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Perhaps no one embodied the love of travel for travel's sake more than
novelist, playwright, travel writer and regular visitor to Singapore, Somerset
Maugham, who said: "I travel because I like to move from place to place, I
enjoy the sense of freedom it gives me, it pleases me to be rid of ties,
responsibilities, duties, I like the unknown; I meet odd people who amuse me
for a moment and sometimes suggest a theme for a composition; I am often tired
of myself and I have a notion that by travel I can add to my personality and so
change myself a little. I do not bring back from the journey quite the same
self that I took."
In today's modern context, this learning about different cultures and heritage
through travel is called culture heritage tourism which, according to
Cultural Heritage Tourism (a resource for organisations and individuals
who are developing, marketing or managing cultural heritage tourism attractions
or programmes put together by "Partners in Tourism", a coalition of the
national organisations and agencies with an interest in cultural heritage
tourism), is defined as "travelling to experience the places and activities
that authentically represent the stories and people of the past and present".
Travelling to appreciate other cultures
According to the Asia Travel Intentions 2007 survey, conducted by Visa
International with the Pacific Asia Travel Association (PATA), it was found
that the overwhelming majority of respondents in every origin market surveyed
said that the experience of travelling had increased their appreciation of
other cultures.
They were asked whether they agreed or disagreed with the statement "travelling
to different destinations has helped me to appreciate other cultures". Among
the markets, 65% of Germans strongly agreed, followed by Indians (64%).
Travellers were also asked about their inclination to choose tourism products
"that are sensitive to local cultures" in order to measure travellers'
awareness and concern about their "footprint" on local cultures and customs.
Around nine out of 10 travellers showed some desire to choose such products,
according to the survey, with the Korean market showing the greatest
sensitivity on this measure (48% much more likely).
When it came to parting with their money however, travellers were more
reticent. Although 88% of respondents said that sensitivity to local cultures
would affect their travel choices, only 70% said they would pay extra for
culturally-sensitive tourism products.
The majority of those who would pay extra were only prepared to pay 10% more.
China and Korea were clearly the markets most likely to pay more, said the
survey.
Raffles Hotel
To each, their uniqueness
Regardless of the customer's propensity to pay more, destinations are
increasingly beginning to understand it is their uniqueness which is the key
differentiator in today's age of globalisation and hence, commoditisation of
travel.
It is the raison d'etre of Singapore's brand positioning "Uniquely
Singapore" which "showcases quintessential Singapore experiences, celebrates
Singapore's unique blend of traditions, cultures and modernity".
It is a positioning borne out of an earlier awakening in the mid-80s when a
Tourism Task Force Report of 1984 pointed to the need to look into the loss of
Singapore's "Oriental mystique and charm" which had been wrought by the rapid
erasure of "old buildings, traditional activities and bustling road activities"
from the urban landscape, according to a report on "Tourism in Singapore: An
Overview of Policies and Issues", written by Brenda SA Yeoh, Tan Ern Ser,
Jennifer Wang and Theresa Wong.
In her article, "Making a business case for history: The story of Raffles Hotel
Singapore", Ms Jennie Chua, who played a key role in the restoration of the
hotel and its re-opening on 16 September 1991, wrote: " There was a time when
Raffles Hotel could have gone the way many old buildings went in the 1970s and
1980s when Singapore, as a young nation struggling to feed its people, was
preoccupied with growth.
"It was understandable. Priorities were different. We were more concerned with
bread-and-butter issues and instead of seeing historical buildings as treasures
to be preserved, we were more intent on building factories and institutions
that would create jobs.
"It would have been very tempting to tear down a decrepit building with only
the Singapore Sling holding it together, especially when just down the road,
the Raffles Institution, Singapore's oldest school founded in 1823 which was
older than Raffles Hotel, had been demolished to make way for Raffles City, a
multi-purpose complex comprising hotels and retail.
"At that time too, Singaporeans couldn't have been bothered if the Raffles
lived or died.
"What saved it was tourism. It was an important tourist attraction - perhaps
THE most powerful icon of Singapore tourism - every tourist, who visited
Singapore, had to see the Raffles and have the Singapore Sling."
Chinatown
A different generation of customers: Aware and participative
You need only visit the Raffles anytime and see the hordes of tourists taking
photographs to know the hotel's pull as a tourist attraction. Pop into the Long
Bar any night and you will see tourists from all over the world sipping their
Singapore Slings, as though with each sip, they drink in the nostalgia of an
era gone by.
Somerset Maugham, a regular guest at the hotel, once called it the legendary
symbol for "all the fables of the Exotic East".
Beyond the Raffles, tourists who visit Singapore are drawn to places such as
Chinatown, Little India and Arab Street to experience the different cultures
that make up Singapore. New products such as Singapore Walks take them down
hitherto unexplored trails that uncover the stories behind the sights.
Mr Adrian Wong, Destination Manager, Pacific World, shared that he is seeing
more and more specific client requests to experience Singapore's culture and
heritage.
"The British, for example, are interested in our history because of the
colonial links and they are also interested in World War II experiences.
Travellers are also looking for more in-depth experiences - they want to do
more than sightseeing, they want to participate in activities within the ethnic
zones.
"In the past, they just did the city tour but now we offer them options to
experience more of the ethnic zones. The take-up is pretty good especially
during the different festivals when we have the light-ups. They are very
thrilled by all the colour and atmosphere and the stories behind these
festivals."
Tour operators selling Singapore meanwhile are requesting for more activities
within the ethnic zones for their customers. "We include museums, eateries,
visits to the herbalists and tea ceremonies in our programmes. Travellers are
definitely more participative these days," said Mr Wong, who has been in the
destination management business since 1997.
"In the past, we would recommend to clients what they can do but today, they
know what they want and they are making specific requests and most of these
requests are related to culture and heritage."
Beyond travellers' interests in things culture and heritage, Ms Chua, who is now President & CEO of The Ascott Group, also believes it is local awareness that is helping
to preserve much of Singapore's
culture and heritage.
In her article, she wrote: "Today, Singaporeans have a better appreciation of
history and heritage. We have young people who were born into the middle class
unlike the older generation who were born into poverty. We now have the time
and means to appreciate history, listen to music, go to the theatre - enjoy the
softer aspects of life.
"You could say, Singapore is at the stage where the Raffles Hotel is finally
being appreciated for what it stands for - a piece of the living history of
Singapore."
