i'mpact Singapore Tourism Board Annual Report 2010/2011

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YourSingapore Singapore’s new skyline at dusk. true to YourSingapore’s premise of placing the traveller at the heart of the destination experience, guests could even select a “mood mocktail”, concocted based on how they felt at that point in time, and take a photo against a Singapore skyline backdrop of their choice. Over in the United Kingdom (UK), STB London unveiled the YourSingapore brand to esteemed travel trade partners and national UK media at the cutting-edge restaurant, Sketch. UK television personality Amanda Lamb was the special presenter for the evening and introduced the launch with her own experiences of Singapore. Guests were treated to an experiential evening through activities such as henna tattoos, a fish spa, interactive kiosks with web access, Singapore Sling cocktail-making lessons and a memory corner where traditional Peranakan costumes were available for photo memories. Also giving guests a taste of Singapore was STB Sydney, which launched the destination brand with a specially hosted dinner for key trade and media partners at Tetsuya’s, helmed by Australian celebrity chef Tetsuya Wakuda, who was opening his first restaurant outside Australia at Singapore’s Marina Bay Sands Integrated Resort. In the same vein, YourSingapore was launched at the historic Ch’ien Men 23 in Beijing. Following STB’s introduction of the evolved brand, popular MTV China deejay Zhuzhu gave a demonstration of how to use the YourSingapore website in Mandarin. In Moscow, travel partners and media were introduced to YourSingapore as well as the famed Singapore Sling cocktail and popular Singapore dishes. YourSingapore’s evolved branding and social media strategy has certainly garnered a lot of interest around the world in the country’s multi-varied offerings and rich heritage. Upcoming initiatives, such as the Singapore International Culinary Exchange campaign, will continue to represent Singapore in refreshing and creative ways and showcase the Garden City’s appeal as a top destination for leisure and enjoyment. 28
STB ACROSS THE GLOBE Stamping A Global Mark With Singapore fast becoming one of Asia’s favourite playgrounds, STB’s 21 regional offices (ROs) are working hard to showcase the country’s diverse attractions to the world. Spread across eight regions, the ROs’ responsibilities comprise attracting overseas visitors to Singapore, facilitating tourism investments and supporting business alliances and multi-lateral agreements. Their efforts have definitely helped to put Singapore on the map, with major personalities, media channels and publications featuring the country in 2010. Landmark partnerships have also led to innovative tie-ups, and many players are spotting new opportunities in Singapore. 29
Page 1 and 2: i’mpact Singapore Tourism Board A
Page 3 and 4: Vision To be a leading economic dev
Page 5 and 6: Chairman’s message On behalf of t
Page 7 and 8: Chief Executive’s Message Collabo
Page 9 and 10: Board of Directors Ms Aw Kah Peng M
Page 11 and 12: Board of Directors Mr Mike Barclay
Page 13 and 14: Board of Directors Mr Steven Lim Mr
Page 15 and 16: Board of Directors Mrs Diana Ee-Tan
Page 17 and 18: Board of Directors Ms Jessica Tan A
Page 19 and 20: MANAGEMENT team (as of 1 July 2011)
Page 21 and 22: Corporate Governance BOARD MATTERS
Page 23 and 24: Corporate Governance Table 2: Direc
Page 25 and 26: Corporate Governance It approves th
Page 27: YourSingapore Bringing the YourSing
Page 31 and 32: STB ACROSS THE GLOBE N-TV channel b
Page 33 and 34: STB ACROSS THE GLOBE WORLD EXPO Orc
Page 35 and 36: Tourism Sector Performance Overview
Page 37 and 38: Tourism Sector Performance This tre
Page 39 and 40: Tourism Sector Performance Cruise R
Page 41 and 42: Tourism Sector Performance the prof
Page 43 and 44: Tourism Sector Performance The loca
Page 45 and 46: Tourism Sector Performance No less
Page 47 and 48: Tourism Sector Performance alongsid
Page 49 and 50: Awards and Accolades Destination
Page 51 and 52: Awards and Accolades Shangri-La Hot
Page 53 and 54: Awards and Accolades Attractions Bu
Page 55 and 56: FINANCIAL STATEMENTS Statement by t
Page 57 and 58: INDEPENDENT AUDITORS’ REPORT TO T
Page 59 and 60: STATEMENT OF FINANCIAL POSITION As
Page 61 and 62: STATEMENT OF CHANGES IN EQUITY Year
Page 63 and 64: 2010/2011 2009/2010 $’000 $’000
Page 65 and 66: NOTES TO THE FINANCIAL STATEMENTS 3
Page 79 and 80:
NOTES TO THE FINANCIAL STATEMENTS 3
Page 81 and 82:
Page 83 and 84:
Page 85 and 86:
Page 87 and 88:
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i'mpact Singapore Tourism Board Annual Report 2010/2011

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