10 Years, 10 Goals

10 years in an organization, perhaps it’s time to retreat, reflect and refresh, and think about the next steps.  Moving forward … so, what’s next?

I’ll be out on a learning journey (or “Strategic Industry Engagement (SIE)”, which “aims to strengthen team technical capability and build emerging/niche capabilities”.

Specifically, I’ve given myself 10 goals. It sets the framework on how I see myself using these three months of SIE (or four months if you count the annual leave too). 

1.  Places. To write case studies of new destinations, new attractions and new places.

2.  People. To interview people and hear their perspectives and insights on the industry.

3.  Hospitality Business. To understand key trends in the hospitality sector.

4.  Tour Business. To understand key updates in the travel and tour sector.

5.  Airlines Business.  This is Project DXB - To appraise the factors that outline the air hub strategies of Dubai in the Middle East for STB/Dubai. The Middle East is gaining prominence in the air transport business strategy as seen in the success of Qatar Airways, Emirates and Etihad Airways which were ranked first, fifth and sixth respectively in the Skytrax World Airline Awards 2015.  In addition, dnata, part of The Emirates Group is now the fourth largest combined air services provider in the world and the fourth largest travel management company.  Learning about the role of dnata in the Middle East will allow us to understand their strategies and policies in technical manpower expertise, among others.

6. Destination Marketing. This is Project LON - To evaluate new marketing strategies for destination Singapore in Europe for STB/London. The STB had recently launched a S$10 million Experience Step-Up Fund under its Tourism Product Development Scheme, indicating its important aim to encourage development of new tourism experiences to enhance overall visitor experience and satisfaction in Singapore.  This overseas stint in the key tourism destinations in London and Dubai will allow us to be connected to the developed and emerging tourism industry in London and Dubai, to understand new trends in visitor experiences. 

7. Special Interest Tourism. To evaluate new/ emerging special interest tourism products and motivations.

8. Planning & Policies. To understand destinations' planning policies where relevant. The European countries have traditionally been receiving the highest international visitor arrivals and tourism receipts.  According to the UNWTO in 2014, France, Spain, Italy, Germany and UK are ranked first, third, fifth, seventh and eighth in terms of international visitor arrivals and fourth, second, sixth, eighth and seventh in terms of international tourism receipts respectively.  This shows that these European countries are very developed in terms of their tourism planning, development and marketing, and thus there is much to learn in terms of their tourism strategies and policies.

9. Curriculum. To be exposed to the tourism planning, development and marketing of a destination, as well as cross-cultural practices overseas. This knowledge is relevant for teaching of subjects such as Destination Planning & Development, Principles of Marketing for Hospitality & Tourism, Contemporary Special Interest Tourism, and Business Etiquette & Service Excellence (or Etiquette of Business & Service Knowledge for the School of Business).

10. CAFÉ. To explore careers (overseas internships?) and further education (school exchange with e.g. University of Surrey?) opportunities for our students.

I will attempt to keep in touch via this blog and a series of regular updates.  This could be a Story of the Week (or Fortnight, or Month, depending on how intense the SIE is).  If it is really intense, this could then be a Picture of the Week/Fortnight/Month (because a picture speaks a thousand words … you get the picture).

So here’s the plan.  I will post up some updates by the 30^th of each month so you can read them by the 1^st of each month on 1 May, 1 June, 1 July and 1 August.  I will be in STB/DXB from 11 April – 11 May (one month), and STB/LON from 1 June – 31 July (two months).  I will be on leave during the other periods to consolidate the two projects, and back to work on 22 August (Study Week), and hope to share more with all by 22 September. 

Enjoy the journey with me!

Off on an 'internship'!