Tourism and Hospitality Management

This report redefines tourism in terms of encompassing the tourism for the country, reformulating the product for cities like London, New York and Paris that leaves deep impression in the mind of the tourists. The report also focuses on developing tourism as an industry for the impeccable impact it has on the economy of the country. In addition to, the report also considers configuring the tourism space by considering regionalization as the key strategy for the economic development of Singapore and collaborating for success by creating a vision.

Running head: TOURISM AND HOSPITALITY MANAGEMENT
Tourism and Hospitality Management
Name of the Student:
Name of the University:
Author’s Note:

1TOURISM AND HOSPITALITY MANAGEMENT
Executive Summary
In this report, tourism is redefined in terms of encompassing the tourism for the country,
reformulating the product for cities like London, New York and Paris that leaves deep
impression in the mind of the tourists. The report also focuses on developing tourism as an
industry for the impeccable impact it has on the economy of the country. In addition to, the
report also considers configuring the tourism space by considering regionalization as the key
strategy for the economic development of Singapore and collaborating for success by creating a
vision. Considering the economic status of Singapore, making tourism as the key economic pillar
will be beneficial for Singapore in various ways. It can be concluded that adequate economy is
important for the overall development of the nations. In this report, making tourism as the key
economic pillar for Singapore is the main motto. From the report, it can be said that over the
years, the demand of tourism has increased. This is due to increased demand of both business
and leisure activities among the population. Though the tourism sector saw a fall back after the
2000 recession, the tourism sector overcame the fall by 2000 and contributed for the overall
economy of the country. Tourism is one of the major sectors that contribute the economy of the
countries.

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Table of Contents
Introduction......................................................................................................................................3
Mains and Discussion......................................................................................................................5
Strategic thrust 1: Redefining tourism.......................................................................................15
Strategic thrust 2: Reformulating the product...........................................................................17
Strategic thrust 3: Developing tourism as an industry...............................................................20
Strategic thrust 4: Configuring new tourism space....................................................................22
Strategic thrust 5: Partnering for success...................................................................................24
Strategic thrust 6: Championing tourism...................................................................................26
Conclusion.....................................................................................................................................27
References......................................................................................................................................30

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Introduction
The craze of exploring new places for leisure and business purposes has increased over
the years. The majority of the population takes the pleasure of tourism for enjoying their time out
from the hectic and fast-paced life. According to the World Tourism Organization, tourism is
defined as the limited holiday activity that people undertakes for staying outside their home for
few days. Tourism can be both international and domestic depending on the nature and budget of
the tourists. Due to the economic recession in the late 2000, tourism had suffered a slowdown
between 2008 and 2009. However, it has recovered successfully post 2009 and the tourism sector
rose to US $1.03 trillion since then. Reports suggest that international tourism has surpassed the
milestone of 1 billion for the first time in 2012. The most emerging tourism market ate China,
Russia and Brazil.
Tourism plays a crucial role for the economic growth of the country, as it acts the sole
source of income for particular regions of the countries. As commented by Jucan and Jucan
(2013), tourism is important as it is considered as an activity that influences directly the
economic, cultural, social and cultural aspect of the region. It has been seen that tourism brings
in large amount of income in to the local economy, as the tourist flourishes the places with the
activities and purchases they do. In addition to, increased demand of tourism results in greater
opportunity of employment for the region. The various service industries that are benefitted by
the tourism are air and land transportation, hospitality industry and shopping. Thus, it can be said
the country or the regions needs to have qualified and enough work force to meet and surpass the
expectation of the tourists.

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As commented by Andergassen, Candela and Figni (2013), the increased rate of tourism
is highly dependent on the available work force the country of the region has for attending the
tourists. It has been seen that the tourist expect greater concern and attention by the local people
of the regions while they visit a particular place. It behavior and attitude of the local people
enhances the experience of the tourists. For instance, well-behaved staffs of the hotels they stay
in, the transport they use and the locals they communicate with lifts up the expectations of the
tourists. Thus, having adequate and qualified work force in the tourism sector of the country is
highly demanded and expected. This is because the first impression created by the country will
help in retaining the tourists for future thereby, securing the economy of the place (Webster and
Ivanov 2014).
In this report, tourism is redefined in terms of encompassing the tourism for the country,
reformulating the product for cities like London, New York and Paris that leaves deep
impression in the mind of the tourists. The report also focuses on developing tourism as an
industry for the impeccable impact it has on the economy of the country. In addition to, the
report also considers configuring the tourism space by considering regionalization as the key
strategy for the economic development of Singapore and collaborating for success by creating a
vision. Considering the economic status of Singapore, making tourism as the key economic pillar
will be beneficial for Singapore in various ways.

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Mains and Discussion
Figure 1: An integrated model of tourism
(Source: Henderson 2016)
The above figure highlights the integrated model of tourism that comprises of three
layers. The three layers are the external environment, tourism services suppliers and the tourism
promoters. Each of the layers is further comprised of several factors that help in promoting
tourism by satisfying the needs, expectations and demands of the tourists.
The outer layer, external environment comprises of the society or culture, environment,
technology, politics and economy. Considering the significance of the society or culture,
environment, technology, politics and economy currently, the political scenario of Singapore is
aiming towards promoting tourism by using appropriate technology. Additionally, the culture
and the surrounding environment in Singapore are also developed with the aim of developing
tourism.
One of component of the outer layer of the integrated tourism model is the society and
culture. According to Ho (2013), the society and culture of a destination plays a significant role

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in attracting tourists and promoting tourism. The tourist prefers and expect friendly and homely
environment when they visit a destination. Singapore has been regarded as a friendly, safe,
modern and family-oriented tourist destination over the years. This is due to the surrounding
society and culture Singapore promotes for their tourists. The Singaporean culture highlights a
mixture of Asian and European cultures. The society and culture of the country also highlights
harmony and several religions live together happily and with respect. The national flag of
Singapore highlights democracy, progress, peace and equality that are major components of the
Singaporean society (Gomes 2014). The society and culture of Singapore is highly appealing and
sheds light on the positive aspect that is essential for attracting tourists. However, the
government is taking an initiative for taking promoting the cultural and societal aspect of
Singapore globally.
Another significant component of the external environment of the integrated model of
tourism is environment. According to Li and Tan (2016), apart from the society and culture, the
surrounding environment is also important in promoting tourism. The tourists like to visit places
that have vast nature and lack pollution. This allows the tourists to enjoy and get lost in the
natural environment. As mentioned by Ahamed et al. (2016), it has been seen that tourist prefer
to visit places with great natural environment, as they prefer to relax and sooth themselves from
the hassle and fast paced life. In the case of Singapore, the environment is an issue due to
increased development and urbanization. Industrial pollution, seasonal smoke, limited
availability of land and haze are common environmental issues in Singapore. Thus, it can be said
that increasing environmental issues are hampering the tourism of Singapore, as tourists do not
prefer to visit places with environmental issues. The government of Singapore is taking measures
to eradicate the environmental issues for improving tourism.

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Another significant component of the external environment of the integrated model of
tourism is technology. As mentioned by Ho (2014), technology promotes tourism largely, as the
use of advanced technology allows the destination to provide unexpected services and leisure
facilities to the tourists. Issues have been identified in terms of hotel facilities and travel agent
industries in Singapore that results in tourist declination. Lack of using advanced technology and
appropriate use of technology is hampering the Singaporean tourism. Thus, it is proposed that the
Singaporean tourism industry can better leverage technology in order to drive quality growth.
The government of Singapore is facilitating and highlighting the use of technology for
sharpening marketing thereby, outreaching efforts and refreshing tourism offerings. This
initiative by the Singaporean government will result in greater productivity. It is even proposed
that use of advanced technology appropriately will result in record highs in the coming years for
Singapore (Fozer et al. 2017). The Tourism Innovation Challenges aim towards taking the
business forward by transforming tourism by adopting technology.
Another significant component of the external environment of the integrated model of
tourism is politics. It is the politics of the nation that determines and promotes tourism of a
country (Singh 2017). The government develops rules, regulations and policies that facilitate
tourism. It can be said that the politics of Singapore aim largely towards promoting tourism.
Tourists do not prefer to visit destination that are politically unstable and encounters political
issues frequently. The politics of Singapore highlights democracy and provides equal rights to
the population. Singapore has stable politics and a proactive government that take initiatives for
the betterment of the country. Political and Economic Risk Consultancy states that Singapore has
the lowest political risk. In spite of the proactive and stable nature of the government, Singapore
reports restriction of freedom of speech and fear of lawsuit. In addition to, political corruption

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also exists that hampers the Singaporean tourism. However, the proactive and stable nature of the
Singaporean politics promotes tourism and is taking initiatives for promoting tourism (Ong
2015).
Another significant component of the external environment of the integrated model of
tourism is economy. After the devastating and brutal attack on 11th September of the World
Trade Centre, economic slowdown was noticed globally. As a result, the tourist arrival to
Singapore declined by 2.2% from 7.69 million in 2000 to 7.52 million in 2001 (Pelzer et al.
2014). The declination hampered the economic condition Singapore largely. Otherwise, it can be
said that Singapore has free market economy that is developing at a faster pace since the
declination. The highly motivated and educated work force results in strengthening the economic
condition of the country. Recently, the Singaporean government has aimed towards diversifying
the economic condition of the country by taking initiatives in promoting tourism. In addition to,
cheap labor cost also helps in facilitating tourism, as the government has to pay minimal for
proving service to the tourists thereby, attracting them (Ruamsuke, Dhakal and Marpaung 2015).
The middle layer, tourism services suppliers comprises of the destinations, attractions,
entertainment, transportation, accommodation, food and beverages. Singapore is allowing highly
smooth transportation, authentic cuisines and destinations in the outskirts as the attractions for
the tourists by promoting their locals. In accordance with the significance of the second layer, it
can be said that Singapore needs to improve the destinations, attractions, entertainment,
transportation, accommodation, food and beverages for promoting tourism.
One of the significant components of the second layer of the integrated tourism model is
destinations. As mentioned by Pandza Bajs (2015), the attractive destinations help in attracting

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the tourists from all over the world. Singapore is considered as the playground for rich tourists.
This is because the city has high-end shopping malls, luxury hotels and various fine dining. In
addition to, the country has diverse ethnic quarters and vibrant history that attracts the tourists.
The urban part of Singapore has various places for the tourists to explore and visit. It includes the
Universal Studios Singapore, Singapore Flyer, Night Safari Nocturnal Wildlife Park, Singapore
Zoo, Marina Bay, Sentosa Island, Merlion Park, Clarke Quay, and Underwater World. Currently,
the Singapore has been successful in maintaining the existing tourist spots and attracting the
tourists around the world. However, considering the recent trend among the tourists, Singapore
needs to provide unexplored nature and adventurous places for attracting the tourists.
Another significant component of the second environment of the integrated model of
tourism is attraction and entertainment. Singapore is a high-end country that provides various
tourist attraction and modes of entertainment that helps in keeping the tourists engaged during
their stay. As mentioned previously, the various tourist attractions in Singapore are Universal
Studios Singapore, Singapore Flyer, Night Safari Nocturnal Wildlife Park, Singapore Zoo,
Marina Bay, Sentosa Island, Merlion Park, Clarke Quay, and Underwater World. Apart from the
various tourist attractions, Singapore offers different forms of entertaining the tourists. For
example, the tourists can have an extraordinary view of the entire city by taking a ride in the
Singapore eye. In the Universal Studio, the tourists are allowed to take rides, visit the
Madagascar Island and shake hand with Shrek. In addition to, Orchard Road is the epitome of
shopping spree that allows the tourists to shop till they drop along with local and international
departmental stores (Katircioglu 2014).
Another significant component of the second environment of the integrated model of tourism
is transportation. The three most used transportation modes in Singapore are Mass rapid Transit,

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buses and taxis out of which buses are the most common mode of transportation. This indicates
advanced and well-connected transport system in Singapore that allows the tourists to explore
any places without issues in terms of transport. Singapore Tourist Pass is the only pass that
allows the tourists to ride unlimitedly on public transport. Thus, it is cost-effective and less time
consuming for the tourists. The Singapore Tourist Pass is a special ex-link cards that allows the
tourists to travel without any limit in Singapore’s MRT, LRT, trains and buses. The card is
wallet friendly and the tourist does not have to worry about having insufficient balance for
transporting throughout Singapore. For example, one day pass is costs only $10, two day pass
costs only $16 and three day pass costs only $20. The tourists are able to travel unlimitedly
during the operating hours by putting the balance in the pass. In addition to, the tourists has the
advantage of getting a refund when they return the card while leaving Singapore (The Singapore
Tourist Pass 2018).
Another significant component of the second environment of the integrated model of tourism
is food and beverages. It can be said that the Singaporean cuisine is diverse, as it is composed of
components of several ethnic groups. Reports suggest that in Singapore, food is considered as a
national identity that unites the cultural thread. It has been mention in Singaporean literature that
eating is a national pastime and food is a national obsession (Choo 2018). The local foods of
Singapore are delicious and are highly enjoyed by the tourists. Some of the famous local foods of
Singapore are Bak Kut Teh, Wanton Mee, Fried Carrot cake, Dim Sum, Crabs, curry fish head,
laksa and kaya toast and soft boiled eggs. The best places to enjoy Singaporean cuisine are the
hawker centers or the local fare, fast foods, restaurant and cafes and high-end dining. The tourists
prefer both local Singaporean cuisine as well as high-end dining.

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Another significant component of the second environment of the integrated model of tourism
is accommodation. Singapore provides both cheap and high-end luxurious hotels as
accommodation for the tourist. Singapore has aimed towards providing the best accommodation
facilities to the tourist in order to uplift their living experiences. Considering the diverse type of
tourists that Singapore has each year, Singapore offers accommodation for tourists that fulfills all
their demands and expectations in terms of services, price and entertainment. The
accommodations offered by Singapore are developed by keeping in mind the present needs and
demands of the tourists. The accommodation has room services, escort services and call-on
services. However, Singapore is aiming towards developing their accommodation services in
order to provide impeccable living experience to the tourists (Mihalic 2013). STB is supporting
the Hotel Transformation Map by using the business improvement fund for supporting over 70
projects. As a result, the hotels are able to use the funds for increasing the work force in areas
such as food and beverages, housekeeping and front office. In addition to, STB also introduced
Hotel Retrofitting Grant that provides an opportunity for the hotels with legacy for building
constraints in order to promote productivity by retrofitting works.
The inner layer, tourism promoters comprises of the tour operators, tourist boards, direct
marketing, travel agents and incentive and meeting planners. As compared the government of
Singapore is using varied and innovative marketing strategies for attracting the tourists across the
globe in collaboration with the tourist boards, travel agents and planners. The government has
also developed six major objectives for promoting tourism of Singapore.
One of the significant components of the second layer of the integrated tourism model is
tour operators. Singapore is a global city with tourists from all over the world. Singapore is also
the only island city-state in the world. The Singaporean economy is one of the freest economies

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and is ranked as the county with least corruption. It is important for the business organizations to
register them in Accounting and Corporate Regulatory Authority. The tour operators of
Singapore also have to register them with ACRA thereby, smooth conduction of services related
to travel and tourism. The tour operators provide services to the tourists in terms of airlines, car
rentals, travel insurance, railways, hotels and cruise lines. Apart from dealing and handling with
common tourists, the tour operators have a separate department that is engaged in making travel
related arrangements for business travelers. The various tour operators in Singapore are SH
Tours Pte Ltd., Trafalgar tours, City tours and Thomas Cook (Henderson 2015).
Another significant component of the internal environment of the integrated model of
tourism is tourist boards. The tourist board of Singapore is known as Singapore Tourism Board
(STB) that is a statutory board under Ministry of Trade and Industry. The principle aim of
Singapore Tourism Board is to promote the tourism sector of the country. Singapore Tourism
Board was established in 1964 that was initially named as Singapore Tourism Promotion Board
(STPB). The core responsibility of Singapore Tourism Board is to coordinate with the airlines,
hotels and travel agents in order to develop the tourism sector of the country. In addition to STB
also facilitated the development of the infrastructure of hotels as well as various tourist
destinations such as the Sentosa Island and Jurong Bird Park. STP looks into all the aspects of
tourism that includes allocating resources by implementing long-term strategic planning. For
instance, STB has opened offices around the globe that helps in promoting Singapore as a tourist
destination actively around the globe. The Singaporean government has allocated $905 million to
the Singapore Tourism Board till 2018 out of which one third of the resources is planned to be
used for building man power by proper education and developing skills (Gov.sg 2018). The
Singapore Tourism Board has shown rapid growth since its establishment. For example,

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Singapore had only 8 million tourists in 2004 that maximized to 17 million by 2015. Singapore
Tourism Board predicted a rise in visitors by 20-25% in March 2010 due to the opening of
Marina Bay and Sentosa Island. Singapore Tourism Board is working hard to promote the
tourism of the country thereby, aiming towards establishing tourism as a key economic pillar for
the country.
Another significant component of the internal environment of the integrated model of
tourism is direct marketing. According to Armstrong et al. (2015), direct marketing helps in
attracting tourists more effectively thereby, maximizing the tourist influx. The medium-term
marketing strategy has been undertaken by Singapore Tourism Board in order to combat with the
fast changing tourism and consumer landscape that has given rise to increased and fierce
competition in the market. This marketing strategy will allow Singapore Tourism Board to
respond to challenges and identify the opportunities thereby, positioning Singapore in the long
term (Manjur et al. 2018). The three major marketing strategies are furnished below:
 The first core idea of marketing undertaken by Singapore Tourism Board is telling a great
Singapore story thereby, inspiring the travelers and visitors with strong and authentic
narratives that convey the identity of Singapore successfully.
 The third core idea of direct marketing undertaken by Singapore Board is driving
sustainable growth by optimizing marketing effort by sharpening the target consumer
segment.
 The third core idea of direct marketing undertaken by Singapore Board is conducting
global campaign with rich content and new initiatives thereby, enhancing the delivery.

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Figure 2: Core tourism marketing ideas of Singapore
(Source: Henderson 2016)
Another significant component of the internal environment of the integrated model of
tourism is travel agents and incentive and meeting planners. The tour operators of Singapore also
have to register them with ACRA thereby, smooth conduction of services related to travel and
tourism. The tour operators provide services to the tourists in terms of airlines, car rentals, travel
insurance, railways, hotels and cruise lines. Apart from dealing and handling with common
tourists, the tour operators have a separate department that is engaged in making travel related
arrangements for business travelers. The various tour operators in Singapore are SH Tours Pte
Ltd., Trafalgar tours, City tours and Thomas Cook (Mihalic 2013).
All the three layers of the integrated model comprises of the various factors that helps in
promoting tourism of particular place by prioritizing the tourists.

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Strategic thrust 1: Redefining tourism
Being an international destination, Singapore has seen huge success since the year 1965,
after becoming an independent republic. The tourism development is being considered as a wider
program of physical and economic centralized planning that has transformed the island to a huge
extent. Moreover, the government has also become active in terms of tourism policies and
created attractions as well as infrastructures, enabling the city-state become a centre for business
and leisure tourism. Singapore is constantly investing and upgrading their strategies and
sometimes even, re-inventing (Henderson 2016). However, the government authorities are facing
some challenges because of the general development pressures. On top of it, the changing
circumstances are also demanding reappraisal and redefining of the tourism policies as well as
underlying assumptions.
In modern days, travelers seek timely access to the relevant services, information and
quality experiences that have become more discerning than before. For providing them with
personalized and seamless travel experiences, the Singapore Tourism Board is planning to
redefine the tourism into a serious business. Being the largest sector of business, tourism
planning has not only affected the Gross Domestic Product, but also the Gross National Product.
The overall transformation of the industry in Singapore depends on mainly three factors;
deepening the insights of the tourism business on the needs of the visitors, delivering quality
services as well as experiences to both the locals and visitors and lastly, by connecting the
businesses for effective and efficient exchange as well as sharing of services and content
(Clc.gov.sg 2018).
In order to accelerate the transformation of the tourism industry in Singapore, the city-
state needs to make significant investments in the digital platforms. These digital platforms

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include the Singapore Tourism Analytics Network (STAN) and the Tourism Information and
Services Hub (TIH). These significant investments can help in contributing huge chunk to the
overall economy of Singapore, as tourism is the key economic pillar of their overall development
(Gov-and-public.apacciooutlook.com 2018). TIH is considered to be the digital resource
platform, which enables the businesses to deliver key tourism services and information to the
customers easily by their digital devices or mobile phones.
Redefining tourism can enable the businesses to enhance their services for the tourists.
Moreover, making significant investments on TIH can enable the tourism business to draw its
services or information from the digital platforms. This will help the customers to gain more
information from the digital sources, regarding the city-state’s tourism. In addition to this, TIH
will enable enhanced and more seamless information for the visitors (Visitsingapore.com 2018).
With the Tourism Information and Services Hub, the businesses will just have to update their
product related information once and the details will be updated across the network via digital
media platforms like mobile apps, websites and others (Andergassen, Candela and Figni 2013).
It can be said that from making these significant investments on the digital platforms,
Singapore can get hugely benefitted as the free and open platform will offer tourism businesses
with increased exposure. In addition to this, the updating and sharing of services and contents to
a wider segment of audience will prove to be much more effective as well as efficient. Moreover,
the region should promote its pages on its official websites like posting a variety of Singapore
videos, images and tourism related content (Lee et al. 2016). These factors will enable the
tourism business of the place to contribute to the economy. Together with the visitor centers,
Singapore’s tourism business can ensure delivering rich as well as quality experiences to its
visitors.

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In order to boost tourism, the government officials need to invest a certain amount for the
place’s overall development. The Tourism Development Fund should start focusing on
Singapore’s tourism products that is destination and attraction spots. In addition to this,
improving productivity by investing on man power and technology will also prove to be
beneficial. On one hand, the government officials of the city-state is promising significant
opportunities for the long term and on the other, period fluctuations resulting from the
uncertainties in the economy can affect the key source markets (Straitstimes.com 2018).
The Singapore Tourism Board has shared some agency strategies for the upcoming years,
like incorporating new marketing efforts and investing upon digital platforms. These strategies
can help the tourism board to succeed and impact upon the economy of the city-state. The main
objective is to transform Singapore into a unified and single ‘mega-attraction’ for the tourists,
which can be enabled by smart kiosks and one-stop mobile applications, at the key tourist hot
spots (Henderson 2015).
Strategic thrust 2: Reformulating the product
The tourism sector of Singapore, presently, contributes four percent to the Gross
Domestic Product of the region. The tourism plays an immensely important role in reinforcing
the city-state’s status as the vibrant city for businesses, talent and capital. It also helps in
enhancing the diversity as well as quality of the leisure options for the local residents. In addition
to this, it has helped to create an environment of living, which the Singaporeans can proudly call
home. The Singapore Tourism Board champions the overall development of the city-state’s
tourism department (Stb.gov.sg 2018). The tourism sector is one of the key economic pillars and
service sectors, which undertakes the promotion and marketing of Singapore as a destination
spot.

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Singapore Tourism Board strives to ensure that the tourism remains a major economic
pillar, by long term planning, driving innovation, ensuring excellence and forging partnerships in
the tourism segment. However, the Singapore Tourism Board should continue to odder
customized as well as empowering experiences to the tourists from all across the world. It is
immensely necessary for the board to differentiate Singapore as the vibrant destination, which
should have the potential of inspiring people to deepen and share their passions. Moreover, in
this aspect, international marketing is also important for Singapore’s business and tourism
purposes. In order to redefine the tourism products of Singapore, the board should regularly
update and review the regulatory framework of tourism (Board 2015). This would ensure the
relevance in the current environment of tourism business and provide incentives as well as
support to the private sectors.
It is true that the Singapore Tourism Board will lead to the tourism development and
contribute a huge amount to their economy. However, the tourism board alone cannot redefine or
reformulate the tourism products and thus, needs continuous support from the industry players
(Andergassen, Candela and Figni 2013). Their support is immensely crucial for ensuring the
sustainable growth and success of the tourism sector. As per Board (2014), the growing
challenges are the increasing discerning travelers, scarcity of the resources and therefore,
focusing on the yield driven quality growth is needed. The Singapore Tourism Board and the
players of the tourism industry need to work in collaboration, in order to create and incorporate
values for the visitors.
The Singapore Tourism Board needs to facilitate their sharing of expertise, resources and
experiences among the industry players in order to raise the industrial competitiveness and
capabilities, maximizing the business opportunities as well as forge long term partnerships.

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Therefore, active participation and strong support from the Singaporeans are imperative for the
development of the tourism sector (Kiráľová and Pavlíčeka 2015). Tourism is approached as
experiential business and thus, the strategies should include renewal of the strategies in order to
cater to the most number of visitors (Andergassen, Candela and Figni 2013).
The residents of Singapore play an immensely important role in the development of the
tourism sector by being an integral part of the city-state’s appeal and identity. The Singapore
Tourism Board should continue to work with the industry partners in order to nurture and
enhance public engagement as the part of the tourism development efforts. In addition to this,
each local Singaporean is considered to be the potential advocate for tourism. With their
collective energies and ideas, the department can contribute to city-state’s sustainable
development and economic growth (Zhu et al. 2018).
In order to navigate the tourism sector all through the next growth phase, the Singapore
Tourism Board should pursue Quality Tourism. The Quality Tourism is a model of the
development of tourism, which emphasizes upon strong economic contribution, local
engagement and innovative enterprise (Henderson 2015). It is true that Singapore as a destination
or tourist spot is facing a challenging marketing environment in modern days. Customers are
becoming more tech-savvy and therefore, the city-state should use this factor for marketing their
tourism products. Traditional marketing is not enough for promoting Singapore Tourism, and
thus, the officials need to utilize the digital space for formulating its tourism products (Kiráľová
and Pavlíčeka 2015).
Singapore is facing a multitude of the resource constraints and continuing its battle
against the competitive scene. The tourism board needs to establish and enhance their marketing

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efforts in order to increase as well as improve their productivity. In addition to this, it is
important for the tourism sector to take into consideration, the scope, budget and approach of the
industry (Andergassen, Candela and Figni 2013). Along with the competition and challenges
arising, the city-state needs to evolve its marketing further, for better capitalization on the fast
changing trends and also realize the opportunities (Visitsingapore.com 2018).
Strategic thrust 3: Developing tourism as an industry
The Singapore Tourism Board has formulated many strategies that would include the
developmental strategies of Singapore. This is required in order to improve the economy of the
country. Singapore is unable to make progress in the economic field. It lacks in the field of good
education compared to other countries. Singapore has an extremely well opportunity of tourism.
The country is able to generate great benefits from tourism. This is the reason the Singapore
Tourism Board has planned to develop the tourism aspect in the country by formulating few
strategies. The tourism industry is the most successful industry in Singapore. The strategic
planning includes the long-term strategic plan that are formulated for the growing markets, it
includes the investments that might be interesting and it further includes the development of the
hardware and the software in order to develop tourism (Sharpley and Telfer 2015).
The Singapore tourism board have taken the initiative to conduct the regular environment
scans. It analyses the trend of tourism it identifies the latest trend. It takes the effort to extract the
external as well as the internal perspectives. These perspectives have enabled the board to form
long-term developmental plan. This will strictly head towards the sustainable growth of the
tourism sector. The board makes an extensive study of the latest trend followed by the people
and they formulate an effective plan according to the likings of the people. This would enable the
board to improve the economy of the country (Chen et al. 2017).

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One of the most important strategies of the Singapore tourism board (STB) is to grow to
improve the market of target visitors in the country. The board has twenty regional offices and
four marketing representatives that are actively build in the mind share and affinity of Singapore
as an attractive leisure. It ensures the fact that the country is a good business destination. In
making the country, a good business destination the board would strengthen the economy of the
country and it would enhance the market presence of the country in their respective regions
across the country (Purwomarwanto and Ramachandran 2015).
The board tries to extract huge amount of funds from the foreign tourism companies. In
order to make the country successful in the tourism industry investments from the foreign
tourism company is majorly required. The STB does this through the sites that are available for
the investment needed in tourism. The investments are required to gather funds that would be
helpful in the economic developmental of the region. The investment fund would be useful for
the development of the areas that would attract the tourist and make it the most desirable place
for visit (Pham 2015).
STB plans to grow and make sustainable growth and enhance the attractiveness of the
country. The country needs to have the infrastructural development. The board plans to bring
some new and innovative change in the country. It intends to bring about a scenic change in the
country in order to make it the place for experiencing something new. The board takes the
initiative to collaborate with the stakeholders of the local industry. The motif behind this is to
recreate the precincts that act as the products of attraction for the country. This step would
compel the visitors to visit again in the country (Garofano, Martins and Olsen 2017).

22TOURISM AND HOSPITALITY MANAGEMENT
In Singapore, tourism is treated as a different industry and sector all together. It is also
treated as a major center of economy. It motivates other economic and industrial developmental
agencies to support the efforts of investment. Along with this, the legal department has major
role to play in this. The government of the country has laid all the support to promote the tourism
of the country. It is evident in the event when the Singapore airport was shifted from Paya Lebar
to Changi. This was an effort taken by multi-agency that involved exhuming graves thereby,
reclamation of the lands. This involved the activity of resettling of the residents. It is the national
objectivity of the country to think about the tourism. The progress of the country depends upon
the tourism industry. The maximum fund of the country is dependent on this industry. By
analyzing the tourism record of the country it was found that the country made remarkable
progress in the tourism industry. It was rewarded with the best tourist place in the past years. The
industry was enhanced with the vibrant lifestyle and the technologically and culturally advanced
factors. It has become one of the common destinations of holiday favored by the visitors (Lee,
Hampton and Jeyacheya 2015).
Strategic thrust 4: Configuring new tourism space
The traditional practice of single-country tourism is complimented by cross-border
collaborations in the planning and promotion. There are many suburbs in Singapore that requires
attention and they can be explored as a new region for tourism attraction. The board of tourism
should concentrate on the factor of collective attractiveness. The region like Bintan Island has
not been explored. There are many city states with scarce land resources. The country has turned
to regionalization. In order to overcome the spatial constraints, the objective of the same is to
stimulate the industry of tourism. Like all the things, it has advantages as well as the

23TOURISM AND HOSPITALITY MANAGEMENT
disadvantages of the same. It brings many opportunities and it also brings many challenges that
are never experienced (Lim and Bouchon 2017).
There are many suburb area located near Singapore that needs some development in the
field of tourism. The best example of this is the Bintan Island. The economy of the region is
dependent on tourism. In the past years, a coordinating team was set up in the Rio Province
Development with the mandate to plan and develop the projects that would add up to the
developmental strategy of the region (Henderson 2016). It is the same case in case of Batam,
other region adjacent to Bintan Island. It has the capacity to provide leisure space to the people
of the Singapore and the tourists. It has white beaches that would serve as good destination for
leisure. Bintan Management is known for the resort parks and the industrial parks. Water parks
was planned on it and later it became a successful industrial center that manufactured low-value
goods. The government should take initiative to develop the industries situated in this area. This
area is famous for the privatization of the resorts and the parks. The private ownership sector of
the region should make this a point that the local people of the region should be given the
opportunity of employment in this region. This will enhance the economy of the region (Chang
2016).
The identified areas that requires development is the industrial sector and the mining
sector. There are many outskirt regions in the country and they are good source of natural
resources. The development of the mining of bauxite, kaolin, granite, white sand and tin can be
explored (Saarinen 2017). The outskirts of the country are usually suburbs. Efforts should be
made to turn the suburbs into urban cities. The design of the region should be changed and it
should be turned from local suburb region to urban region. This would enable the local people of
the suburbs to promote their culture and it would make their living condition better. This would

24TOURISM AND HOSPITALITY MANAGEMENT
upgrade the social condition of the local people dwelling in that region and improving their
lifestyle. An improvement of the suburb area would give rise to more tourists. It would give rise
to the fact that the tourist will want to go to these developed suburb area, away from the hussle of
the city (Low and Kalekin-Fishman 2017).
The global developments of the urban regions are known as the phenomenon of post-
suburbia. It is referred to the change of the process of, ‘suburbanization’. It is concentrated in the
developed world from the concentric radial patterns of the earlier decades towards a new
structure. Apart from the discussed regions, the other regions that requires development is the
downtown which is an area of urban planning. The increased economy are unable to provide
employment to a vast majority of the rural migrant. This also include the poor people who are a
part of urban population. It is because of less skill, less education and less capital. Singapore is a
developed country but there are still many areas that needs development. This would make the
country achieve the leading destination of recreation for the tourists (Xie and Gu 2015).
Strategic thrust 5: Partnering for success
The objective of Singapore Tourism Board (STB) for achieving partnering for success
effectively includes working together with industry to build capabilities, reaching out together
and improving the experience of the tourists. Improved tourism attributes results in raising
productivity, promoting innovations, raising skills, creating good jobs, and generating support
for the locals. Thus, Singapore has sharpened the strategy for improving the tourism in spite of
the challenging business environment. STB have collaborated with private and public agencies
and has underpinned that tourism is not just for tourists but also for the Singaporeans (Clc.gov.sg
2018).

25TOURISM AND HOSPITALITY MANAGEMENT
STB is supporting the Hotel Transformation Map by using the business improvement
fund for supporting over 70 projects. As a result, the hotels are able to use the funds for
increasing the work force in areas such as food and beverages, housekeeping and front office. In
addition to, STB also introduced Hotel Retrofitting Grant that provide an opportunity for the
hotels with legacy for building constraints in order to promote productivity by retrofitting works.
For example, this has helped Shangri-La to retrofit the kitchen and Horizon Club Lounge from
the opposite end thereby, cutting down staff movements and ensuring better service for the
tourists (Stb.gov.sg 2018).
In order to promote innovations, STB is collaborating with the SHA’s Hotel Innovation
Committee. In addition to, the hotels in Singapore are free to work with Hotel Productivity
Centre and use the latest technologies as well as find new application for it. STB is also
promoting Skills Future Earn and Learn Program for the hospitality industry in order to support
the establishment of strong pool of talent. The launch of the program is said to be successful as
65 Polytechnics students has already enrolled for the program and around 53 of them have also
been employed by the hotels in Singapore (Opengovasia.com 2018).
Singapore Airlines, STB and Changi Airport Group have renewed their joint partnership
and have invested $20 million over the past two years to make Singapore as one of the favored
tourist destination. The collaboration has been successful in raising awareness about the
destination along with improving the experience after arrival in Singapore. STB has said to
continue investment in activities such as marketing and work in collaboration thereby, improving
the value proposition of the country. In terms of overseas partnership, STB has collaborated with
Japan and Australia and signed MOU with JTB Corporation and Flight Centre Travel Group
respectively thereby, increasing market penetration. In China, STB has marked digital

26TOURISM AND HOSPITALITY MANAGEMENT
partnership with the present social media. For example, STB has launched YourSingapore
WeChat service for helping the tourists with real time locations. In addition to, STB and the Walt
Disney Company Southeast Asia have announced three-year partnership for providing unique
and fun experiences to the tourists (www.changiairport.com 2018).
Strategic thrust 6: Championing tourism
Strong commitment is one of methods of achieving big dreams. In order to make tourism
as the key pillar for Singapore, STPB was renamed to Singapore Tourism Board (STB). The
renaming of the board does not restricts the promotion rather includes deeper partnerships and
developing physical development. In 2002, STB highlighted the decline in the number of visitors
that resulted in less than 10% occupancy in the hotels. Thus, in order to make tourism as the key
economic pillar, the vision of STB was to make Singapore a vibrant and inspiring destination for
the tourists. In addition to, the mission of STB highlighted the aim of shaping Singapore as a
dynamic tourism landscape in collaboration with the community and the industries (Stb.gov.sg
2018).
Singapore Tourism Board is a statutory board that falls under the Ministry of Trade and
Industry of Singapore. The aim of Singapore Tourism Board is to champion the tourism sector
and make tourism as the most important service sector that forms the economy of the country.
STB aims to make tourism as the key economic pillar by undertaking marketing and promoting
Singapore as the tourism destination. The current tourism sector of Singapore contributes almost
4% of the total GDP of Singapore. The role of tourism is impeccable in highlighting Singapore
as one of vibrant global city that attracts business, capital and talent. In addition to, it also aim
towards improving the diversity and quality of the leisure options for the localities. As a result,

27TOURISM AND HOSPITALITY MANAGEMENT
STB is offering help for creating a living environment the people of Singapore so that they are
proud to call the place as their home (www.stb.gov.sg 2018).
The aim of STB is to make tourism as the key economic pillar by long –term strategic
planning, making new ventures and collaborations, promoting innovations and by improving the
experience of the tourists and ensuring excellence in the sector. STB achieves this by promoting
Singapore as a multi-faceted leisure and business destination by offering customized and
empowering experiences. The Passion Made Possible brand is a unified brand between
Economic Development Board and STB that allows international marketing of Singapore for
both business and tourism purposes. In addition to, STB monitors and updates the regulatory
framework of tourism continuously for ensuring relevance with the current business
environment. It also provides adequate support to the private sector thereby, providing an
opportunity to invest in growth of the country (Stb.gov.sg 2018).
Conclusion
Thus, in this report, it can be concluded that adequate economy is important for the
overall development of the nations. In this report, making tourism as the key economic pillar for
Singapore is the main motto. From the report, it can be said that over the years, the demand of
tourism has increased. This is due to increased demand of both business and leisure activities
among the population. Though the tourism sector saw a fall back after the 2000 recession, the
tourism sector overcame the fall by 2000 and contributed for the overall economy of the country.
Tourism is one of the major sectors that contribute the economy of the countries. This is because
improved tourism increases tourist influx thereby, bringing in capital for the country that is then
used for the overall development of the place. Better tourism sector provides an opportunity for

28TOURISM AND HOSPITALITY MANAGEMENT
the country to improve their social life and develop the surrounding infrastructures. Improved
tourism also creates higher rate of local employments thereby, generating livelihood for the
localities.
The tourism industry of Singapore encountered it lowest in 2002 when the rate of hotel
occupancy was less than 10%. Thus, the aim of the Singapore Tourism Board was to make
tourism as the key economic pillar of the country. The six principle agenda of Singapore
Tourism Board were redefining tourism as a serious business, reformulating the product,
reformulating tourism as an industry, configuring the new tourism space, partnering for success
and championing tourism. The six aspects of the Singapore Tourism Board helped the country to
overcome the loss and make tourism as the key economic pillar for the country. It was seen that
both government and public relies on the tourism industry of Singapore largely even if they work
with the sector directly or not. In addition to, the aim of emphasizing on the six aspects of
Singapore Tourism Board was to revitalize tourism for Singapore by doubling the arrival of the
visitors, tripling the receipts of tourism and creating employment for the localities largely. In
order to make tourism as the key economic pillar for Singapore, the government also provided
huge funds as this helped in improving the yield by doubling the arrival of visitors and tripling
the receipts of tourism.
Thus, to overcome the fall back in the tourism industry for Singapore, it is important to
redefine tourism as the serious business. This is because tourism is one of the largest sectors in
the world that has seen at least 1 out of 10 people employed in this sector since the late 1990’s
thereby, affecting both Gross Domestic Product and Gross National Product. Thus, redefining
tourism helped in making it as the key economic pillar for Singapore. In addition to,
reformulating the product allowed to develop the tourist places of Singapore, as tourism in

29TOURISM AND HOSPITALITY MANAGEMENT
Singapore was considered as experimental business. Singapore Tourism Board has collaborated
with Walt Disney for three years in order provide unique fun and enjoyment for the tourists. As
there are several unexplored places in Singapore, Singapore Tourism Board has aimed towards to
configure the places as the new tourism space. This provided an opportunity for the tourists to
visit places as part of the collective attractiveness of Singapore as a destination.
Singapore Tourism Board has collaborated with different organizations both private and
public in order to facilitate growth and promote innovativeness thereby, making tourism as the
key economic pillar for the country. The partnership includes Hotel Transformation Map,
SHA’s, Hotel Innovation Committee, Singapore Airlines, Changi Airport Group and with
countries such as Japan, Australia and China. In addition to, the aim of STB is to make tourism
as the key economic pillar by long –term strategic planning, making new ventures and
collaborations, promoting innovations and by improving the experience of the tourists and
ensuring excellence in the sector.

30TOURISM AND HOSPITALITY MANAGEMENT
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