The Singapore Tourism Board (STB) has launched its unified brand campaign ‘Passion Made Possible’ in 2017, and introduced the concept of ‘Passion Tribes’, which groups visitors based on their lifestyles, interests and what they travel for. STB will be focusing on this passion tribe to engage Indian travellers in the coming months. A series of activations – food video content, on-ground events and exciting collaborations – have been planned for this tribe to entice them over to Singapore. Speaking about showcasing Singapore’s vibrant dining scene, Lim Si Ting, Area Director – India & South Asia, Singapore Tourism Board said, “The Indian traveller today is open to experimenting with various cuisines. Sampling local food is always on the top of their lists and Singapore with its diverse food culture offers a host of options for gastronomic adventures. Whether it is fine-dining or street food, Singapore has it all! We want to showcase Singapore’s culinary landscape in an engaging and exciting manner to the Indian audience.”
In a survey (Meet India’s Passionistas), commissioned earlier this year by the Singapore Tourism Board across 14 Indian cities, it was noticed that most people picked the option of sampling local food at a foreign destination over options like exploring the nightlife, going shopping, trying out adventurous activities, discovering the destination and checking out the art and culture of the place.
In partnership with Indian restaurant aggregator and food delivery start up – Zomato, STB will be having a Singapore Experience Zone set up within Zomaland (a series of food carnivals and picnics across 10 key Indian cities). In line with the brand Passion Made Possible, the Board will highlight the culinary offerings, appealing to the Foodie passion tribe in the country.