STB launches S$10m fund to boost visitor experience

THE Singapore Tourism Board (STB) is launching a S$10 million "Experience Step-Up Fund" under its Tourism Product Development Scheme.

"The fund aims to encourage businesses to develop new tourism experiences that will enhance overall visitor experience and satisfaction in Singapore," STB said in a press release on Tuesday.

The fund can also help businesses improve amenities and infrastructure at existing attractions, precincts and retail malls to provide a better visitor experience, it said.

STB has invited proposals for tour development and technology initiatives. Singapore-registered businesses can submit their proposals until Feb 5, 2016.

STB will hold bi-monthly evaluation cycles in October and December this year and in February 2016. Applications are to reach STB by the fifth of the month of the evaluation cycle.

"Increasingly, travellers are . . . not just going for run-of-the-mill city tours but unique ones like back-of-house visits, precinct or interest-based tours," said Choo Huei Miin, director of visitor experience and capability development, STB. "Through the (fund) . . . tourism businesses are also encouraged to adopt innovative technology solutions to up their game."

STB has been doing a number of things to market Singapore as a tourist destination in order to boost languishing arrivals and tourist spend.

In April, STB and Changi Airport Group announced a S$35 million investment in a two-year partnership to roll out a joint marketing campaigns globally and in the key markets of Australia, Indonesia, China and India.

Also in that month, STB said it was setting aside S$20 million for a global marketing campaign to work with domestic industry stakeholders to offer airline, hotel, retail and dining deals.