The Singapore Tourism Board

Presentation onTourism Marketing

Saras AgrawalMTTM 2nd Semester

SINGAPORESingapore, an island city-state off southern Malaysia, is a global financial centre with a tropical climate and multicultural population. In circa-1820 Chinatown stands the red-and-gold Buddha’s Tooth Relic Temple, Little India offers colourful souvenirs and Arab Street is lined with fabric shops. Singapore is also known for eclectic street fare,

served in hawker centres such as Tiong Bahru and Maxwell Road.Currency: Singapore dollar

Prime minister: Lee Hsien LoongPresident: Tony Tan

Official languages: English, Tamil, Malay, Mandarin Chinese, Standard Mandarin

The Singapore Tourism Board (STB; Lembaga Pelancongan Singapura)

is a statutory board under the Ministry of Trade and Industry of Singapore, tasked to promote the country's

tourism industry.

About Singapore Tourism BoardThe board was first established in 1964

and was called the Singapore Tourist Promotion Board ( STPB). In that year,

there were 91,000 visitors. The primary task of STPB was to

coordinate the efforts of hotels, airlines and travel agents to develop the fledgling tourism industry of the

country.STPB was renamed the Singapore

Tourism Board (STB) in 1997

Functions of STB

Tourism Statistics Report & Market Insights

Quarterly Statistic ReportQUARTER ONE 2015 HIGHLIGHTSSingapore remains an attractive holiday

destination in Quarter One (Q1) 2015. Leisure international visitor arrivals (IVA) and tourism receipts (TR), excluding Sightseeing, Entertainment and Gaming, held steady year-on-year.

However, the overall tourism sector continues to face a challenging environment. In particular, a decline was observed for BTMICE visitor arrivals (-16%) and their per capita spending (-9%). As a result, there was a 24 per cent drop in BTMICE TR. Together, these factors dragged down the overall tourism performance in Q1 2015, with TR coming in at S$5.3 billion (-14%) and IVA at 3.6million (-6%).

Gazetted HOTEL ROOM revenue for Q1 2015 was estimated at S$0.78billion, representing a 3.1 per cent decline year-on-year. Even though the average length of stay of visitors in Singapore increased by 3 per cent year-on-year to 3.7 days, gazetted HOTEL ROOM revenue declined due to lower visitor arrivals and lower Average Room Rates (ARR).

QUARTER TWO 2015 HIGHLIGHTS

For Q2 2015, tourism receipts (TR) fell 9 per cent year-on-year to S$5.2 billion, while

international visitor arrivals (IVA) dipped 1 per cent to 3.6 million over the same period in

2014.The decline in tourism receipts was mainly due to lower expenditure in Accommodation and Sightseeing, Entertainment & Gaming (SEG).

Declines were also observed for BTMICE visitor arrivals (-8%) and their tourism receipts (-16%),

which had an impact on the overall tourism performance in Q2 2015. Conversely, visitor

arrivals from the leisure segment grew by 2 per cent with tourism receipts from leisure holding

steady over the same period last year.Gazetted HOTEL ROOM revenue was estimated at $0.7 billion for Q2 2015, down 1.2 per cent year-on-year. Even though the average length of stay remained steady at 3.7 days, gazetted

HOTEL ROOM revenue declined due to lower visitor arrivals and lower Average Room Rates

(ARR).

QUARTER THREE 2015 HIGHLIGHTS

The tourism sector registered good growth in the third quarter of 2105. Tourism receipts (TR) grew 2 per cent year-on-year to S$6.1 billion, while international visitor arrivals (IVA) grew 6 per cent to 4.1 million over the same period in 2014.

The growth in tourism receipts was mainly due to increased expenditure in Food & Beverage expenditure (+9%) and Sightseeing, Entertainment and Gaming (SEG) expenditure (+2%).

Gazetted HOTEL ROOM revenue was estimated at $0.8 billion for Q3 2015, which grew 4.1 per cent year-on-year. Even though Average Room Rate (ARR) fell 3.9 per cent during the same period, the rate of decline slowed compared to Q1 & Q2 2015. Higher room demand in Q3 2015 resulted in an increase of 0.3 percentage point year-on-year in gazetted HOTEL Average Occupancy Rates (AOR), reversing the decline trend observed in Q1 & Q2 2015.

Marketing SingaporeYourSingapore is the destination brand of Singapore, launched on 5 March 2010 at the Singapore Tourism Board Tourism Industry Conference 2010