Singapore targets tourists from 10 cities

CHENNAI: The

Singapore

government is planning to launch a marketing campaign in 10 cities where success stories of Singaporeans, the daily life, food and dining and art and culture will be highlighted to attract visitors. The move comes after it was found that tourists wanted to live like locals and experience daily life in Singapore.

The new combined brand promotion of

Singapore Tourism Board

and

Singapore Economic Development Board

was launched in the city on Monday.

Around 6.6lakh people from India visited Singapore in the first six months of this year, a 15% increase over the same period the last year. In 2016, Singapore received 11lakh visitors which was an 8% increase over the previous year. Singapore also expects more tourists from tier 2 and tier 3 cities, especially Madurai and Coimbatore which will soon get direct flights.

Singapore Tourism Board regional director of south Asia, Middle East and Africa GB Srithar said, “The promotion to be held in 10cities including Kochi, Hyderabad, Ahmedabad, Pune, Kolkata and Jaipur will focus on food and dining, shopping and retail, sightseeing and business events and others. This will also include on-ground consumer and trade events, roadshows, stories by Indian public figures recalling their experiences in Singapore. There will be an emotional connect to the campaign which feedback said we did not have.”

He said, “We did two rounds of research in 10 countries including India and has come out with a brand called ‘Passion Made Possible’ aimed at differentiating Singapore by cutting across all government departments. The new brand is aimed at those who are thinking of travelling and yet have not taken a decision.”

There are 230 flights from 15 cities in India. “We will look at smaller towns also. The reach will be through social media and other promotions.”

Srithar said the marketing campaign was redrawn, though Singapore over the last five decades has built a strong reputation as a global business and tourism hub, because visitors have become more discerning in their choices and want to immerse themselves in cultures and build deeper connection with destinations.