Singapore Tourism Board announces unified ‘Passion Made Possible’ brand

The Singapore Tourism Board (STB) and Economic Development Board (EDB) have joined forces to launch a new brand ‘Passion Made Possible’ to market Singapore internationally for tourism and business purposes.

Launched by Singapore Minister for Trade and Industry S Iswaran, and supported by Singapore’s Ministry of Communications and Information (MCI), the agencies’ first joint brand aims to put forth Singapore’s unique attitude and mindset: a passionate, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention.

The new brand aims to use the power of the two agencies to work as one brand, with the new logo that labels the country as ‘SG’ playing on the idea of trademarks, linking to Singapore’s desire to be known as a country of innovators.

Introducing the initiative, STB Chief Executive Lionel Yeo stated “with ‘Passion Made Possible’, STB is presenting a brand that can tell a fuller Singapore story beyond just tourism.

“This brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people.

“It will allow us to build a deeper and more personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel.

“This brand is in line with Quality Tourism as it will appeal to the more sophisticated tourists who are seeking more aspirational value propositions in their travel.”

Over the last five decades, Singapore has built a strong reputation as a global business and tourism hub, recognised for its quality infrastructure, safety, stability, connectedness and accessibility. However, global competition to attract tourists and investments has intensified, and the media landscape has become more crowded and complex.

With visitors becoming more discerning in their travel choices, seeking to immerse themselves in cultures and build deeper connections with destinations, the unified brand sets out to communicate the country’s value proposition in addressing the needs of travellers and companies, and help Singapore stand out on the international stage.

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