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‘We have to chart a new path’: Singapore tourism marketing chief on a post-pandemic world


The Covid-19 pandemic has decimated the tourism industry and recovery will take time, as mass international travel will not return in any significant way any time soon. The pandemic has also irrevocably changed consumer behaviour and spending patterns.

This means it is crucial that countries like Singapore work closely with its partner agencies and the industry to chart a new path forward for tourism, by transforming its businesses and building new capabilities, Lynette Pang, the chief marketing officer at Singapore Tourism Board tells The Drum.

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Discussion Questions:

  1. What is tourism?
  2. Why is tourism important to Singapore?
  3. How has the pandemic impacted tourism?
  4. What is a brand?
  5. According to this story, how have Singapore tourism marketing professionals worked to strengthen its brand image? How might this help to attract visitors?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.