STB Sets New Targets For India

Reema Sisodia - Mumbai

Singapore Tourism Board has a new target for the Indian market. After a lull in tourist traffic, the board is targeting the Indian continent with strategised marketing plans. Says Lim Neo Chian, deputy chairman and chief executive, Singapore Tourism Board (STB), "Establishing stronger links with India is one of the top priorities for STB. Careful planning to optimise on the growing potential of the Indian market is what we are aiming to achieve and using the right tools and mechanisms to penetrate the Indian psyche as a destination that is diverse, dynamic and constantly living is what we hope to project with our numerous marketing endeavours and tie-ups."

So how would STB go about achieving their targets? Adds Chian, "The forthcoming IIFA awards would go a long way in strengthening the destination as an ideal MICE and leisure destination as Bollywood is one of the most effective tools to further popularise Singapore as a perfect tourism destination. We are also doing our best to encourage Indian film shooting in Singapore. Hence, we are taking the right steps to reassure our strong links with the region. Establishing a two-way tourism contact is also an aspect, which one can further explore. The unique Buddhist circuit of India can be an ideal tourist attraction that can encourage two-way traffic."

After having elaborated on their strategic plans, STB is also looking at new markets, one of which is its fore into the Indian education market. Explains Chian, "Our objective is to sell Singapore as a quality education destination for the Indian students. There are a lot of factors that work in our favour to promote Singapore as a destination for education especially for the Indian students fraternity. The education system is also on par with international standards, with a variety of choices for the students across specialisations. We are only hoping to get permits to increase flight connectivity between the two countries that will further augment tourism traffic between both regions. Negotiations with the Indian aviation authorities has been an ongoing process."