The Singapore Tourism Board and the Singapore Economic Development Board have jointly unveiled a unified brand, Passion Made Possible, to market Singapore internationally for tourism and business purposes.

Launched officially in Singapore by minister of trade and industry S. Iswaran, and supported by the ministry of communications and information, the agencies’ first joint brand is a bold move to put forth Singapore’s unique attitude and mindset: a passionate, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention.

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.

Visitors have become more discerning in their travel choices, seeking to immerse themselves in cultures and build deeper connections with destinations, while international businesses want to create new solutions that make a difference.

The unified brand thus aims to communicate the country’s value proposition in addressing these new needs of travellers and companies, and help Singapore stand out on the international stage.

G.B. Srithar, STB regional director for south-Asia, Middle East and Africa, said: “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.

“The unveiled brand will allow us to build a deeper and more personal connection between Singapore and our fans and friends in the UAE, even when they are not actively thinking about travel.”