Debated in Parliament on 11 Sep 2017.
Mr Desmond Choo asked the Minister for Trade and Industry (Industry) in view of the launch of "Passion Made Possible" (a) how is the Ministry working with tour guides to upgrade their skills to thrive in the new strategy; and (b) how will the Ministry work with local retailers to enhance the tourist experience and improve retail sales.
Tourists today seek immersive, hands-on and authentic local experiences. They are keen to explore a destination’s offerings, whether in terms of its rich food heritage, diverse cultures or unique precincts.
The Singapore Tourism Board (STB) launched the Passion Made Possible brand in collaboration with the Economic Development Board (EDB), to tell the story of Singapore and Singaporeans. We wanted to bring out Singapore's uniqueness as a destination, by sharing our experiences and achievements with the world. This will help to attract tourists who are increasingly drawn to experiential travel, complementing our established reputation as a vibrant, safe and multicultural destination.
Tourist Guides (TGs) play an important role because today's tourists have the best experiences when their travel is facilitated by people with deep knowledge of local experiences and products. Our TGs must be able to conduct immersive and interest-based tours and have strong storytelling capabilities. STB has been working with training providers to offer Professional Development Courses for TGs to strengthen their knowledge and skills. STB has also worked with tour operators to curate or refresh more than 20 tours, incorporating stories linked to the Passion Made Possible brand.
We are also taking steps to apply the new brand to the retail sector. Tourists today increasingly seek out locally-designed products and learn about the people who created them, that is, how passion is made possible among local retailers. Some of our local product makers and retailers receive support from the Standards, Productivity and Innovation Board (SPRING) Singapore to grow their brands and capabilities. To feature Singapore's local brands and designers more prominently, STB and SPRING have collaborated with JTC Corporation to develop a Singapore Designers Showcase (SDS) dedicated to profiling the best of our local designers and their individual brand stories. This will be sited at the heart of Orchard Road and ready in 2018.
To enable our local retailers and brands to tell better stories and deliver memorable experiences for visitors, STB has also set aside grants, such as the Experience Step-Up Fund. Local retailers and brands can use this fund to develop unique keepsakes for tourists or enhance retail experience for shoppers to encourage spending in Singapore.
To generate more buzz for retailers, STB is working with strategic industry partners to anchor marquee retail-centric events along Orchard Road, such as the Star Wars – Experience the Force Event, in collaboration with The Walt Disney Company (Southeast Asia) and F1 Pit Stop @ Orchard, where attendees can participate in unique themed activities and purchase exclusive merchandise.
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