Advance tourism with cause-related global events

As we welcome another Formula One race to our city next year, we should also consider advancing to the next level, by developing proprietary events to attract a broader range of tourists to our shores.

For example, we can strengthen our reputation as a global hub by innovating and promoting cause-related events and campaigns.

We can take a leaf out of Davos' book. The small Swiss municipality has been well positioned on the global map because of the World Economic Forum.

Likewise, we can create similar events that can attract positive attention to us.

Such events can strengthen our reputation as a responsible member of the global community, one that is committed to promoting thought leadership and enhancing social and environmental outcomes and contributions.

By creating and developing cause-related global events, we can solidify our reputation as a city of the new economy.

It will improve our relationship with tourists, NGOs and government agencies, all of which will help in developing our economy and building goodwill for the future.

When we position ourselves as a hub for supporting worthwhile causes, it can help local enterprises to build bridges to the global community.

It can also help persuade corporate customers and individual consumers to be more inclined to do business with us.

We can leverage our unique strengths to champion pro-society and environmental causes in the areas of education, urban living and corporate social responsibility.

We can target green causes, such as the development of garden cities and clean waterways.

Instead of just riding on existing frameworks and events such as the F1 race, we should look at pioneering new models in the tourism industry and create a different ecology of support and services.

Patrick Liew Siow Gian (Dr)

A version of this article appeared in the print edition of The Straits Times on September 22, 2015, with the headline 'Advance tourism with cause-related global events'. Print Edition | Subscribe