Abstract
Singapore is a small island nation that has a lot to offer to visitors who are looking for a diverse and memorable travel experience. From its rich cultural heritage and stunning natural beauty to its modern skyscrapers and world-class attractions, Singapore has something for everyone. However, developing and marketing Singapore as a global tourist destination was not an easy task. The Singapore Tourism Board (STB) had to overcome various obstacles and challenges to showcase Singapore’s unique appeal and value proposition to the world. Consequently, the key challenges faced by the STB and how it managed to overcome them with innovative strategies and solutions will be examined.
| Original language | English |
|---|---|
| Title of host publication | Singapore Inc.: A Century of Business Success in Global Markets |
| Subtitle of host publication | Strategies, Innovations, and Insights from Singapore's Top Corporations |
| Editors | Leon Choong, Easwaramoorthy Rangaswamy, Ian Jamieson, Anne-Marie Kilday |
| Place of Publication | London |
| Publisher | Routledge |
| Chapter | 9 |
| Number of pages | 3 |
| Volume | 1 Part VI |
| ISBN (Electronic) | 9781032660547 |
| DOIs | |
| Publication status | Published - 18 Dec 2023 |