The Singapore Tourism Board (STB) revs up its marketing machine to showcase Deepavali Light-Up 2002, one of…
The STB statistics show that Little India, where the Light-Up takes place, remains one of the most popular attractions in Singapore, with nearly 35% of all tourists visiting the district last year. It is especially popular with visitors from India, Europe, the Americas, Japan and South Korea.
This year, the STB’s marketing activities include a bigger contest targetting more overseas visitors with return trips to Singapore as attractive prizes. This follows last year’s successful lucky draw which saw the participation of over 1,000 high-spending tourists. Other activities this year include the promotion of a new City by Night – Deepavali Tour organised by Sightseeing Tour East and strategic advertisements placed in popular publications in Japan.
The STB, which has been involved with the annual light-up since 1985, has seen the festivities grow each year. This year the Light-Up has expanded to cover the stretch of Serangoon Road near the Sri Srinvasa Perumal Temple.
Mr. Lim Chwee Seng, STB’s Director of Events Marketing, says he is delighted that the Deepavali Light-Up has evolved over the years. When we first organised it, we had envisioned that this Light-Up would become a highlight in our calendar of events for overseas visitors. But we have been pleasantly surprised how the local community has embraced it. Now with the stakeholders at the helm for the fourth year, we continue to support and aggressively market this event to key markets overseas.
After the Light-Up is officially switched on by the President of Singapore, Mr. S.R. Nathan, on 11 October, the Little India district will stay ablaze with the beautiful lights until 8 November 2002.
The four-week Light-Up this year promises to be an especially eventful period for overseas visitors who will also have an opportunity to witness dramatic fire-walking ceremonies and the traditional Silver Chariot Procession.
A Festival Village will also be organised along Campbell Lane in conjunction with the Light-Up. This will be a showcase of the best of Indian culture, featuring stalls offering traditional arts and crafts, jewellery, ethnic cuisine and tasty delicacies. In the evenings, from Thursday to Saturday, cultural performances at Kerbau Road will further add to the bustling atmosphere.
Visitors who are in town during this festive period should also not miss the various performances lined up. These include the Deepavali Festival at the newly-opened Esplanade – Theatres on the Bay. From 8 to 10 November, the iconic performing arts centre will resonate with the joyful sounds of Bhangra and classical Indian music. Apart from musical performances, audiences will be treated to contemporary Indian dance performances or theatre while their children can learn about the handicraft of puppet making.
The Deepavali Light-Up, organised for the fourth year by the Hindu Endowments Board, is made possible with the support of the STB, the Little India Shopkeepers and Heritage (LISHA) and Central Singapore Community Development Council.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.