太長不看 | TLDR
「期待與各位在新加坡相遇，發現你的心想獅城。」
"We look forward to meeting you in Singapore, where passion is made possible."
Vol.2 Issue 3
May 19, 2020
聊點什麼 | Subject of the Day
#特殊時期，旅遊局在忙什麼？
#TouristOfficesHaveBeenBusy
隨著疫情在全球擴散蔓延，包括中國在內的很多國家都對旅行和出入境採取了一些限制措施，國際旅遊活動隨之停擺，遊客出遊信心遭受重創。我們注意到，各國旅遊局並沒有坐以待斃，而是在特殊時期發揮創意，持續做好目的地的宣傳和推廣。在全球抗疫的關鍵時期，我們跟旅遊目的地推广部門和相關派出機構的負責人展開「閒聊」。他們的一些實踐和思考或許能為當前全球行業的復產復工提供有益的參考。
With the spread of COVID-19, many countries, including China, have taken restrictions on travel and entry & exit. In consequence, the international tourism activities have been suspended, and travel confidence is severely held back. In the time of difficulty, instead of waiting around, the tourism boards have been creative so as to keep on doing a good job in destinations marketing and promotion. At this critical moment, we reached out to 「chitchat」 with the heads of DMOs and some overseas tourist offices, hoping that their practice and thoughts may be of reference for our global industry to resume work and operation.
來者何人 | Meet our Ace
柯淑丹
新加坡旅遊局大中華區首席代表兼署長
Juliana Kua
Executive Director, Greater China | Singapore Tourism Board
她怎麼說 | What the Ace says...
世旅聯：是否因為疫情原因調整了本年度的目的地宣傳推廣計劃？是否針對疫情推出了新的宣傳推廣計劃或措施？
WTA: Is there any adjustment made to the marketing/promotional plan of the year due to the COVID-19 situation? Is there any new plan/initiative created specifically for the situation?
柯：正所謂「計劃趕不上變化」，突如其來的新冠疫情確實促使新加坡旅遊局在目的地宣傳推廣計劃上做出了相應調整以應對疫情的衝擊。從整體來看，我們所採取的推廣計劃主要分為三個階段。
Juliana: As the saying goes, "plans always lag behind changes". The sudden outbreak of the COVID-19 did prompt corresponding adjustments to the promotion plan of our destination so as to cope with the impacts. In general, the updated promotion plan falls into the following three stages.
因地制宜制定海外市場復甦傳播策略。由於不同市場在疫情復原上的程度各不相同，因此我們會依據他們的實際需求有針對性地調整推廣策略。尤其是現在中國已逐步回歸正軌，無論是線上還是線下，我們都十分看好中國市場的復原能力。
To tailor communication strategy in line with the progress of recovery in each individual overseas market. The conditions of recovery vary among different markets. We will adjust our promotion strategies according to the actual demand in the markets. Now that the situations in China have gradually returned to normal, we feel confident about the resilience of the China market, both online and offline.
加強中新業者的合作交流，共克時艱。疫情雖讓旅遊業經歷寒冬，但有「危」就有「機」。一方面，我們積極在線上開展學習課程和搭建直播渠道，幫助暫時無法復工的中國旅業夥伴實時掌握最新的新加坡旅遊信息，幫助雙方更深入地了解彼此需求。另一方面，我們也全面助力新加坡相關企業，共同應對疫情衝擊。其中，新加坡政府已成立旅業復甦特別行動組(Tourism Recovery Action Task Force)，重點幫助本土旅業單位和從業人員渡過難關。而在中國，我們更是通過諸如大眾點評上的「食遇獅城」傳播項目，協助新加坡企業的在華發展，軟性提升新加坡作為旅遊目的地的吸引力。
To promote cooperation and exchanges between businesses in China and Singapore to overcome the difficulties. Although the epidemic has dampened the momentum of our industry, we could still learn to turn round the crisis to find alternative opportunities. On the one hand, we actively carried out training courses online and set up live channels to help our partners in China who are temporarily unable to return to work master the latest information about Singapore tourism in real time, making sure both sides better understand each other's demand. On the other hand, we have stood by relevant enterprises in Singapore to confront the negative impacts of the epidemic. As an example, the Singapore government has set up a Tourism Recovery Action Task Force to help local tourism businesses and their employees overcome difficulties. Through a campaign named the "Gourmet Tour in the Lion City」 on Dianping.com, we assisted Singapore enterprises with their business development in China and enhanced the appeal of Singapore as a tourist destination.
強化與消費者的直接互動。疫情雖暫時困住了人們出行的腳步，但卻提供給我們一個在線上與消費者更緊密交流的機會。與先前我們在自有平臺上多以旅遊信息分享為主的推廣不同，現在我們會更多地去設計一些如「DIY畫出魚尾獅的宅家日常」或「心中有愛，新加坡和你在一起比心·照片徵集」等的創意互動。此外，我們還積極參與媒體或旅業活動發起的專題活動，在情感層面牢固與消費者的連結。
To strengthen direct interaction with consumers. Although the epidemic temporarily held back travel activities, it provided us with an opportunity to carry out online communication more closely with our consumers. Different from our previous promotion practices through our own platforms that were more focused on the sharing of information, we now put more thoughts on developing a series of creative interactive activities, such as the "Make A Picture of the Merlion's Stacation" and the "Finger Heart with Singapore photo solicitation". In addition, we are actively involved in special events organized by media or tourism partners to consolidate our emotional ties with our consumers.
世旅聯：在疫情期間都開展了那些工作？效果如何？
WTA: Has your office/destination carried out any campaign/initiative during the COVID-19 situation? How do you see the effect?
柯：在疫情期間，一方面充分考慮到因疫情無法復工的中國旅業夥伴的需求，早在2月份我們就推出了新加坡旅業」新」享家培訓計劃，以網絡直播的形式，向旅業夥伴介紹最新的旅遊資訊。與此同時，還聯合包括樟宜機場和聖淘沙在內的新加坡業者一同上線，結合近幾個月的熱點，在新媒體平臺共同合作互動，展示新加坡旅業夥伴與中國夥伴心手相連，並搭建起雙邊業者及時交流的平臺。
Juliana: On the one hand, we gave full consideration to the demand of our tourism partners in China who could not return to work due to the situation. As early as in February, we launched the Singapore Travel Specialist training program to introduce the latest tourism information to the tourism partners in the form of live stream. At the same time, we invited a number of businesses in Singapore, such as the Changi Airport and Resorts World Sentosa, to join us for interactive sessions through new media channels to address hot topics in recent months, show the commitments of tourism businesses in Singapore to joining hands with our Chinese partners, and set up opportunities for timely communication on both sides.
另一方面，我們也積極參與支援抗疫行動的傳播活動。無論是人民文旅的「2020中國力量」、Elle中國的「2020我相信」還是攜程的「三行情書」，我們都希望可以通過實際或精神上的支持，攻克時艱，為旅業復甦貢獻餘力。
On the other hand, we are actively involved in a series of dissemination activities to support the anti-epidemic actions. These include the "2020 China Power" campaign led by People's Culture and Tourism, Elle China's #2020Ibelieve and Ctrip.com's "Three-line Love Letter" campaign. We hope that through such material and moral supports we may contribute to the resumption of tourism and together we will overcome the difficulties.
世旅聯：待疫情平息後，貴辦是否將推出一些刺激入境旅遊、惠及客源地業界的針對性措施？
WTA: When the situation stabilizes, will your office/destination take any preferential measures that stimulate overseas visits and/or benefit the businesses in the source market?
柯：我們預計在疫情過後，旅遊需求將有所反彈。雖然全面的恢復需要一定的時間，但就像當年應對非典型肺炎過後的負面影響一樣，我們堅信終將見到勝利的曙光。謹此，為了更好地給予新加坡國內和國際業者夥伴及消費者支持，全力推動新加坡旅遊業的復甦，我們計劃將在不同領域採取相應措施：
Juliana: We expect tourism demand to rebound after the epidemic. Although it will take some time to recover in an all-round way, we firmly believe that the dawn of victory is ahead of us, just as what happened in our past experience in dealing with the negative effects of SARS. In order to better support Singapore's domestic and international industry partners and consumers, and make every effort to promote the recovery of Singapore's tourism industry, we plan to take corresponding measures as follows:
針對境外業者和受眾 | For overseas businesses and the public
為了進一步豐富新加坡故事，尤其是在線上的創意展示以及可持續的推廣使用，我們於近期特別推出了」新加坡故事*內容基金」(SG Stories Content Fund)，以便更好地吸引新加坡本地和全球的創意人士產出優秀的宣傳資源，提升新加坡旅遊目的地的良好形象。
In order to further enrich the Singapore stories to be used for online displays and tourism promotions, we recently launched the SG Stories Content Fund to encourage local and global talents in creating excellent publicity materials that will contribute to the positive image of Singapore as a tourist destination.
近期，新加坡旅遊局還啟動了一項2,000萬新幣的營銷合作計劃(Marketing Partnership Programme)。通過該計劃，新加坡旅遊局將與包括酒店、景點、境外旅行社等在內的旅遊業者展開合作，支持他們為遊客創造更具價值的別樣體驗。
Recently, the Singapore Tourism Board (STB) has launched a SGD $20 million Marketing Partnership Program. Through which, STB will cooperate with the tourism industry consisting of hotels, scenic spots, overseas travel agencies, etc., support them in creating unique and memorable experiences for tourists.
我們還將重新審視新加坡旅遊局的長期旅遊戰略計劃，以確保在後疫情時期的新常態中有可持續意義，例如：重振烏節路、建造萬禮生態區以及聖淘沙的重新規劃開發。
We will also re-examine STB's long-term tourism strategic plan to ensure that it will maintain its far-reaching significance in the new normal after the epidemic. Relevant measures include the revitalization of the Orchard Road, the building of the Mandai Ecological Zone, and the re-planning and development of Sentosa.
針對新加坡境內的業者和受眾 | For domestic businesses and the public in Singapore：
圍繞消費者最關注的健康和衛生問題，新加坡率先推出「新加坡保潔運動」(SG Clean)，設定了「SG Clean」質量標準，旨在確保和提升新加坡在公共衛生健康和安全的高標準，鼓勵個人和企業在生活及商業運作中維持乾淨衛生的習慣。「SG Clean」質量標準涵蓋了包括小販中心、幼兒園、酒店、旅遊景點及各個交通樞紐在內的高人流地點。業者要達到標準，須遵循針對個別行業而設的清潔事項清單，並定期接受清潔與衛生水平檢查。「新加坡保潔運動」的推行並不僅針對疫情時期的特殊需求，而更將會成為新加坡對個人及相關企業清潔工作的長期要求。
Focusing on the health and hygiene issues most concerned by the consumers, Singapore took the lead in launching the "SG Clean" campaign to set the "SG Clean" quality standards, aiming to ensure and improve the high standards of public health and safety in Singapore, and encourage individuals and enterprises to maintain clean and sanitary habits in life and business operation. The "SG Clean" quality standards apply to crowded places such as the hawkers』 centers, kindergartens, hotels, tourist attractions and various transportation hubs. In order to meet the standards, a business owner must follow a to-do list set up for individual industries, and regularly receive evaluations on cleanliness and sanitation. The "SG Clean" isn't intended to be an interim measure during the epidemic. It will become a long-term requirement of cleanliness for individuals and businesses to meet in Singapore.
世旅聯：為什麼在出行全面停擺的疫情期間持續做好目的地宣傳推廣是重要的？
WTA: Why is it important to continue doing a good job in destination marketing and promotion during the COVID-19 situation when tourism has virtually stopped?
柯：旅行本身是充滿愉悅和希望的體驗，雖然新冠疫情對全球旅遊業按下了暫停鍵，但大家「雲遊看世界」的步伐卻從未停止。因此，我們相信繼續做好目的地推廣首先是給市場和消費者注入一劑強心針，通過圖片、影像、連線直播等形式，提振大家對重返美好生活的信心。
Juliana: Travel itself is an experience full of pleasure and hope. Although the COVID-19 situation has pressed the pause button for the global industry, the online activities of 「cloud travel」 has never stopped. In this sense, keeping on doing a good job in destination promotion gives a fillip to the consumer market. Through images, videos, live streams and other means, we could boost everyone's confidence in resuming a good life.
另一方面，持續的目的地推廣還有助於我們維持穩定紮實的市場聲量，與消費者保持良好的互動。不僅如此，這個特殊的時期更是給予了我們一個展示「另一面」的機會，比如之前廣受網友熱捧的#沒有人潮，新加坡動物園好奇寶寶春遊記#和#新加坡兩大水獺家族的「世紀大戰」#趣味視頻等，他們在帶給觀者快樂的同時也從側面反映了獅城的更多可能性。
On the other hand, uninterrupted destination promotion will help us maintain a top-of-mind positon in the market and good interaction with consumers. Furthermore, this special period also gives us an opportunity to show a different aspact of our destination that most people have never seen. For example, two interesting video clips namely #With no other tourists, curious babies took their spring tours in Singapore Zoo# and #The centenary war between two otter families in Singapore# recently went viral among netizens, bringing amusement to the audience while revealing more dimensions of the Lion City.
世旅聯：現在最想對世界旅遊聯盟會員和我們欄目讀者說的一句話是什麼？
WTA: In ONE sentence, what is the most important message you』d like to share with the WTA members and the readers of our column?
柯：期待與各位在新加坡相遇，發現你的心想獅城Juliana: We look forward to meeting you in Singapore, where passion is made possible.
關於新加坡旅遊局 | About the Singapore Tourism Board
新加坡旅遊局（STB）是新加坡主要經濟部門之一，同時也是旅遊行業的領先發展機構，與同業塑造了充滿活力的新加坡旅遊景觀。新加坡旅遊局把「心想獅城」的旅遊品牌帶給旅客，將新加坡打造為一個充滿熱忱的目的地，啟發每一位到訪的旅客分享和加深他們的熱情。
The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions
關於見面閒聊 | About "Chitchat with an Ace"
世界旅遊聯盟的熱情之一就是通過我們的平臺源源不斷向行業傳遞真誠、立體和有趣的聲音。作為這方面的一個嘗試，我們推出了一個名為《見面閒聊》的迷你訪談欄目。每期訪談，我們會就一個有意思的話題提出5-6個問題，並從每位受訪嘉賓的反饋中精選最精彩的回答，製作成系列雙語訪談專欄。期待各位會員積極參與這個有趣的活動。
One of the passions of ours is to unremittingly provide our community with candid, multi-dimensional and fun voices through our international platform. As a new attempt at this, we have launched a mini interview column named "Chitchat with an Ace". In each interview, we will put forward 5-6 simple questions on an interesting subject matter of our choice. From the feedback of each interviewee, we will select answers that best demonstrate their brilliant insights to present in the bilingual interview column. We look forward to having all of our dear members actively involved in this fun project.
原標題：《期待與各位在新加坡相遇，發現你的心想獅城——柯淑丹說》
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