首页> 出境游> 期待与各位在新加坡相遇,发现你的心想狮城

期待与各位在新加坡相遇,发现你的心想狮城

发布时间:2020-05-22 15:33  作者:浪漫大连  来源:浪漫大连旅游网  热度:124℃

期待与各位在新加坡相遇,发现你的心想狮城

太长不看 | TLDR
“期待与各位在新加坡相遇,发现你的心想狮城。”
"We look forward to meeting you in Singapore, where passion is made possible."

期待与各位在新加坡相遇,发现你的心想狮城

Vol.2 Issue 3
May 19, 2020
聊点什么 | Subject of the Day
#特殊时期,旅游局在忙什么?
#TouristOfficesHaveBeenBusy
随着疫情在全球扩散蔓延,包括中国在内的很多国家都对旅行和出入境采取了一些限制措施,国际旅游活动随之停摆,游客出游信心遭受重创。我们注意到,各国旅游局并没有坐以待毙,而是在特殊时期发挥创意,持续做好目的地的宣传和推广。在全球抗疫的关键时期,我们跟旅游目的地推广部门和相关派出机构的负责人展开“闲聊”。他们的一些实践和思考或许能为当前全球行业的复产复工提供有益的参考。
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.
来者何人 | Meet our Ace

期待与各位在新加坡相遇,发现你的心想狮城

柯淑丹
新加坡旅游局大中华区首席代表兼署长
Juliana Kua
Executive Director, Greater China | Singapore Tourism Board
她怎么说 | What the Ace says...
世旅联:是否因为疫情原因调整了本年度的目的地宣传推广计划?是否针对疫情推出了新的宣传推广计划或措施?
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:正所谓“计划赶不上变化”,突如其来的新冠疫情确实促使新加坡旅游局在目的地宣传推广计划上做出了相应调整以应对疫情的冲击。从整体来看,我们所采取的推广计划主要分为三个阶段。
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场复苏传播策略。由于不同市场在疫情复原上的程度各不相同,因此我们会依据他们的实际需求有针对性地调整推广策略。尤其是现在中国已逐步回归正轨,无论是线上还是线下,我们都十分看好中国市场的复原能力。
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.
加强中新业者的合作交流,共克时艰。疫情虽让旅游业经历寒冬,但有“危”就有“机”。一方面,我们积极在线上开展学习课程和搭建直播渠道,帮助暂时无法复工的中国旅业伙伴实时掌握最新的新加坡旅游信息,帮助双方更深入地了解彼此需求。另一方面,我们也全面助力新加坡相关企业,共同应对疫情冲击。其中,新加坡政府已成立旅业复苏特别行动组(Tourism Recovery Action Task Force),重点帮助本土旅业单位和从业人员渡过难关。而在中国,我们更是通过诸如大众点评上的“食遇狮城”传播项目,协助新加坡企业的在华发展,软性提升新加坡作为旅游目的地的吸引力。
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.
强化与消费者的直接互动。疫情虽暂时困住了人们出行的脚步,但却提供给我们一个在线上与消费者更紧密交流的机会。与先前我们在自有平台上多以旅游信息分享为主的推广不同,现在我们会更多地去设计一些如“DIY画出鱼尾狮的宅家日常”或“心中有爱,新加坡和你在一起比心·照片征集”等的创意互动。此外,我们还积极参与媒体或旅业活动发起的专题活动,在情感层面牢固与消费者的连结。
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.
世旅联:在疫情期间都开展了那些工作?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:在疫情期间,一方面充分考虑到因疫情无法复工的中国旅业伙伴的需求,早在2月份我们就推出了新加坡旅业”新”享家培训计划,以网络直播的形式,向旅业伙伴介绍最新的旅游资讯。与此同时,还联合包括樟宜机场和圣淘沙在内的新加坡业者一同上线,结合近几个月的热点,在新媒体平台共同合作互动,展示新加坡旅业伙伴与中国伙伴心手相连,并搭建起双边业者及时交流的平台。
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,我们也积极参与支援抗疫行动的传播活动。无论是人民文旅的“2020中国力量”、Elle中国的“2020我相信”还是携程的“三行情书”,我们都希望可以通过实际或精神上的支持,攻克时艰,为旅业复苏贡献余力。
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.
世旅联:待疫情平息后,贵办是否将推出一些刺激入境旅游、惠及客源地业界的针对性措施?
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:我们预计在疫情过后,旅游需求将有所反弹。虽然全面的恢复需要一定的时间,但就像当年应对非典型肺炎过后的负面影响一样,我们坚信终将见到胜利的曙光。谨此,为了更好地给予新加坡国内和国际业者伙伴及消费者支持,全力推动新加坡旅游业的复苏,我们计划将在不同领域采取相应措施:
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:
针对境外业者和受众 | For overseas businesses and the public
为了进一步丰富新加坡故事,尤其是在线上的创意展示以及可持续的推广使用,我们于近期特别推出了”新加坡故事*内容基金”(SG Stories Content Fund),以便更好地吸引新加坡本地和全球的创意人士产出优秀的宣传资源,提升新加坡旅游目的地的良好形象。
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,新加坡旅游局还启动了一项2,000万新币的营销合作计划(Marketing Partnership Programme)。通过该计划,新加坡旅游局将与包括酒店、景点、境外旅行社等在内的旅游业者展开合作,支持他们为游客创造更具价值的别样体验。
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.
我们还将重新审视新加坡旅游局的长期旅游战略计划,以确保在后疫情时期的新常态中有可持续意义,例如:重振乌节路、建造万礼生态区以及圣淘沙的重新规划开发。
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.
针对新加坡境内的业者和受众 | For domestic businesses and the public in Singapore:
围绕消费者最关注的健康和卫生问题,新加坡率先推出“新加坡保洁运动”(SG Clean),设定了“SG Clean”质量标准,旨在确保和提升新加坡在公共卫生健康和安全的高标准,鼓励个人和企业在生活及商业运作中维持干净卫生的习惯。“SG Clean”质量标准涵盖了包括小贩中心、幼儿园、酒店、旅游景点及各个交通枢纽在内的高人流地点。业者要达到标准,须遵循针对个别行业而设的清洁事项清单,并定期接受清洁与卫生水平检查。“新加坡保洁运动”的推行并不仅针对疫情时期的特殊需求,而更将会成为新加坡对个人及相关企业清洁工作的长期要求。
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.
世旅联:为什么在出行全面停摆的疫情期间持续做好目的地宣传推广是重要的?
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:旅行本身是充满愉悦和希望的体验,虽然新冠疫情对全球旅游业按下了暂停键,但大家“云游看世界”的步伐却从未停止。因此,我们相信继续做好目的地推广首先是给市场和消费者注入一剂强心针,通过图片、影像、连线直播等形式,提振大家对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,持续的目的地推广还有助于我们维持稳定扎实的市场声量,与消费者保持良好的互动。不仅如此,这个特殊的时期更是给予了我们一个展示“另一面”的机会,比如之前广受网友热捧的#没有人潮,新加坡动物园好奇宝宝春游记#和#新加坡两大水獭家族的“世纪大战”#趣味视频等,他们在带给观者快乐的同时也从侧面反映了狮城的更多可能性。
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.
世旅联:现在最想对世界旅游联盟会员和我们栏目读者说的一句话是什么?
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:期待与各位在新加坡相遇,发现你的心想狮城Juliana: We look forward to meeting you in Singapore, where passion is made possible.

·END·

本文由 浪漫大连旅游网_大连旅游攻略地图_大连旅游景点大全 授权

版权归原作者所有,未经授权,请勿转载,谢谢! 

上一篇:德国有望6月解除国际旅行禁令

下一篇:日本频道