With its borders now fully reopened, serious work is now beginning for Singapore's travel scene as the Singapore Tourism Board (STB) doubles down its multi-faceted efforts to attract visitors back to the country.

But don't expect Singapore to rely on its previous formulas or templates though. Instead, tourism stakeholders in the country are adopting an innovative and reimagined playbook to position the country as a destination of choice for international visitors.

Looking ahead, differentiating Singapore with other destinations through high service levels, quality of experiences and guest engagement will be a key focus, STB chief executive Keith Tan stressed at the Tourism Industry Conference 2022.

"Many competitors have reopened, everyone is intensifying their inbound tourism campaigns. We must do likewise, in ways that differentiate us."

Here's an overview of Singapore’s efforts and plans to re-engage and invite the world back in the immediate months and years ahead.

Recapturing travel through SingapoReimagine international campaign

"While it will take a few years for international demand for travel to return to pre-pandemic levels, we need to effectively recapture pent-up travel demand in the immediate term to speed up our tourism recovery," said Singapore Minister of State Alvin Tan.

This would mean an intensification of efforts for SingapoReimagine, STB's international recovery campaign, to welcome travellers to realise their passion for travel through fresh and innovative experiences in Singapore.

The top 10 visitor markets of Singapore will be prioritised, according to STB's marketing group executive chief Chang Chee Pey, with several B2C initiatives already rolled out in India, Australia and Indonesia.

Destination awareness will be boosted through partnerships with travel industry partners including Singapore Airlines, Qantas and Changi Airport, as well as regional airlines like AirAsia, Scoot and Jetstar; major OTAs like Expedia, Agoda, Klook and Traveloka; and media and entertainment partners like WarnerMedia.

In 2H 2022, STB will also launch a new incentive programme that will offer visitors complimentary experiences to explore Singapore in more unique and unusual ways, Chang revealed.

"We have survived, and the light at the end of the tunnel is real and getting bigger," said Singapore Tourism Board's Keith Tan during the Tourism Innovation Conference 2022. Photo Credit: Singapore Tourism Board

Longer term goals set for Tourism 203X

To retain the destination attractiveness in the longer term, Singapore also has identified several focus areas in its “Tourism 203X” plans and strategies.

This involves defending and growing Singapore's position as a leading business hub where high-quality MICE events in sustainability, urban solutions, food security, energy security, fintech and advanced manufacturing call home.

As well, Singapore is also keen to develop a wide range of accessible experiences and raise its "quotients" in three key areas.

i. Sustainability quotient: Sustainability is no longer just about reducing carbon footprint. STB will work with various tourism segments and associations to benchmark sustainability performance against other international destinations. Industry players are encouraged to "think expansively" to weave sustainability into all touchpoints, stories, experiences as well as business and operational processes.

ii. Wellness quotient: To grow Singapore as an urban wellness haven, a wide array of accessible experiences will be develop to support the holistic wellbeing of leisure and business visitors. Visitors can expect new offerings such as the inaugural Singapore Wellness Festival in June this year, multi-sensory pop-up and wellness masterclasses at Gardens by the Bay, and a series of art, wellness and mindfulness programmes at National Gallery Singapore.

iii. Fun quotient: To dial up the fun factor, industry players are encouraged to partner with well-loved brands and IP, or introduce more hands-on, educational experiences, so that visitors are not coming back to "the same old places". Upcoming experiences include Avatar: The Experience and Hell's Museum at Haw Par Villa, while evergreen attractions such as Orchard Road will also boast new additions such as Somerset Skate Park, an integrated facility where visitors can skate, surf, ski and snowboard.