Singapore - India Tourism bond strengthens with leadership transition
At the helm of the Singapore Tourism Board's (STB) India operations, Markus Tan has stepped into the role of Regional Director, IMESA region, succeeding the accomplished GB Srithar as of January 01, 2024. At an opportune moment, TTJ engaged with both leaders, exploring the intricate facets of Singapore tourism and its performance in the dynamic Indian market. Soaring Visitor Numbers
The tourism landscape between Singapore and India has witnessed remarkable growth, with an upward surge in visitor numbers, reaching a total of 1.07 million Indian tourists by end of December 2023. STB’s earlier statistics showcased that in 2022, Singapore welcomed 686,400 visitors from India, and pre-COVID, Singapore recorded 1.41 million visitors from India in 2019.
“The year 2023 was a bit challenging as Indians started travelling to Singapore late in April 2023. However, given the achievement of over a million Indian tourists by end of December 2023, I should say we have done very well. This has positioned India to become one of the fourth-largest tourism source market for Singapore in 2023. Air capacity has been fully restored to pre-COVID levels, and currently, the island city is connected to 17 cities in India. Singapore counts India as a key meeting and incentive market, and we have witnessed growth in solo women travel. STB has observed a good number of Indians in 2023 from these segments,” said GB Srithar.
Fuelling India's Interest in Singapore
To bring Singapore closer to the hearts and minds of Indian travellers, besides trade activities in 2023, STB also focused on a lot of consumer-based activities. As per Srithar, last year, STB partnered with the Indian platform MX Player to unveil an interactive film titled 'Lost and Found in Singapore'. STB also partnered with Chumbak and LBB for a retail initiative to launch products that are Singapore-inspired. They brought to India three Singapore homegrown brands, Sage and Ylang, Fawn Labs, and GINLEE Studios—in collaboration with Nykaaland—to amplify Singapore’s shopping appeal among Indian tourists.
STB also engaged Indian consumers on food aspects, like the “Taste Obsession” campaign, which aimed at further connecting young Indians in the market through curated food-related content and activations. Regarding these initiatives, Srithar comments, “We've successfully engaged consumers and strengthened ties with the Indian travel trade through various activities. Overall, 2023 has been very fruitful.”
India's Travel Metamorphosis
Over Srithar's long tenure in India, he has seen the country transform into a global travel powerhouse with a flourishing outbound tourism market.
The Indian passport has strengthened, and a growing middle class has fuelled international travel demand. The average age of Indian travellers is 27–28 years, reflecting a dynamic and adventurous demographic. Indian travellers have evolved from being apologetic to confident and demanding, displaying increased savvy and keenness to access information. Their passion for travel is evident in their keenness to explore different countries. Also, the three years of the COVID-19 pandemic accelerated domestic travel growth to new levels and inspired Indians to explore more outbound travel.
Shaping the Future of STB in India
Markus, a former Regional Director for China, is happy to be in India and is keen on travelling, interacting, and meeting travel stakeholders across the country. Bringing in a wealth of experience, he is in the process of learning about the market and looks confident enough to lead STB's tourism efforts in the dynamic IMESA region. When asked about the comparison of the Indian and Chinese markets, Markus says, “China and India represent two dynamic markets, each unique in its own right. Comparing them directly is challenging, as each has different outbound potential. As India boasts diverse consumers and preferences, with distinct behaviours, trends, and distribution patterns varying across different regions, it is a complex market. However, India is at the forefront of global attention due to its immense growth potential. It stands as the number one growth market in the Asia-Pacific region, making it a focal point for every country seeking a share of the burgeoning outbound pie.”
In reference to his new role, Markus expresses, "As STB continues its efforts to highlight the best of what Singapore has to offer, our dedication remains steadfast in maintaining existing relationships and fostering new ones within the Indian travel industry. Supported by my team, I eagerly anticipate embarking on this journey alongside our partners and friends across India. Together, we aim to inspire deeper connections between Indians and Singapore."