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Singapore Tourism’s Next Era: Building a Flagship Destination Brand

Singapore Tourism’s Next Era: Building a Flagship Destination Brand

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How do you reposition a nation from a stopover to a destination that travellers genuinely connect with?

In this episode, our host Scott Wegener, Head of Asia Pacific at Tripadvisor, sits down with Kenneth Lim, CMO at Singapore Tourism Board. Kenneth leads the charge in shaping Singapore’s destination narrative, deepening customer insights and investing in marketing innovation to keep Singapore top of mind.

Kenneth discusses what it takes to move beyond visitor growth and build quality tourism by attracting travellers who engage with Singapore’s culture, experiences and identity.

The conversation also explores the growing importance of:

• Events tourism as a driver of inbound travel

• Experiential travel and the rise of curated, story-driven experiences

• Cultural and social sustainability, preserving Singapore’s multicultural roots while avoiding overtourism.

Listen in to discover how destination marketing is being reimagined and what it means for the future of global travel.
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