Singapore hits a record

SINGAPORE, 16 February 2017: Singapore’s tourist visitor receipts surpassed earlier forecasts to hit historical highs in 2016, Singapore Tourism Board reported Tuesday.

While visits grew by 7.7% to 16.4 million, tourism receipts rose even higher by 13.9% to SGD24.8 billion.

The strong tourism receipt results came on the back of visitors spending more on food and beverage, shopping and accommodation.

inside no 8Singapore Tourism Board chief executive, Lionel Yeo, said: “We are heartened by the strong tourism sector performance in 2016. Despite challenges such as weaker economic performance in some of Singapore’s top source markets and a Zika virus outbreak, Singapore has managed to attract more quality visitors to contribute to economic growth.”

Tourism receipts during the third quarter 2016 indicated a strong growth across Singapore’s top 10 source markets.

For the second consecutive year, China (+41%) ranked top in tourism receipts, followed by India (+37%) and Indonesia (+14%).

Tourism receipts from China increased mainly due to a volume-driven growth, while Indonesia and India saw tourism receipts growing on the back of visitors spending more on shopping and accommodation.

2016 International Visitor Arrivals

For 2016, the top growth markets for visitor arrivals in terms of absolute growth were China (+36%), Indonesia (+6%), and India (+8%). The growth was due to more visitor arrivals from Tier 1 and Tier 2 cities in China, India and Indonesia, where STB had intensified its marketing efforts.

inside no 8.1India also overtook Australia to become Singapore’s 4th largest source market for visitor arrivals.

The largest declines in visitor arrivals were posted by Hong Kong (-12%), Malaysia (-2%), Australia (-2%), South Korea (-2%) and Japan (-1%).

The decline for Hong Kong was largely attributed to its weaker economic performance, while Malaysia’s depreciating ringgit dampened travel to Singapore.

Visitor arrivals from western Australia declined as travel sentiment was affected by its slowing mining industry. There was also a drop in Australia’s outbound travel to Europe, which affected stopover traffic.

For Japan and South Korea, the declines were observed mainly in the last quarter of 2016 after the news of Singapore’s Zika outbreak was widely reported in the markets.

2016 Highlights

Some of the digital partnerships that STB had embarked on with Chinese players since 2015 started to bear fruit. For example, STB launched a marketing campaign, “新有灵犀 从心发现”, with Tuniu and Ctrip to reach its target audience across many Chinese cities. These partnerships also helped promote longer mono-Singapore travel packages that allowed Chinese visitors to experience Singapore in a greater variety of ways. For example, a total of 99,200 mono-Singapore packages were sold by Tuniu, a growth of 52% over 2015.

STB also curated content on Singapore’s tourism offerings for easy access on various digital platforms across China such as WeChat, Tencent, Dianping and Mafengwo.

For example, through STB’s Your Singapore WeChat service account, consumers were able to download audio guides through the QR codes embedded at various points of interests within five attractions [2]. Over 120,000 audio guides have been downloaded by Chinese visitors within the year.

In 2016, STB supported a total of 52 technology-related projects by the industry through the Business Improvement Fund and the Experience Step-Up Fund. With STB’s support, industry stakeholders were able to tap on technology to improve their productivity, bring about better business-to-business (B2B) collaboration and enhance visitors’ experience.

STB also worked with the industry last year to roll out key initiatives such as the Hotel Industry Transformation Map and the Travel Agent Roadmap to transform the industries. The Earn-and-Learn Programme as well as the SkillsFuture Study Awards were also launched to nurture a future-ready tourism workforce.

On the business tourism front, STB supported more than 410 business events held in 2016, a 15% year-on-year growth. These events garnered around 343,000 visitor arrivals, and generated approximately SGD611 million in tourism receipts, a 20% and 28% increase year-on-year respectively.

2017 Outlook

STB forecasts tourism receipts to be in the range of SGD25.1 to SGD25.8 billion (+1% to 4%) and international visitor arrivals to be in the range of 16.4 to 16.7 million (0% to +2%).

(Source: STB)