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Brand & Communications Group | BTMICE Group | Corporate Development Group | F1 Projects Division
Integrated Resorts Division | International Group | Leisure Group | Planning Division
Sector Development Group | Services Divisions



The Brand & Communications Group is responsible for the development, management and the effective and consistent conveyance of the destination brand and sub-brands to all key stakeholders, local and overseas, and potential visitors to Singapore. The Group also collaborates closely with other government agencies and industry partners to identify and implement new initiatives to raise Singapore service standards in tourism-related industries. Together, the Group works in partnership to raise Singapore's brand equity and to ensure that the brand is well-delivered across all touch-points.

The group comprises the following divisions:

Brand Management
The Brand Management division is responsible for developing a compelling destination brand, communicating the brand essence and promise, so as to create positive brand equity. It also ensures that the brand is applied consistently in all marketing and promotional initiatives within the Board and by key stakeholders. The division also provides marketing tools for the STB’s Regional Offices and destination information for consumers.

There are two departments under this division:

• Brand Creative Services: The Department maps out the brand communication plan to effectively communicate the brand essence and brand promise of Singapore, and the tourism destination to all key stakeholders, local and overseas. Together with STB Regional Offices and the brand consultant, it charts a high-profile international media strategy to increase the visibility of the brand to a broad audience or readership. It also conceptualises and produces brochures, collateral and online initiatives to support the brand. Together with Brand Development Department, the Department ensures that trade shows, online initiatives, collateral and brochures across the board follow the brand template consistently.
• Brand Development: The Brand Development Department develops and manages the destination brand in STB. The Department's functions involve market research on the effectiveness of the brand communication, and consumer perception of the Singapore brand; gathering information on competitors' brands; analysing the brand essence and mapping out the brand strategy in consultation with internal and external stakeholders; communicating the brand via above-the-line media and promotions in conjunction with the Board's network of regional offices and HQ divisions; and ensuring that the brand always stays relevant with the times through brand audit and strategic rethink. The Department also works in partnership with STUs to ensure that there is strategic alignment between the destination brand and sub-brands/associate brands that are developed under the Strategic Tourism Units (STU).

Communications
This division is responsible for leading and managing communications initiatives, and setting directions and guidelines for all the STB’s communications efforts. These include developing and implementing communications strategies and plans, managing public and media relations, and developing communications and outreach materials for Singapore as a destination and the STB as an economic development agency.

There are four departments under this division:

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•		 BTMICE & Services Communications
Corporate Communications
International Communications
Leisure & Brand Communications

Service Quality
The Service Quality Division was formed in February 2003 to set new benchmarks in the service standards for tourism-related sectors and to ensure effective delivery of destination information to all visitors. We partner the industry to use service quality as an experience differentiator and competitive advantage for Singapore’s repeat visitors.

There are three departments in this Division:

• Customer Information and Service: The Customer Information and Service department ensures effective and timely delivery of destination information to all visitors in Singapore. This is achieved through a network of Singapore Visitors Centres (SVC) and mobile SVCs in key tourist areas including Orchard Road and Changi Airport. The department also provides mobile SVC services at key exhibitions and conventions venues to serve business visitors, along with a 24-hour multi-lingual tourist hotline to address visitor enquiries.
• Service Assessment and Feedback: The main responsibilities of this department is to manage a comprehensive feedback system within and beyond STB to ensure prompt and effective management of feedback for the benefit of the tourism sector. The Department manages tourist complaints in a prompt and professional manner to deliver effective service recovery by STB and/or service providers. Assessments are made on the service level of tourism industry through initiatives such as staged visitor enquiries on service staff and consumer research. The department also spearheads a new key project to accredit businesses that deliver good service, known as the Tourism Quality Scheme.
• Service Culture: Aimed at creating a strong service culture in Singapore's tourism enterprises, the department manages the tourism awards which recognises and rewards champions of exemplary service and innovation to organisations in the tourism industry. This is further strengthened through service excellence seminars, workshops and knowledge sharing by service experts to tourism service providers to encourage the adoption of best practices along with offering incentive schemes to identify and support new industry initiatives to transform service standards. The department also provides secretariat support for the leadership workgroup of GEMS (Go the Extra Mile for Service) movement and collaborates with government agencies such as WDA and SPRING Singapore as well as key industry stakeholders, to identify and implement, appropriate service strategies in the retail, F&B, attractions and hospitality sectors.

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The BTMICE Group champions business travel and events as key drivers of the tourism sector and business catalyst for industry growth, creating exceptional experiences for Business & MICE visitors, developing a vibrant Business & MICE environment with strong industry players, robust alliances and world-class infrastructure, making Singapore a world-class business destination.

The group comprises the following divisions:

Business Events Services
The Business Events Services (BES) Division plays the role of an experience architect, whose main task is to service and develop events to ensure high experiential value to every business visitor. The team constantly strives to seek and create new, exciting and “wow” experiences to support the MICE industry and key strategic events led by Government agencies, enhancing the experience of MICE delegates and visitors, develop industry cluster-centric business tours, new leisure and incentive travel experiences, manage logistics and hospitality operations such as co-ordinating accommodation arrangements, conference organisation, social and spouse programmes.

Industry Planning & Development
One of the roles of the Industry Planning and Development (IPD) Division is to create a vibrant Business & MICE environment through the development of strong industry players, robust alliances, world-class infrastructure and a competent workforce.

In addition, IPD spearheads and orchestrates the marketing efforts for the BTMICE Group to entrench Singapore’s position as a premier Business and MICE destination. As the driver and custodian of the strategic plans and resources for the Group, IPD guides the priorities and workplans to ensure alignment with the corporate objectives of the STB. It also ensures systems and processes are in place for the Group to achieve its business goals. IPD is responsible for commissioning researches and conducting competency training to enhance and entrench internal organisational competencies.

Strategic Clusters I & II
The Strategic Clusters I & II (SC 1 & 2) Divisions are responsible for creating, attracting and growing business events. The primary goal is to build and grow a healthy pipeline of business events. Leveraging on Singapore’s strategic economic sectors, the teams work very closely with other Government agencies, key industries and MICE stakeholders to create, grow and attract business events centring on the nation’s key economic drivers and initiatives, hence developing a strong ecosystem of business events. Growing business events along strategic industries would create a symbiotic effect that would enhance and bolster the economic cluster development in Singapore. These key clusters include biomedical sciences, infocomm technology and digital media, environment and water technologies, banking and finance, transportation and logistics and tourism.

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The group comprises the following divisions:

Finance & Corporate Services
The Finance & Corporate Services Division delivers value to STB through the provision of timely, quality financial information, development of robust financial and risk management policies and ensuring efficient processes while maintaining good controls at all times. The division also provides legal, IT and corporate services to support our internal customers in carrying out their work effectively.

There are six departments under the Finance & Corporate Services Division:

• Contracts & Legal: The Department provides legal support that include drafting and vetting of legal documents; rendering of legal advice; interpreting the Legislation administered by the Board; conducting prosecution of cases. The Department also attends to legal aspects of cess collection matters; provides secretariat and administrative support to the Hotels Licensing Board; and administers the use of the Merlion Symbol applications.
• Corporate Support Services: The Department is the administrative support and building branch of STB. It takes care of staff and tenants’ comfort and logistical needs.
• Financial Operations: The Department's primary role is to help every staff by seeking and promoting optimum use of financial resources which will value-add our operations synergistically.

• Information Systems: The Department leverages on InfoComm (ICT) technologies to empower STB to promote and develop the tourism industry to gain competitive advantage, and to achieve organisational excellence.
• Management Reporting & Budgeting: The Department assists in ensuring optimal allocation and utilisation of the organisation's financial resources through formulation of budget policies, guidelines and resources allocation framework. It is responsible for ensuring efficient financial performance of the organisation through trend analysis, benchmarking and financial forecasting. The Department is also responsible for the formulation of risk management policies for the organisation.
• Corporate Finance & Fund Management: The Department develops and evaluates the Board's corporate finance and fund management policies, objectives and strategies in respect to the Board's cash reserves available for financial investments. It is responsible for the Board's corporate finances and investment of financial reserves in order to achieve reasonable or above benchmark rate of returns. These include timely provision of cash, treasury and financial investments information for statutory accounting, management reporting and decision-making at various levels.

Human Resource & Organisational Change
The Human Resource & Organisational Change Division is a strategic value-add partner supporting STB’s mission, vision, values and business strategies, by facilitating the creation of a talented, competent and engaged workforce.

There are three departments under the Human Resource & Organisational Change Division:

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 Human Resource Management: Drives and facilitates talent attraction and talent retention through compensation and benefits, performance management, overseas expatriate management and employee relations.
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 Human Resource Development: Drives and facilitates career development, leadership development, succession planning, competency development and training functions.
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 Change Management: Manages internal communications, culture development, organisational effectiveness and change management/OD efforts.

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The Division works closely with the race promoter, government ministries and other agencies to facilitate the staging and running of the annual F1 race which starts in 2008.
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The Integrated Resorts Division is responsible for overseeing the smooth and timely development of the two Integrated Resorts, equipping the tourism industry to leverage on the opportunities presented by the Integrated Resorts, developing policy leading to an effective regulatory environment for the operation of gaming in Singapore, understanding the global gaming environment and working with stakeholders to market the Integrated Resorts globally as a major product in Singapore's tourism landscape.

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The International Group aims to promote Singapore as a compelling, top-of-mind destination and hub for business and leisure consistent with STB’s strategic thrusts. This is done through active marketing activities, strategic alliance with key industry partners and international organisations, and fostering of good government relations and facilitation of barrier-free travel with STB's key source markets. In total, there are 22 STB offices and 1 Marketing Representative, spread over the key regions of Americas, Asean Islands & Mainland, Europe, Greater China, North Asia, Oceania, South Asia, Middle East and Africa.

The group comprises the following divisions:

International Relations
The International Relations Division develops and manages all bilateral and multilateral relations and agreements relevant to Singapore’s tourism sector

The functions and roles of the International Relations Division include:

• Represent STB in bilateral and multilateral negotiations,
• Management of the information base to support Government to Government communications on international relations matters,
• Liaise with Regional Offices to leverage on the bilateral and multilaterial agreements and other G to G platforms.

International Marketing
The Market Development Division augments the efforts of the Regional Offices by improving market access to Singapore, providing marketing support and strategic planning.

The roles and functions of the Market Development Division include:

• Formulate strategies and drive plans to heighten awareness of Singapore as a destination and hub and develop distribution channels and linkages for the Strategic Tourism Units in source markets,
• Conduct consumer research-based market development strategies for identified segments. Support the development of experience concepts, strategic marketing plans by the Strategic Tourism Units,
• Facilitate companies in tourism investment plans or business alliances,
• Monitor competitive activity and collaborate with relevant HQ units on appropriate response,
• Support development of bilateral/multilateral agreements.

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Events & Entertainment, Tourism Shopping & Dining, Leisure Marketing and Events Management, and Leisure Planning. The group is responsible for the concept development, marketing, promotion and industry enhancement for their respective segments, with a focus on rejuvenating core leisure products and implementing new ones, and to market them effectively to key target audiences.

The group comprises the following divisions:

Tourism Shopping & Dining
The Tourism Shopping and Dining Division looks into driving the cluster development in the respective leisure tourism product segments of retail and dining. The Division is responsible for the development of retail and F&B products to serve the needs and contribute to the Tourism 2015 goals, branding Singapore as one of the best destinations for shopping and dining.

Events & Entertainment
The Events & Entertainment Division looks into driving the cluster development in the respective leisure tourism product segments of Events & Entertainment. The Division is responsible for the development of events and entertainment products to serve the needs and contribute to the Tourism 2015 goal, branding Singapore as the "Entertainment Capital of Asia".

Sightseeing and Cruise
The Sightseeing and Cruise division looks into driving the cluster development in the respective leisure tourism product segments of sightseeing and cruise. The Division is responsible for the development of various sightseeing/attractions and cruise products that will appeal to the identified customer groups under the Tourism 2015 plan.

Leisure Marketing & Events Management
The role of Leisure Marketing & Events Management (LMEM) Division is to integrate and synergise the marketing work of the Leisure Group. LMEM has two teams - Leisure Marketing team (LM) and Event Management team (EM). LM looks into the marketing and branding of Singapore as a Leisure Destination, working with our international offices to attract the different leisure customer segments, while EM looks into both the marketing and organisation of strategic events to ensure a regular calendar of activities to engage these visitors.

Leisure Planning
The Leisure Planning Division is responsible for driving the development and integration of Leisure Group's strategies and plans. Together with the respective Cluster Development divisions, it also ensures the realisation of new product development and investment promotion deliverables of the Leisure Group. The division supports the various Leisure Cluster Development divisions in their strategies and helps monitor the group’s targets ranging from the annual targets to the 3-year deliverables. The division also takes the lead in key cross cluster strategic projects.

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This division guides the formulation and implementation of tourism development policies and strategies. The division monitors tourism performance and provides timely qualitative research and statistical support, and enables the STB to leverage knowledge capital to maintain its competitiveness. The division takes an active stance towards managing incentive schemes, seeking funding resources and monitoring the progress of development initiatives. In addition, the division is the overall custodian of STB development budget, development targets and acts as an enabler of incentive structuring and investment promotion.

There are five departments in this division:

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 Strategic Planning: The Department drives drive the process in examining and developing scenarios of Singapore tourism in 2015, determine and champion the resolution of strategic risk issues, identify strategic tourism opportunities, interface with MTI Futures Group and Scenario Planning Unit of other agencies.
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 Strategic Funding & Development: The Department is the overall custodian of STB development budget and targets, and takes on the role as the enabler of incentive structuring and investment promotion through process, system, structure, training and providing the required expertise in structuring financial support package to projects.
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 Corporate Planning: The Department is responsible for corporate performance and reporting, monitoring the pulse of the organisation and ensuring the alignment of workplans with corporate strategies.
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 Knowledge Management: The Department leverages on knowledge capital within STB and the tourism industry to sustain competitive advantage.
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 Research & Statistics: The objective of the Research & Statistics Department is to provide timely and quality research and statistical support to STB, the industry and other government agencies. The Department also conducts various strategic and flagship surveys as well as other secondary research to provide the necessary planning support to assist management in decision making.

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The group comprises the following divisions:

Resource Development
The Resource Development Division plans and develops manpower, infrastructure and technology resources and enables a pro-enterprise environment for the Tourism Industry. It ensures the availability of the right quantity and quality of critical manpower and land resources for the industry. In addition, the division administers and promotes a pro-business regulatory environment for Travel Agents and Tourist Guides.

The Division formulates strategies and implements plans to develop the capability, quality and quantity of tourism manpower. It plans and manages land resources for tourism businesses. It also guides and/or facilitates the creation of an enabling, pro-enterprise legislative framework for the tourism sector and promotes the development and adoption technologies that will enhance the competitiveness of our tourism industry and tourism partners. Ultimately, the division seeks to address resource issues in manpower, infrastructure, legislation and technology that impede on the tourism business development in Singapore, thereby supporting the growth of a vibrant tourism industry.

There are four departments under Resource Development:

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•		 Infrastructure Development
Legislative Framework
Manpower Development
Technology Development

Travel & Hospitality Business
The Travel & Hospitality Business Division supports the tourism industry through the development of hospitality business and travel services by driving and managing industry development, investment promotion and marketing initiatives for the Hospitality & Travel Services sectors of tourism business. In the process, the division collaborates with STB's strategic tourism units to ensure that the accommodation and travel services' needs of their target markets and segments are met. Industry development covers the facilitation of private and public sector initiatives for sustainable growth, well-being and vibrancy of the sectors while investment promotion comprises efforts to attract new and exciting foreign concepts to test bed in Singapore. The Division also markets these concepts and products to visitors so as to enhance Singapore's appeal as an attractive and compelling tourism destination.

There are 3 departments under Travel & Hospitality Business Division:

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•		 Hospitality Business Development
Hospitality Industry Planning
Travel Services

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The group comprises the following divisions:

Education Services
The Education Services Division is tasked with the responsibility of branding Singapore as a destination for education. This will result in a diverse composition of international talent who will contribute to the Global Schoolhouse initiative to establish Singapore as a premier education hub in Asia.

The STB targets to bring in 150,000 full-fee paying international students by 2015. To help international students make informed decisions and to help optimise their educational experience in Singapore, the division engages in a myriad of activities such as developing reliable information channels in key target markets and enriching foreign students’ experience in Singapore. It does this by developing networking opportunities and platforms which serve to expose them to the community and our multicultural diversity. The division also works with its industry stakeholders to build brand and product awareness of Singapore's educational options overseas through various promotional and advertising activities, and facilitates the development of iconic and differentiated educational products and services which will enhance Singapore’s attractiveness as a destination for international school visits.

There are three departments under this division:

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 Education Strategic Marketing Department: This department drives programmes that impact the long term sustainability and growth of the industry, specifically in the areas of brand and communications positioning, global trend spotting, competitive analysis and identification of new opportunities, upgrading industry capabilities, crisis management and managing cross-departmental strategic relations and divisional priorities.

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 Education Market Development Department: The department is responsible for driving education visitor-ship for both long term and short term education. The department will also take on the work of developing receptacles and products for the OST and enrichment markets.
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 Student Services Department: The Department is responsible for developing programmes and services for international students so as to enable them to have a fulfilling experience studying in Singapore. The department also manages the Student Services Centre, which act as a one-stop venue for student services and activities.

Healthcare Services
The Healthcare Services Division is part of the SingaporeMedicine government-industry partnership that aims to establish Singapore as one of Asia’s leading medical hubs, to bring in 1 million healthcare visitors to Singapore by 2012. It markets Singapore’s quality healthcare services to inbound international patients and develops associated people-oriented services.

The Healthcare Services Division increases awareness of Singapore as a medical hub through marketing and promotional activities and through familiarisation trips, seminars and sales missions in target markets. Additionally, referral channels are developed by the nurturing of medical travel agencies and the in-market presence of healthcare providers. Besides mainstream medical services, the division also fosters the development of Complementary & Alternative Medicine (including Traditional Chinese Medicine). The division also assists local healthcare providers to enhance the healthcare visitor’s experience in Singapore.

There are three departments under this division:

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•		 Allied Health, Wellness, Complementary Medicine
Clinical Medical Hub
Economic Medical Hub

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