Singapore Tourism Board (STB) has launched a new
initiative to tap into the intra-regional travel surge.
Called "Uniquely Singapore Fun Breaks", the initiative is
in response to more affordable travel opportunities with
the emergence of low-cost carriers, said Lim Neo Chian
(right), deputy chairman and chief executive of STB.
"With Uniquely Singapore Fun Breaks, the island is
positioned as a top-of-mind getaway destination in the
region," he said.
This is a strategic move to capture tourism growth
opportunities with the evolving environment, he added.
Initial target markets for "Uniquely Singapore Fun
Breaks" are Bangkok and Jakarta where the print campaign
has been rolled-out.
The STB has tied up with trade partners to offer
attractive packages (which can be found at
www.visitsingapore.com/funbreaks). Singapore-based low-cost
carriers Tiger Airways and Valuair also have a presence on
the site.
For this initiative, the NTO is working with airlines
and travel agents by jointly promoting and advertising tour
packages in the overseas markets. Some of the packages
include value added premiums, for example, discounts for
retail purchases and at F&B outlets.
Lim said the rise of the low-cost carriers has led to a
"new environment" which is prompting changes in consumer
behaviour. For example, travellers are starting to make
last minute decisions about travel. As such traditional
approaches to tourism marketing have changed and may not be
as effective.
Furthermore, there is heightened competition among
destinations to capture the expanded regional travel pie
with the emergence of first-time travellers and a bigger
pool of frequent travellers. This development has led the
STB to adopt a "multi-pronged approach" in its market and
product development.
"Our website will provide travellers the requisite
information so it is easier for them to choose Singapore
for that short break.
"Hey, we can go to Singapore for the weekend!" he
quipped.
The NTO is exploring the concept of a one-stop online
site for all online purchases from airfare deals to
lifestyle services.
According to Lim, the Uniquely Singapore Fun Breaks will
be an ongoing initiative and target other markets where the
cost of air travel has come down significantly such as Hong
Kong.
"We will review this initiative over time. The ultimate
goal is that people view Singapore as an exciting events
capital, with a variety of things taking place every week
from Singapore Fashion Week to an Eagles performance."
Hence the initiative will encourage repeat visitors as
the destination is always "fresh" and attract more
first-time travellers to Singapore.
"We intend to leverage on this surge in intra-regional
travel," he said.
Indeed, Singapore has proven appealing to globetrotters
and they have demonstrated with their votes.
<>Recently, Singapore won top accolades for
'Favourite City In the Word' in Conde Nast Readers' Travel
Awards 2004 and 'Favourite Business City' in TIME Readers'
Travel Choice Awards.
"The growth in traffic generated by the LCCs as more
people have the opportunity to travel spells economic
spin-offs for Singapore," he added.
The money saved on airfares could then be spent on
accommodation, entertainment and shopping, he said.
He is also keen to correct the misconception that
travellers who fly on LCCs are tourists on a 'low-budget'.
"There is no evidence of this," he said.
Lim added that "Singapore is not an expensive
destination by international standards, judging by prices
of accommodation to shopping to food.
"At the same time we are extremely cosmopolitan with a
unique appeal compared to other Asian destinations."
Singapore would thus be attractive to "yuppies" with
limited leisure time yet seeking exciting weekend escapades
and families opting for a safe, convenient and entertaining
destination.
Agents like Thailand's Majestic Travel see the STB offer
having a positive impact on locals. "The STB is very
aggressive in the Thai market as compared to Hong Kong.
With Uniquely Singapore Fun Breaks, more Thais have
reason to make repeat trips to Singapore and they are not
just restricted to the weekend," said general manager
Chutiwut Suwanichkul.
"With the increased capacity from the LCCs, we will see
more FITs as well."