Reinventing the online tourism board – no longer all about you
It takes a lot for any type of travel-related brand to admit they got something wrong – but it’s rare for a government-backed tourism board.
So fair play to Singapore Tourism Board admitting as much during the WebinTravel conference this week in its home city.
Back in 2009 the organisation relaunched its YourSingapore website and wanted to be all things to all people – it wanted to control the message, control the brand, control the interaction it had with potential visitors.
In other words: it wanted to be the first place that people should head to if they are considering a visit to the city-state.