SINGAPORE GEARS FOR NEW CHALLENGES IN TOURISM INDUSTRY

Bold new plans ahead to galvanise the tourism industry and hone Singapore's competitive edge

A tourism industry portal, a tourism academy, an urban entertainment centre and building a new service culture - these are some ideas that are in store for Singapore's tourism industry as it enters a new era. They form part of the 16 new recommendations which will help to establish Singapore as a Tourism Capital aligned with top tourism cities of the world such as New York, London and Tokyo. These recommendations are embodied in a plan submitted by the Steering Committee of the Tourism 21 Status Review.

The Review represents a cohesive strategy from the Singapore Tourism Board and the tourism industry of Singapore. Members of the Steering Committee and three Committees include academics, travel agents, and representatives from the hotel, entertainment, airline and banking sectors. In all, the Review involved over 200 public and industry members who were consulted or surveyed.

The completed Review was announced to some 600 industry members at the Singapore Tourism Conference on 19 March 2001, at the Shangri-La Hotel.

The entire approach of the review has been in the context of the New Economy mindset ? to ensure that the plan is the basis for change. The STB will thus work closely with the private sector on an implementation plan for the various recommendations.

The Tourism 21 Plan, launched in 1996, is the strategic document that charts the path for Singapore to become a Tourism Capital. The plan was subjected to a Review, which began last February to help the industry keep pace with the rapid changes brought about by technology and globalisation, and the different demographic and lifestyle patterns that have resulted in altered needs and preferences.

The Review also re-evaluates and updates previous strategies, while suggesting new ones that will ensure that Singapore reinvents and redefines its tourism competitive advantage in the New Economy. The Review recommends that the Singapore tourism industry focuses on three broad strategic thrusts - promote continual innovation in product development and marketing, advance manpower as a key source of competitiveness, and retool today's tourism business strategies.

One key aspect of promoting continual innovation in product development and marketing is to capitalise on advancements in information technology. The recommendation: a travel portal which will integrate industry members, and enable online business-to-business and business-to-customer transactions. Research is still on-going but the portal is expected to be promoted through global marketing channels and will be positioned as a one-stop shop for anyone interested in visiting or doing business with Singapore.

Another suggestion - a multi-function tourist card that will allow for payment for transport and other services including entertainment and food and beverage - is also being developed to provide visitors with a seamless travel experience in Singapore.

New recreational options which integrate retail with entertainment under one roof are also being looked at. An urban entertainment centre is envisaged as the iconic development which will answer tomorrow's lifestyle demands and take Singapore forward into the new century. More than a shopping mall, the centre will have a distinct local flavour, and showcase the latest product brands. It will harness cutting edge technology-based entertainment to integrate products into today's e-lifestyles and showcase Singapore as a vibrant and fun-filled destination.

Under the thrust of developing manpower as a key source of tourism competitiveness, plans are in store for a Singapore Tourism Academy - a vertically integrated educational institution that provides all-round training for its students.

The setting up of this academy will transform Singapore into a tourism education hub, particularly for the region. In addition, the Art of Service, a new nation-wide positioning which introduces the concept of service as a passionate performance, is also being recommended. This initiative aims to build pride and passion in the service industry and will spotlight successful career opportunities in the industry.

To help the industry review its business strategies in line with the challenges of the New Economy, the Review recommends that the government adopt a more liberalised approach to regulation and licensing. Other recommendations include promoting Singapore as a hub for tourism consultancy and research; attracting professional and industry associations to be based in Singapore so as to develop a critical mass of business meetings and events; and grooming regional tour operators to enhance Singapore's external tourism initiatives.

The Review also considers ways of developing customised tourism experiences through differentiated and focused segment marketing, such as cruise packages for seniors, and spa and wellness programmes which are increasingly popular.

It also reaffirms the importance of sports and arts events, as a means of attracting tourists. New ways of cultivating event management competencies and a sponsorship culture, which are crucial to attracting international events, are being explored to this end.

Mr Edmund Cheng Wai Wing, STB's Chairman and also Chairman of the Steering Committee placed on record his thanks to the Steering Committee and Committee members, particularly the Chairmen of the three Committees, Mr Richard Helfer, Dr N Varaprasad and Mr Philip Ng.

He said: "These new ideas will propel our tourism industry in the new millennium. Furthermore, the new plans mean that not just tourists, but Singaporeans too, will benefit - there will be more jobs created in the industry, and an enhanced quality of life through a wider range of world class leisure options and service standards. As tourism's standard bearer, we are confident these bold recommendations spell a bright future for the industry."