STB, EDB unveils unified tourism brand

It is a campaign to attract both tourists and businesses.

The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) jointly unveiled today a unified brand, Passion Made Possible, to market Singapore internationally for tourism and business purposes.

STB Chief Executive Lionel Yeo said with the new branding they are able to tell a fuller Singapore story beyond just tourism.

"This brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people. It will allow us to build a deeper and more personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel. This brand is in line with Quality Tourism as it will appeal to the more sophisticated tourists who are seeking more aspirational value propositions in their travel," he said.

On the other hand, EDB Chairperson Dr Beh Swan Gin said Singapore is making the shift from being primarily an investment-driven economy to one that will be led by innovation.