Singapore Tourism Board Introduces YourSingapore to the Business Travel and Events Industry

The Singapore Tourism Board (STB) has introduced a new brand to represent Singapore as an ideal destination for (MICE) market. The brand is a subset of the recently launched YourSingapore destination brand and in conjunction with this brand launch, the YourSingapore website (www.yoursingapore.com) includes new features to address the needs of business travellers and event organisers.

The new brand represents Singapore’s and the STB’s commitment to partner event organisers to create winning solutions for their events, and achieve success by leveraging Singapore’s extensive global trade and communications networks, as well as dynamic environment built on established strengths in knowledge-based industries. Event organisers are thereby empowered to customise fun and easy experiences for theirbusiness and leisure needs.

“The new brand identity underscores Singapore’s commitment to building synergistic partnerships, which is underpinned by our pro-business and future-oriented environment as well as our expertise in bringing together international business leaders, industry experts and policy makers for the robust exchange of ideas and business networking opportunities. Together with other Singapore government agencies, local associations, academia and research institutions, STB works closely with event planners and organisers to co-create innovative and content-driven platforms and collaborate to successfully execute these ideas,” said Mr. Oliver Chong, Director, Conventions & Meetings, Singapore Tourism Board.

Singapore welcomed 318,000 Thai visitors who spent S$501 million in 2009, making Thailand the 10th largest source market of visitors to the city state. In the first eight months of 2010, close to 272,000 Thais have visited Singapore, which is an increase of 31% over the same period in 2009.

Creating Innovative Solutions for Success

Singapore’s new brand reflects the significance of partnership in the success of international events. In the lifestyle sector, LIVE! Singapore 2010 is a new international event for the performing arts industry that was held in Singapore in June 2010.  Koelnmesse, in association with IMG Artistes and in partnership with the Economic Development Board (EDB), National Arts Council of Singapore (NAC), and the STB, created a unique multi-format business event comprising a conference and international trade fair, and ‘live’ performances. Singapore was selected as the ideal partner for this inaugural event, given her vibrant arts industry with more than 7,500 performances annually and major festivals such as the Singapore Arts Festival, Mosaic Festival and Singapore Sun Festival.

Leveraging a Dynamic Environment Built on Knowledge and Networks
With extensive global trade and communications networks providing market access and trade flows to Asia Pacific and the world, Singapore is a home base of thought leadership and innovation. Bolstered by an excellent infrastructure and unique strengths in knowledge-based industries such as banking and finance, biomedical sciences, energy, ICT and media, transport and security, Singapore continues to attract key international events in these sectors. The 2010 events pipeline includes several business events which will make their global debut in Singapore and others which Singapore will host for the first time. Please refer to Annex 1.

Concentration of Business and Leisure Offerings

Singapore’s dynamic, ever-changing skyline encompasses state-of-the-art convention and exhibition facilities and hotels, celebrity chef restaurants, world-class entertainment and arts events, a plethora of retail offerings, and the first Universal Studios theme park in Southeast Asia. The breath and depth, blend and concentration of experiences that Singapore has to offer business travellers and event organisers strengthens Singapore’s appeal as a leading business events destination.

As part of the ongoing transformation of Singapore’s tourism landscape, exciting new additions include the Marina Bay Sands® Integrated Resort, the Resorts World Sentosa™ Integrated Resort, the upcoming International Cruise Terminal (end 2011), Gardens by the Bay (end 2011) and the River Safari (2012); all of which will enhance the diversity of experiences and MICE venue options for organisers and delegates.  For more information about these new developments, please refer to Annex 2.

City Advantage

To enable business events partners and travellers to tap into a wide spectrum of attractive promotions with ease and convenience, the City Advantage smartphone application has also been introduced. This intuitive smartphone application places the City Advantage Guide, a compact directory comprising a suite of attractive lifestyle-related deals and privileges specially conceived for business travellers and event delegates to enhance their experience in Singapore, literally in the palm of their hands. Users will be able to search and find detailed listings of all establishments participating in the programme including promotional offers. They can also enjoy special deals by simply flashing their smartphones. For more information about the City Advantage Guide and Smartphone Application, please refer to the Fact Sheet.

“The Singapore tourism industry is undergoing a landmark year of changes with key tourism developments that will provide myriad possibilities for business events organisers and visitors. Our concentration of business events venues, attractions and leisure activities within a relatively compact and integrated space, coupled with the ease with which business visitors and delegates are able to access these offerings, enable them to easily personalise their experience and customise their events according to their requirements. As an extension of YourSingapore, the new MICE brand builds on these unique destination attributes and delivers what today’s business event organisers want – the ease and flexibility to customise and deliver high-impact experiences to their clients,” said Mr. Chong.

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