New Destination Brand ‘YourSingapore’ to be Showcased at Arabian Travel Market

Published April 4th, 2010 - 07:23 GMT

Singapore Tourism Board’s (STB) recent brand evolution from ‘Uniquely Singapore’ to ‘YourSingapore’ is to be showcased at the Middle East’s largest travel trade tradeshow, the Arabian Travel Market (ATM) from 4-7 May.

The brand evolution to ‘YourSingapore’ underpins Singapore’s strength as a travel experience that can be easily personalised due to the concentration of sights, sounds, tastes, culture, and attractions, coupled with superb ease of access to provide unparalleled user-centricity.

At the centre of the brand evolution is an  interactive website   that has been developed in response to the rise of digital and social media, and the shift in the way that people plan and book travel: from passive content consumption to active engagement.

ATM attendees will be able to experience the new website and view a wide range of multimedia elaborating on Singapore’s rapid transformation, and get a sneak preview of the STB’s latest commercial at the Singapore pavilion.
“In the past few years, the way people plan and book travel has fundamentally shifted from passive content consumption to the active engagement of individuals through digital and social media. This is particularly true in the Middle East, which is experiencing the world’s fastest Internet penetration growth rates,” said Jason Ong, Area Director for the Middle East and Africa, Singapore Tourism Board (STB).

“YourSingapore was developed in response to this growing influence of digital media and the rise of virtual communities, as well as consumer demands for personalized travel plans. It positions Singapore as a future-facing and inspiring destination that will appeal to the region’s tech-savvy traveller, who can take a virtual tour of Singapore before making their own trip a reality. We anticipate that the new brand and website will prove a great success in the Middle East,” Ong added.

Last year Singapore saw a 2.7 percent increase in visitors from the Middle East, with a total of 117,000 visitors arrivals from the region. STB is predicting record tourism numbers for 2010, forecasting total annual visitor arrivals to hit between 11.5 million and 12.5 million – up from 9.7 million in 2009 – alongside a rise in tourism receipts to between S$17.5 billion and S$18.5 billion.

The opening of two new multi-billion dollar Integrated Resorts – Resorts World Sentosa and the Marina Bay Sands – are expected to attract Middle East visitors who are looking for world-class accommodation, entertainment, shopping and dining experiences.

Resorts World Sentosa began operations in January and features South East Asia’s first Universal Studios Theme Park. Universal Studios Singapore brings to life the best movie-themed attractions packed within seven zones ranging from Hollywood, Far Far Away™ to Sci-Fi City™ and The Lost World™. The park features 24 thrilling rides and attractions, including the world’s ONLY Madagascar theme park, creating a fun-packed destination for both the young and the young at heart.

Meanwhile, the first-phase of Marina Bay Sands, launching on April 27, will see the opening of 963 hotel rooms, part of the designer shopping mall and convention centre, as well as six celebrity chef restaurants and a casino, offering a luxurious experience for all travellers.

“With the global travel industry expected to recover this year and with Singapore offering an even more compelling suite of tourism experiences, including the two Integrated Resorts, we are confident of achieving record results for the tourism sector this year,” Ong concluded.

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