Sin­ga­pore tugs at heart­strings

One of the things that Sin­ga­pore wants to fo­cus on is the emo­tional con­nect that it of­fers In­di­ans, whether it is cel­e­brat­ing fam­ily oc­ca­sions, events, or fes­ti­vals.

TravTalk - India - - NTO - HAZEL JAIN

How can a des­ti­na­tion con­tinue to pro­mote it­self to a mar­ket that knows it well – well enough to have a few favourite spots in the city? You keep adding to these old-time favourites to keep the magic alive. This is what Sin­ga­pore is do­ing to keep its fourth-largest in­ter­na­tional source mar­ket in­ter­ested. G.B. Srithar, Re­gional Di­rec­tor (SAMEA), In­ter­na­tional Group, Sin­ga­pore Tourism Board (STB), ex­plains, “The fa­mil­iar prod­ucts for our In­dian vis­i­tors have also be­come a bit un­fa­mil­iar to them be­cause of new at­trac­tions and ex­pe­ri­ences that are be­ing added there. For in­stance, the zoo has a new ex­hibit called ‘The Rep­til­ian Ex­hi­bi­tion’ and Madame Tus­saud’s has the new Aug­mented Re­al­ity/Vir­tual Re­al­ity Bol­ly­wood in­ter­ac­tive plat­form. These ad­di­tions al­low In­dian vis­i­tors to re­visit these fa­mil­iar at­trac­tions.”

To pro­mote this and much more, Sin­ga­pore wants to fo­cus on the emo­tional con­nect that it of­fers to In­di­ans, whether it is through cel­e­brat­ing fam­ily oc­ca­sions, events, or fes­ti­vals. “In­dian trav­ellers are get­ting more and more evolved in the kind of ex­pe­ri­ences they want to have. They want to do things like walk­ing tours and ex­plor­ing neigh­bour­hoods to have more in-depth ex­pe­ri­ences and feel the pulse of the des­ti­na­tion. That’s the face of the fu­ture for In­dian out­bound,” Srithar adds.

2017 will see STB’s trade ac­tiv­i­ties in­crease. Af­ter re­cently com­plet­ing a four-city road­show, STB is busy preparing for an­other one, this time in Tier-II cities by mid-2017. “We are look­ing at Ahmed­abad and Luc­know. The idea is to go deeper into the mar­kets to en­gage a lot more with the trade,” he reveals.

Srithar un­der­lines two Ps that will form its strat­egy for 2017: Part­ner­ships and Pro­mo­tions. It will form strate­gic part­ner­ships with big tour op­er­a­tors that have pan-India pres­ence for joint ac­tiv­i­ties and mar­ket­ing prod­ucts, pack­ag­ing, and pro­mot­ing new ex­pe­ri­ences such as eth­nic tours, culi­nary tours, World War II tours, etc. “We will also look at lo­calised part­ner­ships with travel agents who are strong in mar­kets like Hyderabad, Kolkata, Ahmed­abad and Am­rit­sar, ba­si­cally cities that have con­nec­tiv­ity to Sin­ga­pore,” Srithar adds.

G.B. Srithar Re­gional Di­rec­tor (SAMEA), In­ter­na­tional Group, Sin­ga­pore Tourism Board (STB)

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