Face-to-Face: Edmund Chua, Assistant Chief Executive, Destination Experience, Singapore Tourism Board
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
1) Since the onset of the global economic crisis, has Singapore seen any noticeable changes in the make-up of visitor arrivals? If so, how is STB repositioning its promotional efforts to cater for this?
The current economic downturn has had an effect on the majority of Singapore’s key source markets for tourism. Destinations worldwide are riding on the same global trends which show that consumers are now more cost-conscious and prefer short-haul destinations which offer greater value for money.
Singapore must therefore ensure it remains desirable and competitive to drive demand. We are working with industry players, such as travel operators and airlines, to develop attractive travel packages as part of our global marketing campaign “2009 reasons to enjoy Singapore”.
We believe that such value-for-money packages will appeal tourists in the current climate. Visitors can view the latest promotions on our website, www.visitsingapore.com/2009reasons.
2) With so many Asian cities now trying to lure the lucrative MICE market, how successfully is Singapore staying ahead of the rest, and how is STB assisting this?
Singapore continues to be regarded as a premier business city. With the increasing commoditization of MICE venues in cities such as Hong Kong, Dubai, and Macau, Singapore needs to go beyond price competition by catalysing business success. Event organisers face increasing pressure to deliver returns on investment and Singapore rises to this need by providing a dynamic pro-business environment which comprises over 7,000 MNCs, a professional MICE workforce and a strong knowledge-based economy.
Singapore has a robust line-up of MICE events for which we will launch a concerted attendance-building campaign. We will identify the key exhibitions and conventions in the coming years and work with the relevant event organisers to develop new and innovative components that will appeal to a regional audience. To ensure that we continue to have a healthy pipeline of business events, STB has enhanced the “BE in Singapore” or “Business Events in Singapore” incentive scheme which will provide increased funding support.
3) Singapore is a key destination in Asian cruise itineraries. How important do you foresee this growing market becoming, and what steps is STB taking to attract more cruise companies?
Singapore is well-positioned to become the gateway into Asia, given its prime location between major international maritime routes and strong air connectivity.
We believe that Asia will continue to be an attractive cruise destination. Leading cruise players recently affirmed their commitment to Asia with the formation of the Asia Cruise Association which aims to establish the region as a key destination on the global cruise map.
The upcoming International Cruise Terminal at Marina South will also accommodate the new generation of larger cruise ships, and double Singapore’s cruise infrastructure capacity.
4) What are your tourism forecasts for this year, and how, if at all, is the current global travel slowdown affecting Singapore’s long-term plans and strategy?
As global travel is projected to either remain flat or decline by 2% in 2009, we have forecast that this year, the sector will likely welcome 9-9.5 million visitor arrivals and generate tourism receipts within the range of SG$12-12.5 billion.
To address the immediate impact of the global economic downturn on travel demand and strengthen tourism businesses for the long-term, we recently introduced a S$90 million BOOST (Building On Opportunities to Strengthen Tourism) to help the sector. BOOST is a multi-pronged initiative comprising tactical marketing campaigns, enhanced funding assistance and training schemes focused on demand for travel to Singapore, funding support for tourism businesses, building industry capabilities and manpower, outreach to Singapore residents, partnership with industry players, and the future of Singapore’s tourism sector.
5) Looking past the downturn, how does the future look for tourism in Singapore?
There is a Chinese saying; long-haul journey tells the stamina of a good horse. Building on the sustainable strength of Singapore tourism, the mid to long term outlook is a positive one. New and improved tourism offerings such as the Singapore Flyer, the FORMULA 1
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