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SINGAPORE: Residents of Singapore are being encouraged to take a local holiday – dubbed a “Singapoliday” – and rediscover their home country while supporting local business through a S$45 million marketing campaign over the next nine months by the Singapore Tourism Board (STB) and other agencies.
“The campaign will offer unique and value-for-money experiences, packages and promotions for locals,” said the STB, Enterprise Singapore and Sentosa Development Corporation (SDC) in a media release.
The agencies are partnering local communities, such as foodies, photographers, nature groups and heritage groups, to help locals discover hidden gems.
It also launches neighborhood itineraries, with spaces such as Little India, Sentosa, Chinatown and Orchard Road, for citizens to explore other parts of the island.
“Singapore has a vital domestic market that is looking for new reports. Matrix… if we are able to capture some of what we spend abroad in the domestic market, then I think it will be a significant condiment for our local tourism. Industry, “Trade and Industry Minister Chan Chun Sing said a virtual discussion with tourism industry stakeholders on Wednesday (July 22).
“And we will inspire Singaporeans to rediscover Singapore, as we have noticed or experienced before.”
The measure occurs when the number of tourists visiting Singapore has decreased. In May, 880 guests arrived, a decrease of 99.9% year after year.
As a component of efforts to stimulate local tourism, some 40 corporations have come together to provide about 80 promotions for attractions, tours and hotel stays, according to the press release. Some of them will be presented at the 55th National Day of Singapore on 9 August.
For example, there will be 55% tickets to the Changi Experience Studio and the Singapore Cable Car Pass, as well as 1 for 1 at attractions such as Wild Wild Wet and Madame Tussauds.
Some hotels will be offered to offer accommodation with local excursions, while local tour operators will tailor their activities to attract locals. Sentosa will also offer a variety of promotions and vacation packages.
STB stated that the main points of those packages, gifts and promotions will be found on its SingaporeRediscovers online page and the VisitSingapore mobile app.
REDIRECTING SINGAPORIAN SPENDING OUT OF THE SEA
The crusade designed on the basis of studies that showed that Singaporeans are in a position to venture into “authentic internal experiences” that will help them reconnect with friends and family, said Lynette Pang, Deputy Executive Director of StB, Marketing Group.
Two key considerations were hygiene and protection, given the patience of the COVID-19 epidemic, and the activities were profitable, due to the economic uncertainty that existed. ACCORDING to UN estimates, Singaporeans have spent more than S$34 billion on overseas travel, he said.
“This is the challenge for us: if we can redirect some of this spending to our local tourism and our lifestyle, businesses. So what we need to do is remind other people to take a look at Singapore with a whole new eye to notice Singapore again.” Pang said.
STB Chief Executive Keith Tan said the crusade effort was the biggest internal marketing boost STB has ever made. However, domestic intake is not expected to cover gross revenues of S$27.7 billion from foreign visitors brought to Singapore last year.
“This year, we do not expect domestic consumption to fill the hole left by the diminution of international travel,” he said. “But what we hope to do is to create cushions … buy as much time as we can (for) businesses. So you have to take into account all that we’re doing to reduce costs, help businesses with cash flow (and) manage the cost … Now we’re trying to help them get as much revenue as we can.”
The Singapore government has provided approximately A$100 billion and opposing RELIEF to COVID-19 to Singapore’s families, staff and businesses in 4 budgets this year.
“In recent months, we have helped more than 7,000 hiking companies save jobs and retain workers. Wage assistance has also been for more than 1,600 tour guides, many of whom are self-employed,” Mr Tan said.
But he said there may be more layoffs in the industry. Resorts World Sentosa, one of the largest tourism employers here, was fired last week as a component of cost-cutting measures.
“Given the severe impact that COVID-19 has had on international travel, it is inevitable that more job losses will happen in the coming months. Some of the support measures that minister spoke of earlier will eventually taper off, but I assure you that STB will continue to support you in other ways,” he said to industry players on Wednesday.
MORE THAN HALF OF THE HOTEL’S ROOMS FOR COVID-RELATED USES
In response to reporters’ questions in a virtual briefing, Tan said that STB had never followed what Singaporeans were spending in the country and that there was no spending target that the company hopes to encourage through the SingaporeRediscovers campaign.
“In fact, we expect our $45 million to have a multiplier effect, and we’ll look at the numbers in nine months,” he said.
The tourism industry, which contributes 4% to Singapore’s GDP, one of the highest hit by the COVID-19 pandemic. While Singapore’s ‘switch’ ended on June 2, attractions have only reopened and hotels are just beginning to receive visitors for the remains this month.
Hotels have been granted permission to resume remaining operations from 21 July.
Tan said that more than a portion of Singapore’s estimated 67,000 rooms are recently being used for COVID-related purposes.
“The opening of the hotels for the remains will have to be balanced with making sure that we have enough cushioning of the hotel rooms … in case there’s an upcoming buildup of infections,” he said. “As a result … we have not given carte blanche to the entire hotel industry to reopen for the stay, we listen to it on a case-by-case basis.”
The government warned that Singapore would possibly revel in and be ready for a wave of infections. With the increase in economic activity and social interactions since the start of Phase 2, Singapore expects to see an increase in the number of cases, the Health Minister said last week.
In response to questions about a wave of infections imaginable, Tan said that transmissions on the network remain low for the time being and that the STB will be guided through the evaluation of the pandemic by the Department of Health.
“Even as we gradually reopen, not only Singapore will rediscover but also the economy as a whole… all government agencies that implement secure control measures, adding STB, will continue to have a very high point of implementation,” he said.
LONG-TERM DEVELOPMENTS TO CONTINUE
He noted that Singapore was the fifth most visited city in the world and it remains well-positioned for recovery when international travel returns.
“It may seem far away. But we are already implementing specific market plans for foreign recovery and will activate the plans when we feel the first flashes of recovery,” he said.
Chan said Singapore can build its reputation as a country with smart fitness standards.
One of the reasons other people come to Singapore is that they see us as a position to live and play. They see us with smart fitness standards, intelligent data exchange and this gives them the peace of mind of bringing their families. Here… I think we’ll have to build on that, ” he said.
He added that Singapore will continue to implement its long-term plans for the tourism sector, as the government that global tourism will gradually recover.
“When it recovers, it will opt for higher niche market products that will deliver even more reports to customers,” he said.
STB will attempt to launch a tender for the progression of tourism incorporated in the Jurong Lake District this year. The firm is also exploring the launch of Singapore Racecourse in Kranji as a recreational destination, Chan said.
“All of these advances are symptoms of our long-term confidence in the tourism industry and our determination to continue investing to create smart business opportunities and smart jobs for our workers,” he added.
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