Singapore Tourism 1

SINGAPORE DREAMS INC. LET THE DREAM COME TRUE

PRESENTED BY: I.S.M.E STUDENTS Marketing(2008-2009) Bangalore India

SINGAPORE TOURISM: FACTS & FIGURES • Tourism is one of the largest service sectors of Singapore. As of 2007, the tourism industry contributed 3% to Singapore’s GDP, and generated US$ 9.4 Billion in tourism receipts.   • In year 2007, Singapore recorded 10.3 million visitors per annum which is a new record high. STB expects 15 million visitors in Singapore per annum by year 2010. • Tourism expenditure reached SGD$13.8 billion in 2007. STB expects tourism receipts to reach SGD$15 billion by 2010. Foreign investment in Singapore is worth more than SGD$340 billion dollars.

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Indonesia (1,956,000), China (1,114,000), Australia (768,000), India (749,000) and Malaysia (646,000) were Singapore’s top five visitor-generating markets in 2007.

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Singapore targets the Tourist Dollar to hit S$30 billion by 2015

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Singapore is one of the most popular tourist destinations in Asia-Pacific region. 

Culture of Singapore Performing arts and culture of Singapore reflect the flavor of the region. Festivals and celebrations, expressing the diverse beliefs and backgrounds of the multicultural society, are held throughout the year. Cultural Events Movies Dance Theatre Music

Changing Frameworks for Tourism Policy

DEMAND INPUTS MANAGEMENT ENVIRONMENT

MERLION STATUE

JURONG BIRD PARK

SENTOSA ISLAND

KEY INFORMATION

• Singapore posted an estimated S$13.8 billion in tourism receipts from January to December 2007, representing an 11.3% increase over January to December 2006. This had exceeded the target of S$13.6 billion for 2007, and set a new record for tourism receipts. • In 2007, Singapore welcomed 10.3 million visitors, registering a growth of 5.4% over 2006. This is the highest annual visitor arrivals recorded for the Singapore tourism sector. It had outperformed the 2007 annual target of 10.2 million visitors. Visitor days were estimated to reach 38.0 million days, setting another record and posting an increase of 13.4% in comparison with 2006.

• Indonesia (1,956,000), China (1,114,000), Australia (768,000), India (749,000) and Malaysia (646,000) were Singapore’s top five visitorgenerating markets in 2007. These markets accounted for about 51% of total visitor arrivals in 2007. • Benefiting from the record visitor arrivals, the hotel industry saw both the Average Room Rate and Average Occupancy Rate setting new highs. Total room revenue was estimated to reach an all-time high of S$1.8 billion, an increase of 22.8% over 2006. • The Average Room Rate for the full year of 2007 was estimated at S$202, an increase of 23.1% over 2006. The Average Occupancy Rate for hotels was estimated to have reached 87%, a 1.7 percentage point increase over the previous year.

Figures as on year December 2007. All comparisons made are year-on-year comparisons with 2006.

OVERVIEW

Singapore Dream Inc. What do we Offer? Tourism Service Provider Online Presence Offline Experience ENTRY STRATEGY: Franchisee.

OUR PHILOSOHY

Vision

To be a technologically driven sustainable tourism organization, providing value for money accommodation in Singapore

Mission Provide Affordable Rooms Offer Uniquely Singapore Experience to tourists Be Involved in the Community

WHAT IS UNIQUELY SINGAPORE •Our Diverse Cultures & Languages • East Meets West • Fantastic Food • Shopping • Safe, Clean & Green • Well managed tourist attractions • Good Medical system • Good Educational system • Good Banking System

Unique selling Proposition • Personalizing

the service according to the feed back

of customers • Tracking customers and get real time data of their spending and we can easily track the patterns of their buying and moving around to upgrade services in tune to that.

Important Notes - Singapore is an expensive tourist destination - ‘There are more tourists than Singaporeans in Singapore’ - Almost twice as many tourists on weekdays compared to weekends - They are free on weekdays, mornings and afternoons when Singaporeans are at work - Majority of the tourists in Singapore are on business and M.I.C.E - Tourists get GST rebates - Spend 4 days in Singapore - Bangkok – KL – Singapore route on tours - Focuses on 4 main markets: BTMICE, OSTs, Leisure, Medical tourism - Sentosa is the most popular tourist attraction

WHY TOURISTS COME TO SINGAPORE?

• Education Tours Leisure tour • Overseas Study Tours Holiday • Business set-up and business Shopping opportunities Business • Medical check ups Business event or • Plastic Surgery exhibition • To source for a school• On Transit and Stop Over • Watch Concerts and performances or university • Corporate incentive • Events etc. F1 • Buy property and make • company retreat investments • Corporate training

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SUB DIVISION OF SINGAPORE TOURISM • LEISURE TRAVEL • BUSINESS & M.I.C.E • EDUCATION • MEDICAL TOURISM

UPCOMING EVENTS & HOW IT AFFECTS TOURISM • FORMULA 1 • INTEGRATED RESORTS • THE YOUTH OLMPICS WE EXPECT TO SEE A MORE AFFLUENT GROUP OFTOURISTS IN SINGAPORE WITH BETTER SPENDING POWER.

PRODUCTS Customized tour packages would our products which will be according to the need and budget of the customers. Packages would include the following: • • • • • • • • • •

Air Line Tickets Hotels Resorts Cars Tourists Guides Cruise Play Worlds like Theme Parks Safari Students tour Medical Tourism

TARGET MARKET ∑ ∑ ∑ ∑ ∑ ∑ ∑ ∑ ∑

India Middle East China Russia Japan Germany England Indonesia Malaysia

 Single

   

Women: Aged 35 - 45 Mature travelers: Baby boomers Budget travelers Eco-Tourism Corporate

ENGLAND • Developed nation with high per capita income. • Proportion of young population is as high as 28%. • People are usually fun loving and fond of communities. • People of England prefer to live alone and travel is also one of their agenda. • England is devoid of beach culture due to their climatic conditions which also makes them get attracted towards place like Singapore.

GERMANY • Outbound tourism is high. • Lack of domestic attractions. • Climate not good for summer sun holidays. • Lack of stylish coastal resorts. • It’s a developed country therefore people don’t hesitate spending lavishly.

JAPAN • Tourists are stereotype. • High cost of living and long working hours because of this problem the government is encouraging its people to take more holidays. • Main segment which travels is the young women the so called office ladies. • Language difficulties. • Asian tourist markets which are actually closer to japan might become most widely

ACTIONS TAKEN BY THE COMPANY •

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Promote sustainable tourism products, using market related instruments and incentives, such as contests, awards, certification, model projects, culturally sensitive quality labels covering both environmental and social sustainability; Reduce inappropriate consumption, use local resources in preference to imports in a sustainable manner; reduce and recycle waste, ensure safe waste disposal, develop and implement sustainable transport policies and systems, eg efficient public transport, walking, cycling in destinations; Provide tourists with authentic information, enabling them to understand all environmental and related aspects (e.g. human rights situation) of tourism when selecting any destination or holiday package; educate visitors in advance of arrival and give guidance on 'dos' and 'don'ts'; make tourists aware of their potential impact on and their responsibilities towards host societies; Provide information on respecting the cultural and natural heritage of destination areas; employ tour guides who portray societies honestly and dispel stereotypes;

•Ensure that the marketing of 'green' tourism reflects sound environmental policy and practice; use nonexploitative marketing strategies that respect people, communities and environments of destinations, dismantle stereotyping, integrate sustainable tourism principles when creating new marketing strategies; •Train staff to foster tourist responsibility towards the destinations, encourage multi-cultural education and exchange; •Actively discourage exploitative sex tourism, particularly sexual exploitation of children, and tourism which causes or contributes to social problems; •Adopt, observe, implement and promote codes of conduct.

PROFILE OF TOURISTS • Tourists from developing countries such as Middle East, India, China, Vietnam are those that are affluent and the rich. • Many tourists come to Singapore for a reason other than a holiday. Many are here for business trips and seek investment and business opportunities here. • There are several type of tour groups: Holiday Makers, Corporate Groups, Attending seminars and events, Family groups, Business travelers, Student Tour groups, Medical Tourists. • Biggest shoppers amongst the tourists are Indonesians, Russians, Middle Eastern, Japanese

STRATEGIES • Key strategy is value for money. • We will provide for direct currency conversions. • Provide shoppoholics “Shopping Cards” with maximum possible discounts. “Booz-O-Booz Cards” for night life lovers. • Local guides. • Provide customers free calling vouchers of certain fixed amount e.g.. $S50 calling cards. • Provide travelers with RFID cards. • Better Security for the travelers including medical security.

Distribution & Promotion Direct Distribution Model •Internet •Travel Agents •Corporate Deals •High Net worth Individuals

Promotion • Advertising

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Keyword Marketing Pay-Per-Click Banners Link Exchange PR Strategy

OUR UNIQUE VALUE PROPOSITION Build and maintain our customers

•Value for Money •Unique Holiday Experience

•Employment •Enterprise Skill Enrichment

Factor

PRIME TRAVELS

WTS TRAVELS

Importance to customers 1

1

SINGAPOR E DREAMS 1 INC 1

Tour Packages Price

2

2

2

Quality

1

1

2

1

Selection

3

2

2

2

Service

2

1

1

1

Reliability

2

2

2

2

Stability

2

2

3

3

Expertise

4

2

3

4

Reputation

4

1

3

2

Location

2

2

1

2

Appearanc e

3

1

2

2

1 = Very Important;

1

5 = Not ver

STRENGHTS • Well-established tourism in member countries: Singapore, Malaysia, and Thailand already have high annual visitor arrivals. • Well-developed entertainment options: Countries already offer shopping, nightlife activities, etc • World-class airports facilitate travel: e.g. Singapore Changi • Diverse tourism resources within the region range from nature to culture, religion, sports, and health and wellness. • Well-developed linkages to external markets are in place.

WEAKNESSES Countries are at different levels of inbound and outbound market maturity. Countries are at different levels of manpower standards. Possible competing strategies are in play: e.g. more than one country aspiring to be a strategic hub, or countries competing to be world leaders in particular attractions. Trade and investment need to be considered, as well as inter-firm linkages. Visas are required for travelers from outside the region.

OPPORTUNITIES •Liberalization: Ease of visa requirements and government regulation of airlines could be helpful. •The ASEAN region is suited to hub travel trends. •World-class events could be leveraged. •Two-way tourism could be better promoted. •Intra-regional travel could be increased for leisure, business, study and MICE.

THREATS Unstable p olit ical c ondi tions

Reg ional crises, e. g. ter roris m, avian f lu and tsun ami, dis cour age t ouri sm.

Con tagio us disease and its medi a cov era ge ma y aff ec t int ernati onal trav el deman d.

Lack of cri sis m anage ment r eadi ness pe rsists i n some coun tries : Risk man agemen t co ntrib utes to a pos itiv e revival of tour ist des tina tions i n many ca ses .

PRICES PREMIUM PACKAGE FOR CORPORATES: Return Airline Tickets Hotel Stay 4 Days & 3 Nights (Including Cruise) Private Car Insurance Shopping Card Telephone Card Tourist Guide Entertainment (Golf, Casino, Cards)

758 x 2 3030 300 100 1000 200 100 200 -----------6446 ------------

Figures in Singaporean Dollars

PREMIUM PACKAGE FOR ENTHUSIATICS: Return Airline Tickets Hotel Stay 7 Days & 6 Nights Shopping Cards Telephone Cards Entertainment( Bungee Jumping, Safari) Tourist Guide

550 x 2 2500 500 100 500 100 ---------4800 ----------

Figures in Singaporean Dollars

ECONOMY PACKAGE Return Airline Tickets Hotel Stay 3 Days & 2 Nights Entertainment (Temples, Malls, Theme Parks) Shopping Card Telephone Card Tourist Guide

400 x 2 1500 250 300 100 50 ----------4000 -----------

Figures in Singaporean Dollars

MEDICAL TOURISM PACKAGE Return Airline Tickets Hotel Stay 3 months Hospital Expense (Bone Marrow Transplant) Shopping Card

758 x 2 9000 15200 2000 ----------27716 -----------

Figures in Singaporean Dollars

THANk YOU