Singapore Tourism Case Study

1) The Singapore Tourism Board STB) was established in the 1964 to develop the fledgling tourism industry. STB now oversees all aspects of tourism, including resource allocation and long-term strategic planning. It organises campaigns to promote the country, improve the facilities and attractions for visitors. It also coordinates the efforts of tourism-related businesses like hotels, travel agencies and airlines while regulating the standards of the tourism sector. With the new marketing approach of promoting Singapore 's image aboard, regional offices are established around the globe to actively market the Singapore destination.

To continuously promote enhance and redesign the tourism experience, the Singapore brand had undergone a number of revamps over since established in the 60s. During 1966, the board used the tagline “Instant Asia” to portray Singapore as a gateway to Asia’s major cultures. In 1977, it was rebrand to “Surprising Singapore” to portray the country as tropical paradise where the old and new meet and also the merging of East and West. Until 1996, it was then replaced with “New Asia Singapore” while providing tourists with modern city and experience of culture diversity. In 2004, the branding was replaced to “Uniquely Singapore”, the marketing efforts had a positive effect on the tourism industry with the tourism receipts increases from $10.1billion to $18.1 billion during the period. Embracing the global trends and shifting in media consumption, the board