“Passion Made Possible”, a unified tourism brand, aims to market Singapore internationally for both tourism and business purposes(Photo: visitsingapore.com) Singapore (VNA) – The Singapore Tourism Board (STB) and theSingapore Economic Development Board (EDB) on August 24 jointly unveiled aunified brand, “Passion Made Possible”, to market Singapore internationallyfor both tourism and business purposes.
At the launching ceremony, Minister of Trade and Industry S. Iswaran stressedthat the introduction of a unified brand sends a strong signal that Singapore willbe an ideal destination to make all passions possible.
EDB Chairman Beh Swan Gin affirmed that the move is not only to cope withfierce competition but also bolster the tourism industry as the country ismaking a shift from being primarily an investment-driven economy to the onethat will be led by innovation.
A key feature of Singapore’s new tourism campaign is an emphasis on storytelling.Instead of talking about different things a tourist can do in Singapore, theSTB and EDB will use local personalities of Singaporeans from all walks of lifeand share stories about their passions.
Lionel Yeo, Chief Executive of STB, said that iconic attractions in the countrylike Orchard Road, Marina Bay and Sentosa have been renowned as safe andfriendly destinations.
“We will build on this by telling stories of passion made possible to developan even more positive affinity between our target audience and Singapore”, henoted.
After launching in Singapore, the STB will promote the new brand in a globalmarketing campaign spanning 15 markets including the US, the UK, India, theRepublic of Korea, China, Japan, Thailand, Indonesia and Vietnam, he said.
He added that regarding Southeast Asian nations, especially Vietnam, the STBtargets to attract tourists to experience fascinating cuisine programmes.
Statistics showed that the number of visitors grew by 7.7 percent year-on-yearto 16.4 million last year while tourism revenue rose by 13 percent to 24.6billion USD.
In the first quarter of the year, Singapore welcomed 4.3 million tourists,earning 6.4 billion USD, up 15 percent from the same period last year.-VNA
VNA
