Singapore – Passion Made Possible represents an attitude or belief that Singapore stands for. Singapore is passion made possible: where people with vision, drive, ingenuity and a never-settling spirit, overcome the odds to forge new possibilities that inspire and make a difference.
There are three fundamental shifts to this brand:
1. A unified brand beyond tourism
Over the last five decades, Singapore has built a strong reputation as a global business and tourism hub, recognised for its quality infrastructure, safety, stability, connectedness and accessibility. However, global competition to attract tourists and investments has intensified, and the media landscape has become more crowded and complex. Visitors have become more discerning in their travel choices, seeking to immerse themselves in cultures and build deeper connections with destinations, while international businesses want to create new solutions that make a difference. The unified brand thus aims to communicate the country’s value proposition in addressing the needs of travellers and companies, and help Singapore stand out on the international stage.
2. An inside-out approach
It is usual practice that the consumer is at the focus of the brand process, with the identifying of consumer needs and insights as the start of the process. However, Singapore is not a product, it is a country with many facets.
Hence to go beyond tourism, to build a brand that is authentic and true to Singapore, it is critical to look inwards first.
In the development of this unified brand, STB and EDB had embarked on qualitative and quantitative research with close to 4,500 respondents on what Singapore stands for, reaching out to residents, industry stakeholders, and international audiences in Singapore and across 10 countries . Respondents shared that the themes of ‘passion’ and ‘possibilities’ best reflected the Singapore spirit: While ‘possibilities’ was strongly associated with Singapore as a destination, the ‘passion’ to strive was what drove these possibilities.
3. Standing for an attitude & belief
Passion Made Possible was thus derived to capture the spirit of the nation in a way that builds affinity, affiliation and top-of-mind recall. With the themes of ‘passion’ and ‘possibilities’ entrenched in Singapore’s history and imbued in the nation’s psyche, and told through stories of the people, Passion Made Possible is the embodiment of the country’s track record and tenacity to fulfil passions and continually create new possibilities. By capturing the spirit of the nation, the brand will speak to Singaporeans and residents alike to build affinity and affiliation. For potential visitors and businesses, it will also help entrench stronger top-of-mind recall for choosing Singapore as a destination to visit and invest in.
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:
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.