One year on in STB

As 2009 comes to a close, P@ssport sits down with the Chief Executive of the Singapore Tourism Board, Ms Aw Kah Peng, to find out what her first year in tourism has been like.

1. What 3 words would you use to describe your first year in tourism?

Partnership X 3. 2009 was certainly a most "thrilling" year to start a job in tourism, and to have to deal with the challenges of both an unprecedented economic downturn and the uncertainties of H1N1. But it is during trying times like these that the true strength of Singapore's tourism industry players came to the fore. It was the spirit of collaboration and partnership amongst all concerned with tourism, whether in government or in the industry, which brought us together to confront not just the near term challenges but to also ensure that we never lose sight of building for the future and getting prepared for all the opportunities and growth that will come.

2. What were the key lessons you learnt in 2009?

That we can never stand still... innovation is continuous, competition is continuous. Great ideas are out there and they are everywhere if only we keep our minds alert and on-edge, ready to leap into action. But making a great idea come to life is tough, gruelling work. And when that's done well, it is what helps us win. On the flip side, it also means that we have to walk away when ideas get too far away from the realities of execution. So, we keep moving...

3. What are 3 things you want to do in 2010?

Stay healthy, have fun at work and...

…because we can't always plan everything we want to do...

4. What are you looking forward to in 2010?

I’m looking forward to unveiling a transformed Singapore tourism landscape to the world, as we work towards the opening of Resorts World Sentosa and Marina Bay Sands TM, two integrated resorts which offer world class leisure offerings and business facilities.

The excitement of FORMULA ONE SINGAPORE GRAND PRIX and F1 ROCKS™ under the Singapore GP Season will continue, and I am also excited about once again strengthening Singapore’s reputation as a base for unforgettable events and sports with the inaugural Youth Olympic Games in August. As for other 2010 highlights, stay tuned.... we promise you won't be disappointed.

5. What do you hope to get out of TC2020? What were the key highlights of the discussions that have taken place so far as part of TC2020?

Singapore’s tourism landscape has changed dramatically over the past few years, in many ways mirroring the changes that Singapore itself is going through in its transformation as a global city. The dynamism, excitement, evolution that we're seeing now will all evolve and meld into the Singapore experience...whether it is in entertainment, sports, art, culture & heritage, dining, shopping, hospitality, business, learning, healthcare...the list goes on.

Tourism Compass 2020 is a way for us to engage our industry partners, Singaporeans and residents, and all who have a stake in Singapore tourism's future to jointly plot how we should prepare for the future and define the future. We discuss issues that are wide ranging, everything from infrastructure to innovation, people to policy, marketing to branding, but all centred on the theme of tourism.

It is therefore this collective effort that will prepare us for what's to come. We hope that TC2020 will become a living and dynamic blueprint, with fresh perspectives on how Singapore can remain competitive and deliver that unique, personal experience for all who visit.

6. Cite 3 trends – economic or travel – that Singapore's tourism industry players need to be aware of in the years ahead in order for them to stay competitive?

Industry players must absolutely embrace technology. It is not just about harnessing the power of the internet, the depths of which we know we have barely begun to fathom. But it will also be about mobile technology... technology that follows the visitor wherever he goes and enhances his entire experience anytime, anywhere. And this can be anything from a dynamic street map that not just shows the way but gives recommendations on dining and shopping offers nearby; to an entire "virtual reality" museum experience. We all need to leverage new technologies to respond to consumer demand and expectations, whether with regards to convenience or even personalisation of services. In Singapore, I don't think we're moving quickly enough on technology...so we must catch up.

Learning...it's the reason why people travel. So, how do we turn each experience in Singapore into a meaningful one, where the traveller will learn something that he brings home with him and which will hence enrich him? This is not learning in a classroom but learning & living.

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