SINGAPORE: Singapore's tourism strategy will not only involve increasing visitor
numbers.
Second Trade and Industry
Minister S Iswaran says there will be more emphasis on deriving higher economic
yield from tourists.
This means planning for events
and activities to generate extra spending from visitors.
International events like the
Formula One Grand Prix have nudged Singapore closer to becoming a truly global
destination.
The night race has attracted over
150,000 visitors, spending more than S$560 million within the first few years
of its staging.
Mr Iswaran thinks the numbers can
improve, if more careful focus is placed on sideshow activities to pull in more
tourist dollars.
"The important thing is what
are the sort of supporting, or naturally complementary activities which will
strengthen the value proposition and the experience of the Formula One race in
Singapore? So, one can envisage, for example, lifestyle events, fashion events,
you know, maybe the watch industry, maybe the fashion industry and so on,
coming in," he said.
Mr Iswaran says the tourism
strategy centres around three "C's" - content, clients and
connectivity.
Singapore attractions and tourism
infrastructure must offer enough content to lure visitors.
The River Safari, home to pandas
'Kai Kai' and 'Jia Jia', will officially open in 2013, and it is expected to do
its part in charming tourists.
Where clients are concerned, the
key is to study important market segments to see how more visitors can be
brought in to Singapore.
On connectivity, the aim is to
position the Republic as a regional tourism gateway for visitors.
"A very good example of this
is in fact the cruise industry, because many of the cruise lines tell us, one
of the attractions of Singapore is because we are also an important air hub in
the region, the whole idea of fly-cruise, is very attractive. They can come in
to Changi, seamlessly integrate into the cruise lines, and then from there go
on a trip in the region," he said.
One area Singapore might have to
work harder at improving is customer satisfaction.
A 2012 survey found that tourists
were less happy with the quality of goods and services in the country, compared
to before. And this is where attractions have to raise their game in order to
keep people coming for more.
Walter Lim, vice chairman of the
Association of Singapore Attractions, said: "We will encourage attractions
to invest in their staff, look at ways of equipping them to provide better ways
to sort of, tell the story, design the exhibits, as well as provide better
customer service."
Older attractions are being urged
to continually re-invent themselves, to keep up with new competition.
- CNA/de
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