Mar 10, 2020
“You have to take the ups and you have to take the downs,” says Keith Tan, CEO of STB. The organization has responded swiftly, putting in place measures to assist the industry, as well as assemble a Tourism Recovery Action Taskforce. Yes, there is no denying the pain has been sharp and will get sharper as the virus spreads but he believes this is a time for a reset, to get creative, to get reskilled. Above all, he believes Singapore must not waver from its pursuit of quality tourism. In fact, his advice to other destinations affected by Covid-19 is to keep your eye on your North Star. Dig deep into your brand equity and solidify it.