Singapore Tourism Board looking to expand and evolve sector's workforce

Key Concepts

• Tourism Growth and Goals: Singapore's tourism industry aims for significant growth, with a target of S$47-50 billion in tourism receipts by 2040.
• Workforce Expansion: The tourism workforce is expanding, with an estimated 8% growth from June 2023 to June 2024 and over 5,000 job postings in Q2 2024.
• Evolving Job Roles: New and evolving job roles are emerging, driven by trends in business travel, wellness, sustainability, and data analytics.
• Talent Development: The Singapore Tourism Board (STB) prioritizes showcasing new job opportunities and inspiring Singaporeans to pursue long-term careers in tourism.
• Sustainability in Tourism: There is a growing emphasis on "green jobs" and integrating sustainability into large-scale, fast-paced tourism operations.
• Technology and AI: The industry is adopting new technologies, including AI, to enhance visitor experiences and optimize operations.
• Adaptability and Innovation: The sector is characterized by continuous innovation, new concepts, and a dynamic response to evolving customer needs and competition.

Singapore Tourism: Workforce Evolution and Future Growth

This report details Singapore's strategic approach to developing its tourism industry, focusing on workforce expansion, skill development, and embracing new trends to achieve ambitious growth targets. The Singapore Tourism Board (STB) is actively working to position tourism as a viable and vibrant long-term career path for Singaporeans, ensuring the sector has the necessary talent to fuel future expansion.

Tourism Growth and Economic Targets

Singapore's tourism industry is on a trajectory for significant growth. By 2040, the STB aims for tourism receipts to reach between S$47 to S$50 billion. The board is confident in its progress towards these goals. From January to September of the current year, international visitor arrivals saw a 2% increase compared to the previous year, bringing the total arrivals close to 13 million.

Workforce Expansion and Job Opportunities

Beyond visitor numbers, the tourism workforce is also experiencing substantial growth. Between June 2023 and June of the current year, the workforce is estimated to have expanded by over 8%. This expansion is further evidenced by the over 5,000 job postings recorded in the second quarter of this year alone, indicating a strong demand for talent.

Emerging Trends and New Job Roles

According to Sri Jolo, STB's Executive Director for Hospitality and Tourism Talent, key focus areas for talent development include:

• Business Travel: This segment is particularly lucrative, with business travelers spending two times more than leisure travelers.
• Wellness Tourism: There is a significant trend towards travelers seeking well-rested and meaningful holidays, creating demand for roles in this area.

To meet the manpower needs for these opportunities, new roles are emerging across the sector. Examples include:

• Data Scientists: Integrated resorts like Marina Bay Sands are hiring data scientists to optimize pricing and revenue structures.
• Green Jobs: There is a growing demand for roles focused on sustainability, reflecting the industry's push towards environmental responsibility.

Case Study: Sustainability at Marina Bay Sands

Anderson Mak, a 27-year-old Senior Executive in the Sustainability Department at Marina Bay Sands, exemplifies the new wave of talent. He oversees key initiatives such as water stewardship and sustainable food practices, including a hydroponic garden that supplies over 30 types of herbs to chefs at the Expo and Convention Centre. Mak highlights the challenge of integrating luxury with sustainability in a fast-paced, large-scale operational environment. He notes that while sustainability in tourism is still a "relatively niche sector," companies are recognizing its importance and investing in these roles. Mak also points to the rapid adoption of new technologies within the company, which he hopes will attract more young talent to sustainability roles in hospitality and tourism.

Talent Development and Skill Equipping

Ms. Low emphasizes that attracting talent to these evolving roles requires equipping individuals with the right skills and creating awareness of available job opportunities.

Industry Dynamism and Adaptability

Regarding recent layoffs in some segments, Ms. Low views these developments as a reflection of the evolving and vibrant nature of the sector. She notes that while some closures occur, they are often replaced by new establishments, such as the upcoming hotel near the airport being replaced by another hotel brand. Singapore continues to see new brands debuting, with evolving roles and a constant influx of new products and experiences. This dynamic environment fosters innovation, new concepts, and new possibilities.

The "Chairs 2040" Vision

The STB's ambitious "Chairs 2040" plan is described as the "next north star" for the board. This vision is centered on ensuring the availability of the right type of infrastructure, foundational skills, and manpower to support the projected growth. The focus extends beyond just support and event management to leveraging data insights and AI to create more immersive and rewarding experiences for conference delegates. The core question for the industry, across both leisure and business segments, is how to continue to outcompete and meet the evolving needs of all customers.