STB’s Europe growth strategy
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Singapore is broadening its Europe strategy riding on the higher number of European visitors to the island.
Last year, Singapore saw record growth in the number of visitors from Europe – close to 1.3 million, representing a growth of 4.6% over 2006.
The United Kingdom and Germany remain the key European source markets, making up about 496,000 and 165,000 visitors respectively. Double-digit growth was also seen in visitors from Spain, Russia, Denmark and France.
A new Singapore Tourism Board office will open in Moscow in the middle of this year, joining the current European offices in London and Frankfurt.
The STB said it aims to broaden the base for growth by increasing trade activities in France, Italy, Spain and Switzerland while maintaining strong presence in Germany, Russia and the United Kingdom.
“Interest in Asia has been growing due to increasing awareness of the region’s myriad cultural and historical attractions arising from strong media interest,” a release from the STB said.
It also cited improved air access, including new flights by Singapore Airlines using the A380 to London.
The STB plans to boost its marketing budget for Europe by 50%, focusing on France, Spain, Italy and Switzerland.
STB said it will also target travel during off-peak periods, especially among Russians.
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