Operating under the “Singapore” brand – Singapore Tourism Board: Hope travelers rediscover with heart

▲ Zhou Zhenxing, Director and Chief Representative of the Singapore Tourism Board’s Greater China region. (Photo / Reporter Chen Ziying)

Reported by Chen Ziying / Taipei

Singapore has always been a country favored by international travelers. On the 6th, Zhou Zhenxing, Director and Chief Representative of the Singapore Tourism Board’s Greater China region, together with Guan Shumin, Head of the East China Office, met with the media in Taiwan. Zhou stated that Singapore tourism has always been operated based on brand philosophy, and hopes that when Taiwanese travelers think about going abroad, Singapore will be their first choice. The most important core concept is to “rediscover Singapore with heart.”

Zhou further explained that in the past, travelers’ impressions of Singapore were mostly of large attractions such as Marina Bay and Universal Studios. However, the beauty of Singapore can actually be discovered in its alleys and lanes. In recent years, Singapore has placed greater emphasis on highlighting its culture and creative arts. In its marketing efforts, a series of “rediscover with heart” campaigns have been used to create the travel atmosphere of Singapore. Zhou believes that even travelers who have visited Singapore before may find it different upon returning recently. He said, “We even hope that travelers can feel at home in Singapore.” Zhou also noted that the Singapore Tourism Board manages Singapore as a brand, believing that gaining travelers’ genuine recognition of the Singapore brand is more important than numerical growth.


▲ Guan Shumin, Head of the East China Office of the Singapore Tourism Board. (Photo / Reporter Chen Ziying)

Guan Shumin, Head of the East China Office of the Singapore Tourism Board, said that in terms of events, Singapore hopes to give travelers a “trendy” feeling. There are also continuous new constructions and shopping malls locally, or the F1 Grand Prix, which attracts a large number of travelers every year. Events such as F1 and tennis are regarded as key promotional focuses for Taiwanese travelers in the future, and convention design and incentive travel will also be key promotion directions. In addition, Guan mentioned that cruises will also be one of the directions for tourism development in Singapore, with an increasing number of cruise ships making stops. In summary, the travel landscape of Singapore will become more diverse and enriched.