The vision we have for Destination Singapore is to build on our foundational
strengths to achieve agile, bold and creative destination marketing that
inspires and delivers results.
This vision will greatly enhance our resolve in the years ahead to parlay our current
strengths into even better destination marketing works, while plugging gaps in
systems and capabilities.
In approaching our marketing strategy, we first looked at how destination marketing
has evolved over the years and where our various initiatives and activities are within
the consumer journey. Applying additional considerations such as story, substance,
simplicity, speed and science (Gordon & Perrey, 2015), we derive 3 strategic thrusts
for the marketing of Singapore: