Commentary: Passion made possible, a tagline that targets Chinese tourists

Friday, 29 September 2017

Channel NewsAsia Online

This was an article contribution by Assistant Professor Sin Harng Luh from the Department of Geography at NUS Faculty of Arts and Social Sciences, in which she took a deeper look at Singapore Tourism Board’s new tourism tagline ‘Passion Made Possible’. On the page catering to the China market of the VisitSingapore website, there are four words in Chinese ‘Xin Xiang Shi Cheng’, loosely translated as one’s heart is thinking of the Lion City, in place of the English slogan on the top banner of the webpage. Asst Prof Sin opined that the new, well-thought and nuanced Chinese slogan seems to reflect the immense importance that the Chinese tourism market represents to Singapore. She also shared her views on the shift in our tourism marketing and policies; what the Chinese tourist is looking for in Singapore when on holiday; and the potential costs and risks in the push to harness the economic value and opportunities of the growth of Chinese outbound international tourism.

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