Singapore Tourism Board – Social Media Toolkit

Overview
The Social Media Toolkit for the Singapore Tourism Board (STB) was designed to help Singapore’s tour guides—primarily aged 50 and above—become more tech-savvy and leverage social media to promote their services. With an average age of 58, many of the guides struggled to adapt to the growing demands of tech-savvy tourists. The toolkit aimed to provide a simple, accessible way for them to engage and reach a wider audience.

Approach
To understand the needs and pain points of the target users, I collaborated closely with the Singapore Tourism Board’s team and conducted interviews with stakeholders, as well as two of the top-performing tour guides in Singapore. These insights were supported by research from various tourism reports to ensure we captured a holistic view of the guides' challenges and requirements.

Based on these insights, I mapped out a detailed user journey and designed a series of low-fidelity prototypes to visualize key features and interactions. After presenting these to stakeholders for feedback, I developed high-fidelity, functional prototypes using Figma.

To ensure that the toolkit was easily accessible to the older demographic, I created a downloadable PDF version, which was printed and distributed by the Tourism Board.

Solution
The final Social Media Toolkit was a simple yet effective guide that empowered tour guides to:

• Use social media platforms such as Instagram, Facebook, and Twitter to promote their tours

• Create engaging content that resonated with a younger, more tech-savvy audience

• Easily understand platform features through clear, step-by-step instructions and visual aids

The downloadable and printed formats made the toolkit easy to adopt and refer back to, whether on a mobile device or in print.

Impact
The toolkit played a vital role in helping guides expand their reach, especially during the post-COVID recovery period, where tourism was slowly rebounding. By simplifying the adoption of social media, the toolkit enabled tour guides to:

• Increase their visibility among a new generation of tourists

• Improve engagement with international and tech-savvy visitors

• Contribute to the overall tourism recovery efforts by adapting to digital trends

The project’s success was evident as guides were able to implement social media strategies quickly and effectively, with many reporting increased bookings and engagement.