with those whose voices matter – our community in Singapore, and our partners here and around the world. We look forward to co-creating ideas and strategies with all of them, to make travel better.”

While it will take time for mass international travel to resume, there are promising signs of future demand. In Singapore, a Brand Health Study across 14 markets, conducted by STB’s appointed market research company Ipsos in August 2020, revealed that leisure and BTMICE (Business Travel and Meetings, Incentive Travel, Conventions and Exhibitions) travellers maintain a strong perception of Singapore being a safe destination to visit, despite Covid-19.

According to the study, confidence in travelling overseas for leisure and business has been steadily increasing, with 76 per cent of leisure travellers and 90 per cent of BTMICE travellers indicating they are likely to travel in the next 12 months, if possible.

“We are extremely encouraged by the findings of our Brand Health Study, which points to positive traveller confidence in Singapore and is a broad indication of market readiness and appetite for travel. STB is confident in Singapore’s attractiveness as a leading business and leisure destination, and we will gradually commence our market engagement efforts in line with the health situation and prevailing travel policies,” Tan added.   




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