How to boost tourism in Singapore? (Taking into consideration of hotel and food & beverage) table of contents 1.
Introduction 2. Singapore Tourism Board (STB) 3. Overview of the trend of Singapore’s tourism 4. The impacts of tourism in Singapore perspective 5. Current situation of Singapore tourism 6. Strategic response for the situation 7. Conclusion 8.
References| Introduction Tourism is known as a tertiary industry because it deals mainly with the provision of services. In today’s time, tourism is already one of the largest and fastest growing industries in the world.The number of people travelling for pleasure or business has been growing in rapidly increase rate. In recent years, when terrorisms enter the world and when Singapore is building the integrated resort at Marina and etc, all these are going to affect us in different ways. There are times when the number of tourists coming to Singapore had declined or even increase greatly. Singapore Tourism Board (STB) The Singapore Tourist Promotion Board (STPB) which was officially acknowledged by the government in 1964 was later renamed to Singapore Tourism Board (STB) in 1997.During the first year of establishment in 1964, the number of tourist visited Singapore was estimated to 91,000.
STB has many extensive networks of offices outspread around the globe to promote tourism. At present STB have 22 Regional Offices and 2 Marketing Representatives spread over eight regions. STB’s goal is to establish exciting and innovative experiences for our visitors, together adjacent partnership with the trade industry, thus drawing a good impression in visitors’ minds an image of Singapore as a uniquely and attractive place of destination.And STB has three main roles in promoting Tourism for Singapore, firstly promoting Singapore as a tourist destination, secondly promoting Singapore as a Tourism Business Centre and lastly promoting Singapore as a Tourism Hub. We are very clear about the roles of STB, but we do not know why these three roles are vital to STB. Therefore in this section we are going to go into depth about the reasons why these three roles are important. Overview of the trend of Singapore’s tourism Singapore makes itself to a tourist’s destinationSo what kind of attractions will attract people to a destination? As tourists will bring in great wealth therefore Singapore have to understand the factors that will attract tourists to our country.
Some of the factors that will make a destination attractive will include the accessibility, the availability of the amenities and the attractions in the country. * Accessibility Accessibility is very important to the development of a tourist spot. Most tourists will travel to places that are easy accessible destinations because they are usually much faster, easier and cheaper to reach.Thus the development of basic infrastructure such as express high way, roads, airport and railways are important for travel and tourism. Therefore, Singapore has Changi airport which is among the top ones in the world. Singapore also has lots of expressways and buses, taxies, MRT, LRT to let our tourists to travel around in Singapore easier and in shortest time. For example going to Sentosa, there are bridge linking from Singapore, motor vehicles and public buses are allowed into the island.
Cable cars are also able to travel in through from Mount Faber.Good telecommunication networks (example: Internet Access) also contribute to the accessibility of a destination. Business traveler would want to keep in contact with their business acquaintances and keep up with their company events. Leisure travelers want to keep in touch with their family and friends even if they are far away from their home. Hence Singapore already has wireless connection and public phone all around them, so our tourists are able to communicate with their family or friend whenever and wherever they want. Availability of the amenities Popularity of tourist destinations will be having good recreational and entertainment facilities. Most tourists look for comfort and ease.
They want to go to a place with facilities that are able to provide them with comfort, convenience and enjoyment. As tourists have lots of needs, there must be a good mixture of amenities in order to ensure that our destination is attractive. Singapore has amenities such as restaurants, hotels, shopping centre (eg. Vivo city), recreational facilities (eg.Escape theme park) and entertainment facilities (eg. Casino, which is still building) would be able to contribute to create an enjoyable experience for our tourists. For business travelers, Singapore has excellent telecommunication facilities and physical infrastructure like Singapore International Convention and Exhibition Centre at Suntec City and Changi Expo Hall, which are able for business travelers to have big organized meeting or have exhibitions.
* Attractions Tourists often select their destinations based on the attractions a place has to offer.Usually are places or experiences which tourists do not have at home. Singapore’s strategy is to promote the country as a tropical city with a rich miscellaneous cultural heritage. Our cultural heritage had been identified as something different that the tourists would be interested in experiencing it. Thus old buildings, monuments and districts have been preserved and developed into tourist attractions. The Singapore River would be an example of an attraction with rich history.It has been transformed from a crowded and dirty river to a major tourist attraction.
Today, restaurants, pubs and shops have added life to the banks of Singapore River. Also Singapore is also building 2 big and luxuries resorts in Marina and Sentosa. The impacts of tourism in Singapore perspective Tourism has done a great impact in Singapore be it positively or negatively. The impacts of tourism in Singapore are divided into three different perspectives. They are the economics, social and cultural and environmental impacts. Economics POSITIVE| NEGATIVE| For Singapore, tourism is a vital source of revenue and foreign exchange for the country. This is due to the successfulness of STB promoting Singapore as an attraction to tourist.
There fore tourism receipts to an amount of almost S$10 billion in the year 1997 and currently S$13. 8 billion in 2007. | As tourism is a seasonal industry, the revenue and income of the industry may face a sudden fluctuate. For example during peak seasons, there will be an increase in the revenue earned.Where else during the off peak season, those who worked in tourism industry may occurred a loss of income. | STB are aware that tourism is a labor intensive industry, there fore STB creates more jobs in services through hotels, tour agencies, retailing and many more. | At some instances, event occurring through out the world may affect and cause a rapid fall in tourism.
For example, the SARS outbreak in ASIA which caused a drastically fall in tourist travelling to the region like Singapore. As STB helps in the growth of tourism in Singapore, it also helps to diversify the economy and helps the country not to be interdependent on a single industry. | | * Social and Cultural POSITVE| NEGATIVE| As tourists come to Singapore it allows an interaction between them and the locals. This interaction allows cultural exchange which then helps in the awareness of one another’s culture. This promotes a cultural diversity. | As the number tourist increases, they may erode the traditional values and culture of the local society as the local may be influence by the culture brought by the tourist. Tourism in Singapore helps to promote the preservation of building and areas of cultural interest which is fascinating to the tourist perspective.
For example like Chinatown, Little India and many more. Locals are more conscious of their cultural heritage. | As locals are taking tourist as a prospect of making money, it causes goods and services to be commercialized. For example, cheap imitations. | * Environmental POSITVE| NEGATIVE| As STB conserves and upgrades historicalBuildings and areas, it helps to improve the environment.For example, old warehouse and shops in Clarke Quay were uplifted with new coats of paint and were then turned into a trendy district pubs and restaurant. | Tourist who comes to Singapore and are careless about the surrounding may leave litters and pollute the environment.
| Singapore keeps its environment clean and green to sustain its garden city image. | | Current situation of Singapore tourism This analysis will help us better understand the current situation that STB faced in helping to improvise Singapore’s attractions, amenities and services.We are also able to know in greater depth on how STB has managed these challenges and turn this into an opportunity for Singapore. * Formula One The Formula One’s race contributed a lot in Singapore tourism; however, there are advantage of it and the shortage that need to be improved. One of the advantages F1 brings to Singapore is boosting the appeal – The landmark event will help boost the city-state’s tourism, which has been on the decline for the third straight month amid the global economic crisis and the fuel price hike.Muhammad Rostam Bin Umar from the Singapore tourism board sees it also as an opportunity to boost the city-state’s appeal. “We are fairly strong in terms of our position as a business destination.
But an event like F1 will help ramp up our image as a vibrant, exciting destination. ” While the part that still need to be improved is the exorbitant hotel prices – Actually many hotels in the city have not been fully booked, particularly the hotels situated near the race track. The reason is the exorbitant prices.One suite with a view at the track currently costs around 7,000 Euros. And a package for the whole of the Formula One week costs around 35,000 Euros. High room rates have put off many tourists, forcing some hotels to lower their prices. Muhammad Rostam Bin Umar from the tourism board thinks the event should be used as a learning experience.
“This is the first time that we are hosting this event so many hoteliers don’t know how to price themselves. There is a learning process and they are adjusting now to make sure that they get the right mix of people. Singapore has a contract to host the race for five years, with an option to extend to 2017. Officials estimate the event will help generate around 100 million Singapore dollars or around 48 million Euros a year in tourism revenue.References Chapter 4_ Changing Tourism, Pg 40-46, Marshall Cavendish international (Singapore) Ptd Ltd http://www. spring. gov.
sg/newsarchive/epublications/et/2006_01/index8. html(Security Management) http://www2. dw-world. de/southasia/SoutheastAsia/1. 234491. 1. html(F1)