In­di­ans want more from their hol­i­days

With the Sin­ga­pore Tourism Board an­nounc­ing the sec­ond phase of ‘Sin­ga­pore - The Hol­i­day You Take Home With You’, the cus­tomised and dif­fer­en­ti­ated mar­ket­ing cam­paign for In­dian leisure trav­ellers, Chee Pey Chang, Ex­ec­u­tive Di­rec­tor - South Asia, Mid­dle E

TravTalk - India - - Nto - PE­DEN DOMA BHUTIA


the last 2-3 years, there has been a gen­eral shift in fo­cus. We are look­ing be­yond vis­i­tor ar­rival num­bers and go­ing to­wards qual­ity tourism. So, as much as we like to cater to mass tourism, there is an ac­knowl­edge­ment that there’s a cer­tain limit to the num­ber of peo­ple who can pass through Sin­ga­pore. It is like we should not go af­ter num­bers, but should try and at­tract the right seg­ment of trav­ellers who are able to ap­pre­ci­ate the prod­ucts that we have and are will­ing to pay for the ex­pe­ri­ence. We try and look into more tar­geted seg­ments. In In­dia, we are tar­get­ing In­di­ans with an an­nual house­hold in­come of more than ` 1 mil­lion a year. That’s the bench­mark we are look­ing at. Our mes­sag­ing and mar­ket­ing are di­rected to th­ese peo­ple, but we do rec­og­nize that there will be a lot of spillover, so even as we tar­get this group, some of our mes­sag­ing will fil­ter down to the peo­ple in the sec­ond-tier in­come group.

Chee Pey Chang Ex­ec­u­tive Di­rec­tor - South Asia Mid­dle East & Africa (SAMEA)

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