Tourism Industry Conference 2018 - Singapore Tourism Board
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Tourism Industry Conference 2018
WILDLIFE RESERVES SINGAPORE developed educational programme
FAMILIES WITH YOUNG KIDS comprising of back-of-house tours and overnight camps in Mandarin to target
families with young children from China
In addition, WRS has also developed Mandarin services for night safari tram rides, a Chinese website, WeChat official
account and enablement of Alipay and Wechat payment
These slides are property of STB and shall not be reproduced or distributed without STB’s written permission
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EARLY & ESTABLISHED CAREERS
GARDENS BY THE BAY SENTOSA NATIONAL GALLERY SINGAPORE
Sentosa Wechat Official account National Gallery App with Mandarin
QR Code audio tours
Chinese language website, option
Garden Cruises Audio Tour in
brochures and island directional Chinese write up and QR code links
Mandarin
signage on some art pieces
Guided tours in Mandarin
Collaboration with Ctrip to introduce Audio devices with Mandarin services
Alipay payment services “Catch-a-Mascot Game” on-island Working with Society of Tourist Guide
Alipay payment services to train Chinese speaking tour guides
for NGS
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Changi Airport Suntec City partners Comfort Delgro
Wechat Angpao Alipay to put up partners Alipay and
activation during payment points at Wechat to offer
Chinese New Year 350 suntec shops payment options to
Chinese visitors MBS partners ICBC
Bank to offer its card
users exclusive deals
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In 2016: Launched AUDIO GUIDE Feb 2018: Launched WECHAT CITY EXPERIENCE MINI-PROGRAM
for 7 precincts/attractions in STB A digital guide book concept integrating location based maps, images, audio guide, itinerary
WECHAT SERVICE ACCOUNT planning. Can be expanded to link to mini-program of POI, and facilitate transactions
Multiple places of interests Each POI can reflect address,
shown on map description, audio introduction
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What is a mini-program?
How do you activate the
• Applications that function within the WeChat app itself Mini Program platform?
• Each mini-app is like a webpage
• Found by searching inside WeChat or scanning a QR code • After accessing a mini
• No installation required, does not take up precious phone storage app, WeChat adds a Mini
What are its advantages? Program bar in the
Discover section where
• Enable much more dynamic navigation (allows ‘jumping’ from you can find all the mini
one mini program to another) apps you’ve saved.
• Cheaper than developing a standalone mobile app, since one
version fits all android and IOS version
• Can be shared across different platforms (e.g. in chat rooms)
since each mini-app is technically a webpage in itself.
Mini Program Statistics (Jan 2018, 1 year since launch)
• Android users can pin mini-program to their home screen • 580,000 mini program created in the areas of travel ticket
booking, stock checking, video watching, food ordering, movie
What are its dis-advantages? ticket booking, bike sharing, taxi hailing, online shopping, picture
• Unable to push notifications like a Wechat subscription account editing and many more.
• 95% of e-commerce platform brands have created a mini app
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CHINESE LANGUAGE ENABLEMENT CHINESE SPECIFIC CONTENT/PROGRAMME
Wechat OA account
Availability of China Communication Mandarin audio Educational programmes/ back
ready materials tools to keep guides/device of house content/ tours
Eg. Storyboards, visitors updated on
brochures activities
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Objective
To encourage businesses to develop new relevant content for Chinese-speaking visitors
and/or better deliver existing relevant content to Chinese-speaking visitors to enhance
their visitor experience and satisfaction during their stay in Singapore
The ESF China Market Call-Out will support 2 areas:
CHINESE LANGUAGE CHINESE SPECIFIC
ENABLEMENT CONTENT/PROGRAMME
To deepen connection and To develop engaging and compelling
enhance story telling with the content/program with unique local
Chinese visitors. insights which connect with visitors.
These slides are property of STB and shall not be reproduced or distributed without STB’s written permission
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Tours Technology Souvenirs
To develop engaging and To encourage and drive To develop attractive souvenir
compelling tours which innovation in the tourism offerings which represent the
connect with visitors industry through the destination, tell a Singapore
through the sharing of our effective adoption of key story, are well-packaged and
Singapore stories technologies, to deliver delivered in a series
exceptional experiences
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MONSTER DAY TOURS RIVER SAFARI
TOURS ASIA 101: WHERE FOOD
TECHNOLOGY ADVENTURE BUDDY
SOUVENIRS
& CULTURE MEETS
NANYANG OLD COFFEE
Coffee Brewing Set (by Dec 2018)
Get to experience the various and rarer A mobile app in 6 languages that
Asian enclaves in Singapore (Burmese, enables visitors to easily access Design with all the components
Thai, Vietnamese, Indo & Filipino); Sample additional information about the necessary to make a traditional
at least 8 different types of Asian foods animals/exhibits through the app on cup of Singapore coffee and
with hands-on food and cultural activities their mobile devices via QR codes and printed with a write up on the
bluetooth. The app also serves as a brand story and relevance of each
personal audio guide to the visitors coffee component
These slides are property of STB and shall not be reproduced or distributed without STB’s written permission
10CHINESE LANGUAGE CHINESE SPECIFIC
ENABLEMENT CONTENT/PROGRAMME
To deepen connection and enhance story To develop engaging and compelling
telling with the Chinese visitors. content/program with unique local insights
which connect with visitors.
Not just a
translation*
Unique local Great
insights storytelling
Richer
Technology as Targeting Families
interactivity
a differentiator with Young Kids
and storytelling
*For pure language enablement (e.g. brochure translation/audio guide translation), support is capped at 50%
and Early &
For English tours offered in Chinese, support can be up to 70% Established Careers
These slides are property of STB and shall not be reproduced or distributed without STB’s written permission
11CHINESE LANGUAGE CHINESE SPECIFIC
ENABLEMENT CONTENT/PROGRAMME
Programmes, Learning Journeys, Tours*
Storyboards and Mandarin audio Language solutions
brochures guides/devices for business events
Keppel Centre for Arts My Awesome Café, Hill Street
Source: The Straits Times
Content further amplified via your own company’s Source: The Straits Times
Singapore Through Tours to showcase
mini-program that is linked to STB City Experience
Arts Program instagrammable places of
targeting Families Singapore targeting Early
with young kids Careers
TOUR DESIGN CHALLENGE
Includes a China market track to help ground handlers
develop strong multi-day itineraries through workshops, site
visits and exposure to in-market trade
These slides are property of STB and shall not be reproduced or distributed without STB’s written permission
12Tourism businesses must be Singapore-registered entities
Target Grant
Applicants Attractions, Museums, Precinct Associations, Retail malls/Groups,
Professional Exhibition and Conference Organisers, Travel Agents
Up to 70% of qualifying costs (for development phase) supported
For pure language enablement (e.g. brochure translation/audio guide translation), support is capped at 50%
QUALIFYING ACTIVITIES QUALIFYING COSTS
Development of new products and Third party costs including
experiences Professional Services, Hardware/Equipment & Software, Materials &
Content enhancement at existing Consumables, Production, Marketing (marketing collaterals production
attractions, precincts and business events costs of qualifying media funding support cap at up to six months)
Technology enablers
Internal costs including
Internal manpower (limited to tour development only)
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13To achieve at least one of the following:
Increase in total /
Improvement in Increase in total /
Performance induced visitor
visitor satisfaction induced revenue
Targets footfall
E.g. Measured by pre-post consumer E.g. Measured by actual attendance/ E.g. Pre-post project profit & loss
survey and/or satisfaction rating visitorship/ utilisation (for technology: statements
usage of devices, app downloads and
active users)
Relevance and longevity Company’s track record
Strength of business plan
of concept and financial status
• Relevance of concept in catering • Clear marketing and/or sales plans • Company’s track record and ability
Evaluation to language and/or experience to reach Chinese market to drive and successfully deliver
needs of Chinese travellers • Ease of concept to be maintained the project
Criteria • Must be available over a sustained and/or updated • Financial stability
period, e.g. at least six months
• Potential to achieve at least one of
the three performance targets
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14All proposals can be submitted on an ongoing basis from now
till 31st December 2018
Details for Tour Design Challenge will be released in May 2018
Interested applicants can submit an Executive Summary
(template available for download on the “Experience Step-up
Fund (ESF)” page under the tab, “Assistance & Licensing”, at
www.stb.gov.sg) to:
STB_tradeshows@stb.gov.sg
Tour Design Challenge: STB_TID@stb.gov.sg (May 2018 onwards)
*Project must not have commenced before STB grant offer.
These slides are property of STB and shall not be reproduced or distributed without STB’s written permission
15CHINESE LANGUAGE CHINESE SPECIFIC
ENABLEMENT CONTENT/PROGRAMME
Possible
Scope Storyboards and Mandarin audio Language solutions Programmes, Learning Journeys, Tours
brochures guides/devices for business events
With further amplification of the content via technology platforms such as the mini-program
Level of Up to 70% of qualifying costs (for development phase) supported
Support
For pure language enablement (e.g. brochure translation/audio guide translation), support is capped at 50%
Target Tourism businesses must be Singapore-registered entities
Grant
Applicants Attractions, Museums, Precinct Associations, Retail malls/Groups,
Professional Exhibition and Conference Organisers, Travel Agents
These slides are property of STB and shall not be reproduced or distributed without STB’s written permission
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