STB to be more targeted: Quek

The Singapore Tourism Board (STB) will adopt a more targeted approach in its marketing strategies, said Mr Quek Swee Kuan, Deputy Chief Executive (International), at the Tourism Industry Conference.

Mr Quek, who is responsible for STB's International Operations, International Marketing and International Relations, said Singapore's top five visitor-generating markets in 2006 were Indonesia (1,921,000), PR China (1,037,000), Australia (692,000), India (659,000) and Malaysia (634,000).

Based on the average annual growth rate in visitor arrivals for the last 5 years, Singapore's top five growth markets were Vietnam (42%), Russia (24%), China (12%), India (15%) and Middle East (10%).

Given Singapore's strategic location in Asia and its unique strengths as a destination, Mr Quek shared that Singapore is in an excellent position to tap this growth potential.

With the growth in global outbound travel, and as travel becomes more affordable and accessible, other destinations are also working hard to differentiate themselves and offer compelling, unique selling points to visitors.

In order for Singapore to stay relevant amidst stiffer competition in the region, Mr Quek stressed the need for the industry and the STB to work closely together.

Going forward, the STB will focus its marketing and promotional efforts on both volume and high growth markets.

He urged the industry to look for more creative ways to market itself and be bold about the kind of products and services to develop or bring into Singapore. Calling for more innovative and creative packaging, he said the STB would also look at strengthening offers by twinning with beach resorts such as Sentosa and Bintan.

Mr Quek added that the STB's strategies would go beyond leisure mass markets to target high net-worth visitors, as well as high yield segments like BTMICE, education and healthcare.

The STB will continue to build on Singapore's reputation and appeal as a choice destination for BTMICE and quality healthcare and education services and strive to develop even more exciting tourism products that will enhance Singapore's position as a destination.

At the same time, the STB would continue to forge new partnerships with financial institutions, airlines, hotels and tour operators to leverage their marketing networks.

The STB, which currently has 22 regional offices worldwide, will also be opening a new Russia office shortly.

Mr Quek joined the STB in February, after 13 years with the Economic Development Board (EDB). He spent six years with the EDB in San Francisco "during the height of the dot.com boom", and was in charge of the infocomms and media industries at the EDB.

He was also responsible for bringing in projects such as LucasFilm Animation Studio and Electronic Arts' Game Development Studio and events such as the World CyberGames Grand Finals 2005.

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