Singapore welcomed more than one million Indian travellers in 2019, making it the fifth consecutive year of such high numbers. The Singapore Tourism Board (STB) announced that India retained its third position with 1.42 million visitors as a Visitor Arrival (VA) source market. This was a 2 percent drop from last year. VA rose 3.3 percent in 2019 to reach 19.1 million visitors.
India also maintained its position as the top cruise travel source market for Singapore. Singapore has recorded growth in both visitor arrivals and tourism receipts for the fourth consecutive year.
Marketing strategies organized by STB
Singapore Tourism Board has had an eventful year for the Indian market. The ‘Passion Made Possible’ campaign presented Singapore’s offerings to audiences across all target segments – families, working millennials, cruise travelers and meetings and incentive travel. Other projects during the year included a three-day experiential street art consumer event ‘Singapore Weekender 2.0’ in collaboration with St+art India Foundation and Impresario Group.
Other marketing strategies included the shooting of popular television shows like Taarak Mehta Ka Ulta Chasma and Raja Rani to showcase the different facets of Singapore to various audiences. Additionally, a music promotional association with maestros SP Balasubrahmanyam and KJ Yesudas well-received in the South Indian market.
Singapore Tourism Board took up intensive travel trade outreach efforts across 30 cities to connect with travel intermediaries.
Speaking about India’s contribution to Singapore Tourism in 2019, GB Srithar, Regional Director (India, Middle East and South Asia) said, “We are grateful to the travel trade fraternity who have always supported us and ensured that India remains a top source market. We are glad that despite turbulence during the year which saw a dip in flight capacity, we managed to pick up and ended 2019 by welcoming 1.42 million visitors from India. We seek the continued strong support of our stakeholders in 2020, which has started off adversely due to the COVID-19 situation.”