Singapore's tourism industry is poised for a year of quality growth in 2023, said Keith Tan, chief executive of Singapore Tourism Board (STB). “If 2022 was the year of reopening and recovery, then 2023 must mark the year we return to our pursuit of quality growth,” declared Keith Tan at the STB’s Tourism Industry Conference on 5 April.

With the global resumption of outbound travel, increased flight connectivity and capacity, and a full return to normal life in Singapore and around the world, STB revealed that Singapore’s arrivals in March also surpassed the one million mark for the first time since the pandemic.

“We remain cautiously optimistic for our forecast, but if all goes well, we expect our tourism sector to recover to pre-pandemic levels by 2023,” said Singapore Minister of State Alvin Tan during STB Tourism Industry Conference’s opening speech. 

The momentum of growth in Q1 2023 is encouraging, with over 2.9 million visitors staying an average of 3.97 days. In 2023,  international visitor arrivals are expected to reach 12 to 14 million and tourism receipts to reach S$18B to $21B. Asia Pacific and China will be the main sources of international visitor arrivals in the coming years as the region continues to reopen.

The three ‘R’s to Singapore’s tourism future

The new Science Centre in the Jurong Lake District is expected to be completed by 2027.

Keith Tan expressed his confidence in sustaining this growth with a focus on sustainability, innovative marketing strategies, and upskilling the tourism workforce. But Singapore is not one to rest on its laurels, and the STB has drawn up the three 'R's strategy to guide the tourism sector towards quality growth.

To redefine the destination, Singapore will continue to place a focus on building a portfolio of high-quality attractions, hotels, events, and tour experiences, said Keith Tan, highlighting several upcoming attractions, including the Peranakan Museum, Palm Ave Float Club, and the new Science Centre at the Jurong Lake District. Additionally, upcoming hotels such as the Pan Pacific Orchard and Mondrian Singapore Duxton will set to become attractions and destinations by themselves when they open.

To reconnect with fans and capture market share and build mindshare among future visitors, STB will amplify its marketing efforts through a global network of strategic partners. STB will focus on six key competitive positionings of Singapore, including being a leading MICE destination, a top culinary destination, and a multi-cultural hub. To better understand and target consumers, STB will also use data analytics.

Additionally, the board will invest in new channels and explore innovative pilots to engage new audiences in virtual environments, such as e-sports or the metaverse. Alvin Tan also unveiled a S$10 million “Singapore On-screen Fund” joint fund by STB and IMDA that supports entertainment content that promotes Singapore as a destination by media conglomerates, streamers, and production studios with regional or global networks.

To reinvent the industry, STB is focusing on deepening the quality of human capital in the tourism sector with the Tourism Careers Hub (TCH). The TCH provides career coaching, support for upskilling, and job matching for individuals and companies. On top of that, STB is further supporting businesses in their transformation journey to raise productivity through the Business Improvement Fund and digital transformation efforts. The Attractions Tech Roadmap, launching in Q2 2023, will guide attractions on how to digitalise and transform their key business functions.

World-class attractions and experiences 

Singapore has other developments in the works, including the Bird Paradise opening in May that is home to 3,500 birds from over 400 avian species; the inaugural Olympic Esports Week in June; Sentosa Sensoryscape launching in Q4 this year, a multi-sensory walk with a day-to-night experience connecting Resorts World Sentosa, Imbiah Lookout and the beachfront; Disney Cruise Line’s debut in Southeast Asia; new concept hotels like Raffles Sentosa Resorts & Spa Singapore, the first all-villa hotel in Singapore, and Artyzen Singapore that embeds Singapore’s rich Peranakan culture and history into the building, interiors and service philosophy.

Sentosa Sensoryscape is an experiential sensory public park that links the urban heart to the natural wonders of Sentosa. Photo Credit: Multiply Architects LLP

Quality tourism: Value over cost

Singapore has pursued a quality tourism strategy since 2013, with an emphasis on providing high-quality experiences to visitors rather than offering low prices. “This strategy is a logical step for us as Singapore’s fundamental economic realities mean that we will never be a low-cost destination for tourism,” said Keith Tan. In place, the industry should focus on offering visitors the right value for their money, which can be seen across all aspects of the industry, from top-notch hospitality to culinary experiences like Michelin-starred restaurants.

“Quality tourism must focus on securing quality investments into the tourism sector here, to continually grow and upgrade the ‘lifestyle infrastructure’ of Singapore,” Keith Tan added, encouraging Singapore’s tourism stakeholders to work together in “building up the lifestyle infrastructure of Singapore is necessary for making Singapore not just a liveable city, but a loveable one too.”

Odette is one of the 52 restaurants in Singapore to be awarded the coveted stars under the 2022 Michelin Guide Singapore. Photo Credit: Facebook/Odette

Transformation of Orchard Road 

As Singapore continues to enhance its “lifestyle infrastructure”, the government is implementing several quality tourism initiatives, such as the revitalisation of Orchard Road. Alvin Tan unveiled several exciting offerings in the works for Orchard Road, including Trifecta, a new sports-themed attraction at Somerset Belt; a new 3,000-person events venue at the former Grange Road car par;, and new and refurbished hotels like Pan Pacific Orchard and Grand Hyatt Singapore.

The government is also collaborating with the private sector on various projects, such as enhancing the wayfinding system and street furniture along Orchard Road's pedestrian mall, creating a larger green space with a new nature play garden, and developing a sustainability roadmap to reposition Orchard Road as a leading and sustainable lifestyle precinct. These initiatives are expected to be completed progressively from 2025.

Sustainable urban destination 

Having recently been the first country to achieve a GSTC certification at a country level, with more efforts being made to increase Singapore’s sustainability quotient to develop a new criteria for MICE and attractions with Global Sustainable Tourism Council (GSTC), Keith Tan envisions the Lion City to become more sustainable and eco-friendly, with plenty of blue and green spaces to relax and recharge. The tourism chief believes that by achieving these goals, Singapore will become the world's most attractive and sought-after city destination for visitors, as well as a great home for its people.