One word perhaps best sums up Singapore’s tourism industry – evolution.
From the time the Board was set up in 1964, to present-day where the tourism industry has become a mainstay of the nation’s economy, much has evidently changed in Singapore’s tourism landscape. This momentum of change continues, even as the Singapore Tourism Board (STB) celebrates its 45th anniversary this year, the country’s tourism industry stands once again on the cusp of evolutionary changes.
Recounting the milestones of the past 45 years is a trip down memory lane for many industry members, as they shared with P@ssport what they feel were definitive moments in Singapore tourism - milestones which marked turning points in Singapore’s tourism story.
Becoming the global hub for business events
Another milestone in Singapore tourism was the opening of Suntec Singapore International Convention & Exhibition Centre, which lifted Singapore’s game in the high-yield meetings and exhibitions sector.
Suntec Singapore, which opened in the mid-80s, was the first state-of-the-art purpose-built facility in Singapore. It was also among the first primary convention and exhibition facilities in Southeast Asia, strengthening Singapore’s competitive edge in the region.
Suntec’s Chief Executive Officer, Mr Pieter Idenburg, said, “The opening of Suntec Singapore boosted Singapore as a destination capable of handling MICE events of repute, size and prestige; and Suntec Singapore, working hand in hand with the Singapore Exhibition & Convention Bureau, has helped Singapore achieve its status as a premier MICE destination regionally and internationally.
“It brought new meaning and expression to the term (“premier MICE destination”) and our opening has propelled Singapore into a global hub for business events.”
To date, Suntec Singapore has hosted close to 15,000 events; some of which include the World Trade Organization Ministerial Meetings in 1996, the Annual Meetings of the Board of Governors of the International Monetary Fund and World Bank Group in 2006, and more recently the Singapore International Water Week, ITB Asia and Tax Free World Association Asia Pacific exhibition and conference.
This month, it will host the APEC Leaders Week, and will serve as one of the largest sporting venues for the inaugural Youth Olympic Games in 2010.
Creating award-winning tourism products
And just as Suntec Singapore lifted the destination’s game in the business events sector, the multi-award-winning Night Safari has also placed Singapore on the world map as a preferred leisure and family destination.
The Night Safari was a world-first, showcasing more than 1,000 nocturnal rainforest animals. Since its opening 15 years ago, it has welcomed more then 15 million visitors, primarily tourists. “We redefine night entertainment in Singapore by creating a new market segment,” said Ms Fanny Lai, Group CEO of Wildlife Reserves Singapore which oversees the Night Safari.
A seven-time winner of the Best Leisure Attraction Experience awarded by STB, Ms Lai said the Night Safari aims to bring people closer to nature, so that they will understand it, discover it and be inspired to save it.
“Out of the more than 1,000 resident animals, more then 30 per cent are endangered. A visit to this park is an ‘edutaining’ experience, where one is able to receive wildlife education through entertainment.
“We installed meaningful interpretives, stationed rangers to share animal facts and close encounters with some of our residents, trained commentators to provide a fun and professional commentary on our trams, and staged a nocturnal animal show to allow guests to understand animal behaviors and generate greater respect for nature.”
Innovation as a competitive edge
For Mr Thomas Arasi, CEO and President of Marina Bay Sands™, what stands out is “the Singapore Government’s ability to constantly reinvent the city”. To him, the Singapore Government’s ability to “keep travellers awed by its rapid transformation has always been a plus. For instance, the Government’s commitment in developing Marina Bay has given this area a massive face-lift. We are very proud to be one of the key stakeholders in this community.”
He added: “The FORMULA ONE night race is one of Singapore’s most successful international brand-building exercises. It has put Singapore on the map.”
Referring to media reports on the debut race in 2008 that attracted more than 40,000 overseas visitors, generated S$168 million in incremental tourism receipts, and was watched by over 110 million television viewers worldwide, he declared that this was “very impressive.”
Mr Robert Khoo, President and CEO of the National Association of Travel Agents (NATAS), agreed, saying FORMULA ONE was one of three defining moments in Singapore tourism history. The other two: The decision to allow the two integrated resorts and their gaming elements, and bringing the FORMULA ONE to Singapore and when Singapore hit the 10-million visitor arrival mark.
The Singapore experience – the next evolutionary stage
Mr Arasi said the impact of having Marina Bay Sands™ in Singapore will be profound, and in a quantifiable and palpable way.
“The impact on Singapore will go far beyond the traditional definition of tourism. Marina Bay Sands™ will have a huge, as economists put it, “multiplier effect” extending well beyond tourism into retail shops, restaurants, entertainment, airline transportation and other industries,” said Mr Arasi.
“We’ll produce directly nearly 10,000 jobs and thousands more indirectly with the vendors, suppliers and service providers who will support our multi-billion dollar operation. Beyond the numbers and economic benefits ascribable to Singapore, Marina Bay Sands™ will be a very big part of creating a new mystique, inviting image and “buzz” in the tourism, convention and business communities across Asia and across the world.”
Mr Arasi said Marina Bay Sands™ chose to make “a very big bet” on Singapore “because of the visionary nature of STB and Singapore’s leadership; Singapore’s phenomenal geographic and economic importance; the friendliness, depth and diversity of Singapore’s people; its multi-culturalism; renowned urban landscape; quality of experiences in business and tourism; and because….it just feels right!”
He added, “Our commitment was based very much upon the fact that Singapore has breadth and depth across all the major travel segments which are necessary to make such a tremendous investment, and so that Las Vegas Sands’ operating model—the integrated resort—can thrive. Very few global gateways across the globe have both the size and cross-section of demand to make feasible an operation like Marina Bay Sands™.”
At Resorts World Sentosa, Ms Krist Boo, Director of Communications, said the resort is targeting 13 million visitors in its first year, of which 60 per cent are projected to be tourists.
“(Resorts World Sentosa’s) contribution to tourism numbers aside, the brand names, products and underlying expertise it is bringing in will raise the tourism appeal of Singapore. Theme park expertise, casino experience, big-scale show production and personalised VIP services were not available in Singapore and will be introduced by Resorts World Sentosa. We are a firm believer in hiring and developing local expertise as our long-term community and growth strategy.”
She added: “ Singapore has a renowned clean political regime and solid infrastructure. Resorts World, at S$6.59 billion, is the single largest investment of the Genting Group to date. It is a showcase of what the Group does best; true integrated resorts.”
She said beyond being a milestone for Singapore tourism, Resorts World Sentosa was also a milestone for the Genting Group as a brand. “The Group is committed to build Resorts World into a global brand leader for integrated resorts worldwide. The Resorts World brand would have begun its roots in Singapore.”
Confidence in the future of Singapore tourism
Giving his take on how Singapore could stay competitive in the years ahead, Mr Khoo said staying competitively priced would be a key factor. “The Government must be prepared to support entrepreneurs in bringing in new tourism ideas and concepts,” he said.
According to Ms Lai, “keeping up with current trends, collaborating with like-minded partners and knowing the interests of both overseas and local visitors will be essential in shaping the tourism landscape.”
Citing STB’s statistics for 2008, Mr Idenburg said Singapore accounted for 26.5 per cent of the meetings held in Asia in 2008, up from 22.5 per cent in 2007.
“With these sterling achievements, we must, however, not sit on our laurels but continue to ensconce Singapore as a compelling destination.”
Saying that the outlook for BTMICE was strong, he noted: “The strength of the Singapore MICE product lies in its maturity, relative to its other competitor cities. The ability of private sector organisers to provide the sustained push for Singapore to retain its position as top Convention City in Asia lies in the willingness and ability of the industry to innovate and collaborate effectively with the respective stakeholders in the industry.
“With Singapore refreshing its offerings (both business and leisure), and with organisations like Suntec Singapore committed to environmental initiatives and sustainability, we are confident that Singapore will remain a choice venue/destination for international organisers.”
Sharing this positive outlook, Mr Arasi said: “One of Singapore’s distinctive features is its ability to reinvent itself. That has contributed to an incredibly successful, diverse economy. The successful industries here range from manufacturing to banking and finance, from bio-science and research to travel and tourism. Once Singapore recognises the importance and the potential of an industry, it is laser-focused in ensuring its success.”
He added, “The global tourism industry can be volatile, so tourism destinations need to be nimble and forward-thinking. Singapore has done a great job of making itself relevant and constantly putting itself on the international map.” On that note, he was confident that “Singapore will be a key destination in the years to come.”
