Singapore

Topics: Board of directors, Singapore, Tourism Pages: 93 (16142 words) Published: October 8, 2013
SINGAPORE TOURISM BOARD ANNUAL REPORT 2011/2012

SINGAPORE
TOURISM BOARD
ANNUAL REPORT 2011/2012

SINGAPORE TOURISM BOARD ANNUAL REPORT 2011/2012

Vision and Mission

3

Chairman’s Message

4

Chief Executive’s Message

5

Board of Directors

7

Management Team

11

Corporate Governance

12

Singapore Tourism: Competing at a New Level

17

Tourism Sector Performance: Another Outstanding Year in Singapore Tourism

18

Greater Value Creation

22

Understanding Our Visitors Better

39

Closer Industry Collaboration

53

Awards and Accolades

62

2

SINGAPORE TOURISM BOARD ANNUAL REPORT 2011/2012

VISION
To be a leading economic development agency in tourism,
known for partnership, innovation and excellence

MISSION
We champion tourism and build it into a key economic
driver for Singapore

VALUES
Integrity Do the Right Thing!
We are fair, honest and trustworthy, inspiring trust and confidence.

Team Succeed Together
United in purpose, we accomplish more together.

Courage 3D – Dare, Dream, Do!
We dare to dream, experiment and boldly execute our ideas.

Care Appreciate One Another
We respect, nurture and have compassion for one another. We care for ourselves and our community.

Passion Love it!
We are energetic and driven, believing in our purpose and loving what we do.

Fun It’s Our Attitude
We seize each day with enthusiasm. We are optimistic about our future.

3

SINGAPORE TOURISM BOARD ANNUAL REPORT 2011/2012

The volatility in the global economy during the past
year was exacerbated by a number of untoward
events, including the tsunami that devastated a
large part of the Tohoku region in Japan, the severe
floods in Thailand that shut down industrial plants
and created supply chain disruptions, the on-going
crisis in the Euro-zone, and the slowing down of
emerging economies. Through it all, international
travel and tourism was remarkably resilient and
continued to grow.

CHAIRMAN’S
MESSAGE

1

ITB World Travel Trends Report 2011/2012, page 10, “ New record for Asian outbound travel in 2011”

Asia, in particular, reinforced its placing on the world tourism stage. For 2011, outbound travel from Asia recorded a six per cent increase, on top of the fourteen per cent growth in 20101 . Two key factors accounted for this performance: a growing middle-class with greater disposable income and the increasing affordability of air travel within Asia. The trend is set to continue into 2012, with the key markets of China and India still going strong.

Confidence in Singapore’s tourism sector remains buoyant. In 2011, the sector registered S$22.3 billion in tourism receipts and saw 13.2 million visitor arrivals, increases of 18 and 13 per cent respectively from 2010. This healthy growth demonstrates Singapore’s transformation into one of Asia’s top business and leisure destinations. At the same time, all of us at STB recognise that sustaining this momentum in the coming years will be

challenging, given the uncertainties around the world, keen
competition from other destinations, and not least, Singapore’s own limitations in land area and manpower resources.
We have to look beyond mere numbers and make a strategic shift towards quality tourism. This will emphasise hospitality, service standards, innovative developments and rejuvenation of older

4

attractions, with the aim of offering visitors an experience that will commensurate with higher expectations. The shift will be the first step of a journey that will require time, effort and investment. Ms Aw Kah Peng completed her term as Chief Executive at the

end of May 2012, having led STB since January 2009. Under her stewardship, STB successfully executed a series of initiatives, including the YourSingapore branding campaign, the enlivenment of Orchard Road, the Asia Fashion Exchange, as well as the

completion and inauguration of the Marina Bay Cruise Centre
Singapore....
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Singapore tourism Essay
  • Singapore Economy Essay
  • Singapore economy Essay
  • Essay about Cost of Living in Singapore 2013
  • Singapore Airshow Essay
  • Essay On Singapore
  • Immigrants in Singapore Essay
  • Essay on Singapore Flyer

Become a StudyMode Member

Sign Up - It's Free
Johanna Tolentino | George C. Scott | Sequestered