The Tourism Transformation Index is a self-assessment tool that was developed specifically for the tourism sector.

It is designed to guide Singapore tourism organisations regardless of size and industries to future proof businesses by providing a holistic diagnosis of the current state of transformation, information about where the business stand among industry peers and recommendations to stay relevant and thrive.

Transformation when done right, it will not just hedge business against disruptions, but also to accelerate the potential exponentially, thus the acronym TXI.


Transformative Leadership

A strong leadership leads by example and make decisions that will inculcate an organisational culture that encourages agility, collaborations, experimentation and innovation to advance on their transformation journey.

Customer At the Centre

Customer-led transformation is a radical commitment to understanding customer behaviour, putting customer experience is at the helm of any business decision and deepening customer centricity and engagement to drive positive business outcomes.

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Transformation at Speed and Scale with Strong Enablers

Supporting the transformative leadership and a customer centric transformation would be the key enablers Data, Innovation, Processes and Technology which are platform and processes that helps to augment the business’ transformation agenda.

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TXI is developed for Singapore-based tourism companies that owns and provides products or services to visitors in Singapore.

To ensure TXI score is an accurate representation of your organisation's actual state of transformation, TXI assessment should be taken by your organisation's senior management

Know Your State of Transformation

TXI is a starting point for your organisation's transformation journey. You may use the TXI results to have a conversation with your leadership team to develop or refine your transformation strategy.

Industry & Sector Benchmark

TXI benchmark will allow you to know where your organisation stand amongst peers. Letting you know of the shifts and trends of your industry.

Reports & Recommendations

TXI results and recommendations will guide your organisation to prioritise areas to work on. If you are keen to find out more about the recommended programs, please reach out to your STB account managers for more details.

Access to Exclusive STB Programs

Organisations who have completed their TXI assessment may get early invitations to exclusive STB’s programs.

Learn more about what Digital Transformation means for the industry and find out how your company can tap on the TXI to transform in our white paper “Beyond COVID-19 – Tourism Transformed

Register your interest for TXI today and our account managers will reach out to you shortly

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