SingaporeDouble down on what is distinctive about your destination, says Keith Tan

STB CEO Keith Tan provides some timely advice to destinations under siege

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It’s important to focus on what makes your destination standout.
It’s important to focus on what makes your destination standout. Photo Credit: Aaron Massarano/iStock / Getty Images Plus

SINGAPORE - “You have to take the ups and you have to take the downs,” says Keith Tan, CEO of Singapore Tourism in a Web in Travel (WiT) podcast conversation with WiT founder Yeoh Siew Hoon.

Mr Tan said  STB  has responded swiftly to Covid-19, putting in place measures to assist the industry, as well as assemble a Tourism Recovery Action Taskforce.

Yes, there is no denying the pain has been sharp and will get sharper as the virus spreads but Mr Tan believes this is a time for a reset, to get creative, to get reskilled.

Above all, he believes Singapore must not waver from its pursuit of quality tourism. In fact, his advice to other destinations affected by Covid-19 is to keep your eye on your North Star. Dig deep into your brand equity and solidify it.

Asked how destinations in hot zones should move forward, Mr Tan’s advice is not to focus on visitor numbers. “What's more important is to preserve your destinations, brand equity, double down on what is distinctive about your destination, and focus on that.

“Keep hammering on those attributes in your recovery marketing efforts. And make sure that people don't forget those attributes,” Mr Tan added.

Hear the WiT podcast here.

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