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Overview
The Singapore Tourism Board champions the tourism sector as a key economic pillar, promoting Singapore as a vibrant and inspiring destination.
Last updated 14 January 2025
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About Singapore Tourism Board
The Singapore Tourism Board (STB) is a statutory board under Singapore’s Ministry of Trade and Industry. We champion the development of Singapore's tourism sector, positioning it as one of the country's key service sectors and economic pillars. We also undertake the marketing and promotion of Singapore as a tourism destination.
Our Vision
A vibrant and inspiring Destination Singapore that we are proud of.
Our Mission
To shape a dynamic tourism landscape for Singapore in partnership with industry and community.
Our Role
The Singapore Tourist Promotion Board (STPB) was founded in 1964 with the mandate to promote Singapore as a tourist destination. This signalled the government’s recognition of tourism’s potential as an important contributor to the country’s economy. Renamed the Singapore Tourism Board (STB) in 1997, the Board expanded our role beyond promotion to establish Singapore as a regional hub for tourism businesses and tourists, making a decisive move towards tourism industry development. STB also plays a crucial role in supporting industry players and engaging with the local community to enhance Singapore’s appeal as a vibrant global city.
STB is committed to sustaining tourism as an important economic pillar. We achieve this through strategic planning, fostering partnerships, driving innovation, and upholding industry excellence.
What we do at STB:
We market Singapore as a world-class business and leisure destination… through our “Passion Made Possible” brand to strengthen Singapore’s global appeal. | We ensure a relevant business environment… by regularly updating the tourism regulation framework and providing support and incentives to catalyse the private sector to take the lead in investing in growth. |
We enhance industry competitiveness… by working collaboratively with industry players to innovate and create value for visitors. STB also aims to facilitate knowledge- and resource-sharing to raise industry capabilities, maximise business opportunities, and forge long-term partnerships. | We cultivate partnerships with the local community… by working with tourism industry partners to nurture public engagement as part of our tourism development efforts. |
Forging ahead, STB pursues Quality Tourism, a model that emphasises innovative enterprise and strong economic contribution.
Quality Tourism
As STB looks ahead to rebuild the tourism sector, we endeavour to bring forth tourism concepts and offerings that will continually excite visitors and locals alike, re-energise the landscape, and provide a competitive environment by supporting our businesses.
The successful return of the Singapore Formula One Grand Prix in 2022 and the resurgence of MICE events like Food & Hotel Asia’s Food & Beverage 2024 signalled a positive return to normalcy for Singapore’s tourism. With a vibrant calendar of events and robust lineup of new tourism offerings in the horizon, the city-state is well-positioned for growth of the sector.
Amidst trends, opportunities, and challenges, we envision the type and nature of tourism development we wish to pursue as Quality Tourism. This model of development comprises three key dimensions of success:
Tourism continues to be an important economic driver for Singapore.
Tourism development results in productive and innovative industries and firms, creating good jobs for Singaporeans.
Tourism products and offerings will attract desired visitor segments, driving visitation and spend.
In order to secure Quality Tourism growth, we will implement medium term strategies and approaches in four pathways:
Pursuing a yield-driven marketing approach
Enhancing destination attractiveness
Supporting industry competitiveness
Building local engagement
Our Corporate Identity
Unveiled in 1997, our corporate identity embodies Singapore’s unique character. Inspired by the architectural details of Singapore’s Peranakan shophouses and featuring a calligraphic “Singapore” script, our logo reflects the modern, multi-cultural yet distinctly Asian nature of our island republic and its people. The distinctive green symbolises our tropical Garden City and the continued growth of Singapore’s tourism sector.