Singapore Tourism Board: Promoting & Managing Tourist Destination of Choice - Essay Sample

Introduction

Singapore Tourism Board (STB) is a government institution that manages tourism in Singapore. STB performs co-ordination and oversight roles. The board coordinates the effort of different government agencies and also plays an oversight role. The board's mandate is to promote and market Singapore as a tourist destination of choice. Besides STB is in charge of the development of tourism infrastructure and other cultural and historic sites. STB is headed by a chairman and a chief executive officer who are responsible for branding Thailand as a tourist destination of choice (STB, 2019; TAT, 2019).

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In contrast, tourism in Thailand is managed by The Tourism Authority of Thailand (TAT) that falls under the ministry of tourism and Sports. Just like the Singapore tourism board, TAT is the agency that performs regulation, oversight and promotes Thailand as the tourist destination of choice (TTR, 2018). The mission of TAT is to promote Thailand using the "Discover Thainess" slogan. TAT is headed by a governor whose mandate is to perform oversight over Thailand's Tourist industry based on 12 Thai values (STB, 2019; TAT, 2019). The governor heads the TAT national office and oversees the work of TAT directors who coordinate regional tourism. Thailand's regional offices are managed by employees who work under TAT regional directors unlike Singapore's model of a tourist board that is headed by a chairman and a CEO who oversees all national operations. TAT promotes 12 Thai values whereas Singapore's Board of Tourism (STB) promotes societal values. In spite of organizational and structural differences, the two bodies perform similar functions that include oversight, regulation and promotion of either country as a tourist destination of choice (STB, 2019; TAT, 2019). TAT and STB are both government organizations that work with other public and private agencies in marketing tourism for the respective countries. Thus public-private partnerships exist in both nations.

Furthermore, TAT works with different private sector players and trade organizations in promoting Thailand. Similarly, STB works with other private and public sector players in marketing Singapore as a tourism destination of choice. Both agencies work with the World Tourism Organisation (UNWTO) (STB, 2019; TAT, 2019). The most useful model is the Thailand model since it encourages public-private partnership.

What Are the Assessment of Visitor Numbers, Generating Regions and Visitors Profiles

In terms of visitor numbers, Thailand ranks above Singapore. The World Tourism Organisation (UNWTO) ranks Thailand as number 10 globally while Singapore has been ranked 13th globally according to the Travel and Tourism Global competitiveness report TAT. 2019. In 2017, Singapore attracted 17.4 million tourists and emerged as the 3rd best tourist destination in Asia. On the other hand, Thailand ranks 2nd in Asia, behind China and received 34.5 million visitors in 2017 (STB, 2019; TAT, 2019). According to TAT, Thailand receives 32.59 million tourists annually, and hence it receives more visitors than Singapore representing a 20% increase compared to previous years. Based on a TAT report, Thailand received 4.6 and 7.9 million Chinese tourists in 2014 and 2015 respectively. More than 27% of Thai visitor's originated from China (STB, 2019; TTR, 2018).

On the other hand, STB reported an increase in the number of international arrivals by 5% to reach 13.1 million visitors. On the other hand, Singapore's Tourism receipts increased by 5% and hit a record high of $20.3 billion and recorded a 6% increase in international arrivals in 2017. In 2017 alone, Singapore received 17.4 million foreign tourists (STB, 2019; TAT, 2019). The total number of tourists surpassed the country's population making tourism a pivotal contributor to the nation's economy. However, 70% of the international arrivals come from Singapore's neighboring countries such as Indonesia and mainland China. Chinese tourists comprised 11% of all foreign tourists (STB, 2019; TTR, 2018). Singapore's largest tourism market in Indonesia since 20% of all tourists visiting the country originates from Archipelago whereas mainland China ranks second. However, according to 2018 tourism statistics, China has since overtaken Archipelago to become Singapore's largest tourism market (STB, 2019; TAT, 2019).

On the other hand, Tourism is the Thailand largest source of income, comprising 12 trillion baht in 2017. In 2014, tourism contributed 2.3 Trillion baht, representing 19.3 percent of Thailand's GDP, higher than the global average of 10.4% in 2017(TTR, 2018). In 2018, the Singapore Tourism Board (STB) received 18.5 million visitors, representing a 6.2% increase from the previous year. Thailand's Tourism market comprises of USA, Vietnam and the United Kingdom. (STB, 2019; TAT, 2019).

What Are the Key Attraction Factors in Singapore and Thailand?

Thailand has more historic sites and buildings than Singapore. Besides, Bangkok, the capital city of Thailand is a flight interconnection hub for many international travelers. Thus Bangkok Airport enjoys international recognition that Singapore doesn't enjoy. Thailand has other spectacular attractions such as tropical rain forests, mist-covered mountains as well as ancient monuments. In terms of cultural heritage, Thailand has a rich cultural heritage that is underpinned by the 12 Thai values. It is this wealth of cultural heritage that informed the tourism slogan, "DiscoverThainess". The Thai people are known to have a unique cultural heritage that is distinct. Bangkok surpasses Singapore as the most preferred Asian Tourism hotspot (FHB, 2015).

Galleries and Museums

Thailand has more museums and Galleries as compared to Singapore. Still, Thailand offers more variety than Singapore. Thailand is home to different museums and galleries. Museums include The Museum of Huma body, the museum of imagery technology, the Museum of Geology, the museum of natural history and the snail museum (FHB, 2015). There is also the museum of Animal Parasitology that is located in Chulalongkorn University. The National Museum and the Royal Thailand Museum are also a popular tourist attraction. Suan Pakkad Palace is also home to The Khon Museum and the Traditional Thai Music Museum. Thailand has more museums and art galleries than Singapore (Pocock & Phua, 2011).

Retail System

Singapore has a more advanced and robust retail system than Thailand, even though Thailand has an elaborate and well-developed Hotel industry. Nevertheless, Thailand is gradually shifting from the traditional retailing model to new retail stores. While Singapore boasts an efficient and advanced retail system, the country has few tourist attraction sites (Pocock, Phua, 2011). Thailand has diverse forms of tourism attractions that include hot springs. Besides thermal springs, Thailand is home to health tourism. Though Thailand is famed as a hotspot for natural and cultural recreation, health tourism remains one of the unfulfilled potentials. Some of the underutilized spaces include museums and art galleries. For Singapore, the unfulfilled potential includes Myanmar tourism attraction. The country can attract more Myanmar tourists from the current 7.8% growth reported in 2011 (Pocock, Phua, 2011). Moreover, both states can double the number of Myanmar tourists visiting the city-state from the 105, 000 visitors received in 2015. According to STB, Singapore's landmarks are underutilized. Thailand's unfulfilled potential is also in the medical tourism area. The potential for medical tourism is immense, and the country can tap into this potential. Ecotourism is another untapped area for Thailand due to its vast natural resources and landscapes.

What Kinds of Relationships Do the Two Cities Have?

Strategic Linkages and Alliances

Thailand enjoys a cordial relationship with the rest of the world even though both countries enjoy bilateral ties and increased socio-economic and political cooperation. Thailand and Singapore have signed various collaboration pacts in the area of defense and trade. More specifically, the countries signed the Singapore-Thailand enhanced economic relationship (STEER) (Teo, Peggy, and Shirlena, 1995). It is this collaboration platform that facilitates a public-private partnership between the two nations. Regionally, the two cities have signed a defense and security pact for cooperation. The cooperation between the two countries has led to cross-collaboration increased cooperation on different fronts. Still, Singapore and Thailand enjoy infrastructure linkages through a well-developed air transport infrastructure (Tan, Kuan, Yong, 2010). Bangkok airport and Singapore airport are both rated as international airports serving international airlines. More particularly, Bangkok is a renowned intersection point for international travelers. Within the regional context, Thailand enjoys greater recognition as a preferred tourist destination partly due to its better ranking as a tourist destination (Henderson, 2017). Given the strategic position of the two countries, co-branding is used in marketing the specific aspects of each nation's tourist attractions. Both nations enjoy economic linkages even though Singapore has a highly developed infrastructure and has a strong GDP per capita. Besides infrastructural ties, economic, trade and defense alliances, both nations enjoy economic linkages that connect the national government to local administrative units (Thailand Tourism Report, 2018). This relationships and cooperation have increased cross-tourism between the two nations.

Furthermore, these economic linkages and strategic alliances have increased bilateral trade estimated at S$30 billion. This collaboration has necessitated cobranding of tourist attractions given the strategic location of these two nations in North East Asia. Singapore is Thailand's second largest investor with investment reaching S$18.9 billion in 2013.

Compare and Contrast the Two Current Performance and Policy Objectives

Currently, Thailand is ranked higher as a global tourist destination even though its GDP per capita is lower than that of Singapore. The country boasts strong tourism performance based on the annual number of international arrivals and visitors (Bhamornsathit & Katawandee, 2016). The two countries have different local policy objectives despite increased cooperation on various fronts. One policy objective that is shared by both nations is the cooperation pact that was signed to improve and strengthen bilateral ties. Both countries are members of the Association of Southeast Asian Nations (ASEAN) that were ratified in 2015 (Liu, Li & Parkpian, 2018; Lee & Park, 2013). Besides having a standard collaboration policy, both nations developed a common framework for increased institutional collaboration and linkages. These new policy objectives have led to the formation of Civil service exchange (CSEP) and STEER program (Thailand, 2014). The Singapore tourism policy statement is that STB shall strive to ensure that tourism is a crucial economic pillar for the nation that is to achieve development through long term planning and strategic partnerships and cooperation aimed at boosting innovation and excellence (Wannapan & Chaiboonsri, 2017).

On the other hand, Thailand's policy statement is TAT is to increase Thailand's competitiveness 15 places up on the global tourism ranking and become a top tourist destination in Asia (Chuamuangphan, 2015). The purpose of STB is also to boost tourism earnings to 5% in five years. Thailand has more promotional material as compared to Singapore perhaps suggesting the importance of tourism to t...