Industry and Capability Development

STB conducts regular environment scans and trend analysis to gain external and internal perspectives, ensuring that we remain relevant, and enabling us to formulate long-term strategic plans to remain competitive and grow the tourism sector.

A key component of STB’s sector growth strategy is expanding our target visitor markets. Our extensive network of 19 Regional Offices and six external marketing representatives actively builds mindshare and affinity of Singapore as an attractive leisure and business destination, ensuring Singapore remains top-of-mind in their respective regions.

Working through STB’s Regional Offices, we actively seek and attract investors to introduce new offerings and concepts to drive the growth of the tourism sector.

To sustain and enhance Singapore as a top-of-mind destination, we continually develop tourism offerings with distinct positioning and enhance destination vibrancy through anchoring compelling and growing best-in-class tourism concepts. We also look to explore and repurpose existing spaces creatively for tourism purposes.

Besides developing new tourism hardware and software, we also collaborate with industry stakeholders and government agencies as active partners to drive rejuvenation of existing attractions and products to bring improved experiences for visitors.

STB actively collaborates with the industry, public agencies and educational institutions to build a pipeline of manpower and retain talent. This is done by improving job attractiveness through enhancing career pathways, highlighting opportunities for capability development, and promoting an inclusive and supportive work culture. STB supports ongoing education and training initiatives that focus on upgrading skills, leadership development, and ensuring that educational curricula remain relevant to industry needs.

STB conceptualises and manages high-impact, broad-based projects that foster operational excellence and deliver exceptional visitor experience.

In a dynamic consumer landscape where there is an increasing need to be adaptable and deliver high-quality experiences, businesses must continuously innovate, streamline operations, and deliver exceptional service. To spur and support tourism businesses in their transformation efforts, STB launched the TCube, a hybrid innovation space in 2021 to introduce technology and innovation to the industry through the adoption of a 3-step Learn-Test-Build Framework which has benefitted more than 1,100 tourism companies.

STB also designs assistance schemes and programmes to catalyse the growth of tourism businesses, raise operational excellence, and enhance visitor experience. The schemes support areas such as skills upgrading and talent or leadership development, technology adoption, innovation, and business process improvement.