STB Year-In-Review 2014 Deck - Final

Tourism Year-in-Review 2014
11 Feb 2015
1
These slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
Presentation Outline
Singapores Tourism Year-in-Review 2014
1. 2014 Tourism Sector Performance
2. Marketing Destination Singapore

3. Singapore, A Vibrant Destination
4. Industry Initiatives
5. 2015: Looking Ahead
2
2014 Tourism Sector Performance
Overview
Tourism industry
continues to face
macro challenges
Visitors stay longer

and spend more
Achieving Quality
Tourism in the
longer term
3
Key Figures
Tourism
Receipts
International
Visitor Arrivals
S$23.5
15.1
Billion*
(0% vs. 2013)
million
(-3.1% vs. 2013)
* Preliminary estimate
Source: STB
4
2014* Tourism Receipts

S$23.5 billion
0%
Tourism Receipts (S$ billion)
22.3
TR held steady despite decline

in IVA
23.1
23.5
23.5
2012
2013
2014*
18.9
2010
* preliminary estimates
Source: STB
2011
2014 International Visitor Arrivals*

15.1 million
Headwinds in key source

markets especially China
-3.1%
International Visitor Arrivals (million)
14.5
15.6
15.1
2013
2014
13.2
11.6
2010
2011
2012
*as of 20 Jan 2015

Source: STB
2014 Tourism Receipts*:

By Major Items
5.8
6.0
5.8
5.9
Tourism Receipts by Major Components

(S$ billion)
5.4
2014 % Change % Share

vs. 2013
Other TR
Components
Sightseeing,
Entertaiment
& Gaming
Food &
Beverage
2%
25%
7%
25%
0%
10%
5.2
5.5
5.8
2.2
2.3
2.3
4.4
5.0
5.3
5.3
Accommodation
-1%
22%
4.0
4.5
4.6
4.6
4.2
Shopping
-8%
18%
2010
2011
2012
2013
2014*
5.4
4.0
2.2
1.9
3.6
Expenditure is estimated from Overseas Visitor Survey.

Other TR components include expenditure on airfares, port taxes, local transportation, business, medical, education and transit visitors.
* Source:
preliminary
STBestimates
Source: STB
YTD 3Q 2014 Tourism Receipts # :

By Top 10 Markets (excl. Sightseeing, Entertainment & Gaming)
Tourism Receipts by Major Components, Top 10 Markets, January to September 2014
VA %
Change vs
2013
TR % Change
vs 2013
Shopping
Accommodation
-4%
-2%
Overall
-30%
-10%
China
-1%
-7%
Indonesia
0%
-3%
India
14%
-3%
3%
Australia
14%
-1%
11%
Japan
15%
-3%
-3%
Malaysia
-2%
-3%
Philippines
-2%
6%
USA
5%
-2%
Thailand
21%
16%
Hong Kong SAR
Food & Beverage
24%
30%
13%
44%
24%
26%
18%
31%
22%
10%
18%
42%
20%
885
843
37%
760
37%
629
23%
60%
507
34%
14%
14%
40%
2,094
15%
41%
12%
2,118
41%
13%
39%
23%
33%
15%
44%
10%
0%
16%
22%
18%
9%
47%
36%
35%
13,395
34%
8%
30%
2014 TR*
(S$ mil)
Other TR Components
495
460
23%
450
32%
80%
100%

# Sightseeing, Entertainment & Gaming has been excluded in the country analysis due to commercial sensitivity of information.

VA %
Change vs
2013
TR % Change
vs 2013
Shopping
-4%
-2%
Overall
-30%
-10%
China
-1%
-7%
Indonesia
0%
-3%
India
-3%
3%
Australia
-1%
11%
Japan
-3%
-3%
Malaysia
-2%
-3%
Philippines
-2%
6%
USA
5%
-2%
Thailand
21%
16%
Hong Kong SAR
Accommodation
Food & Beverage
30%
13%
24%
More mono-Singapore
visitors
44% length of stay 24%
Longer
26%
18%
14%
9%
16%
22%
18%
41%
0%
42%
20%
60%
885
843
41%
37%
760
37%
629
23%
507
34%
14%
14%
40%
2,094
15%
Leisure visitors
spent more
on
10%
39%
18%
shopping
12%
2,118
33%
10%
44%
22%
23%
47%
14% Increase30%
in Shopping15%and F&B
15% expenditure
35%
13%
31%
13,395
34%
8%
36%
2014 TR*
(S$ mil)
Other TR Components
495
460
23%
450
32%
80%
100%


VA %
Change vs
2013
TR % Change
vs 2013
Shopping
-4%
-2%
Overall
-30%
-10%
China
-1%
-7%
Indonesia
0%
-3%
India
-3%
3%
Australia
-1%
11%
Japan
-3%
-3%
Malaysia
-2%
-3%
Philippines
-2%
6%
USA
5%
-2%
Thailand
21%
16%
Hong Kong SAR
Accommodation
Food & Beverage
24%
13%
Fewer
visitors 30%
However,
44% PCE increased
24%
26%
18%
8%
2014 TR*
(S$ mil)
Other TR Components
13,395
34%
9%
23%
2,118
2,094
47%
14%Fall in Shopping
expenditure
due to Rupiah
36%
16%
33%
depreciation
14%
30%
15%
41%
15%
35%
13%
885
843
37%
760
Fall
expenditure
due to 37%
Rupee
31%in Shopping22%
10%
depreciation and
18%
44% less spending
15%on consumer
23%
import taxes
10% technology
39% following higher
18%
34%
since Aug 2013 41%
22%
14%
23%
12%
0%
42%
20%
14%
40%
60%
629
507
495
460
450
32%
80%
100%

10
Jan - Dec 2014 International Visitor Arrivals:

Top 15 Markets
15.1 million Visitor Arrivals in Jan-Dec 2014 (-3% vs. Jan-Dec 2013)
% Change vs.
2013
Source: STB
-2%
Indonesia
-24%
China
-4%
Malaysia
-5%
Australia
1%
India
-1%
Japan
-2%
Philippines
17%
Hong Kong SAR
14%
South Korea
537
2%
Thailand
506
-1%
USA
485
-2%
UK
452
11%
Vietnam
424
-4%
Taiwan
337
5%
Germany
263
3,023
1,722
1,233
1,074
943
77% of IVA from Asia
824
676
631
South Korea moved to

#9, surpassing Thailand
and the USA
11

Top 15 Markets
% Change vs.
2013
Source: STB
-2%
Indonesia
-24%
China
-4%
Malaysia
-5%
Australia
1%
India
-1%
Japan
-2%
Philippines
17%
Hong Kong SAR
14%
South Korea
537
2%
Thailand
506
-1%
USA
485
-2%
UK
452
11%
Vietnam
424
-4%
Taiwan
337
5%
Germany
263
3,023
1,722
1,233
1,074
943
824
676
631
Strong family travel

Twinning to attractions in Malaysia
Strong outbound travel
Appreciation of KRW against SGD
Increased outbound travel amid
growing economy
12

Top 15 Markets
% Change vs.
2013
-2%
Indonesia
-24%
China
-4%
Malaysia
-5%
Australia
1%
India
-1%
Japan
-2%
Philippines
17%
Hong Kong SAR
14%
South Korea
537
2%
Thailand
506
-1%
USA
485
-2%
UK
452
11%
Vietnam
424
-4%
Taiwan
337
5%
Germany
263
Source: STB
3,023
1,722
1,233
1,074
943
824
676
631
Rupiah depreciation (IDR)
Implementation of Chinas Tourism Law

Regional socio-political issues
Aviation incidents
Shorter Hari Raya weekend and shift of Superstar
Virgos homeport to Hong Kong
Ringgit depreciation
Fewer visitors who stayed for a day or less due

to lower twinning traffic with neighbouring
countries and UK
13
Hotel Industry Performance

Average
Room Rate
$258
-0.2%
Total Gazetted
Average
Hotel Revenue Occupancy Rate
S$3.1b
85%
+7.2%
-0.9%
400
AOR (LHS)
ARR (RHS)
RevPAR (RHS)
80
81
84
85
87
81
AOR
74
20
164
94
116
78
122
98
137
87
86
262
258p
350
85p
300
76
247
189
199
258p
250
214
226
223
186
176
140
86
218
202
126
85
245
67
60
40
$220
-1.1%
220p
200
150
143
115
0
Source: STB
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: Monthly Hotel Returns as at 26 Jan 2015
P: preliminary
100
50
0
2014 14
ARR & RevPAR
100
RevPAR
Hotel Industry Performance

Total Gazetted
Average
Hotel Revenue Occupancy Rate
S$3.1b
85%
+7.2%
-0.9%
AOR (LHS)
ARR (RHS)
RevPAR (RHS)
80
81
AOR
74
67
60
40
20
126
94
116
78
122
98
RevPAR
$220
-1.1%
400
Hotel
87 industry
86
85
84
81
76 held
performance
245
247
218
steady
despite
202
189
214
164
199
186
supply
137 increased
176
85
140
87
86
262
258p
350
85p
300
258p
250
226
223
220p
200
150
143
100
115
50
0
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Source: STB 2002
Source: Monthly Hotel Returns as at 26 Jan 2015
P: preliminary
2014
15
ARR & RevPAR

(S$)
100
Average
Room Rate
$258
-0.2%
Hotel Inventory
2012
2013
2014
No. of Hotels*
338
373
392
No. of Hotel*
rooms
51,579
55,018
57,172
Nett Increase in
room stock
1,903
3,439
2,154
YOY % increase
in room stock
3.7%
6.7%
3.9%
Hotels opened in 2014:

Sofitel So
Hotel Jen Orchardgateway
One Farrer Hotel & Spa
Holiday Inn Express Clarke
Quay Singapore
Upcoming Hotels:
The Patina
South Beach
Park Hotel Alexandra
Genting Hotel Jurong
Source: STB
Number of licensed rooms as at 31 December 2014
*includes hostels with more than 4 rooms
The Westin Singapore
Ramada and Days Hotel Singapore

At Zhongshan Park
The Amoy
Holiday Inn Express

Orchard
Holiday Inn Express Clarke

Quay Singapore
One Farrer Hotel & Spa
Hotel Jen Orchardgateway
Sofitel So Singapore
Performance for three key visitor-source markets
China
Australia
Indonesia
17
2014 Tourism Sector Performance - China
Market Trends
Figures quoted are for Jan-Sep 2014
2nd largest source

market in terms of VA;
Top market by TR
TRexSEG
-10% to S$2.1 bil
Average Length of Stay

+56% to 4.4 days
Immerse in local
cultures
through food and
ethnic precincts
Visitor Arrivals
-30% to 1.3 mil
(Full year 2014: -24% to 1.7 mil)
No. of Chinese visitors on

mono-Singapore trips
+22% to 442,000
Per capita expenditure* in SGD

+29% to S$1,600
Per capita expenditure in CNY
+21% to RMB7,600
Rely heavily on social
media & online sites to
make travel decisions
*Per Capita Expenditure refers to Tourism Receipt Per Capita Expenditure

excluding Sightseeing, Entertainment & Gaming
18
2014 Tourism Sector Performance - China
Showcase in-depth experiences through

branded content and emotive storytelling
45,000 new fans on

STB Sina Weibo and Wechat
10.4 million views

within 2 months
Travel partners reported

20-30% increase in
bookings for itineraries with
featured experiences
19
2014 Tourism Sector Performance - Australia
Market Trends
4th largest source

market in terms of VA
& TR
TRexSEG
+3% to S$843 mil
No. of Australians
coming on monoSingapore trips
+12% to 174,000
Crave authentic
experiences &
contrasts
from home
Visitor Arrivals
-3% to 816,000
(Full year 2014: -5% to 1.1 mil)

+8% to 3.2 days
Per capita expenditure* in SGD

+7% to S$1,000
Per capita expenditure in AUD
+22% to A$900
Prefer insider tips from
locals and
off-the-beaten
track places

20
2014 Tourism Sector Performance - Australia
Discovering authentic experiences

through local experts
Singapore Celebrity
Concierge
Over 9,000 page likes
Antonia Kidman
Tom & Bens Singapore Sling
Tom Williams
Tetsuya Wakuda
Attracted
milproperty
viewers
These 1.1
slides are
of STB and shall not be reproduced and/or redistributed without permission from STB
Audra Morrice
21
2014 Tourism Sector Performance - Indonesia
Market Trends
Largest source market

in terms of VA;
2nd by TR
(Full year 2014: -2% to 3.0 mil)
TRexSEG
-7% to S$2.1 bil

remained flat at 2.8 days
Per capita expenditure* in

SGD -6% to S$900
Per capita expenditure in IDR
+13% to 8,854,000 Rp
Willing to travel
to Singapore for
lifestyle offerings
Visitor Arrivals
-1% to 2.3 mil
Looking for quick & easy

getaway
Universal Studios Singapore

remains one of their
favourite attractions

22
2014 Tourism Sector Performance - Indonesia
Showcasing Singapores vibrant lifestyle scene
Highlighting unique
experiences in Singapore
Secret Dining
Event with
Singapore chefs
Reached 49,000 on
Twitter
Sports Extravaganza
23
Summary
Signs of quality
growth:
Visitors spend more
& stay longer
Higher spend*
recorded for key
markets
TR held steady
despite macro
challenges
* preliminary estimates
24

25
Marketing Destination Singapore
Our Marketing Approach
With the
right
message
Through
the right
channel
Reach
the right
audience
Right audience who appreciate
Singapore for its value
proposition and quality
experiences
26
Tailoring market-specific messages
Integrated Marketing Campaigns in 7 markets

Malaysia & Indonesia Only in Singapore
Australia Get Lost and Find the Real Singapore
Jan - Mar 2014
Feb - Mar 2014
Philippines Singapore. See Where the World is Heading
China New Discoveries
Feb - Mar 2014
Jul 2014
India The Holiday You Take Home with You
Vietnam The New Fun is Singapore Made
Mar- May 2014
Oct 2014
27
Engaging visitors on the new YourSingapore.com

Singapore, through the eyes of locals:
Articles from Time Out Singapore,
Honeycombers and local personalities such as
Michelle Chong provide insider tips to
Singapore.
User-generated
content through social
media and review
platforms like
TripAdvisor
Strong storyline that brings out

the hidden gems of Singapore,
from the street food of Singapore
to fantastic finds at flea markets
28
Engaging visitors on the new YourSingapore.com

Singapore, through the eyes of locals:
Articles from Time Out Singapore,
Honeycombers and local personalities such as
20% increase
in visitors
for first
month
Michelle
Chong provide
insider
tips to
Singapore.
of revamp (Sep-Oct 2014) compared to
the same period in 2013.
User-generated
12x times higher

visitor engagement
content through social
compared
to old
media
and website
review
platforms like
Number of visitors
that share content they
TripAdvisor
Strong storyline that brings out

the hidden gems of Singapore,
from the street food of Singapore
to fantastic finds at flea markets
read on YS.com increased by 47x

29
Strategic Partnerships
Forged partnerships to deliver greater impact and value
S$4million global strategic partnership with Singapore Airlines
Joint campaigns (with focus on Australia, China, Germany, India,

Japan, the UK and USA) to amplify the Singapore story
Co-development of products that offer in-depth Singapore

experience
Good take-up for market-specific itineraries from trade and

consumers
Renewed Content Partnership with TripAdvisor
Greater integration of content across YourSingapore and

TripAdvisor platforms
Educate industry stakeholders on using user-generated content

to drive advocacy and inspire visits.
43% increase in average number of monthly reviews for

Singapore establishments vs 2013
70% increase in number of Singapore establishments

consistently receiving good reviews and awarded the Certificate
of Excellence vs 2013
30
Key Channels: Tourism Stakeholders

Enabling tourism stakeholders to achieve greater marketing impact
Launched Tourism Marketing Lab workshops in 2014
15 Aug 2014
How to use TripAdvisor to market brands/products/events
How to feature content on the new YourSingapore.com
11 Nov 2014
Insights on the digital traveller and best digital marketing practices
Presentations by Google, XM Asia Pacific, Forrester and Resorts World
Sentosa
Outcomes
Attracted more than 200 stakeholders including those from attractions, travel agencies
and precinct associations
Stakeholders gained insights on ways to develop more effective digital marketing
strategies
31

32
Singapore, A Vibrant Destination
International Accolades
Named Singapore as top 6 out of 52

places to go in 2015
Named Singapore as top 10

destinations to visit in 2015
One of the worlds most multicultural cities

Emerging local fashion scene
New developments that elevated the
Singapore experience
33
Vibrant Lifestyle and Cultural Precincts

ORCHARD ROAD
Pedestrian Night on Orchard Road Oct 2014 to

Mar 2015
KEEPERS: Singapore Designer Collective - Sep

2014 to Feb 2015
LITTLE INDIA
ARTWALK LITTLE INDIA Jan 2015

34
Vibrant Lifestyle and Cultural Precincts

ORCHARD ROAD
Over 50,000 visitors on average for each edition
More than 70% surveyed* interested to revisit
Orchard Road for PN
*About 600 visitors surveyed over three editions
Over 75,000 visitors
More than 80% surveyed* had increased awareness of

local designers, and wanted to see a more permanent
showcase
More than 60% said they will look out for and patronise
local designers in future
*About 1,000 visitors surveyed
Created more opportunities for local designers (e.g. local
designer Aijek was discovered by TANGS)
Pedestrian Night on Orchard Road Oct 2014 to

Mar 2015
KEEPERS: Singapore Designer Collective - Sep

2014 to Feb 2015
LITTLE INDIA
Over 74,000 visitors
More than 50% surveyed* likely to visit Little India in the next three months,
or recommend their friends/family to visit the precinct.
*500 visitors surveyed
ARTWALK LITTLE INDIA Jan 2015

35
Telling the precinct stories to visitors

Partnering travel agents to redesign precinct tours
Launch of Destination Experience Workshop series - June 2014
Tour operators introduced to new precinct offerings and

hidden gems that appeal to increasing discerning travellers
Kampong Glam (June 2014): Showcased nightlife,
traditional businesses, F&B offerings
Orchard Road (October 2014): Showcased local food trail at
ION, architecture, arts, local designers and Peranakan
culture.
Tiong Bahru (upcoming in Feb 2015): Showcases the
neighbourhoods history and vibrant retail and caf scene
Outcomes
Tour operators deepened knowledge of the precincts character and

history and are receptive to introducing more in-depth experiences
into their products.
36
Thriving culinary destination

Rejuvenation of two dining icons that showcase Singapores rich culinary heritage
Chinatown Food Street
Lau Pa Sat
Feb 2014
Jul 2014
Wide spectrum of dining events
37
Attraction Enhancement & Rejuvenation

Five new attractions
ALIVE Museum
Singapore
Trick Eye Museum
Wings of Time
Madame Tussauds
Singapore
Images of Singapore
LIVE
Jun 2014
Jun 2014
Jul 2014
Oct 2014
Dec 2014
New offerings at three existing attractions

Journeys Cultured Leopard, Rising
Tiger tour of Haw Par Villa
Marina Bay Segway Tours
River Safari Cruise
Panda Rise & Shine
Mar 2014
Aug 2014
Aug 2014
Aug 2014
Plans to rejuvenate Mandai
38
Vibrant events calendar
Art Stage
Singapore 2014
Growing arts scene

Bigger Art Week
More art fairs and quality
exhibitions
Revamp of Singapore
International Festival of Arts
ZoukOut
Bigger and more

differentiated entertainment
events
ZoukOut: Largest turn-out in its
14-year history
Cavalia: First in Asia
First Singapore International
Jazz Festival: Strong line up of
international and local acts
Christmas Wonderland: New

Christmas festival at Gardens by
the Bay
WTA Finals
Growing sports destination

Inaugural WTA: best WTA
edition and most watched
WTA event of 2014
Attracted more than 129,000
fans
7th successful F1 & Grand

Prix Season Singapore
39
Tourism50
A year-long celebration to commemorate 50 years of tourism development and promotion
Special events & promotions at iconic attractions

Over 13,000 relived their memories at
Haw Par Villa
Curated arts, cultural and heritage tours

Many tours were over-subscribed
Sports-related events and activities

500 participated in Kartnival racing through
the Marina Bay Street Circuit in go-karts
Festive finale event and photo exhibition along

Orchard Road
Turnout of over 90,000 in one night
40
Tourism50
A year-long celebration to commemorate 50 years of tourism development and promotion
Special events & promotions at iconic attractions

Curated arts, cultural and heritage tours
Over 13,000 relived their memories at
Many tours were over-subscribed
Haw Par Villa
Strong local participation
Keen interest in our local

heritage, attractions and offerings
Sports-related events and activities

500 participated in Kartnival racing through
the Marina Bay Street Circuit in go-karts
Festive finale event and photo exhibition along

Orchard Road
Turnout of over 90,000 in one night
41
Leading MICE Destination

International accolades recognising Singapore as top business city
MICE
Top Convention City in

Asia for 12th consecutive
year (2013)
Top Intl Meeting Country for 3rd

consecutive year (2013)
Top Intl Meeting City for 7th
consecutive year (2013)
Business
Best BT MICE City (2014)
Best Business City in

Southeast Asia (2014)
Asias Leading Meetings &

Conference Destination
(2013)

Growing and marketing quality content and experiences
Quality Content through Clustering of Complementary Programmes
URBAN SOLUTIONS
10-16 Mar 2014

23,000 trade attendees
4-14 Dec 2014

Healthy pipelines of events
27 31 Oct 2014
11,000 attendees
1 5 Jun 2014
20,000 attendees,
Enhanced marketing efforts across 10

key markets*
*10 markets are China, India, Indonesia, Thailand, Vietnam,

Malaysia, Philippines, Australia, Hong Kong & Japan

Growing and marketing quality content and experiences
Quality Content through Clustering of Complementary Programmes
URBAN SOLUTIONS
10-16 Mar 2014

4-14 Dec 2014

Healthy pipelines of events
Secured 273 events in

2014
27 31 Oct 2014
11,000 attendees
1 5 Jun 2014
20,000 attendees,
Enhanced marketing efforts across 10

key markets*
Build mindshare of Singapore
as choice business events
destination
Drive attendance and spend
*10 markets are China, India, Indonesia, Thailand, Vietnam,
Malaysia, Philippines, Australia, Hong Kong & Japan
MICE 2020 Roadmap

A medium-term blueprint to chart the industry growth
MICEHQ.SG
Asias MICE resource
capital home to skilled
talent, knowledge, strong
MICE companies and
associations
Connected City
A smart MICE city
that enables business
visitors to get to
where they want and
do what they want
seamlessly
Singapore MICE
Experience
An inspiring
destination with
experiential events
and authentic local
character
Leading Cruise Destination in Southeast Asia

Great cruise ecosystem attracts more players to Singapore
S$7m infrastructural upgrades to
enhance efficiency of Marina Bay
Cruise Centre Singapore
Singapore Cruise Southeast Asia Familiarisation

trip for cruise lines
Centre
Shore excursions ideation workshop
46

S$7m infrastructural upgrades to
enhance efficiency of Marina Bay
Cruise Centre Singapore
Singapore Cruise Southeast Asia Familiarisation

trip for cruise lines
Centre
Best Turnaround
Port Operations for
the 7th year
30% increase in
disembarkation rate with
fourth passenger bridge
2 additional X-ray machines to
the existing 6 to speed up
security clearance at arrival
hall
Up to 3x increase in number of
baggage that can be handled
Asias Leading
Cruise Port for the
3rd year
Open up opportunities to
expand cruise network and
offerings in Asia
Shore excursions ideation workshop

Guide local players in
developing novel and
innovative shorex itineraries
47

2014: cruise lines confirmed to homeport in Singapore
Nov 14 Mar 15
2015
Princess Cruises: First premium brand to

homeport in Singapore
Royal Caribbean International: Year-round

homeporting for the first time.
2014: securing pipeline of significant maiden calls
Mein Schiff 1
1,900 passengers
Quantum of the Seas

4,180 passengers
MSC Cruises Orchestra

48
2,550 passengers

2014: cruise lines confirmed to homeport in Singapore
Nov 14 Mar 15
2015
Royalestimated
Caribbean International:
Passenger
throughput
to grow Year-round
Princess Cruises: First
premium brand
to
homeporting for the first time.
homeport in Singapore
10-15%
in 2015
2014: securing pipeline of significant maiden calls
Mein Schiff 1
1,900 passengers
Quantum of the Seas

4,180 passengers
MSC Cruises Orchestra

49
2,550 passengers

50
Industry Initiatives
Kickstart Fund
Supporting Grounds-up Tourism Innovation
Total Grants Awarded: 12
As of Dec 2014
2013-14:
2015:
January
Dinner in the Sky

Jun / July
Jul Sep
6 28 June 7 14 Mar
TBC
51
Tourism sector is embracing the need to

restructure business model and innovate
Raise
awareness
Drive
innovation
Build
capabilities
52
Raising Awareness for Productivity and Innovation

Initiatives to foster collaboration and share best practices
Showcasing latest technology and

brainstorming ideas
Inaugural Hospitality Summit, Oct 2014
Sharing ideas and best practices

Showcase of latest hotel technology, including
self-service check-in kiosk prototype
Hospitality Summit Challenge generated fresh
ideas for productivity measures
Sharing of best practices

Hotel Industry Story-Bank, Launched April 2014
First ever public repository of case studies

featuring improvement and innovation projects by
hotels
Facilitate sharing of best practices and success
stories to encourage wider adoption of
productivity initiatives across industry
53
Partnering industry to innovate

Collaborate with Far East
Hospitality to test-bed
productivity solutions
Crowdsourced for technology

solutions through 3
hackathons
Provide funding support for

industry to adopt productivity
measures
Tourism Technology Fund: New Shan
Travels Agent Desktop Technology
and Operations Optimisation
MICE coLAB Feb 2014
Image from AIT

Technologies
Test-bed technology that

enhances guest experience
and operational efficiency
Eg: A self-service check-in
kiosk, shared laundry services
and redesign of in-room
offerings
Data on cost and manpower
savings to be shared with
industry
Chinatown coLAB
Mar 2014
Travel & Tourism

Hackathon Nov
2014
62 prototypes from 3
hackathons
Tourism Technology Fund
could be used to develop
concepts for commercial use
MICE coLAB winning
prototype MICEapps being
commercialised
Expected to more than double profit

margin
Reduce manpower needs by 1/5
Business Improvement Fund:

Park Hotel Groups Check Global
Supply Chain Management solution:
Expected to reduce more than 300
man-hour per month
54
Building Capabilities
Professional Development of Tourist

Guides - 23 guides accredited by World
Federation of Tourist Guide Associations
STB (Amendment) Act came into

effect in Oct 2014
Travel Agent Manpower Study and Audit

- Understanding manpower needs for the
travel agent industry
$15m Association Development

Fund
Image from www.snipview.com
55
Tourism Year-in-Review 2014:

Moving towards
Quality Tourism
Summary
Visitors stay longer
and spend more
Singapore, a vibrant
destination
Sector innovating to
stay productive and
competitive
56
2015: Looking Ahead
Macro challenges persist:

- Economic uncertainties
- Regional competition
- Currency movements
Continue efforts to
boost industry
capability and
innovation
Asia-Pacific outbound
travel projected to
grow
Increased marketing
efforts and continual
development of
tourism products and
experiences
57
2015: Looking Ahead
2015: Boost in Marketing Efforts

Increased marketing investments in key markets
China
Australia
Indonesia
BTMICE
Leisure
Examples
Expand marketing efforts into

seven tier 2 cities (eg, Tianjin
and Qingdao) to drive more
demand
Forge new digital partnerships

with Baidu, Alibaba and
Tencent Group to widen
audience reach
Roll out next phase of

integrated marketing
campaign to sustain
awareness
Build strong channel and

content partnerships and raise
awareness of Singapore as
sports destination
Refresh integrated marketing

campaign to increase
frequency of visits
Expand efforts into tier 2

cities of Medan and Surabaya
Ramp up marketing
efforts across 10 key
markets* to drive
attendance to
BTMICE events
*10 markets are China, India,
Indonesia, Thailand, Vietnam,
Malaysia, Philippines,
Australia, Hong Kong & Japan
Expand partnerships with trade to drive conversion and spend

Pre-arrival: Aviation players and hotels
Post-arrival: Dining and retail stakeholders
58
2015: Looking Ahead
Macro challenges persist:

- Economic uncertainties
- Regional competition
- Currency movements
Continue efforts to
boost industry
capability and
innovation
Asia-Pacific outbound
travel projected to
grow
Increased marketing
efforts and continual
development of
tourism products and
experiences
59
Thank You
60

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Tourism Year-in-Review 2014

1. 2014 Tourism Sector Performance

2. Marketing Destination Singapore

2014 Tourism Sector Performance

Visitors stay longer

2014 Tourism Sector Performance

2014* Tourism Receipts

Tourism Receipts (S$ billion)

TR held steady despite decline

2014 International Visitor Arrivals*

Headwinds in key source

International Visitor Arrivals (million)

*as of 20 Jan 2015

2014 Tourism Receipts*:

Tourism Receipts by Major Components

2014 % Change % Share

Expenditure is estimated from Overseas Visitor Survey.

YTD 3Q 2014 Tourism Receipts # :

Hong Kong SAR

Food & Beverage

Expenditure is estimated from Overseas Visitor Survey.

YTD 3Q 2014 Tourism Receipts # :

Hong Kong SAR

Food & Beverage

Expenditure is estimated from Overseas Visitor Survey.

YTD 3Q 2014 Tourism Receipts # :

Hong Kong SAR

Food & Beverage

Expenditure is estimated from Overseas Visitor Survey.

Jan - Dec 2014 International Visitor Arrivals:

Hong Kong SAR

77% of IVA from Asia

South Korea moved to

Jan - Dec 2014 International Visitor Arrivals:

Hong Kong SAR

Strong family travel

Jan - Dec 2014 International Visitor Arrivals:

Hong Kong SAR

Rupiah depreciation (IDR)

Implementation of Chinas Tourism Law

Fewer visitors who stayed for a day or less due

2014 Tourism Sector Performance

Hotel Industry Performance

ARR & RevPAR

2014 Tourism Sector Performance

Hotel Industry Performance

ARR & RevPAR

2014 Tourism Sector Performance

Hotels opened in 2014:

The Westin Singapore

Ramada and Days Hotel Singapore

Holiday Inn Express

Holiday Inn Express Clarke

One Farrer Hotel & Spa

Hotel Jen Orchardgateway

2014 Tourism Sector Performance

Performance for three key visitor-source markets

2014 Tourism Sector Performance - China

2nd largest source

Average Length of Stay

No. of Chinese visitors on

Per capita expenditure* in SGD

*Per Capita Expenditure refers to Tourism Receipt Per Capita Expenditure