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The Singapore Tourism Board (STB) is an economic development agency for one of Singapore's key service sectors - tourism. The mission of the Board is to develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore.
With its strategic tourism units covering the key purposes of visit by tourists, the STB will work towards revitalising traditional segments ranging from sightseeing and attractions to business travel, as well as actively tap into emerging segments such as healthcare and education services.
These initiatives will be reinforced by STB's international operations which cover the key markets in Asia, Oceania, Europe and Americas, with expanded resources to capitalise on growth markets like China and India.
STB's goal is to create exciting and innovative experiences for our visitors, in close partnership with the trade industry, thus etching forever in visitors' minds an image of Singapore as a unique and compelling destination.
Vision
To be a leading economic development agency in tourism, always setting new benchmarks and pioneering best practices.
Mission
We develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore.
Values
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We are focused on achieving our mission and vision. |
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We put the customer first. |
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We are proactive. We take initiative and are relentless in pursuing our goals. |
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We value knowledge as our core tool. We build deep knowledge. We use it and share it. |
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We are boundaryless in our mindset and approach. We think beyond constraints and work collaboratively. |
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We are enterprising. We challenge norms, take risks and are willing to experiment. |
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We find passion and put fun in everything we do. |
Our History
The Singapore Tourist Promotion Board was first established in 1964 with the mandate to promote Singapore as a tourist destination. The thinking of the government then was that an organisation was needed to coordinate the efforts of hotels, airlines and travel agents in promoting the overall image of the destination.
We began work with a small staff strength of 25. That year we welcomed 91,000 visitors.
We initiated and developed marketing campaigns. We created a symbol - the Merlion. We established travel agent licensing and tourist guide training.
Through the 1960s and 1970s, the Board actively encouraged investment in infrastructural development such as the building of hotels and tourist attractions like the Jurong BirdPark and the resort island of Sentosa.
In the 1970s, the Board marketed the city as a venue for conventions and organised events to draw visitors.
The 1980s heralded the implementation of a S$1 billion Tourism Product Development Plan, which called for the saving of our historic districts, such as Chinatown, Little India, Arab Street and our colonial hub, and the rejuvenation of the Singapore River.
A collaborative effort undertaken by the Board and the local tourism industry resulted in the launch of a national tourism masterplan,
Tourism 21: Vision of A Tourism Capital in July 1996.
On 11 January 2005, Minister for Trade and Industry, Mr Lim Hng Kiang, unveiled the Board's bold targets to ensure that tourism remains a key economic pillar by tripling Tourism Receipts to S$30 billion, doubling visitor arrivals to 17 million, and creating an additional 100,000 jobs
in the services sector by 2015. These targets will drive future initiatives and catapult growth in the tourism industry over the next 10 years, catalysed by a S$2 billion Tourism Development Fund.
Corporate Identity
The Board's new name and corporate identity were officially unveiled by the Second Minister for Trade and Industry BG (NS) George Yeo on 19 November 1997, to reflect the Board expanding its role beyond that of simply tourist promotion.
The new identity of the Singapore Tourism Board is encased in a shape derived from an architectural detail found in Singapore's Peranakan shophouses. This, together with the 'Singapore' logotype in the calligraphic script, reflects the modern, multi-cultural yet distinctly Asian nature of our island republic and its people.
The rich green colour of the identity is corporate and distinctive. It also points to the tropical Garden City that is home to the STB and continued growth of the tourism industry.
In February 2003, the Singapore Tourism Board announced a review of its strategies and resource allocation to place more emphasis on growth areas. The result of this was a re-organisation of STB's former internal structure, with the major change being the formation of eight strategic tourism units which are tasked to propel growth in the various growth sectors. Resources have also been rationalised to increase our presence in the growth markets, for instance China and India.
STB-Supported Tourism Sector Initiatives
No single entity can determine the success of the tourism industry. While the STB acknowledges its leadership role in driving the industry, strong collaboration and support of key industry players are also critical, especially in times of crisis. The STB values long-term win-win partnerships as it believes that the sharing of experiences, expertise and resources will maximise business opportunities for the tourism sector.
STM Worldwide
The Singapore Tourism Board has an extensive network of offices spanning the globe. Currently, there are 22 Regional Offices and 2 Marketing Representatives spread over eight regions.
The ROs undertake the entire range of tourism functions from tourism marketing to investment promotion. They work together with in-market industry partners to promote Singapore to our overseas consumers, facilitate tourism companies in investment plans and business alliances, monitor competitive activities and support the development of bi-/multi-lateral agreements.
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Head Office
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Americas
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Asean (Islands)
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Asean (Mainland)
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Europe
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Greater China
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North Asia
· Oceania
· South Asia, Middle East & Africa
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We WELCOMEThe World! |
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If there is one word that best captures Singapore, it is "unique". A dynamic city rich in contrast and colour, you'll find a harmonious blend of culture, cuisine, arts and architecture here. Brimming with unbridled energy, this little dynamo in Southeast Asia embodies the finest of both East and West.
A single day's trail will take you from the past to the future, from exotic ethnic enclave to efficient business centre, from serene gardens to sleek skyscrapers.
span style="font-size: 8pt; font-family: verdana,sans-serif; color: #808080">Start your day with a hearty breakfast amidst lush vegetation with Singapore's very own orang utans. Then take a step back in time as you enter a traditional Chinese temple, Muslim mosque, Hindu temple and Christian church - all in the same neighbourhood.
Return to the present by strolling down Orchard Road, picking up the latest fashion trends and entertaining local catch phrases along the way.
A simple meal is made memorable when drifting along the Singapore River on a traditional bumboat. Step off the boat and get catapulted 60 metres into the air on a reverse bungy ride!
More laughter and fun is in store if you board an amphibious "duck" to explore the city, in the company of its wacky guides.
After a day of excitement, retreat into the peaceful sanctuary of our acclaimed spa, just a stone's throw away from the best business facilities in the world.
When recharged, give yourself at least an hour to enjoy a customary Chinese tea ceremony before you step into a world-class venue to catch a Broadway musical.
With its friendly and welcoming people, state-of-the-art infrastructure and something new happening everyday, Singapore is a holiday like no other.
如果必须用一个词来描述新加坡，那"非常"可说是最贴切的选择了?这座活力四射的都市充满了对比和色彩，您可以在这里找到不同文化?饮食?艺术和建筑的完美统一?这个东南亚的活力之都洋溢着无限的能量，充分体现了东西方最完美的交汇?
在短短的一天行程里，您将会体验从过去到未来?从异域情调的民族地域到繁忙高效的商业中心?从恬静的花园到高耸的大楼等各种风情?在郁郁葱葱的树林中与新加坡独一无二的猩猩一起共进丰盛的早餐，开始您美好的一天?然后到邻近的华族寺庙?回教堂?印度神庙和基督教教堂，去体会一下过去的时光?
回到现实后，漫步于乌节路上，一路选购最新的流行时尚?还能听到不少有趣的本土俚语?搭乘传统的小驳船沿着新加坡河顺流而下，即使是简单的午餐也变得令人难忘? 踏出小船之后，体验被反绑弹射上60米的高空的刺激！之后再登上两栖的"小鸭子"，在搞笑的导游陪伴下探索这座城市，您将会有更多的欢声笑语?
一天的兴奋之后，到享誉世界?距举世闻各的商业设施不过咫尺之遥的Spa享受一片安宁?恢复体力之后，花上\一小时去享受传统的中国茶道，然后再去世界级的艺术中心观看一场百老汇音乐剧?
拥有热诚好客的人民，现代化的基础设施，以及每天层出不穷的新鲜事，新加坡当之无愧地是旅行度假的最佳选择?
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We WELCOMEThe World! |
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