THE SINGAPORE TOURISM BOARD EMBARKS ON A VIRTUAL VOYAGE IN THE NEW YEAR

Cyberspace is the Singapore Tourism Board's (STB) latest destination.

Already a forerunner in many aspects of Internet technology, the STB is stepping up Internet usage with bold new initiatives in Web marketing. More resources are being pumped into developing tourism e-commerce, while plans for an industry travel portal remains a key issue on the STB's agenda.

These latest developments are part of a larger plan to move the industry towards a more IT oriented way of doing business, thus ensuring Singapore continues to rank among the pioneers in the field.

Among the significant initiatives are STB's new e-brochure and e-bulletin, two landmark information-sharing platforms which were unveiled at the ASEAN Tourism Forum in Brunei on January 16. With these IT tools, the STB is poised to revolutionise the way it networks with the world. The e-brochure is a particularly attractive marketing tool. This is an interactive email with audio and visual capabilities that can be sent to designated email users. The e-brochure can be used to promote events held in Singapore and encourage attendance from potential visitors across the world.

Recipients can click on an icon, and, for example, register for a seminar or event.

The e-brochure also employs the latest technology which means no plug-ins are required, nor will there be additional software to download.

The STB is also moving to electronic means to keep the travel industry informed of the latest developments. The results: faster transmission of market-specific information that will be more relevant to business decision makers.

As a departure from printed newsletters, the STB is creating an e-bulletin which is a monthly product update that can be sent out to the travel industry via the form of an email. This therefore, reduces the lead time associated with traditional print newsletters. In addition, information can be updated much faster on the e-bulletin.

Media present at the ATF will be among the first to experience the actual workings of STB's e-brochure. The revolutionary marketing medium will allow the e journalists to request for complimentary tickets to some of this year's blockbuster shows in Singapore, including Buddy The Musical, Slava's Snowshow, and Carmen. *

Subsequently, the e-brochure will be used for direct marketing of other exciting events and shows to the consumers and media across the world. The STB hopes to generate and tap on a database of email users as they log in or forward the e-brochure to their contacts.

The new Web-marketing initiatives will enable the Board and its industry partners to leverage the power of the Internet.

STB's Chief Executive, Mr Yeo Khee Leng commented: "The possibilities of the Internet are boundless. With the new e-brochure and e-bulletin, the Board's Web marketing efforts have certainly gained new momentum. The e-brochure, for instance, allows us to easily record a customised message or greeting on film footage, register attendance for a show, forum or seminar and handle requests for information."

The STB's Director of Destination Marketing, Ms Magdalene Lee, added that the Board aims to constantly improve the delivery of online information available.

"We also have plans later this year to revamp the existing New Asia ) Singapore (NAS) Website to harness new technologies and to enhance its features," revealed Ms Lee. "We will see more language versions of the NAS Website for specific market segments rolling out in 2001. While we already have German, American, traditional Chinese, Japanese, Korean and Nordic versions, this year will see the debut of Australian, French, simplified Chinese, Indian and Italian customised NAS Websites."

Also being looked at this year, is an industry travel portal that will help market Singapore and its tourism partners electronically, as well as showcase Singapore-based tourism businesses to regional and global markets. Currently STB's On-line Business Unit has appointed a consultant to recommend a forward-looking e-strategy and generate possible business models enabled by developments in information and technology.

Mr Patrick Lau, STB',s Chief Information Officer, said: "While this is still very much in the planning stage, our vision is to see a +one-stop shop, portal that not only provides information but also has e-commerce capabilities. Currently tourism Web initiatives in Singapore tend to be somewhat fragmented and we hope to help the industry vertically integrate and make it easier for visitors to plan an itinerary and experience Singapore. This would certainly raise Singapore's profile as a destination in cyberspace and help generate tourism demand in Singapore".