The Marketing Group
oversees all matters relating to Singapore's tourism destination brand and
STB's global marketing efforts. This also includes the management of both its
Corporate Website (www.stb.gov.sg) and its Destination Website (www.visitsingapore.com).
The Group comprises the following Divisions – Communications and Marketing
Capability, Industry Marketing, Digital & Content, Brand and Marketing
Planning & Partnerships.
Beyond the traditional role of promoting the
destination, STB also plans, regulates and facilitates the development of the
tourism sector. This is to ensure the sustainable and long-term growth of the
sector, and an increase in the sector's contribution to the Singapore economy.
STB supports, incentivises and catalyses the private sector to take the lead in
investing for sector growth. The areas of facilitation include product,
industry and capability development, financial grants, and tax incentives.
Find out more about the latest industry assistance schemes.
The choice of the Merlion as a symbol for
Singapore has its roots in history. The Merlion commemorates the ancient name
and the legend taken from the "Malay Annals" (literary and historical
work from the 15th or 16th century) explaining how Singapore received its
In ancient times, Singapore was known as Temasek which is Javanese for the sea.
It was then, as it is today, a centre of trade.
At the end of the 4th century A.D, Temasek was destroyed by the Siamese,
according to some historians, but by the Javanese according to others. As
recorded in the legend in the "Malay Annals," Prince Nila Utama of
the Sri Vijaya empire rediscovered the island later in the 11th century A.D. On
seeing a strange beast (which he later learnt was a lion) upon his landing, he
named the island Singapura which is a Sanskrit word for Lion (Singa) City (Pura).
The Merlion, with its fish-like body riding the waves of the sea, is symbolic
of the ancient city of Temasek. At the same time, its majestic head recalls the
legend of the discovery of Singapore by Prince Nila Utama in the 11th century,
when Singapore received its present name.
The Merlion, a symbol to welcome all visitors to Singapore, has since moved. On
15 September 2002, it settled into its new home at Merlion Park, located next
to One Fullerton, overlooking scenic Marina Bay, with the park opened by Singapore’s
Founding Father Mr Lee Kuan Yew.