For the first time since the establishment of its republic in 1965, Singapore has unified the efforts of its tourism and business boards to market the country globally. The Singapore Tourism Board (STB) and the Economic Development Board (EDB) have jointly launched a new brand/slogan—Passion Made Possible—that aims to promote The Lion City as a leisure and business destination.
Passion Made Possible showcases the attitude and mindset prevailing over Singapore. At the same time, it serves as a platform for its nationals to market their culture and heritage internationally. The concept was derived from results of a global poll, which asked up to 4,500 respondents from across the globe about what they think Singapore stands for.
The new brand and slogan takes a different approach compared to previous campaigns—STB’s YourSingapore and EDB’s Future Ready Singapore. To communicate the message across, Passion Made Possible is backed by a unified tourism campaign that focuses on real stories of Singaporeans who exemplify the nation’s “passionate, never-settling spirit of determination and enterprise.” The campaign also promotes Singapore’s cultural diversity and rich food heritage. Check out its video-ad here:
Passion Made Possible
“With Passion Made Possible, STB is presenting a brand that can tell a fuller Singapore story beyond just tourism,” said STB Chief Executive Lionel Yeo. “This brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people.”
Yeo added that the joint brand will appeal to more sophisticated tourists who constantly seek for more aspirational value propositions when they travel. It will also set more personal and deeper connection with the country.
Meanwhile, in a business perspective, the new brand signals the country’s shift from being an investment-driven economy to being an innovation-led one. “Singapore and Singaporeans are where we are today because we pushed the limits of what’s possible, and did not allow constraints to hold us back,” said EDB Chairman Dr. Beh Swan Gin. He added that companies in the country continue in creating products, solutions, and services that pose stronger impact in the Southeast Asian region.
During Passion Made Possible‘s launching in SG. In photo (from left): STB Chief Executive Lionel Yeo, Trade and Industry Minister S Iswaran, STB Chairman Chaly Mah, and EDB Chairman Dr. Beh Swan Gin
Global unveiling
STB and EDB are set to jointly unveil Passion Made Possible in various cities across Asia-Pacific, the US, and Europe through trade events, industry partnerships, and marketing campaigns.
In the Philippines, Passion Made Possible will be rolled out via the Singapore Travel Showcase, which is set from September 15 to 17, 2017 at the SM Megamall Fashion Hall. The three-day fair will feature different collaborations between Singaporean personalities and Filipino opinion leaders and icons.
Singapore Travel Showcase will also offer practical travel and airfare deals and facilitate fun activities, performances, and programs highlighting the best of Singapore, including popular consumer brands like Irvins Salted Egg, Benjamin Barker, and Naiise.
Summary of SG’s tourism
Singapore is a small nation where its current population of 5.6 million people is exceeded by about three times by the volume of tourists who come. In 2016, international visitor arrivals rose by 8% to a record 16.4 million tourists from 15.2 million in 2015, based on data from STB.
The top international visitor-generating markets in 2016 were (by rank) Indonesia (2.9 million), China (2.8 million), Malaysia (1.1 million), India (1.09 million), and Australia (1.02 million), according to STB. The Philippines was the seventh top origin of tourists to Singapore with 692,000, following Japan where 784,000 tourists came from.
Total tourism receipts in Singapore in 2016 jumped 13% year-on-year to $24.6 billion. STB data indicate that most of the visitors spent more on shopping (51%), hotel accommodation (26%), and food & beverage (20%). Some visitors also spent Singaporean dollars on sightseeing and entertainment & gaming.
