The Pacific Asia Travel Association (PATA) is pleased to welcome the Singapore Tourism Board (STB) as its newest government member. STB’s mission is to shape a dynamic tourism landscape for Singapore in partnership with industry and community.
PATA CEO Liz Ortiguera said, “I am truly honoured to welcome the Singapore Tourism Board to the PATA family. Their focus on wellness, innovation and sustainability in the post pandemic landscape is in line with PATA’s mission in acting as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. STB understands that as we look towards recovery, constructive and coordinated cooperation across the region and between all industry stakeholders is critical. I look forward to working with them to support their strategic initiatives and welcome them into the PATA global community.”
Keith Tan, Chief Executive, STB said, “STB looks forward to working with PATA and its members to drive sustainable tourism development and to support the recovery of travel and tourism in the Asia-Pacific. PATA also plays a leadership role in bridging knowledge gaps, fostering cross-cutting cooperation and bringing strategic partners together. We look forward to sharing our experiences and contributing to these efforts.”
The STB is a statutory board under the Ministry of Trade and Industry of Singapore. It champions the development of Singapore’s tourism sector, one of the country’s key service sectors and economic pillars, and undertakes the marketing and promotion of Singapore as a tourism destination.
STB is working towards COVID-resilience and recovery for Singapore, as tourism remains an important economic pillar for the country. The Board has focused its efforts to transform the industry by driving innovation, building digital and marketing capabilities and forging partnerships beyond the tourism industry. Together with tourism stakeholders, STB is also reimagining Singapore’s products and experiences with a focus on areas such as health and safety, technology, as well as sustainability.
STB continues to market Singapore’s multi-faceted appeal as a premier business and leisure destination, and offer empowering and customised experiences. The organisation brings the “Passion Made Possible” brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. This is a unified brand between STB and Economic Development Board (EDB) which will allow the international marketing of Singapore for tourism and business purposes. STB also regularly reviews and updates the tourism regulatory framework to ensure its relevance in the current business environment, while providing support and incentives to catalyse the private sector to take the lead in investing for growth.