新加坡旅游局

　　新加坡旅游局是专责推动新加坡主要服务业——旅游业全方位发展的经济机构，以合作、创新、卓越而闻名，促进了当地旅游业发展的同时也成为促进新加坡经济发展的关键驱动力之一。

　　新加坡旅游局旨在确保旅游业仍作为一个重要的经济支柱的前提下，并通过长期的战略规划与公共及私营部门建立合作关系。新加坡旅游局的目标是为游客提供振奋人心的全新旅游体验，通过密切的合作及贸易，打造新加坡在游客心中独特而富有吸引力的目的地形象。为此，新加坡旅游局确立了三个重点领域：巩固新加坡在亚洲作为重要会议及大型展览国家的地位；成为亚洲领先的休闲度假旅游目的地；建立作为亚洲的服务中心。

　　为了实现这些目标，新加坡旅游局已经在总部设立了战略旅游部门，这将成为为游客留下令人激动和难忘经历的重要举措。首先，旅游局会将传统项目细分，如景点和购物场所，以及种类持续增长的食品和饮料、漫游、活动、会议、奖励旅游及展览等，其次将积极开拓新兴市场和高产领域，如医疗和教育服务等。

　　此外，旅游局将会通过游客对于服务水平的评估反馈的方式更加注重提高服务质量来增加新加坡的吸引力。作为一个品牌，新加坡旅游的成功在于它是一个能够提供别样体验的目的地，每个人都可以经历不同的旅程。通过聚焦品牌继续将新加坡细分及推广成一个必游胜地，通过“我行由我新加坡”的概念塑造品牌形象，每日在线提供个性化行程定制并根据访问数量及内容进行更新调整。

　　新加坡旅游局的国际拓展包括传统重点地区，如东盟、北美、亚洲、大洋洲、欧洲和美洲，这些新举措将加大市场资源的利用及扩大宣传面，如推至中国及印度等地区。

　　新加坡旅游局于2011年推出了“从心发现——我行由我新加坡”旅游新主题，据新加坡旅游局大中华区署长周振兴先生介绍，新加坡是中国人熟悉的目的地，除滨海湾金沙、圣淘沙等大家熟知的景点之外，新加坡还是购物狂欢和家庭游的理想旅游目的地。所以“从心发现”是继续发掘一些新加坡鲜为人知的好去处，通过一系列的宣传和推广活动，带领更多的游客，尤其是去过新加坡的游客再次来到新加坡，深入体会、从心发现属于自己的新加坡。

The Singapore Tourism Board is an economic organization responsible for promoting the all-round development of Singapore’s main service industry-tourism. It is famous for its cooperation, innovation and excellence. It has not only promoted the development of local tourism, but also become one of the key driving forces to promote Singapore’s economic development.

The Singapore Tourism Board aims to ensure that tourism remains an important pillar of the economy and to establish partnerships with the public and private sectors through long-term strategic planning. The goal of the Singapore Tourism Board is to provide tourists with an exciting new tourism experience and to create a unique and attractive destination image of Singapore in the eyes of tourists through close cooperation and trade. To this end, the Singapore Tourism Board has identified three priority areas: consolidating Singapore’s position in Asia as an important conference and exhibition country; becoming a leading leisure and holiday destination in Asia; and establishing itself as a service centre in Asia.

In order to achieve these goals, the Singapore Tourism Board has set up a strategic tourism department at its headquarters, which will be an important move to leave an exciting and unforgettable experience for tourists. First of all, MGTO will break down traditional projects, such as scenic spots and shopping venues, as well as growing types of food and beverages, roaming, events, conferences, incentive tours and exhibitions, etc., and secondly, it will actively explore emerging markets and high-yield areas, such as medical and educational services.

In addition, the Tourism Bureau will increase the attractiveness of Singapore through tourists’ assessment and feedback on the level of service. As a brand, the success of Singapore Tourism lies in that it is a destination that can provide a different experience, and everyone can experience a different journey. By focusing on the brand, we continue to subdivide and promote Singapore into a must-visit resort, shape the brand image through the concept of “I am Singapore”, provide personalized itinerary daily online and update and adjust according to the number of visits and content.

The Singapore Tourism Board’s international expansion includes traditional key areas such as ASEAN, North America, Asia, Oceania, Europe and the Americas. These new initiatives will increase the use of market resources and expand publicity, such as to regions such as China and India.

In 2011, Singapore Tourism Board launched a new tourism theme “Discovery from the Heart– We can do it in Singapore”. According to Mr. Zhou Zhenxing, Greater China Director of Singapore Tourism Board, Singapore is a familiar destination for Chinese people. In addition to well-known attractions such as Marina Bay Sands and Sentosa, Singapore is also an ideal tourist destination for shopping sprees and family trips. Therefore, “Discovery from the Heart” is to continue to explore some little-known places in Singapore, through a series of publicity and promotional activities, to lead more tourists, especially those who have been to Singapore, to come to Singapore again. In-depth experience, from the heart to find their own Singapore.

新加坡旅游局始于1964年，时称新加坡旅游促进局，1997年才正式更名，是专责推动新加坡旅游业全方位发展的经济机构，致力于将新加坡发展成为一个理想的商务和休闲旅游胜地。