Promoting Singapore as a premier tourist destination

• Main Authors: Koh, Hui Ling, Lim, Karen Wee Peng, Tan, Fiona Lay Choo
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/58604
• Institution: Nanyang Technological University

Against the backdrop of a booming tourism industry in the Asia-Pacific region, this study is undertaken with two purposes in mind - to analyse the current trends in Singapore's tourism industry, and to develop strategies that will enable the Republic to exploit opportunities in the environment. Singapore's achievements in the tourism sector have been very encouraging, with both tourist arrivals and receipts on the rise. In 1993, visitor arrivals reached a record 6.4 million and are expected to breach the seven-million mark by 1995 . However, due to the limited attractions of Singapore, as well as imminent competition from other countries that are developing their tourist attractions, much remains to be done if the Republic is to attain greater growth in the next decade. Presently, efforts are made by the Singapore Tourist Promotion Board (STPB) to rally major players ofthe industry together to offer a more attractive product to tourists . New g~ographic markets have been identified (such as China and India) and strategic alliances are also sought with the governments and national tourist organisations (NTOs) of other countries. In addition , greater marketing efforts are aimed at emerging niche segments such as students, cruise and business visitors. Various recommendations are put forth in this study. These include greater research into the changing consumer needs and market trends, enhancing the tourism product, improving service quality, capturing new geographic markets and niche segments, and forging strategic alliances.