IN anticipation of the new type of traveller who will arrive on her shores once borders are fully opened, Singapore is already busying herself, reinventing her offerings.
At a large hybrid media briefing yesterday, Singapore Tourism Board unveiled SingapoReimagine, the banner platform for initiatives that are meant to “shape the future of [the tourism] sector”.
“According to a recent study by Blackbox Research, Singapore is one of the top post-pandemic destinations for travellers in Asia. Our own Brand Health Study shows that 3 in 4 (76%) leisure travellers and 9 in 10 business travellers are likely to travel in the next 12 months. Both leisure and business travellers continue to perceive Singapore as a safe destination, despite COVID-19,” said Chang Chee Pey, assistant chief executive of STB’s International Group.
“But we cannot sit back and wait for life to go back to normal. COVID-19 has devastated our industry, but it has also given us a once-in-a-lifetime opportunity to reset, and reimagine what travel and tourism should be for the next generation. We must not waste this opportunity,” he added.
To kick this off, there will be a series of of forums around the world to “catalyse discussions on how to reshape global travel”. STB will also share its 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 next year before being hosted in other parts of the world,” it said.
Concurrently, STB will also organise a series of engagements with the local community and tourism partners to co-create ideas and spur the renewal of Singapore tourism. Both will be launched in 2021 with more details forthcoming.
This platform of initiatives is meant to complement the recently launched SingapoRediscovers domestic campaign in which each Singaporean is given a $100 voucher to spend on tourism products locally.
“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,” said Keith Tan, STB’s chief executive.
The SingapoReimagine initiatives will be focused on three segments – Reimagine Safety, Reimagine Technology, and Remagine City & Nature.
Reimagine Safety wants to elevate health and safety measures based on new national standards. SG Clean Quality mark which requires tourism establishments to adhere to a stringent levels of hygiene and sanitisation as well as Safe Management Measures (SMMs). Reimagine Technology focuses on the use of contactless technology and cleaning robots, to the TraceTogether app and token to assure visitors that travel is safe, seamless and efficient. Virtual experiences, hybrid meeting venues and events and robot baristas, now offered, will also contribute to delivering a safe environment to visitors and locals.
Reimagine City & Nature is an initiative that speaks to a growing call from travellers for sustainable tourism. “Singapore aims to be the world’s most sustainable urban destination” and is therefore investing in new nature-based concepts in places of interest such as Jewel Changi Airport and Gardens By the Bay. “Over the next decade, Singapore will develop the Jurong Lake District Tourism Development to be a world-class lifestyle destination that features the best of sustainability, innovation, nature and science, and reimagining the Mandai Precinct as a world-class eco-themed nature cluster with the introduction of new wildlife attractions as well as eco-friendly accommodation offerings”.
Singapore will continue its push to be a MICE event of choice and aims to “step up marketing Singapore as a MICE destination known for Safety, Innovation, and Trust”. This is to rebuild short to mid-term consideration of Singapore among MICE event planners, through media partnerships, digital and social channels, as well as increased business development efforts”.
Featured image credit: Singapore Tourism Board
