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
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)