STB, ASA and WDA launch initiative for attractions industry

SINGAPORE – The “Attractions and Experience Development Series”, an initiative that is targeted at rejuvenating visitor experiences through seminars and interactive masterclasses, took place on July 9 and 10, 2013. The event was facilitated by Metaphor, a leading masterplanner and designer for attractions, museums and landscapes worldwide based in the United Kingdom.

A total of 150 participants were involved during the two-day event that was packed with the attractions industry-relevant ideas and pointers on how to craft compelling stories, deliver memorable experiences and develop dynamic business models to sustain the delivery of quality experiences via lectures, hands-on activities and in-depth discussions. The “Attractions and Experience Development Series” is the first initiative to be executed under the Attractions Industry Productivity Roadmap. It is a collaborative effort among three key organisations; the Association of Singapore Attractions (ASA), Singapore Tourism Board and Workforce Development Agency.

“This series will expose the industry to new knowledge in experience creation and story-telling. Not only will this help attractions to stay competitive, but also encourage them to look at different ways to diversify their revenue streams,” said Kevin Cheong, chairman, ASA.

“To grow our reputation as a vibrant tourist destination, we must continue to differentiate ourselves by injecting the right software and content that will appeal to increasingly discerning travellers. To achieve that, we hope this series will offer the industry the opportunity to equip themselves with the necessary skill sets to support the development of experiences that will drive business sustainability,” added John Conceicao, STB’s executive director of Capability Innovation and Visitor Information Feedback.

Participants will be awarded a Series Certificate of Completion jointly endorsed by ASA, STB and WDA once they complete all five seminars and at least three of four masterclasses. Over the next nine months from now until March 2014, the attractions industry will have opportunities to interact with leading attraction specialists and owners behind projects at renowned attractions, such as the British Museum and Universal Studios, the UK History Museum and Kidzania, who will impart the relevant know-how to the local industry.

“WDA is pleased to collaborate with ASA and STB on this initiative. Insights gained from the sharing of best practices among local and international experts from the Industry will provide the practical knowledge required to meet real life challenges. By tapping on these holistic training options, our tourism workforce is primed for more sustained growth in the industry,” commented Janice Foo, director, Tourism Division, WDA.

The next seminar and masterclass will take place in September 2013.

To register for the series, please contact the ASA Secretariat office, Goo Yen Peng at secretariat2@singapore-attractions.com.  

STB, ASA and WDA launch initiative for attractions industry