Tourism and Hospitality Sectors – Still a Growing Industry in Singapore


The industry is promising – read about the 6 most demanded jobs. (Read more here!)

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A Tale of Diversity

In STB, ideas are its lifeblood, excitement can be found at every turn, and boredom is an adjective that’s never used. We speak to two STB scholars who are on the ride of a lifetime.

By Farhan Shah

Law Yock Song leans forward in his chair, the happiness apparent in his eyes, and says, “One of my guests came back to the Singapore Visitors Centre on the last day of her holiday just to thank me.”

To the 27-year-old, it is these small pockets of interaction that makes working in the Singapore Tourism Board (STB), the organisation dedicated to promoting and projecting Singapore as the choice destination for leisure and business tourists, very heartening.
After having worked in STB for more than three years, the SMU alumnus has collected a vast catalogue of memorable experiences.


Opportunities Beyond Borders

Ever wondered what it’s like to be part of a team that constantly strives to enhance Singapore’s image through creating exciting and innovative campaigns to attract our foreign visitors? We speak to two employees from STB to find out more.

By Mabel Tan

Nothing ever stays the same in the Singapore Tourism Board (STB). From travelling the world on the behest of work to interacting with foreign dignitaries, no working day is the same as its employees work towards positioning Singapore into a unique and compelling destination for leisure and business visitors.

26-year-old Sandy Koh and 27-year-old Janice Fong tell us how life is like in STB and share with us the countless opportunities offered to them – both in and out of the country.

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Globetrotting the World Brings Endless Possibilities

From the sunny climes of Singapore to the plains of China and India, STB scholars are leveraging on these vibrant economies and leaving footprints that will boost Singapore’s as a travel destination of choice.

By Charlene Tan

When 21-year-old Gina Ng mapped out her plans for tertiary education, she was sure of one thing – she wanted to study overseas and a scholarship was the only way.

Thus began the search for a scholarship suited to her interests.

The right fit

“The scholarship with the Singapore Tourism Board (STB) stood out because I could relate to the characteristics of working in the fast-paced tourism industry; challenging, fun and the opportunity to be a team player in marketing Singapore as a tourism destination to the world,” recalls the Raffles Institution alumnus.

Since its inception in 1964, the, STB has been instrumental in shaping Singapore as an ideal place to live, work and play, making it a truly global city.

The organisation is also constantly developing and promoting our vibrant little red dot as a compelling destination of choice to the world.

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The Waves of Tourism

The benefits of a FIREfly scholarship with STB are bountiful. Scholar Peirui shares about her education and rewarding working experience.

By Nabilah Husna A. Rahman

For four years, Tan Peirui has pursued her interest in the dynamic tourism industry through her scholarship experience with the Singapore Tourism Board (STB). She graduated with a degree in Hospitality Business from the Michigan State University. Her scholarship with STB also allowed her to attain her master’s in Public Administration at the University of Southern California.

“I think when I considered a scholarship back then, I knew I wanted to be in the tourism and hospitality industry,” Peirui enthuses. “At that time, there weren’t a lot of courses in hospitality available – the ones that did were diploma courses, and I wanted a degree in hospitality. Hence the only option was to go overseas.”

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A Cultural Experience

The FIREfly scholarship has opened many doors for Yvonne, one of which is the chance to attain her university education in Japan.

By Nabilah Husna A. Rahman

Japan is known for its vibrant tourism landscape, attracting over eight million foreign visitors annually. This is just one of the reasons why the chance to observe firsthand the high hospitality standards in this Asian country is so appealing. For Yvonne Sim, the choice to pursue her tertiary education in this distinctive location has been made possible through the FIREfly scholarship.

Amongst the six different agencies offering scholarships under the FIREfly Scholarship Programme, the Singapore Tourism Board (STB) stood out as the best option for the chatty and friendly 21-year-old.

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STB: An Innovative Attraction

At STB, work goes beyond the realms of mere marketing and into the hub of creating excitement.

By Nabilah Husna A. Rahman

The local tourism industry is set to boom, with pivotal developments led by the world’s only FORMULA ONE night race; the opening of the integrated resorts, Marina Bay SandsTM and Resorts World at Sentosa; landmark events like the Singapore 2010 Youth Olympic Games; new attractions such as Gardens by the Bay and River Safari; and new retail establishments such as ION Orchard and 313@Somerset gracing the newly rejuvenated Orchard Road.

These promising enhancements to the landscape are what drove Li Hongyi to dive headfirst into the industry with the Singapore Tourism Board (STB) as her first choice.

“My graduation coincided with a lot of the excitement lined up in the tourism industry,” says the National University of Singapore (NUS) alumnus. “So I thought that if I wanted to be in the centre of all the excitement, where else can I be, besides STB? That reaffirmed my choice and I gave the management trainee programme a shot.”

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STB: Synergising Passion With Fun

Gain fresh insights about the tourism industry as we speak to STB’s Chief Executive, as well as a young professional with a zest for shaping the nation.

By Cheryl Lim

Forty-five years ago, Singapore’s tourism industry was birthed through the establishment of the nation’s own tourism organisation – the Singapore Tourist Promotion Board, now known as the Singapore Tourism Board (STB). That year, with a staff strength of 25, the organisation launched the first of its tourism marketing campaigns and garnered 91,000 visitor arrivals.

Over the decades, Singapore’s tourism industry has grown in leaps and bounds. In 2008, the nation enjoyed 10.1 million visitor arrivals and record tourism receipts of S$14.8 billion – all thanks to a dedicated, innovative group of people at STB and close collaboration with tourism industry partners. And despite the recent downturn, tourism remains a viable generator of growth for Singapore and the region.

“In the long-term, we are optimistic about tourism. The potential in our part of the world is tremendous. This is a region that people want to get to know, to learn about the history, heritage, food, and behaviour. It’s very exciting because the whole region is becoming more interesting and vibrant to people both within the region and outside,” says Ms Aw Kah Peng, Chief Executive for STB.

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FIREfly(STB) - Dare to be Different

Most scholars go for a university education in Australia, America or Europe. But Cheng Chek Lim took the less-travelled route and chose to study in Beijing. We find out about his choice scholarship and how it benefited him.

By Edwin Tam

Candidate description
Cheng Chek Lim
FIREfly Scholar (STB)
Designation: Management Trainee, STB
Studied: International Relations, Peking University

“I still jaywalk, but only when there aren’t any cars,” says Cheng Chek Lim, on bringing his jaywalking ways from Beijing back to Singapore.

The 25-year-old FIREfly scholar had spent four years in Peking University pursuing a degree in international relations. He is currently a management trainee with his sponsor agency – the Singapore Tourism Board (STB).

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