New growth strategy to draw visitors from Europe

Singapore welcomed record growth in the number of visitors from Europe. In 2007, close to 1.3 million European visitors travelled to Singapore - a growth of 4.6 per cent over 2006.

With additional Singapore Airlines flights from cities such as Barcelona, Milan and Russia, Paris and Switzerland., Mr Oliver Chong, Regional Director for the Singapore Tourism Board's office in Europe, told P@SSPORT that the STB is forecasting a growth of around three percent in tourist arrivals from Europe.

Last year, the continent contributed some 1.3 million arrivals. The UK is still the leading market with approximately 495,500 arrivals, followed by Germany, France, Netherlands, Switzerland and Russia.

Currently with offices in London and Frankfurt, the Singapore Tourism Board (STB) is set to officially open another full-fledged office in Moscow, Russia by mid 2008. Mr Chong identified three things that the STB would be doing to maintain market share amid increased competition for the European travel dollar.

One, broaden the base of growth for Europe by increasing trade activities in the next tier of markets such as France, Italy, Spain and Switzerland; two, re-shape public perception of Singapore through media and PR activities and three, further strengthen Singapore's links with hot destination favourites such as Bali, Phuket and Australia to allow visitors to enjoy Singapore as part of the Asian experience.

"In addition, we are also stepping up our BTMICE (Business Travel, Meetings, Incentive Travel, Conventions and Exhibitions) activities with more networking sessions, sales calls and roadshows.  We aim to secure more mega trade shows and exhibitions, attract more fair organisers and venue owners to set up shop in Singapore and pull in more meeting and incentive groups.

"A comprehensive strategic BTMICE framework has been set in place for Europe which will guide our activities for the next three years or so."

Mr Chong, who is based in London, shared that feedback from tour operators on the main challenges facing Singapore in the European market include the availability of hotel rooms and the emergence of Dubai as a stopover on the Kangaroo Route. "Some of the concerns surfaced by tour operators include blackout dates and non-confirmation of hotel rooms. Middle eastern carriers such as Qatar Airways and Etihad are also causing a ripple with their aggressive fares."

"Fortunately, SIA is still a hot favourite in many European markets and that has helped maintain our hub status."

The STB has also been working closely with Urban Redevelopment Authority (URA), on an ongoing basis, to identify more Government Land Sales (GLS) sites for hotel development. In the next three to four years, some 12,000 rooms will be added to the room inventory, of which the 14 GLS sites sold since August 2006 will contribute some 5,000 additional rooms.

In addition, STB is also working with URA and Singapore Land Authority (SLA) to look into adaptive re-use of unoccupied state buildings that can be developed into hotels. Examples of this include the new Link Hotel in Tiong Bahru and Hotel Re! which was the former Pearl's Hill School.

These are some measures taken to ensure an adequate supply and mix of accommodation in Singapore to meet the projected demand.