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Tourism Industry Conference 2025
Empowering the Next Bound of Tourism Growth. Discover highlights from the Tourism Industry Conference 2025, where we share key areas of opportunities that can empower the next phase of tourism growth for Singapore as we look to the future.
Last updated 22 April 2025
About TIC 2025
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Tourism Industry Conference (TIC) 2025
Held annually, the Tourism Industry Conference (TIC) is organised by STB and attended by tourism stakeholders, related businesses, and media. This year’s theme, Empowering the Next Bound of Tourism Growth, focuses on identifying key opportunities that can drive the next phase of tourism development for Singapore as we look towards the future.
Key Highlights from TIC 2025
Opening Address by Minister for Sustainability and the Environment and Minister-in-charge of Trade Relations, Ms Grace Fu
Ms Grace Fu opened the Conference by highlighting 2024’s record-high tourism receipts. She also shared Tourism 2040 (T2040), STB’s roadmap to grow and future-proof the tourism sector, and the vision to achieve $50 billion tourism receipts by 2040. Minister reiterated STB’s commitment to working with our industry partners to ensure Singapore remains a vibrant, world-class destination.
Read the full speech by Ms Grace Fu
Presentation by Chief Executive, Singapore Tourism Board, Ms Melissa Ow
Ms Melissa Ow opened her presentation by celebrating the tourism sector’s achievements, including achieving a record high of $29.8 billion in tourism receipts. She shared STB’s global marketing strategies, partnerships, and investments in new attractions and experiences which we can look forward to in 2025 and beyond. Looking ahead to Tourism 2040, she underscored Singapore’s focus on enhancing tourism through three pillars – capturing Demand, strengthening Destination attractiveness, and continuing to Develop our tourism industries – to ensure the city remains a world-class destination and global hub for quality tourism growth and a home which we proudly advocate for.
Read the full speech by Ms Melissa Ow
Tourism 2040: Setting the Stage for Long-Term Growth
The Tourism 2040 video envisions the future tourism landscape of Singapore and invites tourism industry stakeholders to build Destination Singapore with STB.
Future of Fans: Harness the Power of Data to Engage our Customers
Presentation by Assistant Chief Executive, Singapore Tourism Board, Marketing Group, Mr Kenneth Lim
Mr Kenneth Lim highlighted the success of recent campaigns including 'Made in Singapore' and high-profile collaborations like Coldplay's 'Man in the Moon' music video. He announced STB's strategic shift towards data-driven marketing, leveraging ten distinct traveller portraits to better target four high-potential growth segments: Families with Kids, Early Careers, Established Careers, and Active Silvers. Moving forward, STB will strengthen its destination marketing through data collaboration with partners, and enhancing our consumer research methodology leveraging GenAI and other research techniques to better understand and respond to evolving consumer behaviour and trends.
Presentation deck by Mr Kenneth Lim
Presentation by Vice President, Mastercard Services, Mr Bai Zhiyong
Mr Bai Zhiyong showed how Mastercard worked with STB to gain deeper understanding of travellers by mapping STB’s traveller portraits with Mastercard’s transactional insights—revealing richer, more actionable views of traveller behaviour which could be used to more effectively drive marketing campaigns. From the pilot analysis, he shared key trends and spending behaviours of the traveller portraits with a focus on the Australian corridor as a key example. A deep dive session will be organised for interested participants who register by April 25.
Presentation deck by Mr Bai Zhiyong
Market Insights: Current Trends and Emerging Opportunities
Sharing by Assistant Chief Executive, Singapore Tourism Board, International Group, Juliana Kua
Ms Juliana Kua’s presentation examined the 2024 performance of STB’s major source markets in terms of arrivals and spend, and provided insights into travel and spend behaviours. She also covered the outlook and key priorities for the markets for 2025. Ms Kua also shared emerging markets with growth potential for both mid- and long-term and outlined STB’s interests in exploring these markets while also seeking industry partners’ feedback to deepen understanding.
Presentation deck by Ms Juliana Kua
Presentation decks by STB's Regional Offices:
About the Tourism Industry Conference
The Tourism Industry Conference is organised annually by STB as a collaborative platform for the tourism and travel sector to discuss strategies and opportunities for the sector moving forward.