[Travel News]: ‘We have to chart a new path’: Singapore tourism marketing chief on a post-pandemic world
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The following is the [Travel News]: ‘We have to chart a new path’: Singapore tourism marketing chief on a post-pandemic world from [The Drum] recommended by TheTourAttraction.com:
It hopes this will encourage tourism businesses to make use of these resources to transform their businesses so that they will be well-positioned for recovery when the time comes.
The Covid-19 pandemic has decimated the tourism industry and recovery will take time, as mass international travel will not return in any significant way any time soon. The pandemic has also irrevocably changed consumer behaviour and spending patterns.
This means it is crucial that countries like Singapore work closely with its partner agencies and the industry to chart a new path forward for tourism, by transforming its businesses and building new capabilities, Lynette Pang, the chief marketing officer at Singapore Tourism Board tells The Drum.
“For now, we will focus on strengthening Singapore’s brand image in the minds of our audiences around the world. Throughout this challenging period, STB and many tourism businesses have stepped up efforts to enable people from around the world to experience Singapore, even when they are not here.”
In July, STB together with Enterprise Singapore and Sentosa Development Corporation launched a domestic campaign, ‘SingapoRediscovers’, which aims to rally local support for Singapore’s tourism and lifestyle businesses.
“Beyond economy-wide measures that the government has announced to protect jobs and help local businesses stay viable and emerge stronger, STB also supports tourism businesses through schemes such as the Training Industry Professionals in Tourism (TIP-iT) fund to support employee upgrading, and talent and leadership development. This will expand their skill sets and boost their employability,” she says.
Apart from providing financial and training support during this period, STB has developed various tools and platforms under a three-step framework to help tourism businesses accelerate their digital transformation.
It hopes this will encourage tourism businesses to make use of these resources to transform their businesses so that they will be well-positioned for recovery when the time comes.