Singapore is undoubted one of the world’s most popular visitor destinations. It is the 5th most visited city by international tourist arrivals based on statistics and rankings by the World Tourism Organization. In October 2012, Singapore bagged Asia’s top city attraction and the best meetings and conference destination at the World Travel Awards. This is thanks in part to the efforts of the Singapore Tourism Board (STB), who champions tourism as a key economic driver for the country and positions it as a must-visit destination, offering enriching experiences through the “Your Singapore” brand and the support from 800 industry partners.


2011 was a record year for Singapore tourism as visitor arrivals reached 13.2 million and tourism receipts hit SGD22.2 billion. STB forecasted some SGD24 billion in tourism receipts and 14.5 million visitor arrivals for 2012. However this government’s economic development agency is not sitting on its laurels. STB’s former Chief Executive Ms Aw Kah Peng remarked that while Singapore’s tourism had performed very well, it was important to “innovate and build stronger, more competitive tourism enterprises which are focused on quality tourism” including deepening the understanding of consumer needs and strengthening industry capabilities.


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