Singapore's travel and tourism industry is showing signs of cautious recovery. But it is still too early to say if growth will be sustained to enable a convincing rebound this year.
Figures from the Singapore Tourism Board (STB) show a 0.8 per cent increase in visitor arrivals for February this year over the same month last year. This is the first increase since the September 11 terrorist attacks in the USA.
Singapore Airlines' load factors have also improved. The carrier has begun to restore services, which it had cut back in response to the poor demand resulting from the September 11 incident.
SIA has announced the resumption of services to Pakistan (February 2002) and Chicago (May 2002) and the launch of a new service to Las Vegas in August. The carrier is also restoring services to North American cities such as San Francisco, Los Angeles and New York. In Asia, services have been restored to Surabaya, frequency has been added to Shanghai, and the seventh weekly flight to Nagoya has been reinstated. These are all indications of growing passenger demand for airline travel.
These developments are encouraging after months of difficulty. At this year's PATA Travel Mart (PTM), the STB is determined to drum up optimism in the industry.
The STB has just launched a multi-million dollar pan-European campaign to stimulate long haul travel. The Board has also been channelling additional resources to tap high growth markets such as China and India.
While prospects for outbound travel from the USA continue to be weak, the STB is throwing its focus on business-related travel and the MICE sector. At the same time, STB's offices in the USA have implemented more online initiatives to reach the travel trade in North America. Efforts include an online training programme to groom Singapore tourism specialists among US travel agents. STB USA also created a CD-ROM for a direct mailer to the travel trade and consumer. This initiative won STB USA the 2002 PATA Gold Award for the CD ROM category and the HSMAI Gold Award in 2001.
Information on Singapore is also made more easily accessible to the American public through a downloadable PDA Travel Guide on Singapore - another initiative by STB USA.
PTM is therefore a vital platform for Singapore to keep the industry posted of new opportunities for business. The selling proposition is Singapore's hassle-free attributes - a destination that is made to enjoy, whether for business or leisure. Within this framework is a rapidly changing Singapore that now offers more entertainment, performances, events, fun, spontaneity and relaxation options.
Mr Yeo Khee Leng, Chief Executive of STB said: "We see PATA as the comeback Mart following the September 11 attacks in the US and global economic decline. This is now the road to recovery and STB sees an opportunity to show delegates a good time, designed to pick up industry spirit."
This year, PTM's feature country is Nepal. Nepal Tourism Board has organised post-conference tours for delegates, which have proved to be extremely popular and in fact are over-subscribed.
STB has much to shout about this year and has put together programmes intended to raise the profile of Singapore and grab the attention of buyers. This includes exciting buyer programmes, with a snapshot of Singapore-style activities, set to stimulate interest in Singapore as an exciting destination.
Another "must" for PTM delegates includes the "Colours of Singapore" night on 11 April, hosted by STB and Malay Village. Held at Malay Village, the enclave of Singapore's Malay Community, this vibrant event promises to showcase Singapore's multi-cultural and ethnic delights.
A key focus for Singapore this year is the vibrant arts scene. An invitation to the exclusive launch of Singapore Tyler Print Institute (STPI) on 10 April, will be available to key buyers and media. STPI, a new arts venue located in a restored 19th century warehouse in the historic Robertson Quay area, will include a comprehensive workshop, paper mill and international art gallery amidst its 4,000 square feet premises.
Another exciting new product due to be launched in Singapore on 12 October 2002, is Esplanade - Singapore's premier performing arts centre. The state of the art facilities include a 1,800-seat concert hall, a 2,000-seat theatre and recital and rehearsal studios. A special briefing on this exciting new vision for Singapore will be conducted during the Mart for Buyers and Media.
Singapore is an eventful city with more than 4,000 event days on offer per year. PTM delegates will benefit from Singapore's favourite pastime - eating. The Singapore Food Festival is held from 29 March to 30 April and World Gourmet Summit from 7 to 13 April. This year, food lovers will see new events and familiar favourites, reflecting the unique and diverse ways food is enjoyed in Singapore.
Mr Yeo Khee Leng continued: "We look forward to welcoming delegates to PATA Travel Mart and Singapore. We are determined to show the industry that this is the time to move on and Singapore is the place to do it."
|
