i'mpact Singapore Tourism Board Annual Report 2010/2011

Chief Executive’s Message
Collaborating for Growth
All these achievements reflected an upswing in Singapore
tourism. This swift recovery from 2009 was a result of
collaborative effort through partnerships forged in various ways
and levels. An example was the inaugural edition of TravelRave,
a tourism festival that was also a collaborative platform for
business visitors to network and explore opportunities.
Abroad, STB led the national effort to showcase Singapore at the
Shanghai World Expo, while strategic partnership projects such
as the STB-China UnionPay Singapore Travel Card heightened
awareness of the country’s attractive lifestyle offerings and
garnered positive attention from Chinese media and visitors alike.
Building on Visitor-centricity and Experience
Our new visitor-centric destination brand, YourSingapore, was
globally unveiled in key cities. Evolving from Uniquely Singapore,
YourSingapore encapsulates our country’s concentration of
diverse offerings and underscores our ability to provide visitors
with customised experiences.
Building upon this strategy, personalisation of Singapore
journeys becomes easier through YourSingapore.com, our
revamped destination website, and the YourSingapore Guide
app, a free, real-time travel guide that gives visitors access to
exclusive events and privileges. Also, smartphone applications
City Advantage Guide and Wassup? were developed through
Project Nimbus, a STB-Microsoft collaboration that utilises
cloud-based technology to provide access to a common bank
of tourism information.
visitor experiences through audit tools. Tourism retail-related
complaints are now better managed through the STB-
Consumers Association of Singapore partnership, while a hotel
productivity plan has also been jointly launched to sustain the
sector’s competitiveness while maintaining customer satisfaction.
Growing Singapore’s Global Footprint
It has been an excellent year for Singapore, and the growth
momentum appears to remain steady. Looking ahead, we
will have to sustain our focus on innovation as our journey of
transformation continues.
In our 2010/11 annual report, we take a closer look at the many
individuals who have helped to reshape the face of Singapore
tourism. We could not have come this far without their support
and dedication. Thank you, one and all, and let us continue to
work towards the best-ever Singapore Experience yet.
Aw Kah Peng
Chief Executive, Singapore Tourism Board
Service improvement efforts continued on multiple fronts. The
National Association of Travel Agents Singapore tied up with
the Singapore Service Star, an STB-developed accreditation
scheme, to enable travel agents to measure and improve upon
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