STB targeting baby boomers and millennials

Singapore Tourism Board chief executive Keith Tan said that attractions to expand their night-time offerings for both the young and the old have been encouraged.
Singapore Tourism Board chief executive Keith Tan said that attractions to expand their night-time offerings for both the young and the old have been encouraged. ST PHOTO: KHALID BABA

The Singapore Tourism Board (STB) will target retired baby boomers from countries such as Japan and Australia, and younger millennials from key countries such as China and Indonesia, as part of a strategy to address a slide in spending by visitors.

While arrivals last year exceeded forecasts to reach 18.5 million visitors, spending failed to keep pace.

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A version of this article appeared in the print edition of The Straits Times on April 15, 2019, with the headline 'STB targeting baby boomers and millennials'. Print Edition | Subscribe