Positioning Singapore as a constantly reinventing destination

Singapore is well known as a tourist destination. So, is it still necessary to work towards the promotion of the place?

When posed this question, Mr Kiran Bhandari, Area Director - Southern India, Sri Lanka & Maldives, Singapore Tourism Board (STB), Chennai, agrees that Singapore has been enjoying top-of-mind recall as a tourist destination. "However, as a destination, we are constantly reinventing," he adds, during a recent lunch-hour interaction at Business Line. "We continue to evolve and transform. As such, our role, then, is to bring out the different facets of Singapore as we aim to maintain our top-of-mind awareness amongst our target audience."

An example of this would be the new 'Uniquely Singapore Weekends' campaign that STB rolled out in Chennai last year, mentions Mr Bhandari. "While everyone knows about the great family experiences that Singapore offers, not many are aware of the extensive lifestyle experiences on offer in Singapore: right from high-quality clubbing, to numerous eateries which serve cuisines from across the world," he explains.

"Add to that the many world-class concerts and shows that come to Singapore. In addition, between Chennai and Singapore there are currently 49 flights a week – which results in greater variety of airfare options between the two cities!