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Sunday, May 8, 2011

Singapore Tourism Board

Singapore Tourism Board (STB) 新加坡旅游局 is a statutory board under the Ministry of Trade and Industry of Singapore, tasked to promote the country's tourism industry.

Singapore tourism industry has grown rapidly since STPB was set up. In 2004, there were 8 million visitors. On 11 January 2005, Minister for Trade and Industry unveiled the Singapore Tourism Board’s (STB) bold targets to doubling visitor arrivals to 17 million by 2015, see details here Tourism 2015.
In March 2010, the STB projected a 20-30% increase in visitor arrivals for the year. 2010 will see the much awaited opening of both the Marina Bay Sands and the Resorts World Sentosa. This will coincide with other key events such as the Singtel Singapore Formula One Grand Prix and the inaugural Youth Olympic Games. These offerings are expected to enhance Singapore’s status as a dynamic global city and increase visitor arrivals. However, the changes in Singapore's landscape will continue beyond 2010. New developments such as the International Cruise Terminal, Gardens by the Bay and Changi Motor Sports Hub are expected to be unveiled in the coming years.

The STB also announced that it will be adopting a new destination branding strategy. In line with the emphasis on redesigning the tourism experience, the STB launched the evolved destination brand, YourSingapore. YourSingapore is centered on the concentration of experiences available in Singapore and seeks to enable travellers to personalize their visit according to their preferences. The YourSingapore website is an "innovative and intelligent platform" that invites visitors to make their virtual experience in Singapore a reality. The user-friendly website allows users to easily conceptualize and plan their individual itineraries.

The board was first established in 1964 and was called the Singapore Tourist Promotion Board (Abbreviation: STPB; Chinese: 新加坡旅游促进局). In that year, there were 91,000 visitors. The primary task of STPB was to coordinate the efforts of hotels, airlines and travel agents to develop the fledging tourism industry of the country.
Later, STPB began to initiate new marketing ideas to promote Singapore's image aboard. The board created the Merlion, a symbol based on a Singapore mythical legend, that became an icon of the Singapore destination. The board also has been providing travel agent licensing and tourist guide training.

The board now oversees all aspects of tourism, including resource allocation and long-term strategic planning. It establishes offices around the globe to actively market the Singapore destination.

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