Mrs Pamelia Lee (second left) flanked by Prime Minister Lawrence Wong and Melissa Ow, CEO of Singapore Tourism Board. With them is chairman of the STB, Olivier Lim.
In accepting the Lifetime Achievement For Outstanding Contribution to Tourism Award at the Singapore Tourism Awards last week, Mrs Pamelia Lee said in her acceptance speech, “Receiving an award like this, after how many decades later, is so touching.”
Indeed, it’s been decades since Mrs Lee, a pioneering figure in Singapore’s tourism scene since 1978, pushed through the first tourism masterplan in the 1980s, which many in the industry consider a pivotal moment in which Singapore recognized its past was as much worth preserving as was creating its future.
That first tourism masterplan included the conservation of key heritage buildings like CHIJMES and Raffles Hotel, the historic Civic District and cultural precincts such as Chinatown, Little India and Kampong Gelam, to the relocation of the iconic Merlion, leaving an indelible mark on retaining Singapore’s heritage.
“All of this is the pulse of Singapore and we must keep it alive and thriving and pass it down from generation to generation,” said Mrs Lee in her video acceptance speech.
In conferring her the highest Awards’ accolade, the STB, which celebrates its 60th anniversary this year, demonstrated its respect and gratitude to Mrs Lee for today, the past of Singapore is as well-visited and appreciated among visitors as the new and modern.
In presiding over the awards ceremony, Singapore’s new Prime Minister, Lawrence Wong, said that while tourism in Singapore had come a long way, travellers have a lot of options and “it’s really not that easy or simple for Singapore to compete”.
“We can’t be all things to all people. We should build on our strengths, we should focus on our Singapore Story – how people from diverse backgrounds have come together as one, and how we have worked together to transform this place from mudflats to metropolis.”
He cited the example of how the Urban Redevelopment Authority’s Singapore City Gallery was not set up for tourism, but has nevertheless become a top attraction.
“We need better story telling through our museums, arts, performances in an appealing, authentic manner. We need imaginative projects and the most important attraction is all of us,” he told the hundreds of industry members, who showed up to honour the 27 individuals and organisations recognised that night.
Kung Teong Wah, PARKROYAL COLLECTION Pickering, gets a Special Recognition Award for digital transformation in hospitality.
Among them was Kung Teong Wah, General Manager of PARKROYAL COLLECTION Pickering, Singapore, who received a Special Recognition award for digital transformation within the hospitality industry.
“He actively seeks out and pilots new technologies, securing hotel owners’ buy-in to implement personalised, data-driven initiatives aimed at enhancing guest experiences. He has also spearheaded collaborations with start-ups to explore AI marketing initiatives and improve guest navigation within and around the hotel,” said STB.
Photo credit: The Rooftop Farm Experience
Among tours and activities, the Sundowner Nature Experience Centre’s flagship tour, the Rooftop Farm Experience, was named Outstanding Tour Experience for its refreshing “farm-to-table” concept.
The tour, in the eclectic Siglap neighbourhood, integrates organic gardening, close encounters with honeybees and critters, curated honey tastings, and conversations over handpicked herb drinks.
XIU Nature Connections received the Outstanding Wellness Experience award for the second consecutive year, this time for its Morning Forest Bathing experience in Bird Paradise, which allows participants to connect with nature through an immersive session, concluding with a signature forest tea sharing amidst birds and trees.
Mandai Wildlife Group’s “Take Off to Paradise” campaign was recognised with Outstanding Marketing Idea, establishing the newly opened Bird Paradise as a must-visit attraction for both locals and visitors through use of media channels, delivering increased visitor attendance and high net promoter scores.
STB Chief Executive, Melissa Ow said, “Congratulations to all the award recipients and finalists of the Singapore Tourism Awards 2024. Their contributions and dedication to tourism are an inspiration to others. 2024 marks Singapore Tourism Board’s 60th anniversary, and their achievements exemplify the remarkable passion and commitment of our people who have shaped Singapore’s dynamic tourism sector over the past six decades. Their success inspires new benchmarks for excellence.”
