MARKETING EFFORTS IN RUSSIA

Singapore is making a strong bid to get a slice of the growing outbound market from Russia.

Major initiatives such as the first consumer advertising campaign and participation in travel shows are rolling out to heighten visibility of Singapore in Russia.

Figures show an encouraging upward trend. Last year, over 15,900 visitors from Russia came to Singapore, an increase of 4.7 per cent over 1999.

Year-to-date figures show an overall increase of 0.9 per cent (Visitor arrival figures between January and September this year was 12,075 compared to 11,962 over the previous year). This is in spite of the slowing global economy exacerbated by the September 11 terrorist attacks on the US.

Mr Yeo Khee Leng, STB's Chief Executive, said: "Our foray into Russia is still in the early stages. We have identified key events to go into, which will extend our reach to the key tour operators. Russia will be a new growth market for Singapore, and we will intensify efforts to promote in this part of the world.

"The current international crisis has affected arrivals world-wide but our preliminary data show that Russia is still generating a healthy growth rate."

The STB's activities will focus on ensuring this upward trend is maintained, at least as far as circumstances allow.

The Board will lead a delegation to Russian's annual trade and consumer show, LEISURE, which takes place in Moscow from 17 to 20 October. This is STB's third year at LEISURE, but the first time ever that the Board is joining forces with Russian tour operators to promote new tour packages to Singapore at the tradeshow. Other participants at the Singapore stand at LEISURE include five tour operators from Singapore: East West Executive Travellers; Look Asia Holidays; Lotus Travel, SM Travel and Uniglobal Holidays.

At the same time, the STB has started its first major advertising blitz over Russian regional television and in major travel trade publications.

This blitz, which runs until February next year, aims to target the outbound winter traffic from Russia, with concentration on Moscow, the major visitor-generating base which accounted for more than 40 per cent of total Russian arrivals into Singapore last year.

For this campaign, the STB has won the support of Russian industry players. The print advertising campaign is a joint effort between the STB and two tour operator consortia - I.N.G. Tour and SEAT. New tour packages to Singapore by I.N.G. Tour and SEAT will also be launched at the Singapore stand at LEISURE.

Also in October, the STB participated at another travel show the CIS (Commonwealth of Independent States) Travel Market, held in St Petersburg between 3 and 6 October. This event promotes inbound and outbound travel to and from the Commonwealth of Independent States, Baltic States, Russia Federation, Eastern Europe and Scandinavia.

Mr Markus Lum, STB's Regional Director Germany, said: "The support from the Singapore and Russian industry is tremendous. This represents a determination to work towards recovery, even in such tough times when travel worldwide has greatly decreased. The STB applauds their enthusiasm. During such times, it is even more important for us to continue to work in partnership with the tourism industry to respond to today's unpredictable economic circumstances the best way we can."