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Singapore to make use of data to improve its competitiveness in tourism

Kareyst Lin | Oct. 26, 2016
STB is looking into centralising information and services for a seamless visitor experience

The Singapore Tourism Board (STB) is looking into ways of centralising data and information to provide a seamless visitor experience for tourists. By leveraging technology, the aim is to transform the tourism landscape and its experiences, for a more market-competitive Singapore.

To do so, STB will strive to catalyse the adoption of technology by industry partners, Quek Choon Yang, Chief Technology Officer of STB, told the delegates at the Tourism Industry Conference 2016.

Delivering a seamless visitor experience

Instead of seeing Singapore as a disconnected set of attractions and tours, STB aims to present Singapore to visitors as a single unified "mega attraction."

Visitors will get information and services they need, whenever they need it, with minimum effort. This is so that when they spend less time and effort figuring out how to get around or purchase tickets, it will increase their propensity to spend, said Quek.

More importantly, with an understanding of their needs, STB would be able to come out with customised offers to drive repeated visits to Singapore.

STB is looking at developing a one-stop mobile application to showcase these experiences.

Sharing knowledge and information to support tourism

Leveraging the small size of Singapore as an advantage, STB strives to work on two areas; one is information and services, another is data.

Firstly, to make the "mega attraction" vision come true, STB needs to develop a central hub for information and services. This is because it will be very resource-intensive for individual companies to work on connecting with everyone else, Quek explained.

There has to be an open platform where businesses can contribute information about their latest offerings and events, he asserted. They should also be able to freely access and extract content and services for their own usage. 

In terms of data, STB is exploring how data that individual enterprises hold can be aggregated, said Quek. This will allow each enterprise to get data analytics and insights they need, without revealing competitive information.

One major concern regarding this is data privacy. STB is thus working on a charter that would lay out how data will be used.

STB is already compliant with Personal Data Protection Act (PDPA) and have put in place security safeguards to protect data from unauthorised access or disclosure. All data shared with STB would be used only for intended purposes agreed upon by its partners, said Quek. 


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