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With 13.5 to 14.5 million arrivals expected in 2012 (definitive numbers for last year will only be released in a few weeks), Singapore wants to further move up by highlighting its new attractions. Especially as high prices in the City State shorten the length of stay.
SINGAPORE- it is the most sophisticated destination in Southeast Asia, a metropolis with anything to make it attractive: high service standards, superb museums, glitzy shopping malls, culinary experiences, good nightlife and entertainment with two integrated resorts with casinos. Singapore has it all except… except that the City State is these days confronted to two major problems: a high price tag in hotels but also in various tourist activities. “ We cannot influence the private sector by dictating the price policy. It is just a matter of supply and demand,” highlighted Oliver Chong, Head of Communication for the Singapore Tourism Board (STB).
This is true except that it puts Singapore in an awkward situation. The city faces increasing competition from other Southeast Asian large metropolis such as Bangkok, Kuala Lumpur or even Jakarta; like Singapore, these cities promote themselves on the global stage as sophisticated urban experiences… at affordable prices.
This is the paradox of Singapore: it is probably harder to sell today than it was 25 years ago when the city had far less to offer to its visitors. But 25 years ago, China was –almost- non-existent as a tourism destination while Malaysia or Indonesia were still in their infancy in terms of tourism products. 25 years ago, Singapore’s advertising was all about the Chinese way of life, spiced up with a blend of Malay and Indian cultures; of course, this is still true but travellers can now fly to Shanghai or Beijing if they want a true Chinese experience or spend a few days in Kuala Lumpur or Penang if they want to live in a multi-cultural society while Bangkok or Manila are heavens for shopping freaks or party-animals.
TTG Daily, the official magazine of the recent ASEAN Travel Forum (ATF) highlighted that long-haul markets start to reduce their length of stay in Singapore or even shun the City State due mainly to the cost of staying there and also the fact that the city is almost sold out most of the year due to events, conferences, exhibitions or festivals.
Singapore has then no choice than to reinvent itself permanently and capitalize on new attractions if it wants to continue attracting travellers. “We constantly renew and rejuvenate the Singapore tourism landscape to sustain a pipeline of exciting tourism offerings and to create experiences that add value and resonate with visitors,” explains Oliver Chong during STB Press briefing.
Sustainable and high quality tourism is the core of STB campaigning as well as the Government’s objectives for the sector’s development.
2012 was then no exception with the opening of the new cruise ship centre, the completion of Orchard Road’s complete new look, the new botanical garden “Gardens by the Bay” or Sentosa Marine Life Park with over 100,000 fishes to be seen. Until 2015, Singapore is well engaged to add more attractions on its already long list of venues: River Safari will be Asia’s first river-themed nature attractions and should turn very attractive thanks to the presence of a pair of Giant Pandas; in 2014, the Singapore Sports Hub will be inaugurated with five major venues supporting a wide variety of sporting events, including football, rugby and even cricket. In 2015, the revamped National Gallery will open its doors in the former City Hall and Supreme Court buildings with their distinctive classical architecture.
Singapore is also increasingly playing into niche products by inbound markets. According to Oliver Chong, dedicated promotion is now launched towards China, India and Indonesia. More will also be done to promote culture towards Europeans.
The STB still estimates that it will meet its objectives of 17 million arrivals by 2015. While 2013 should see the city flirting with the 15 million mark…
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
