Analysis of Singapore Tourism Board's Marketing Strategies and Recommendations for Vietnam Tourism

This research analyzes the environment factors in Singapore Tourism Board's marketing plans from 2016 to 2020 and examines their relevance to Vietnam's tourism industry. It provides recommendations for Vietnam Tourism Board's long-term development.

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
Table of Contents
I. Introduction_____________________________________________________1
II. The environment background for the 2016-2020 Marketing Strategies by
Singapore Tourism Board (STB).__________________________________________1
III. Vietnamese Working Millennials tourists to Singapore___________________4
IV. Reccommendations for Vietnam Tourism Board (VNAT)_________________4
V. Conclusion______________________________________________________5
VI. References______________________________________________________6
I. Introduction
People identify Singapore with the picture of a beautiful country with a fresh
environment, as well as the names "Lion Island" and "The cleanest green metropolis
on the globe." Singapore is also the biggest tourism attraction in Southeast Asia,
bringing a great number of visitors to visit and experience the city-state. Singapore's
tourism industry is one of the country's most important service industries and
economic cornerstones. Singapore's tourist industry currently accounts for 4% of the
country's GDP. The board, originally known as the Singapore Tourist Promotion
Board, was created on January 1, 1964. (STPB). On November 19, 1997, the board
was renamed Singapore Tourism Board (STB). STB expanded its responsibility
beyond destination promotion to develop Singapore as a regional tourist hub.
In this research, we will examine the environment factors in STB's marketing plans
from 2016 to 2020, if this strategy is appropriate for Vietnam's tourism, and lastly,
recommendations for the industry's long-term development. Tourism in Vietnam.
II. The environment background for the 2016-2020 Marketing Strategies by
Singapore Tourism Board (STB).
Singapore's economy has grown extraordinarily over the past ten years. It is regarded
as a high-income economy today. To maintain its leadership position in the area, the
Singapore Tourism Board (STB) must assess and prepare for underlying difficulties.
As a result, I'll utilize PESTLE to illustrate how external influences affect Singapore.
PESTLE is a method used in business to research macro environmental aspects.

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
Political, economic, social, technological, legal, and environmental factors are all
referred to by this acronym. Let's examine how each of these influences the nation.
Political
Singapore's political risk is quite minimal. According to the Political and Economic
Risk Consultancy (PERC), the country has the least risk level on the continent.
Singapore has a well-regarded government that is very efficient and has a well-
defined structure, protocols, and policies. Overall, Singapore's political situation is
stable, with the People's Action Party playing a dominant role. In addition, the
government maintains positive and stable international relations with all countries,
and there are no boundary disputes. Undoubtedly, a favorable political situation
promotes tourism development.
Economic
Singapore has a thriving free-market economy. The country has the greatest per-capita
GDP in ASEAN, which leads to a robust economy and significant consumer power.
However, this might have a negative influence because high GDP per capita leads to
high living expenses, and Singapore is among the most expensive cities in the world
(Tay, 2020), which deters low- and middle-income tourists. Recently, the government
has made investments to diversify the economy. As a result, tourism, pharmaceutical,
and other businesses have thrived.
Social
Singapore's aging population is a big societal issue, as it will result in a shortage of
employed individuals in the future. According to reports, the majority of
Singaporeans despise blue collar employment such as construction. This societal trend
is critical in the tourism business because the industry requires a large number of
workers; in fact, the government is seeking for a robotic solution, although this may
not be effective in the short and medium term (Chandran,2020). In addition,
Singapore has become a country with the most diverse and unique culture, with many
people of different nationalities, helping to create a living environment that everyone
can be proud to call home.
Technological

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
Despite the detrimental impact of COVID, Singapore ranked second in the
international digital competitive rating in 2020, just behind the United States (IMD,
2021). Consequently, it is the regional hub for many global firms, increasing the
number of incoming travelers with MICE or business matters. Besides, as a leading
country in technology investment, Singapore will attract tourists to admire its
achievements. Which means, people pay a visit to experience world-class
infrastructure and cutting-edge technologies used in a variety of industries.
Legal
Singapore's legal system is highly regarded by business due to no discrimination
against foreign investment and domestic investment. Evidently, it received a score of
86/100 and was ranked second in both the 2020 Doing Business and Index of
Economic Freedom (World Bank,2020). A favorable legal environment will aid the
nation in luring greater investment and, as a result, more foreign business travelers.
However, behaviors that are deemed acceptable in other nations can yet result in a
fine in Singapore. As a result, travelers may unwittingly violate the law, resulting in a
negative travel experience.
Environmental
Apparently, Singapore strives to portray itself as a clean, green city (National
Environment Agency, 2020). Undoubtedly, a green and clean city will draw more
foreign visitors in the future. However, in order to uphold it, Singapore has penalties
for actions that compromise environmental hygiene, so tourists should be aware of
this.
To sum up, the positive macroeconomic factors have contributed to the slow but
steady growth of Singapore's tourism industry in the four years period, from 2016-
2020. Due to cultural similarities and the fact that Singapore is a major center for
trade, commerce, and entertainment in the area, it is among the nations with the
highest numbers of foreign tourists to the city-state. However, Singapore may lose its
competitive advantages due to an aging population and the emergence of other large
cities in the ASEAN. To build its reputation as the region's high-tech hub, the nation
may need to invest more in technology.

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
III. Vietnamese Working Millennials tourists to Singapore
Young Families and Working Millennials (including both Established and Early
Careers), who spend the most on F&B, shopping, exploring neighborhoods, leisure
events, and concerts/music, are the two main segments that Southeast Asia's market
attracts, according to the most recent market analysis by STB (2022). I'll demonstrate
how the suggested tactics would work for working millennials in Vietnam.
According to market analysis by STB (2022), Working Millennials in Southeast Asia
are those who are single or married, between the ages of 20 and 34, and are employed.
They are worth mentioned because Millennials are predicted to take 320 million
overseas excursions every year by 2020. Millennial visitors accounted for 36% of our
leisure VA in 2014 and spent more than the average leisure visitor. Working
millennials account for 27% of Singapore's leisure VA and have a per capita
expenditure (PCE) of S$728, according to data from the Singapore Tourism Board.
Millennials travel to get away from their daily lives and widen their perspectives.
They are more open to fresh encounters than other sectors and prefer real experiences
that allow them to taste the local culture. To be more specific, their preferences
include F&B, shopping, exploring neighbourhoods, leisure events and concerts. These
travelers enjoy control over their travel experience and are extremely technologically
adept; they rely on being informed and having access to information. Fortunately,
Vietnam is fully qualified to meet those needs.
Vietnam is regarded as a country with significant prospects for tourist expansion due
to its diverse and substantial tourism resources, distinct culture, and stable political
conditions. Most importantly, in the 4.0 age, Vietnam has achieved significant
progress in the development of tourism infrastructure and technical facilities. These
are developments in transportation, tourist attractions, lodging, restaurants, and so on.
As a result, STB's marketing plan has a reasonable chance of succeeding in Vietnam.
IV. Reccommendations for Vietnam Tourism Board (VNAT)
As can be observed, Vietnam has a lot of potential for development. Based on STB's
marketing strategy, Vietnam may learn how to overcome obstacles and create useful

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
goals and objectives in order to draw in future relevant and high-quality inbound
group segments.
 Update the annual report every year because Vietnam's report is only up to 2019, and
Singapore's report is up to 2021. Their reports are constantly concerned with
sustainability, and they are always connected with private firms. Because that report is
a summary of what was done and what went wrong over the year in order to plan for
the future year.
 VNAT can also learn more about how STB established branches around the world. It
is also a means of doing market research, attracting visitors from other nations, and
promoting Singapore's tourism business.
 VNAT can hold competitions to generate ideas for expanding the tourism industry, as
well as listen to and collaborate with private enterprises such as STB, which is
launching the Singapore Reimagine Marketing Program (SMP) contest in 2022-2023.
Singapore has started the Singapore Reimagine Global Conversation, which will
gather and reimagine the future of the global tourism industry by combining travel-
related insights with global expert viewpoints. Ms. Jeannie Lim thinks that by hosting
this event, global professionals will be able to create a platform for the Vietnamese
audience to discuss solutions and ideas with one another and with Singapore, as well
as imagine the travel experience. next generation on the path to a more sustainable
future
 VNAT should improve its sustainability development, particularly in tourism. More
specifically, it is the regulation and enforcement of social, environmental, and
economic needs.
V. Conclusion
The Vietnam National Administration of Tourism should focus on closely
collaborating with the Tourism Development Support Fund to deploy and promote
initiatives that promote and promote Vietnam's tourism image and brand to the
worldwide market. Ensure the completion of the job of developing the tourism system
planning for the years 2021-2030, with a long-term vision of 2045. Furthermore,
Deputy Minister Doan Van Viet highlighted the obstacles and constraints that the
tourist industry is facing. There are indicators of excess in tourism infrastructure,

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
particularly aviation, and a shortage of tourism human resources impairs the quality of
services provided to tourists. However, among the three nations with the highest
degree of tourism, according to the World Economic Forum's most recent study,
Vietnam's tourism development capacity index in 2021 rated 52nd, up 8 spots from
2019. At the World Travel Awards, Vietnam was nominated in 61 categories, which
is also a positive development for the travel and tourism sector in our nation.
VI. References
VII. Singapore Tourism
Analytics Network,
2020. Tourism
Statistics. [online]
Available at:
VIII. <https://
stan.stb.gov.sg/
content/stan/en/
tourism-
statistics.html>
[Accessed 31 March
2021].

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
IX. Singapore Tourism
Board, 2020.
Quarterly Tourism
Performance Report.
Tourism statistics.
[online]
X. Available at:
<https://www.stb.gov.
sg/content/stb/en/stati
stics-and-market-
insights/tourism-
XI. statistics/tourism-
receipts.html>
[Accessed 31 March
2021].
XII. Singapore Tourism
Board, 2020.

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
Quarterly Tourism
Performance Report.
Tourism statistics.
[online]
XIII. Available at:
<https://www.stb.gov.
sg/content/stb/en/stati
stics-and-market-
insights/tourism-
XIV. statistics/tourism-
receipts.html>
[Accessed 31 March
2021].
XV. Tay, V., 2020.
Singapore remains the
most expensive city

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
for expatriates:
survey. [online]
XVI. Businesstimes.com.sg.
Available at:
<https://www.busines
stimes.com.sg/govern
ment-
XVII. economy/singapore-
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expatriates-survey>
[Accessed 31 March
XVIII. 2021]
Singapore Tourism Analytics Network, 2020. Tourism Statistics. [online] Available
at: <https://stan.stb.gov.sg/content/stan/en/tourism-statistics.html> [Accessed 31
March 2021].
Singapore Tourism Board, 2020. Quarterly Tourism Performance Report. Tourism
statistics. [online]Available at: <https://www.stb.gov.sg/content/stb/en/statistics-and-
market-insights/tourism-statistics/tourism-receipts.html> [Accessed 31 March 2021].

Name: Pham Mai Anh
Date: October 17 2022
Course: HFT2500 Hospitality Marketing
Teacher: Soline Linh
Singapore Tourism Board, 2020. Quarterly Tourism Performance Report. Tourism
statistics. [online]Available at: <https://www.stb.gov.sg/content/stb/en/statistics-and-
market-insights/tourism-statistics/tourism-receipts.html> [Accessed 31 March 2021].
Tay, V., 2020. Singapore remains the most expensive city for expatriates: survey.
[online]
Businesstimes.com.sg. Available at: <https://www.businesstimes.com.sg/government-
economy/singapore-remains-the-most-expensive-city-for-expatriates-survey>
[Accessed 31 March 2021]
World Bank, 2020. Doing Busines 2020. [online] Available at:
http://documents1.worldbank.org/curated/en/688761571934946384/pdf/Doing-
Business-2020-Comparing-Business-Regulation-in-190-Economies.pdf
STB (no date). Available at: <https://www.stb.gov.sg/content/dam/stb/documents/
annualreports/STB_AR_20_21.pdf >(Accessed: November 16, 2022).