Boosting the travel agent industry’s capabilities with a series of initiatives under the Travel Agent Roadmap

Singapore, 2 August 2016 – The Singapore Tourism Board (STB) and the National Association of Travel Agents Singapore (NATAS) have jointly launched the Travel Agent (TA) Roadmap today at the inaugural Travel Agents Industry Forum. With a vision of enabling travel agents to go beyond ticketing and order-taking to become designers of travel experiences, the Roadmap seeks to enhance the capability and sustainability of the travel agent industry. This will be done through the three main focus areas of Business Transformation, Technology and Manpower, and supported by tailored initiatives.

"Travel agents are important players in the travel and tourism ecosystem. They contribute to the vibrancy of our economy and provide good jobs for Singaporeans. However, with more consumers becoming discerning and going online for their travel needs, travel agents must rethink their businesses in order to value-add and remain relevant, competitive and productive in a dynamic travel landscape" says Lionel Yeo, Chief Executive, Singapore Tourism Board.

STB is committed to partner the industry closely in this journey by encouraging innovation and technology adoption that will be supported by STB's grant schemes such as the Business Improvement Fund (BIF) and Experience Step-Up Fund (ESF), in addition to the facilitation of public and private partnerships that will contribute towards a vibrant travel agent industry.

"We believe the Travel Agent Roadmap can create unprecedented opportunities to bring about business transformation for the travel agent industry, thereby ensuring viability and sustainable growth in the years to come" says Devinder Ohri, President, National Association of Travel Agents Singapore.    

Business Transformation

With online platforms offering an increasingly varied and competitive array of travel products and services, travel agents have to undertake business and job redesign to keep abreast with competition whilst ensuring sustainability. A new Business Transformation Committee will be set up within NATAS, with the support of STB, to assist travel agents on their transformation journey. An area that the Committee will work on is the development of a step-by-step playbook on how travel agents can adopt suitable new business models.


Through the adoption of relevant technologies, travel agents can further enhance their customers' experience from start to finish and reduce operating costs, thereby improving the way their businesses are run today. Technology also holds the key to transforming the travel agent's business by enabling travel agents to do what they could not before. To encourage adoption of technology, STB and NATAS will organise regular technology showcases with an accompanying guidebook on the latest and most relevant technology solutions for travel agents. Innovative prototypes in areas such as data analytics and visitor experience may also be eligible for funding support by STB.


Amidst Singapore's manpower constraints and rising aspirations of prospective employees, the industry requires a multi-faceted approach in order to attract, develop and retain talents. One aspect is the need for robust human resource (HR) practices. In this regard, the Roadmap will bring together a suite of resources that travel agents can readily tap on for HR excellence, such as capability toolkits, diagnostic tool, mentorship programmes, skills training and seminars. STB and NATAS will also focus on engagement efforts with schools and students to increase the awareness of the myriad career options in the travel agent industry.

For more information on the Travel Agent Roadmap, please download the information brochure here[1].

Today's forum also featured a technology showcase by more than 15 vendors about the latest solutions for travel agents, such as travel management solutions, inventory management and augmented reality tools. Information booths by STB, SPRING Singapore, Singapore Workforce Development Agency (WDA), the SME Centre and the Singapore Infocomm Technology Federation (SiTF) were also set up for travel agents to find out more about grant schemes and customised assistance for small and medium enterprises (SMEs).


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About the Singapore Tourism Board

The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore's key service sectors. Known for partnership, innovation and excellence, STB champions tourism, making it a key economic driver for Singapore. We aim to differentiate and market Singapore as a must-visit destination offering a concentration of user-centric and enriching experiences through the "YourSingapore" brand. For more information, visit or or follow us on Twitter @STB_sg (

About the National Association of Travel Agents Singapore

​The National Association of Travel Agents Singapore (NATAS) is an industry-led organization representing the travel agents in Singapore.  As the voice of the industry, NATAS supports and spearheads education and training, and it aims to strive for travel excellence by setting and regulating standards of professionalism and ethical conduct of its members.

NATAS aims to promote and foster goodwill, co-operation and understanding not only within the local community, but also with its counterparts in the region and the rest of the world.

NATAS conducts a wide range of events for its members, and these include the biannual travel fairs, seminars and enrichment workshops to educate members, as well as familiarization tours to hotels and attractions to help members get constant product knowledge updates as well as to facilitate potential business partnerships.  It also conducts formal networking sessions where travel agents are given the opportunity to meet new business partners, both from the local and overseas markets.

For more information, please visit NATAS' website at or its Facebook page at​