Tourism Board (STB) is the country’s leading economic development agency for
tourism, one of Singapore's key service sectors.
Our Vision: A vibrant and inspiring Destination
Singapore that we are proud of.
To shape a dynamic tourism landscape for
Singapore in partnership with industry and community.
Tourism is an
important economic pillar for Singapore. As the lead agency for Singapore
tourism, STB strives to ensure sector excellence through long-term strategic
planning, by forging partnerships, and driving innovation. It continues to
market Singapore’s multi-faceted appeal as a premier business and leisure
destination, and offer empowering and customised experiences through the “Your
Singapore” destination brand.
STB also regularly
reviews and updates the tourism regulatory framework to ensure its relevance in
the current business environment, while providing support and incentives to
catalyse the private sector to take the lead in investing for growth.
To navigate the
tourism sector through an increasingly complex tourism landscape, STB is
pursuing Quality Tourism – a model of tourism development that emphasises
economic contribution, innovative and competitive industry and an engaged local
populace, it calls for four pathways to success:
Residing within the
Experience Development Group of STB is the Singapore Exhibition and Convention
BureauTM (SECB). SECB consists of two divisions - Conventions,
Meetings & Incentive Travel and Exhibitions & Conferences.
SECB is the lead government agency for the business events sector in Singapore;
its mission is to champion business travel and business events as key drivers
of the tourism sector and enablers for cluster growth in Singapore.
It assists business event organisers, corporations and associations by
providing comprehensive and impartial information on Singapore's MICE
facilities, venues and industry partners.
The Bureau also works to create a vibrant Business & MICE environment with
strong industry players, robust alliances, world-class infrastructure and an emerging
pool of MICE talent. It forges closer industry collaborations and helps
industry players to further strengthen their capabilities.
The SECB is a member of the BestCities Global Alliance, the world's first
convention bureau alliance with twelve convention bureaus that deliver a world
class service experience for meeting planners.
Find out more about SECB.
The Corporate Group
ensures efficient operation and provides effective support that contributes to
the organisational growth of STB. It comprises the following Divisions - Human
Resources & Organisation Development, Finance & Corporate Advisory,
Compliance & Corporate Services and Legal.
Development Group comprises the following Divisions – Cultural Precincts
Development, Lifestyle Precincts Development, Tourism Concept Development, Arts,
Entertainment & Integrated Resorts, Sports, Attractions, Dining, &
Retail, Conventions, Meetings & Incentive Travel and Exhibitions &
The Group takes the lead in developing original tourism concepts and
experiences, building distinctive and sustainable precincts, to shape a unique
and holistic visitor experience.
It cultivates strong partnerships with relevant stakeholders to strengthen
Singapore's appeal as a top-of-mind destination for international travellers.
The Group also works
with players in the Meetings, Incentive Travel, Conventions and Exhibitions
(MICE) industry, to strengthen Singapore's position as a premier business and
MICE destination, and create, attract and grow more business events in
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.yoursingapore.com).
The Group comprises the following Divisions – Communications and Marketing
Capability, Industry Marketing, Digital & Content, Brand and Marketing
Planning & Partnerships.
The Policy and Planning Group
comprises the following Divisions – Infrastructure Planning & Management,
Strategic Planning & Incentive Policy, Hotels & Sector Manpower, Travel
Agents & Tourist Guides and Cruise.
The Group takes the lead for policy and strategy issues across STB's core and
key industries, in areas such as industry capability, manpower and service
quality. It also administers tourism incentive schemes working towards
sustainable growth for the tourism sector.
In addition, the Group manages the regulatory environment for hotels, travel
agents and tourist guides which includes licensing, ensuring compliance, as
well as policy and regulatory reviews. The Group also works with cruise lines
and Southeast Asian cruise businesses to grow Singapore's cruise industry by
attracting cruise lines to operate their ships through Singapore and in turn
expand the opportunities for the cruise business.
International Group comprises an integrated network of 20 Regional Offices and 3 Marketing Reps which
actively promote Singapore as a comprehensive leisure and business destination,
and strengthen the country's market presence in their respective regions. Their
main responsibilities include:
The Regional Offices also engage target customers, important partners and
clients through various trade engagement sessions, familarisation trips and
participation at tradeshows.
The Regional Offices are located in the following areas:
STB also has
Marketing Representatives in the following locations: Taipei, Chennai
out more about our Regional Offices.