‘Uniquely Singapore’ Focuses On Product Extension

Jyoti Koul - New Delhi

In an effort to keep the customer interest afresh, Singapore Tourism Board (STB) has been constantly upgrading its offerings. Due to SARS, the board registered a dip in tourist arrivals last year. But this year, the board is planning to double the tourist numbers of 2002 by focussing on product extension and promoting Singapore as a premier MICE destination.

In 2002, the business travel and MICE (Meetings, Incentives, Convention and Exhibition) segment attracted 1.5 million visitors and generated tourism receipts totaling S$2.2 billion. As the board has identified India as one of the key markets for MICE, promoting incentives and exhibitions is one of its major thrust areas. In this direction, it is conducting road shows in major metros like Delhi, Chennai and Mumbai and has launched the 'Make it Singapore' campaign to woo corporates.

As part of its product extension, STB is focusing on cruises as it completes the travel experience. "We are into joint marketing with Star Cruises and since India is booming, we see more potential for our products. At the same time business travel and MICE is an important sector for Singapore and it is expected to contribute significantly to Singapore's tourism receipts. Given that Asia will be the engine of growth in the global economy, there is a huge potential market of business visitors to draw from," said recently appointed manager, international operations, Edward Chew.

The strategy STB plans to adopt to increase the arrival figures from India is to reach the secondary cities in India. Therefore, the board for the first time is planning to host its road shows and create awareness about its products in smaller cities in potential states like Gujarat, Maharashtra and Punjab. In order to tap the Indian market, it is planning to reach the consumer directly besides working through agents, and the feedback generated will be passed on to tour operators to come up with India-specific packages.