Q&A with Melissa Ow, assistant chief executive, business travel and MICE group at Singapore Tourism Board 

How has the BOOST programme been received?
Since the launch of the Building on Opportunities to Strengthen Tourism (BOOST) initiative in February, there has been a healthy response from our tourism industry partners, international visitors and locals alike. As part of the overall BOOST initiative, the ‘2009 Reasons to Enjoy Singapore’ global marketing campaign was launched to drive visitor numbers to Singapore. 

One example of its success is the ‘Fly on Us’ interactive online promotion, which offers visitors a chance to fly to Singapore for free, by logging onto the visitsingapore.com website and Facebook and inviting friends and family onboard a virtual Uniquely Singapore flight. With over 172,000 invitations sent out since the launch of ‘Fly on Us’ in February, the campaign has successfully created a worldwide buzz and excitement for Singapore’s unique tourism offerings.

The new integrated resort openings are positive news. How will Singapore maintain its reputation for high-quality staff considering the vast size of these new facilities?
Some 20,000 jobs will be directly generated by the integrated resorts when they are fully operational. To ensure a sufficient supply of highly skilled tourism workers, STB has identified manpower development as a key area of focus. In 2007 STB worked in collaboration with government agencies such as the Ministry of Manpower and Singapore Workforce Development Agency to develop the TOurism TALent (TOTAL) Plan, which trains Singaporeans for the new jobs and enhances the professionalism of the industry.

Besides fully embracing the TOTAL Plan, both IRs have also embarked on recruitment activities for Singapore job-seekers, working in collaboration with government agencies. Singapore’s overall value proposition as a world-class business travel and MICE destination will be further enhanced.

What are some of the association meetings to visit Singapore in the next two years?
The FDI World Dental Congress, which is expected to draw 13,000 delegates in September 2009 and the International Conference on Emergency Medicine in 2010, which will be held for the first time in Asia since the biennial conference began in 1986.

There is also the 77th UFI Congress in Singapore in November 2010, which will attract UFI members from over 50 countries and who will congregate at the Marina Bay Sands.