P@SSPORT_SEP-OCT 2014.PDF

Sep / Oct 2014
A new and improved
YourSingapore.com
p@ssportYour Industry Update from the singapore tourism board
Singapore’s emergence as an exciting
destination for sports tourism
LET THE GAMES BEGIN
Visitors from the Land of Smiles
TRENDING THAILAND
Our tourism story @ Tourism Court
HOME IS WHERE THE HEART IS

Our city state is fast gaining
reputation as a sports
destination.
In this issue, we look at how
sports tourism is taking off in
Singapore with the pulsating
Formula OneTM
Singapore Airlines
Singapore Grand Prix and the much-
anticipated BNP Paribas WTA Finals Singapore presented by
SC Global. We also recap the recent sports business industry
dialogue where key industry leaders came together for a day to
discuss Singapore’s achievements in sport, while identifying
salient trends in this burgeoning industry within Asia.
While we celebrate the buzz that is today’s Singapore, we
continue to commemorate our Tourism50 journey by taking a
step back in time to the old STB office in Tudor Court and our
move to our current home in Tourism Court. Reminisce with
us as we share some of STB’s milestones over the years.
In Market Watch, we zoom in on Thailand, one of our top
10 markets for tourism receipts to explore how we can better
understand our Thai visitors.
We’re also excited about the unveiling of our revamped
www.YourSingapore.com. With improved usability, a fresh
new look and feel, and more stories and recommendations
shared by some of our very own local personalities, we invite
you to check out the website today. Don’t forget to let us know
your thoughts, or better yet, share your own stories with us!
Lastly, we give you a rundown on Singapore’s tourism
figures for the first half of this year. Tourism Receipts grew
2 per cent and came in at S$11.8 billion, with International
Visitor Arrivals dipping slightly by 3 per cent to 7.5 million.
Tourist Receipts is an important indicator of tourism
performance and these results remain in-line with STB’s yield-
driven strategy as we pursue quality tourism.
Until the next issue!
Sincerely,
Oliver Chong
Executive Director,
Communications & Industry Marketing
EDITOR’S NOTE 1
MARKET WATCH
VISITOR PROFILE –
Trending Thailand 2
WHAT’S UP, SINGAPORE?
ON THE HORIZON –
Swinging Singapore 5
FEATURES –
Let the Games Begin! 7
POST EVENTS –
Bigger and Better 10
INDUSTRY UPDATES
INDUSTRY UPGRADING –
It’s Game Time for Asia’s Sports Businesses 12
STB BULLETIN
TOURISM50 –
Home is Where the Heart is 14
TOURISM PERFORMANCE REPORT –
Singapore Tourism Sector
Performance for Jan - Jun 2014 15
WEBSITE –
A New and Improved YourSingapore.com 17
Ready, Set, Go! Contents
EDITOR’S NOTE
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We would love to hear from you. For feedback on the issue as well as suggestions for articles you would like to read here, please email
us at stb_passport@stb.gov.sg.
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1 – Sep/Oct 2014

Thailand is home to approximately 67 million people, making it
the world’s 20th most populous nation in 2013. Outbound travel
has steadily increased, registering a modest compounded annual
Trending Thailand
growth rate (CAGR) of 3.8 per cent between 2010 and
2013, with a total of more than 5.97 million trips made
in 2013.
MARKET WATCH – VISITOR PROFILE MW
T H A I O U T B O U N D T O U R I S M F I G U R E S (2 013 )
U N D E R S TA N D I N G T H E T H A I T R AV E L L E R
TRIPS MADE CAGR (2010 TO 2013) PROJECTED CAGR
(2014 – 2017)
5.97M 3.8% 4.4%
79%
21%
LEISURE
BUSINESS
TOP 5 TRAVEL DESTINATIONS
TOP 5 TRAVEL NEEDS TOP 5 TRAVEL CONSIDERATIONS
TYPE OF OUTBOUND TRIPS
1 MALAYSIA
2 LAOS
3 SINGAPORE
4 CHINA
5 HONG KONG
Peak Travel Periods: School holidays (April to May
and October to December); near national holidays such as
Songkran (Thailand’s New Year).
Planning Period: 1 to 3 months in advance
1 To recharge and return refreshed and full of energy
2 To enjoy not having to worry and to let go
3 To relax and relieve stress
4 To bond with family and friends
5 For a sense of achievement in going to a place that
one has always wanted to visit
1 Has a variety of iconic attractions
2 Fits the budget and the best travel value (they do not
necessarily choose the cheaper option)
3 Good shopping
4 Travel companions
5 To visit friends and relatives
KEY TRIGGERS IN DESTINATION CONSIDERATIONS
• Online channels such as travel websites* and social
network feeds
• Recommendations from friends and family
• Personal interest in the destination
• Air ticket promotions
*TripAdvisor, Pantip, Sanook, Mthai
SINGAPORE TOURISM BOARD – P@SSPORT
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MARKET WATCH – VISITOR PROFILE
Going Digital
While traditional media still has a huge following among Thais,
there is less dependency on it today. Newspapers and magazines
are experiencing a steady fall in readership, due to the availability
of online content. What is clear is the shift towards digital media,
evident from rising Internet consumption. Most Thai smartphone
Visitors from the Land of Smiles
Hailing mainly from Bangkok, Chiang Mai and Phuket,
Thai travellers to Singapore grew from 473,000 in 2011 to
497,000 in 2013. Thai visitor arrivals to Singapore grew
at a CAGR of 4.9 percent from 2010 to 2013, surpassing
Thailand’s average outbound CAGR of 3.8 per cent in the
same period. Tourism receipts came in at S$618 million for
2013. The main expenditure component for Thai visitors
was on accommodation (42 per cent), followed by shopping
(24 per cent), and food and beverage (14 per cent).
The Thai Leisure Traveller
The increase in visitors from Thailand to Singapore is
partly due to the thriving air connectivity between the
two countries, up from two million seats available in 2011
to three million seats in 2013. Similarly, weekly flight
frequency from Thailand to Singapore increased from 204
in 2011 to 270 in 2013, with seat capacity rising from 37,191
to 56,031. The opening of new attractions such as Universal
Studios Singapore (USS) and Gardens by the Bay also
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users make use of their mobile devices to search for information
(95 per cent), to research on products (94 per cent) and to make
a purchase (51 per cent). In addition, there is intensive usage of
LINE, a popular instant messaging app among Thais. At 27 million
users, Thailand records the highest number of users of the instant
messaging app outside of Japan.
I N F O R M AT I O N S O U R C E S
INFORMATION SOURCES
BEFORE TRAVEL
INFORMATION SOURCES
DURING TRAVEL
ON THE GO
FAMILY, RELATIVES AND FRIENDS 67%
TRAVEL AGENTS 53%
ONLINE CHANNELS 46%
TRAVEL GUIDEBOOKS 54%
BROCHURES PICKED UP AT DESTINATION 49%
MAPS PICKED UP AT DESTINATION 43%
18M
5H
1.6M
2.7M
26M
27M
INTERNET USERS
SPENT ON THE INTERNET
EACH DAY (DESKTOP/
LAPTOP)
MOBILE
PENETRATION
MOBILE DEVICES
PER PERSON
PER DAY SPENT
USING MOBILE
INTERNET
84M
1
3H
USERS ON SOCIAL
NETWORKS
contributed to the increase in visitor arrivals.
Thai visitors generally have a positive perception of
Singapore as a travel destination. Singapore is easy to plan for
and travel to, safe and near home, so Thai visitors see Singapore
as an ideal destination for first-time travellers and families. In
addition, Singapore’s good mix of attractions cater to all age
groups and appeal to every traveller.
The Thai Business Traveller
Singapore is one of the most frequently visited countries for
business among Thai travellers, followed by Hong Kong and
China. Notably, Thailand and Hong Kong have the highest
incidence of female BTMICE travellers in the region. In 2013,
40 per cent of Thai visitor arrivals were for business purposes.
Thai business travellers do little pre-trip research — majority
have little control over flight and accommodation as their
company usually makes the decision. However, during the
trip, they rely on friends, family or colleagues residing at the
destination as their main source of information, followed by
online sources.
3 – Sep/Oct 2014

TOP 5 ATTRACTIONS
TOP ACTIVITIES AFTER WORK
THAI LEISURE TRAVELLERS
THAI BUSINESS TRAVELLERS
1 SHOPPING
2 A WELL-KNOWN LANDMARK
3 A NATURE OR ANIMAL RELATED
ATTRACTION
4 A HERITAGE DISTRICT
5 A THEME PARK
1 DINING
2 SHOPPING
3 NIGHTLIFE ACTIVITIES
Top 3 attractions visited (2013): Chinatown, USS and Little India
**more than the leisure traveller who spends S$1,000 per trip
AVERAGE PER TRIP**
ACCOMMODATION
ENTERTAINMENT
SHOPPING
$1,500
37%
20%
19%
Thai business travellers see Singapore as a business destination with
a good reputation for safety and excellent infrastructure. Singapore
is also perceived as a place with a stable business environment with
ample opportunities for the Thai business traveller.
ENGAGING THE THAI TRAVELLER
Highlighting Singapore’s uniqueness
Singapore’s strengths lie in its accessibility, convenience and
safety. However, Thai travellers have the perception of Singapore
as being expensive, lacking in a variety of unique attractions,
and being too similar to Bangkok. Additionally, competing
destinations are perceived to offer more value for money than
Singapore. There is also increasing competition from the region.
According to a study conducted by MasterCard, Tokyo was the
top choice in terms of aspirational destinations for Thai travellers,
followed by Seoul and Paris. Both Tokyo and Seoul stand to
benefit from Thailand’s outbound tourism growth in the near
future, because of proximity. Additionally, aggressive marketing
efforts, and the easing of visa restrictions in 2014 attract more
Thai tourists to these two countries.
The challenge for Singapore is to remain relevant despite
growing competition from other destinations. It is important
to highlight how Singapore is different from other destinations
in the region. This can be done through the playing up of local
elements and showcasing Singapore’s authenticity. What makes
Singapore exciting is our multiculturalism, the contrast of
modernity and tradition, and the local cuisine.
Appealing to emotions
As Thais are highly connected and very active on their social
media platforms, personal reviews of a trip and recommendations
have a huge impact on their followers’ or friends’ perceptions of
destinations. Eventually, it might also affect their decision to visit
a destination.
It is important to select the right touch points and influencers.
This includes tapping on key opinion leaders to share their
experiences and provide anecdotal updates about events or
developments in Singapore. Thais are fun-loving and appreciate
humour. Through storytelling, incorporating the elements of
humour, kinship, friendship and romance, we can establish an
emotional connection between the Thai traveller and Singapore as
a destination.
Converting business to leisure
BTMICE travellers who often come to Singapore have a good
impression of the city. While some would return on a leisure trip,
the challenge is to convince the ones who are undecided to return
to enjoy Singapore in a different way. Efforts can be made to
“sell” Singapore to these visitors when they are in the country for
business. As they may have busy schedules that limit their time
to explore the country proper, BTMICE visitors could be taken to
restaurants in trendy areas or places with unique dining concepts,
as well as compelling retail options at convenient locations within
the CBD or at the airport.
BTMICE visitors generally do minimal pre-trip research.
Thus, post-arrival touch points such as hotel concierges and local
advocates can be leveraged to communicate Singapore’s diverse
leisure possibilities to these travellers. The Thai expat community
can also be an advocate for Singapore and efforts can be invested
on this community to share their personal anecdotes about
Singapore and all that it offers.
EXPENDITURE
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WHAT’S UP, SINGAPORE? – ON THE HORIZON
Swinging
Singapore
As we approach yet another year end,
Singapore shows no signs of letting-up with
art fairs, dining and sporting events galore.
Visitors are sure to have a ball of a time here.
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5 – Sep/Oct 2014

ARTS AND ENTERTAINMENT
Singapore Writers Festival
(31 October – 9 November)
As one of Asia’s premier literary events,
this multi-lingual festival explores the
written and spoken word and features
the major talents of the literary world,
including homegrown writers and
international best-selling authors. It will
take place at various venues, such as The
Arts House and Singapore Management
University’s Campus Green.
Affordable Art Fair (20 – 23 November)
With the theme, “Art is for everyone”, the
Affordable Art Fair at the F1 Pit Building is the place to
check out contemporary artworks across different
styles and mediums, all priced between S$100
and S$10,000. There also are free multi-
disciplinary workshops and fun activities for
the whole family.
CRUISES
Launch of Princess Cruises’ roundtrip
cruises (November 2014 – February 2015)
Premium cruise line, Princess Cruises,
makes Singapore its homeport with its
set-up at the Marina Bay Cruise Centre. Its
2,670-passenger Sapphire Princess embarks on
its full four-month season of roundtrip cruises with
voyages lasting between three to twenty-one days and is
expected to ferry some 40,000 passengers over the
season.
DINING
Singapore Wine Fiesta (23 – 26 October)
Singapore’s biggest outdoor wine fair
at Clifford Square promises the widest
range of tipples from over 70 prominent
and upcoming wineries across the globe.
With wine tasting sessions, masterclasses
and other wine-related activities, there’s
something for every oenophile, newbie and
connoisseur.
Singapore Restaurant Week
(25 October – 2 November)
Feast on delectable three-course menus from across
16 different cuisines, prepared by Singapore’s top
dining establishments, all at special prices.
With the introduction of Kids Restaurant
Week, little ones can dine in style too. Make
your reservations to savour popular classic
dishes alongside new culinary creations.
MICE
Singapore International Energy Week
(21 – 31 October)
Energy professionals, policymakers and
academics come together to discuss and
share best practices and solutions on energy-related
issues at this weeklong energy conference.
This year’s theme “Building Energy
Connections” explores how our future
can be shaped by global and regional
integration of energy networks.
TravelRave (27 – 31 October)
Join tourism leaders and industry
professionals as they gather in
Singapore for Asia’s premier travel
and tourism week. Exchange insights
and knowledge about Asia, discover
business opportunities and showcase
innovations in the fifth edition of this
world-class festival. The week is packed with
seminars, roundtable discussions, exhibitions and
more with events such as Aviation Outlook
Asia, ITB Asia and Hotel Technology
Conference.
LEARNTech Asia (13 – 14 November)
In this e-learning conference for
the corporate, education and public
service sectors at Marina Bay Sands,
international experts share their
insights on learning technologies,
strategies and practices. Explore
innovative ways to improve manpower
training and development through keynote
discussions and interactive workshops.
SPORTS
FINA/MASTBANK Swimming World Cup
(1 2 November)
Singapore plays host to the final
leg of this prestigious swimming
tournament. Cheer on world-class
swimmers as they torpedo through
the waters, and witness history being
made in the OCBC Aquatic Centre,
as these athletes compete for the
US$102,000 prize.
MORE EVENTS IN NOVEMBER AND
DECEMBER
Singapore Art Fair
When: 27 – 30 November
Where: Suntec Singapore Convention
Exhibition Centre
Singapore International Film Festival
When: 4 – 14 December
Where: Various venues
Asia TV Forum
Where: Marina Bay Sands
Screen Singapore
Where: Marina Bay Sands
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Let the Games
Begin!
WHAT’S UP, SINGAPORE? – FEATURESWS
The thrill of victory, the agony of defeat, the suspenseful nail-
biting final seconds, the unbelievable triumph of the underdog
against all odds — these are what unites sports fans and people
of different nationalities, inspires people and induce fans to travel
across continents to support their favourite teams, individuals
and sports, all for love of the game.
Sports tourism is getting a big boost in Asia, with numerous
big-ticket events in the region. Sports events contribute to the
economy, generate tourism spend and create job opportunities
for the host destination. Additionally, they generate business and
corporate activities, with businesses choosing to hold meetings
and networking sessions around these events.
Whatever your sporting fancy, Singapore is fast-emerging as an
exciting destination for the avid sports fan and for sports tourism.
Offering excellent infrastructure and an ever-improving
ecosystem
The Singapore Sports Hub is a state-of-the-art, fully integrated
sports entertainment and lifestyle hub that is a premier venue
for all manner of sporting events. Such events add to our already
chock-a-block annual calendar of leisure activities, and further
attest to the vibrancy of the destination.
Singapore’s stellar credentials as host to different sporting
events have been honed by successful events including the
inaugural Youth Olympic Games, Formula OneTM
Singapore
Grand Prix, UFC Fight Night, and the HSBC Women’s
Championships. The latest addition to this exciting roster is the
BNP Paribas WTA Finals Singapore presented by SC Global,
which will further boost Singapore’s profile on the world stage.
Next year’s lineup will be even busier, with the hosting of the
Southeast Asian Games and the ASEAN Para Games.
Singapore also houses the regional headquarters for some
of the world’s largest sports management companies and
media groups, such as IMG, World Sports Group, and MP
Silva. As these companies reach out to the rest of Asia, they
too will bring together regional thought leaders from the
sports industry, and further reinforce Singapore’s position as a
business hub for sports.
Injecting creativity and innovation to deliver an integrated
lifestyle experience beyond the thrill of the sport
Singapore is always keen to explore the infusion of innovation into
any event to create and deliver a compelling and differentiated
lifestyle experience. STB adds value to major sporting events by
partnering public and private agencies to develop and curate a
memorable fan experience, unique to Singapore. Leveraging on
our flourishing entertainment, retail and dining scene, we develop
a slew of leisure activities around the main sporting event, that
would appeal to the discerning traveller and sports enthusiast both
locally and overseas.
We draw inspiration from two major sporting events in
Singapore’s calendar this year:
7 – Sep/Oct 2014

BNP PARIBAS WTA FINALS SINGAPORE
PRESENTED BY SC GLOBAL
Singapore served up yet another
milestone by successfully hosting
the inaugural BNP Paribas WTA
Finals Singapore presented by
SC Global (WTA Finals). The
WTA Finals is one of the biggest
highlights on the international
tennis calendar and the greatest
global showcase of professional
women’s tennis. It is the first tennis
major in Asia and Singapore is the ninth
city to host this prestigious event.
The WTA Finals in Singapore delivered an
extravaganza beyond tennis. Held from 17-26 October,
tennis fans, visitors and the larger local community
were immersed in an array of lifestyle activities
and entertainment that included a concert
by pop superstar Mariah Carey.
On the tennis courts, the Singapore
edition saw more competition days
and doubles teams tournaments,
and offered a record $6.5 million
in prize money. It also featured the
WTA Rising Stars Exhibition, WTA
Legends Invitational, WTA Future
Stars junior event.
The event attained new records for
attendance, TV viewing and online audiences,
attracting more than 129,000 fans from across the
globe to the Singapore during the 10 days. “The BNP
Paribas WTA Finals Singapore presented by SC Global
has been transformed into the most fan-friendly
sport-entertainment spectacle in the
illustrious history of our sport’s season-
ending finale. The mission to integrate
our Legends and Rising Stars into the
event, expand the format to showcase
doubles even more and bring the
tennis environment closer to the fans
through greater accessibility than
ever before is a fantastic start in this
first of five years in Singapore,” said
Stacey Allaster, WTA Chairman CEO.
Beyond bringing in overseas visitors
and generating tourism spend, the WTA Finals
has the potential to catalyse the development of a tennis
ecosystem in Singapore. This includes programs to
engage the local community – tennis symposiums and
clinics featuring world-class coaches, with the aim of
strengthening the abilities and networks of our local
tennis coaches, technical officials, Team Singapore
athletes and young sports talents. At the same time,
the WTA Finals acts as a platform for local and related
businesses to leverage the event to hold conferences and
corporate networking sessions to exchange insights and
industry best practices.
As one of the most anticipated women’s tennis
events on the sporting calendar, the WTA Finals
will not only complement Singapore’s current leisure
offerings but also boost our position as a leading sports
and events destination in the region.
Singapore will continue to host the WTA Finals
annually until 2018 at the Singapore Sports Hub.
Lifestyle offerings during the WTA Finals this year
• Tennis Movie Night Out — Public movie screening at
Dhoby Ghaut Amphitheatre for all to enjoy a movie
under the stars
• “The Elusive Chanteuse Show” Singapore — A
concert by five-time Grammy award winner and
global superstar, Mariah Carey, held at the new
National Stadium
• Singapore Wine Fiesta — A one-stop, shopping,
tasting, and educational experience for wine lovers
that offers tennis-inspired food and drink items
• Opera Gallery: A Retrospective Journey art exhibition
• 3D Art at Marina Square and Millenia Walk shopping
malls — Local artist Benjamin Qwek’s eye-catching
and ambient artworks literally invite the audience to
be a part of the piece.
• KEEPERS: Singapore Designer Collective (till 15
February 2015) — Singapore’s largest ever collective of
local designers and artisans will showcase their works
at a purpose-built pop-up at Orchard Green. From
furniture and fashion to food, architecture, millinery
and home-wares.
• Public Garden Market — A market that offers
products (e.g. fashion, jewellery, home ware, deco
items) by some of Singapore’s best independent
businesses and creative individuals
• Fan Zone offerings
• Tennis clinics
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WHAT’S UP, SINGAPORE? – FEATURESWS
FORMULA ONETM
SINGAPORE GRAND PRIX
Singapore successfully hosted the seventh running of Formula OneTM
from September 19 to 21 this year. More than just another circuit
on the yearly Formula OneTM
season, the Singapore edition has
become renowned for delivering a totally unique experience.
For a start, its inaugural race in 2008 made history for being the
first and only night race in the Formula OneTM
calendar. Today,
it remains as Asia’s only street circuit and arguably a driver’s and
fan’s favourite. Beyond the race itself, the event offers a multitude
of entertainment and dining options within the circuit, including
performances by top celebrities. Over the years, the race has
been graced by many leading artistes including Mayday, Seungri,
Jay Chou, Big Bang, Maroon5, Pet Shop Boys, John Legend, Owl
City, The Killers, Daughtry, Adam Lambert, Missy Elliott, Katy
Perry, Shakira, Rihanna, Mariah Carey, Jennifer Lopez, and
Robbie Williams.
GRAND PRIX SEASON SINGAPORE
To further complement the race and build on the F1 buzz, a
plethora of high octane lifestyle and entertainment events are
curated off-circuit under the Grand Prix Season Singapore (GPSS)
banner. STB works with local enterprises across the culture and
heritage, retail, entertainment and dining industries to bring an
entire race season of fun, parties and excitement to a much larger
community beyond the race fan. The much-anticipated GPSS
differentiates Singapore’s Formula OneTM
race from other races
around the world, and provides yet another reason for visitors to
come to Singapore.
This year, Singapore went “One Stop Non Stop” with the GPSS
season, offering more than 70 lifestyle activities.
Some of the more notable ones include
• The Amber Lounge F1 after party — It offers a chance for fans to
go straight from the paddock to the party to experience a non-
stop nightlife experience, including the exclusive Amber
Lounge Fashion Show which features F1 drivers on the
runway.
• The Podium Lounge F1 after party — a homegrown A-List
party, 2014 highlights include three Michelin Star Chef
Quique Dacosta, a race memorabilia auction and a Fashion
Circuit.
• The Bacchanalia Brunch GPSS Weekend, known for their
over the top GPSS weekend brunches with delectable
gourmet dishes and flowing champagne.
• Cavalia — a fresh mix of equestrian and performing arts,
live music, multimedia and special effects.
• KEEPERS: Singapore Designer Collective — A diverse
showcase of local craft and design in a purpose-built pop-
up space
THE RACE BY THE NUMBERS
(2008 TO 2013 COLLECTIVELY)
GLOBAL AUDIENCE
(through broadcast coverage)
INTERNATIONAL
VISITORS DURING THE
F1 RACE PERIOD
FOREIGN VISITORS
500M
250,000
CLOSE
TO 40%
F1 has contributed much to Singapore tourism
Averaging
S$150 million
in tourism receipts
for every race
9 – Sep/Oct 2014

Bigger and Better
WHAT’S UP, SINGAPORE? – POST EVENTS WS
Singapore celebrated 49 years of nationhood this August and
we rode on the celebratory high into the second half of the
year. Events held were about discovering Singapore’s heritage
and appreciating what home has to offer in the aspects of arts,
entertainment and business.
SINGAPORE FOOD FESTIVAL 2014
To celebrate our vibrant foodie culture, the Singapore
Food Festival, introduced in 1994, took place from 11 to 20
July across Singapore. It was launched at Chinatown Food
Street and was themed “A walk down memory lane” to
commemorate our local gastronomic heritage. Participants
had a taste of special Chinese dialect dishes such as Hakka
Abacus Seeds and Teochew Pig Trotter Jelly. The public
could concurrently savour Suvai, an Indian food fiesta and
the Nyonya Mobile, a food truck serving Peranakan food at
various locations. Local brands such as Bengawan Solo and
Killiney Café also participated in the ION Orchard Local
Food Trail.
NATIONAL DAY CELEBRATIONS
On 9 August, Singapore celebrated 49 years of nationhood with
its last National Day Parade (NDP) at The Float at Marina Bay.
Revolving around the theme “Our People, Our Home”, there were
spectacular performances by the largest number of non-uniformed
contingents since 2000. In addition, the segment “Heartbeats”
paid heartwarming tribute to our pioneers in nation-building.
With the show segment directed by composer Dick Lee, the NDP
also highlighted the daily challenges and opportunities faced by
ordinary Singaporeans in building an endearing home. Aside from
the parade, there were numerous celebratory events and activities
islandwide. NDP 2015 and 2016 will be at the newly-built National
Stadium and the Singapore Sports Hub, respectively.
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OTHER HAPPENINGS
JULY
• Singapore International Jewelry Expo
• ad:tech ASEAN
AUGUST
• Cavalia
• ICON de Martell Cordon Bleu
• Fantasìa by Escribà
• International Conference of the
Pediatric Dentistry Association of Asia
• Chinatown Mid-Autumn Festival
• Mosaic Music Series
• BoP World Convention Expo
• Heineken Cities Festival
SEPTEMBER
• Supply Chain Asia Forum
• Sentosa Buskers Festival
• Economy Hotels World Asia
SINGAPORE NIGHT
FESTIVAL 2014
Across two weekends
from 22 to 30 August, the
Bras Basah and Bugis
district transformed
into a kaleidoscope
of colours, sights and
sounds for the seventh
Singapore Night Festival.
This year’s festival was
themed “Bold and Beautiful”
and featured international and local
installations and performances,
such as William Close’s
inspirational Earth Harp
and French artist-
photographer Clément
Briend’s Cambodian
Trees. Organised by
National Museum of
Singapore, the festival
delighted more than 400,000
people with new additions
such as the Festival Village and the
“Block Party” at Armenian
Street drawing in the
crowds.
SINGAPORE
INTERNATIONAL
FESTIVAL OF THE ARTS
(SIFA)
SIFA ran from 12 August
to 21 September. Themed
“Legacy and the Expanded
Classic”, the festival explored
notions of human dignity,
reimagined the classics and
examined reality versus
fantasy through dance,
drama and music. Led
by theatre director
Ong Keng Sen and
organised by Arts House
Limited, SIFA featured
12 productions over six
weeks from international
companies such as Berliner
Ensemble and London Sinfonietta
alongside artists, performers
and playwrights.
SINGAPORE GARDEN
FESTIVAL
This year was the first
time the Singapore
Garden Festival was held
outdoors at Gardens by the
Bay. Attracting over 300,000
visitors from 16 to 24 August,
the festival showcased more than
50 displays and over 250,000
plants across 1,000 different
species. In its fifth edition,
the festival also hosted
the horticultural works
of 50 designers from 15
countries. Visitors were
awed by structures up
to 10 metres tall and were
enthralled by numerous
attractions such as the 15
Landscape and Fantasy Gardens
and the Orchid Extravaganza,
which featured 18,000 plants
and more than 40 orchid
species and hybrids.
SINGAPORE GREEN
BUILDING WEEK
(SGBW)
To reinforce Singapore’s
position as one of Asia’s most
sustainable cities, Singapore
played host to international green
building experts, academics,
leading policy-makers
and built environment
practitioners from 1 to
3 September. Industry
players gathered for the
Singapore Green Building
Week, organised by the
Building and Construction
Authority (BCA) Singapore.
The aim was to facilitate the
sharing of ideas and solutions, to
foster collaboration and learning,
in order to drive the green
building movement forward
for a greener Earth.
HIMSS ASIA PACIFIC –
DIGITAL HEALTHCARE
WEEK
Already into its second
instalment, this year’s
HIMSS Asia Pacific was
held from 15 to 18 September
at the Marina Bay Sands Expo
and Convention Centre. The
three-day affair had leading
industry speakers offer
insightful keynotes
on topics such as
Nursing Informatics,
Big Data, Community
Care and Allied
Health, and Technology
and Infrastructure for
Healthcare.
FORMULA ONETM
SINGAPORE
AIRLINES SINGAPORE GRAND PRIX
SEASON
From 19 to 21 September, Formula OneTM
held its seventh successful running of the
unique Singapore night and street race,
with the largest turnout yet around the
Marina Bay Street Circuit. The three-day
sold-out weekend saw a total of 253,362
visitors, with over 84,400 general walkabout,
grandstand and hospitality patrons on final
race day. This year’s race once again had its
share of memorable moments, from Lewis
Hamilton’s win for McLaren Mercedes to
Robbie Williams’ charming the crowd in a
downpour and Jennifer Lopez’s signature
dance moves. This year also marked the
introduction of Singapore Airlines as the
new Title Sponsor. Held in conjunction
with the race, Singapore also went “One
Stop Non Stop” with its signature Grand
Prix Season Singapore (GPSS) from 12
to 21 September. GPSS featured a series
of dynamic experiences ranging from
world-class entertainment, nightlife, dining
and shopping. Highlights included the
Amber Lounge Fashion Show, Bacchanalia
Brunch Party, Cavalia — a stunning
display of equestrian and performing arts
— and KEEPERS, a local design and retail
showcase. From May to September, the
public were already revelling in pre-race
excitement by participating in the many
activities at Rev Up Singapore!, organised by
race promoter Singapore GP for the second
year running. Three additional programmes
were added this year — karting training,
a pre-race carnival and a series of
educational exhibitions on Formula OneTM
at public libraries.
11 – Sep/Oct 2014

INDUSTRY UPDATES IU
I N D U S T R Y U P G R A D I N G
Singapore’s sports industry has witnessed numerous
achievements in recent years, from the rise in sporting talents
to the development of world-class infrastructure and the
hosting of best-in-class sporting events.
At a one-day sports business dialogue held by the Singapore
Tourism Board (STB) on 15 September, business leaders, key
players in the sports industry and other professionals, came
together to discuss key trends and challenges faced by the
sports business industry in Asia.
In his opening address, Andrew Phua, Director, Exhibitions
Conferences, STB, noted that the Singapore sport scene has
come a long way, but more needs to be done to grow the sports
business pie and maintain a sustainable ecosystem.
“We need to also develop the actual businesses that help
fuel the sporting ecosystem, and provide platforms for the
sports industry to grow further. To this end, STB aims to grow
a steady pipeline of quality sports-related business events that
can act as thought-leadership platforms for members of the
industry to exchange insights and best practices.”
He pointed out that a successful sports ecosystem in
Singapore must come from a concerted effort between leaders
across the entire spectrum of the sports industry to generate
greater vibrancy in the sports industry, while working towards
the common goal of making sports a key economic driver
for Singapore.
The panel comprised key industry players, Andrew
Georgiou, CEO, World Sport Group; Kow Ree Na, Director,
Consumer Businesses Lifestyle Programme Office, The
Singapore Economic Development Board; Kiyoshi Tatani,
President, Mizuno Singapore; and Victor Cui, CEO, ONE
Fighting Championship, and was moderated by Adam Hodge,
Regional Strategy Director, Octagon.
It’s Game Time for Asia’s
Sports Businesses
“For us, Singapore is a good location in terms of accessibility, enabling us to
easily reach out to the rest of the ASEAN market. While Singapore provides a
multinational perspective, we can also still get a sense of what works, from an
Asian perspective.”
— Kiyoshi Tatani,
President, Mizuno Singapore
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I N D U S T R Y U P G R A D I N G
SALIENT TRENDS HIGHLIGHTED DURING THE DIALOGUE
ASIA’S SPORTS BUSINESS INDUSTRY IS MAINLY DRIVEN BY RIGHTS HOLDERS AND RELATED
AGENCIES
Helen Soulsby highlighted in her keynote speech that “sports business in Asia is driven by rights holders
entering the market selling media and sponsorship rights, media and content related companies as well as the
agencies that support and drive such activity.” This is in contrast to Europe and North America where sports
business is dominated by clubs and teams, attributed to the prevalence of major sports leagues.
MORE SPORTS BUSINESSES ARE CHOOSING SINGAPORE AS THEIR ASIAN BASE
Many have come to realise that there is a huge market for sports in Asia with Singapore as the obvious
location in which sports businesses can thrive. In the recent years, top international sports companies in the
likes of Adidas, IMG, Mizuno, NIKE, Octagon, Shimano and World Sport Group, have grown their presence
in Singapore, in order to tap on the large Asian consumer base and drive their regional strategy. Singapore
provides strong government support, primarily from STB and the Singapore Economic Development Board
(EDB). Also, businesses can be assured of a premium corporate environment with simple processes, fast
turnaround times and a quick responsiveness to the need of new entrants.
AN INCREASE IN SPORTS BUSINESS EVENTS IN SINGAPORE, THAT HELP TO ACT AS THOUGHT
LEADERSHIP PLATFORMS
The growth of the sports industry has generated a greater demand for thought-leadership and networking
platforms to exchange insights and share industry best practices. Singapore now sees a steady pipeline of
quality sports-related business events. Some of these include Sports Matters, a conference which aims to build
the foundations for a healthy and sustainable Asian sports industry and the Stadia Arena Asia Pacific, a
platform to discuss and address the burgeoning sports infrastructure in Asia.
While the Asian sports industry is set to grow by leaps and
bounds in the near future, the industry is still in its infancy
stage and needs to chart its own course. Emulating and learning
from established markets is important. However, the industry
needs to be mindful of the many firsts that will occur in Asia.
Sports Business industry players cannot simply regurgitate the
approach of other markets, considering that Singapore — and
1
2
3
by extension, Asia — has a different context, a different
workforce and a different consumer. Sports Businesses also
need to recognise the benefits of identifying the right content
to engage Asian audiences. “You have to be sure that you’re
creating compelling content. It doesn’t matter what the sport
is, so long as it is relevant,” emphasised Victor Cui, during the
panel discussion.
Sporting and sports-related events
this year and in 2015
SEPTEMBER 2014
• Sports Matters
• 2014 Formula OneTM
Singapore
Airlines Singapore Grand Prix
• Stadia Arena Asia Pacific
OCTOBER 2014
• BNP Paribas WTA Finals Singapore
presented by SC Global
• Brazil vs Japan football match
JUNE 2015
• 28th Southeast Asian Games 2015
DECEMBER 2015
• 8th ASEAN Para Games
THE SPORTS CALENDAR
13 – Sep/Oct 2014

While it was headquartered at the Raffles City officer tower,
the Board began to envision a new home — one that would
not only house but also integrate the diverse and expanding
responsibilities, and serve as a one-stop centre catering to tourists
and the wider tourism community. A piece of land in Tanglin
area was acquired and within a few years, sprouted a 13-storey
building that architecturally reflects Singapore’s colonial and
Asian heritage with its pitched roof and central courtyard. It even
has its very own Merlion statue in the porch driveway.
TO U R I S M 5 0
Home is Where the Heart is
Did you know that when the Singapore Tourist Promotion
Board (STPB, as STB was formerly known) was first established
in 1964, it ran its operations at the four-storey John Little’s
Tourist and Shopping Centre at Raffles Place? Raffles Place
was then a retail and shopping hub, a far cry from the mega
financial centre today. It was officially opened by Dr Goh Keng
Swee, then Minister of Finance and a strong tourism advocate.
The location functioned both as a Promotion Office as well as
an Information and Reception Centre for tourists.
A public gallery offering a vivid narration of the amazing
journey of Singapore Tourism will soon open at the ground
level of Tourism Court. Watch this space to find out more!
FIND OUT ABOUT OUR TOURISM STORY
@ TOURISM COURT
STB BULLETIN SB
In 1970, STPB relocated to Tudor Court along Tanglin Road,
a stone’s throw away from Orchard Road. Named for its distinct
Tudor architectural style, the retail/office building was converted
from a row of 12 two-storey conserved pre-war houses. The
Board occupied the upper floors of the houses as well as two
units of the ground floor, which served as its reception foyer. The
other units were taken up by tourism businesses including gift
and souvenir shops. The premises served STPB well until 1986
when it could no longer accommodate the Board’s increasing
activities and growing staff strength.
In 1995, STPB moved into the new building which it named
Tourism Court and has been there since. Tourism Court is
also home to a number of tourism businesses and has become
a landmark from which many tourist guides would begin their
tour of Singapore for overseas visitors.
STPB then took up three floors at the office block of the
newly completed Raffles City, an iconic complex designed by
world-renowned architect I.M Pei. Compared to the ‘medieval’
style of Tudor Court, the cladded exterior of Raffles City
seemed almost futuristic then.
STPB Office at Tudor Court
STPB’s Information Centre at John Little’s Tourist and Shopping Centre
Tourism Court
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TO U R I S M P ER F O R M A N C E R EP O R T
SB
Singapore’s Tourism Sector Performance
for January to June 2014
In the first half of 2014, Tourism Receipts (TR) grew 2 per
cent year-on-year to S$11.8 billion, even while International
Visitor Arrivals (IVA) dipped 3 per cent to 7.5 million. TR is
an important indicator of tourism performance and these
results are in-line with STB’s yield-driven strategy as we pursue
quality tourism.
The dip in tourist arrivals stemmed from the introduction
of China’s new tourism law on 1 October 2013. Additionally,
the disappearance of flight MH370, abduction of Chinese
The latest statistics on Singapore’s tourism sector at a glance.
visitors in Sabah and political unrest in Thailand, contributed to
the dampening effect on Chinese travel to the region. Excluding
Chinese visitors, visitor arrivals from the other markets grew 2 per
cent over the same six-month period.
Growth in TR was driven by higher expenditure in Sightseeing,
Entertainment Gaming (SEG) from January to June.
Here is a summary of some key statistics in tourism receipts
and international arrivals for 2014. Details are available in the
Tourism Performance Q2 2014 Report.
TOURISM RECEIPTS (TR) BY MAJOR COMPONENTS
JAN TO JUN 2014 VS JAN TO JUN 2013
-13%
S$2,059M
S$1,115M
S$2,912M
S$3,074M
S$2,599M
-2% +15%
+4%
+1%
Shopping
Food Beverage Sightseeing,
Entertainment
Gaming (SEG)*
*Includes entrance fees to attraction and nightspots, expenditure on day-tours, leisure events and entertainment at the Integrated Resorts
** Includes expenditure on airfares, port taxes, local transportation, business, medical, education and transit visitors
Other TR
Components**
Accommodation
15 – Sep/Oct 2014

*Excludes Sightseeing, Entertainment Gaming (SEG) TR
INDONESIA 1,420
P R CHINA 1,364
INDIA 615
AUSTRALIA 515
JAPAN 449
MALAYSIA 426
PHILIPPINES 339
THAILAND 320
USA 298
HONG KONG 279
INDONESIA 1,525
P R CHINA 871
MALAYSIA 592
AUSTRALIA 529
INDIA 492
JAPAN 376
PHILIPPINES 352
HONG KONG 298
SOUTH KOREA 268
THAILAND 259
HOW WE FARED IN JAN TO JUN 2014
VS JAN TO JUN 2013
HOW WE FARED IN JAN TO JUN 2014
VS JAN TO JUN 2013
Source: Estimated from Overseas Visitor Survey
Source: Disembarkation/Embarkation cards
• Excluding SEG expenditure, Indonesia, PR
China and India were Singapore’s top three TR-
generating markets in Q1 2014, accounting for
39 per cent of overall TR (excluding SEG).
• TR (excluding SEG) from Hong Kong and Japan
had the largest year-on-year growth, boosted
by an increase in per capita spend by business
travellers.
• China’s TR registered the largest decline (excluding
SEG), compared with the same period last year,
due to a sharp drop in arrivals from January to
June 2014.
• Singapore’s International Visitor Arrivals (IVA)
stood at 7.5 million, down 3 per cent from the
same period last year, attributed to weaker visitor
arrivals in Q2 2014.
• Indonesia, PR China, Malaysia, Australia and India
were Singapore’s top five international visitor-
generating markets, accounting for 53 per cent
of total IVA from January to June 2014.
• The rise in Hong Kong visitor arrivals was boosted
by the introduction of new flight connections by
low-cost carrier Scoot airline. Similarly, the growth
in South Korean visitors was also boosted by the
introduction of low-cost carrier Scoot’s Singapore-
Seoul route from June 2013, and could have been
further aided by the stronger Korean won.
TOP 10 MARKETS FOR INTERNATIONAL VISITOR ARRIVALS (’000S),
JAN – JUN 2014
TOP 10 MARKETS FOR TOURISM RECEIPTS* (IN S$ MILLION),
JAN – JUN 2014
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W E B S I T E
SB
A New and Improved
YourSingapore.com
After five years, YourSingapore.com is getting a new look and
feel. With better than ever usability, interface and features, the
revamped website provides a more interactive experience for
users. The new YourSingapore.com is currently in Beta mode
and was officially launched this October at ITB Asia. A mobile-
friendly version has also been created, with in-built post-arrival
functionalities such as information on the distance between a
user and a particular attraction.
YourSingapore.com was launched in 2010 and garnered
good reviews, winning the Best Web Design Award in
Marketing Magazine’s 2011 Agency of the Year Awards (also
known as The MARKies). While the previous webpage has
been tremendously successful in engaging our target audience,
it is necessary to continually review its relevance in an ever-
changing technological landscape.
The rise of social media and the phenomenon of mobile
communications have altered consumer behaviour. Today’s
travellers are inspired by the growing number of travel sites and
blogs, social media influencers, as well as recommendations
from friends and family. Taking the changing travel
patterns of our visitors into consideration, we crowdsource
our information and rely on content aggregators to curate
information into easy and readable pieces. Also, users can be
directed to blogs and sites like Expedia, Tripadvisor, CNN
Travel, which are informative sources of user-generated
content. Social media sites — Facebook, Twitter and
Instagram — help to feed consumers’ wanderlust. Photos
and posts of lush beaches, fabulous food and exotic locales
entice people to experience these destinations for themselves.
Our vision for the new YourSingapore.com is to deliver
the best suggestions and stories that can inspire our audience
and reinforce their desire to visit Singapore. This means
a shift from a factual directory-style listing of events to
narrating richer stories about the experiences that Singapore
has to offer. The content will be curated from various
platforms to deliver authentic and compelling stories to
encourage travellers to make that trip to Singapore and
experience it for themselves.
17 – Sep/Oct 2014

YourSingapore.com will also be available in more languages. These sites will be progressively rolled out through 2015 and 2016 and visitors
from China, Indonesia, Korea, Thailand, Japan, Vietnam and Germany will be able to browse the website in their local language.
LOCAL
CONTENT
PROVIDERS
WHAT YOU CAN EXPECT FROM THE NEW SITE
LOCAL
PERSONALITIES
LOCAL
EXPERIENCES
AUTHENTIC
REVIEWS
LOCAL
OPINIONS
We have partnered some of the best and most popular content curators on the island to feature credible
third party insights, including Time Out Singapore, Honeycombers, I-S Magazine, City Nomads and
Going Places. Articles from these sites are written by locals and expats based in Singapore. They know the
country well and go beyond merely the usual tourist attractions to highlight the different facets of Singapore,
including the genuine heartlands experience and the burgeoning creative and arts scene in Singapore. With
fresh insights provided by these stories, the YourSingapore.com audience will be exposed to both the variety
of iconic attractions and the unique aspects of Singapore.
YourSingapore.com will feature stories and perspectives from local
celebrities, chefs and artists. Anthony Chen, multi award-winning
filmmaker of Ilo Ilo and KF Seetoh, CEO of Makansutra, have shared
insights on this city that they love and live in.
Selfies, holiday snaps and food photos are well-loved by all.
YourSingapore.com will tap on this universal passion for storytelling
through images to showcase authentic Singapore stories as told
by travellers and locals. The website has been integrated with the
YourSingapore account on popular social media platforms such as
Facebook, Instagram and Twitter to feature some of the best photos
and videos from our users.
Recognising the heavy reliance on the consumer voice during
the travel decision making process, we have partnered with
TripAdvisor and Foursquare to feature reviews of visitor
experiences in Singapore. These reviews will help to enhance
the travellers’ trip research and planning process, while inspiring
them to visit Singapore.
Local pundits and opinion makers across different industries have contributed towards the content and
the design of the website.
• KF Seetoh, Raymond Lim, Director of Les Amis Group Corporate Office and Andre Chiang, Award-
winning Michelin star chef of Restaurant Andre, helped us define the top 10 signature dishes every
traveller should try in Singapore.
• Local artist Samantha Lo designed the quirky icons on the website, lending it a local slant.
• Architecture experts Johannes Widodo, Associate Professor, Architecture, NUS; Colin Seah, Design
Director, Ministry of Design and Chern Jia Ding, Assistant Director, Architectural and Inspectorate,
helped to pick some of the best examples of modern and classic architecture in Singapore.
Check out www.yoursingapore.com today! We welcome Singaporeans and travellers
alike to build the Singapore story with us. Share your photos and posts with us
using the following hashtags: #sgnature #sgnightlife #sghistory #sgarts #sgdining
#sgculture #sgneighbourhood #sgarchitecture. These posts and photos will be
regularly reviewed by our digital and editorial team, to select the best content for
YourSingapore.com and our social media channels. Videos, images, blog posts,
stories, can also be shared with us at STB_editorial@stb.gov.sg.
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Tourism Court
1 Orchard Spring Lane, Singapore 247729
T +65 6736 6622
F +65 6734 7223
www.stb.gov.sg
SINGAPORE TOURISM BOARD
DISCLAIMER
P@SSPORT is a publication by the Singapore Tourism Board (STB). All information is correct at time of printing. Articles may not be reproduced without STB’s permission.
PHOTOS COURTESY OF: Singapore Tourism Board, Reed, DP Architects,
Princess Cruises, TravelRave, A Better Definition, STPB Annual Report 1970/71,
STPB Annual Report 1984/85, Energy Market Authority, Singapore Garden
Festival, HiMSS Asia Pacific, Singapore GP Pte Ltd, Singapore Green Building
Week, Singapore Sports Hub, Singapore Wine Fiesta, Amber Lounge,
GettyImages, Darren Soh, Paul Lakatos, Zexsen Xie.

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