The company behind widely recognised rankings such as Asia’s 50 Best Bars has entered into a three-year (2019-2021), “multi-faceted” deal with the Singapore Tourism Board (STB) that will see the two organisations anchor a series of 50 Best awards and events in Singapore.
Commenting on William Reed Business Media’s (WRBM) first multi-year agreement with a NTO, Tim Brooke-Webb, managing director of 50 Best, said: “We know and appreciate Singapore’s commitment to hosting great events, welcoming people from around the world and investing in its own F&B sector, and recognise the appetite to attend our events from the Singaporean public.”
Under the agreement, The World’s 50 Best Restaurants awards will make its Singapore debut in 2019, marking the first time the awards platform will be held in Asia. Previous editions were held in Bilbao, Melbourne and New York.
The World’s 50 Best Bars awards will arrive in 2021, making Singapore the first city, apart from its original home of London, to be confirmed as host of this award.
Singapore will continue to welcome Asia’s 50 Best Bars in 2019 and 2020, following the inaugural edition held earlier in 2018.
In a statement, STB outlined the benefits the partnership will bring.
STB says it will “drive healthy competition” among local F&B players who will then “vie for an opportunity to be on the awards platform”. In the longer term, STB says the partnership will help “raise the bar of excellence for the whole industry” and enhance Singapore’s reputation as a gastro-city.
Melissa Ow, acting chief executive, STB, commented: “Underscoring this partnership are the benefits that local enterprises can expect to gain – from the creation of business opportunities, to profiling of our local culinary and bartending talents and brands on an international stage, and importantly, the global exposure Singapore’s dining and cocktail scene will get.”
STB added that opportunities for grooming the next generation of local chefs is a priority. The World’s 50 Best Restaurants 2019 will see 50 Best and STB collaborate on an interactive culinary student programme, where top chefs from around the globe will impart their knowledge and skills to aspiring students.
The partnership will also bring the 50 Best branded events closer to consumers, with STB stating it “made concerted efforts to ensure (complementary consumer experiences) are included in the programming of each 50 Best event”.
At The World’s 50 Best Restaurants awards, collaboration dinners by top international and local chefs will be curated for locals and visitors to attend. The #50BestTalks in 2020 will also be open to the public, who can learn about the latest trends in gastronomy, partake in discussions on topical issues around food, as well as attend masterclasses by some of the world’s greatest chefs.
In addition, the Asia’s 50 Best Bars awards will collaborate with the annual Singapore Cocktail Festival to feature 50 Best branded activations for both locals and visitors to experience.
Ow added: “Ensuring consumers can take part in the series of 50 Best events is key to increasing engagement levels with locals and visitors. With the 50 Best brand being globally recognised and with their significant international following, they are an ideal partner for STB to shape and create unique events with. This is in line with our pursuit of curating a vibrant annual events calendar of differentiated events to grow tourism.”