Since time immemorial, men and women have been on the open road to explore new shores and experience new sensations. There is no greater motivation than the need to learn about the different cultures and heritage of the different places in the world.
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.
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."
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 Sing
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."
