Selling Singapore

Singapore is a well established favourite with the Middle East travel market, but that hasn't stopped the destination from developing a number of new attractions.

Singapore is a destination that combines Western development and Eastern charm.

Tourism is one of the country's largest industries and one it takes very seriously.

In 2007, West Asia proved to be a high growth market for Singapore generating a 20% in tourism arrivals, with Saudi Arabia and the United Arab Emirates contributing strongly.

Not content to rest on its considerable laurels, the destination is constantly adding new attractions and seeking new innovations to entice bigger numbers to its shores while stimulating a higher repeat business rate.

The Republic of Singapore is one of three remaining true city-states in the world. It is the smallest nation in Southeast Asia, comprising the main city state and some further 64 islets and it is joined to the Malay Peninsula by a road and rail via a causeway.

Hot and humid throughout the year, there are no distinct wet/dry seasons. Most rain falls during the north-east monsoon (November to January) and showers are usually sudden and heavy.

Singapore has a raft of tourist attractions for agents to recommend to their clients quite aside from the beauty of the city itself.

It's a known haven for tourists who want to indulge in a shopping spree and also has a plethora of museums, exhibitions and festivals that take place throughout the year.

New premium events and attractions have also helped drive interest in Singapore's offerings through 2008 such as the opening of the Singapore Flyer, the world's largest observation wheel and the first ever FORMULA 1 SingTel Singapore Grand Prix night race, which took place last month.

There are no shortage of top-end hotels to recommend to clients and the region has the distinct advantage of knowing how to cater to the needs of Middle Eastern travellers. Fullerton, Pan Pacific, Hyatt Regency, Raffles, Four Seasons and Ritz-Carlton are all represented by at least one property.

"We give regular updates to the top hotels in Singapore and they are very clued up regarding Middle East travellers," says Singapore Tourism Board area director Middle East & Africa Jason Ong.

"They all serve Halal food, have Arabic speaking staff and offer the big spacious suites that are so popular with Arab families. We have experienced a 20% growth in visitors from the Middle East in each of the last two years and this year again we are set for strong double-digit growth; it's something we're very happy with and we will keep working to maintain this level of interest."

There are also several new funky boutique hotels springing up all over town as Singapore swaps its staid image for a much cooler one.

"I think Singapore has become more focused on lifestyle now; it's also trying really hard to change into a one-stop entertainment hub," explains Charmaine Wee, sales manager for two of Singapore's leading boutique properties - the New Majestic Hotel and Hotel 1929.

The former is located in Bukit Pasoh Road in old Chinatown and the "creative area of the city' - home to production houses, cafes, pubs and boutiques, while the latter is located just around the corner in Keong Saik Road, which is as equally hip.

"It's not bohemian, but it's very colourful; Singapore is starting to become less conservative and is trying to be the jewel of the orient in terms of many things - entertainment, business and restaurants," adds Wee.

Etihad Airways Singapore country manager Michael Tan concurs: "Singapore now has a great wining and dining scene," he says.

"You no longer go to big restaurants to eat - it's about small boutique outlets and al fresco dining. There are also a lot more art galleries and museums.

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