Paradigm Shifts: National Tourism Organisations and Education and Healthcare Tourism. The Case of Singapore

This paper examines the changing role of national tourism organisations (NTOs) with particular reference to the case of the Singapore Tourism Board (STB). Problems and opportunities confronting NTOs are examined and some trends in marketing and product development are identified. Education and healthcare are attracting increasing interest and acquiring heightened priority, a process which requires a reassessment of definitions of tourism and the responsibilities of tourism boards. While both spheres are of commercial significance, they also pose considerable challenges for NTOs unaccustomed to working in these areas.