Culture is playing an increasingly important role in promoting tourism in Singapore, according to a tourism official from the Lion City, which is celebrating its golden jubilee this year. Geraldine Yeo, director of industry marketing at the Singapore Tourism Board, said compared with Hong Kong, Singapore has a greater mix of Southeast Asian cultures in addition to its Chinese heritage. She said promoting the country's culture helps attract a diverse group of tourists and strengthen the country's identity as "more than just a business city". "Culture is unique to a destination. It is important because it is what offers [visitors] the authentic experience," she said. "As we have come of age, it's also the time now to celebrate the different facets of our country besides shopping and eating with the rest of the world. And the soul of the people is expressed through their arts and culture." Besides promoting Singapore arts and culture on an event-driven basis, such as the Singapore Art Week in January that boasts more than 100 events including Singapore Art Stage, Yeo said the tourism board also takes the initiative in organising travelling art exhibitions to showcase Singaporean talents worldwide. One example is Singapore: Inside Out, a travelling exhibition featuring works by 20 individuals and groups, ranging from interactive installations and live performances to film screenings. As part of the golden jubilee celebrations, the show has travelled to Beijing, London and New York, and will return to Singapore on November 27. Yeo said 70 per cent of the tourists to Singapore come from the Asia-Pacific region. Indonesia, China, Malaysia, Australia, India and Japan are among the top markets. "We do attract a diversified group of visitors," Yeo said. "We are a lifestyle destination rather than just a scenic destination. So the multicultural experience and the arts are important."