February 28, 2024

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EXCLUSIVE – Using data analytics and ICT to enhance visitor experience at the Singapore Tourism Board (STB)

EXCLUSIVE – Using data analytics and ICT to enhance visitor experience at the Singapore Tourism Board (STB)

Share with us about your role as CTO of Singapore Tourism Board (STB).

The rise of digital technology has transformed the way people consume travel and lifestyle experiences, and how businesses conduct their operations.

As the Chief Technology Officer (CTO) for STB, I lead the Technology Transformation Group in seeking to shape the way STB works with data and enhances the visitor experience in Singapore with our tourism stakeholders through the use of technology.

Our vision is to help make Singapore a destination that provides a seamless and personalised experience for visitors, and for STB and businesses to remain competitive in a fast-evolving environment.

Digital engagement with tourists and visitors is essential in the tourism business now, given that it is common for tourists to go online for research for their trips and plan their itineraries. What is the broad digital engagement strategy for STB?

STB is aiming to leverage technology more effectively in three main areas:

  • To deepen our insights on visitors’ needs through data analytics
  •  To deliver quality experiences for all
  • To connect businesses for more efficient and effective sharing and exchange of content

Are there any current or upcoming ICT projects within STB that you are working on?

Some major initiatives include:

  •  Tourism information and services hub

-A back-end digital content and distribution platform where industry stakeholders can contribute and easily extract relevant information (such as events, promotions and opening hours) and services (such as enhanced navigation, itinerary planners) for their own respective platforms (websites, apps etc).

-This open platform offers increased exposure to businesses and their offerings and makes sharing and updating of content much more efficiently and effectively.

  • Tourism data hub

-A data analytics platform that will aggregate tourism-related data for analysis to generate insights into and boost our understanding of our consumers.

-Data to be aggregated and analysed include tourism receipts and visitor arrivals tracked by STB, and social media sentiments, web analytics and more.

-This platform will also enable STB and our tourism partners to reach our consumers in timely, impactful and relevant ways, strengthen industry capabilities in data analytics and bring greater value to Singapore’s tourism sector.

-Enhancing visitor touch points through the development and deployment of mobile applications and smart kiosks at key visitor areas. Some key service functionalities that STB is currently exploring include enhanced navigation, real-time visitor information and itinerary planning. These will create seamless and personalised experiences for visitors in Singapore while they are on the move.

Collaboration across different government agencies is a good way to share and triangulate data that might be useful in making decisions and planning. Is STB currently working or planning to work with other government agencies to achieve such objectives?

Yes. In partnership with other relevant agencies, STB is working to deliver richer lifestyle experiences for both locals and visitors. This contributes to the Smart Nation initiative to enable better living, more business opportunities and stronger communities.

Specifically, projects being worked on will help bring precincts to life through enhanced interactivity, and support businesses to raise productivity and increase revenue through innovation and big data.

STB recently signed a Memorandum of Cooperation (MOC) with the Seoul Metropolitan Government (SMG) to drive tourism traffic and exchanges between Singapore and Korea. In terms of working with other countries and their agencies, how would the process of collaboration go about and what are some of the platforms that will be used for knowledge and data sharing?

STB continuously identifies opportunities for collaboration that will enable the growth of Singapore’s international visitor arrivals and tourism receipts.

In this vein, we have been forging partnerships with global digital partners, some of which include Alitrip, Ctrip, Mafengwo, Tuniu, Dianping (China) and most recently Kakao.

Additionally, through STB’s tourism information and services hub, we hope to enable tourism businesses to easily connect to other businesses, cross exchange information and services, much like an open marketplace.

Tourism businesses could further draw from this platform to enhance its consumer-facing channels and/or applications to enable a more seamless and enhanced experience for visitors.

PARTNER

Qlik’s vision is a data-literate world, where everyone can use data and analytics to improve decision-making and solve their most challenging problems. A private company, Qlik offers real-time data integration and analytics solutions, powered by Qlik Cloud, to close the gaps between data, insights and action. By transforming data into Active Intelligence, businesses can drive better decisions, improve revenue and profitability, and optimize customer relationships. Qlik serves more than 38,000 active customers in over 100 countries.

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CTC Global Singapore, a premier end-to-end IT solutions provider, is a fully owned subsidiary of ITOCHU Techno-Solutions Corporation (CTC) and ITOCHU Corporation.

Since 1972, CTC has established itself as one of the country’s top IT solutions providers. With 50 years of experience, headed by an experienced management team and staffed by over 200 qualified IT professionals, we support organizations with integrated IT solutions expertise in Autonomous IT, Cyber Security, Digital Transformation, Enterprise Cloud Infrastructure, Workplace Modernization and Professional Services.

Well-known for our strengths in system integration and consultation, CTC Global proves to be the preferred IT outsourcing destination for organizations all over Singapore today.

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Planview has one mission: to build the future of connected work. Our solutions enable organizations to connect the business from ideas to impact, empowering companies to accelerate the achievement of what matters most. Planview’s full spectrum of Portfolio Management and Work Management solutions creates an organizational focus on the strategic outcomes that matter and empowers teams to deliver their best work, no matter how they work. The comprehensive Planview platform and enterprise success model enables customers to deliver innovative, competitive products, services, and customer experiences. Headquartered in Austin, Texas, with locations around the world, Planview has more than 1,300 employees supporting 4,500 customers and 2.6 million users worldwide. For more information, visit www.planview.com.

SUPPORTING ORGANISATION

SIRIM is a premier industrial research and technology organisation in Malaysia, wholly-owned by the Minister​ of Finance Incorporated. With over forty years of experience and expertise, SIRIM is mandated as the machinery for research and technology development, and the national champion of quality. SIRIM has always played a major role in the development of the country’s private sector. By tapping into our expertise and knowledge base, we focus on developing new technologies and improvements in the manufacturing, technology and services sectors. We nurture Small Medium Enterprises (SME) growth with solutions for technology penetration and upgrading, making it an ideal technology partner for SMEs.

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HashiCorp provides infrastructure automation software for multi-cloud environments, enabling enterprises to unlock a common cloud operating model to provision, secure, connect, and run any application on any infrastructure. HashiCorp tools allow organizations to deliver applications faster by helping enterprises transition from manual processes and ITIL practices to self-service automation and DevOps practices. 

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IBM is a leading global hybrid cloud and AI, and business services provider. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Nearly 3,000 government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and business services deliver open and flexible options to our clients. All of this is backed by IBM’s legendary commitment to trust, transparency, responsibility, inclusivity and service.

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