Problem Solved #1: Singapore's solution for rebuilding the tourism economy
To mark the launch of our new manifesto – setting out The Drum’s editorial mission to help readers solve their problems – we’re christening today Solutions Day on thedrum.com. And to set the tone, over the course of 24 hours our team of worldwide journalists will be spotlighting 24 recent examples of times when our industry demonstrated its remarkable talent for solving problems.
‘We have to chart a new path’: Singapore tourism marketing chief on a post-pandemic world.
Problem: 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.
Solution: Singapore is working closely with its partner agencies and the industry to chart a new path forward for tourism, by transforming its businesses and building new capabilities
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These include helping dance club Zouk Singapore engage its fans by introducing its digital initiative Zouk Digital featuring daily live-streamed and pre-recorded content including personality interviews, cocktail classes, DJ sets, fitness sessions and gaming streams.
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Another STB partner agency, the Wildlife Reserves Singapore, launched a ‘Hello from the Wild Side’ initiative that enables the public to engage with the animals virtually through video meetings with the 'animal ambassadors' and interactive tours of the unique enclosures where participants can observe feeding and enrichment activities in real-time.
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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.
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Lynette Pang, the chief marketing officer at Singapore Tourism Board said: “To prevent a resurgence of Covid-19 infection cases, we are taking a phased and calibrated approach in the reopening of our tourism businesses. We are also reopening our borders in a progressive and calibrated manner,” she explains.
“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.”
Read more Problem Solved articles in our Solutions Day hub.