Selling Singapore

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. How to sell to families

At a flight time of around seven hours from the GCC, Singapore is probably a bit stretched as a destination for weekend breaks, but for a long family holiday it has all the plus points travel agents could hope to look for when selling to their clients.

The top-end hotels, with spacious suites to accommodate family groups are plentiful, like the 400-room five-star Fullerton Hotel located in Singapore’s central business district with a luxurious Presidential Suite that comes complete with personal butler, glass-encased verandah and private elevator.

For families with smaller children recommend Fidgets, Singapore’s largest indoor playground for children aged up to 10. There are dedicated baby and toddler play areas custom-designed by Playtec, as well as two party rooms and a cafe where parents can relax or catch up on the world news while their children run around and hopefully exhaust themselves.

Singapore city centre is much more than just skyscrapers and shopping malls and boasts a host of activities that families can enjoy together.

Agents should recommend a trip on the ‘bumboats’, traditional transport that used to carry cargo back and forth from warehouses to ships; it’s a great way to take in the views of the city and the kids will be impressed by the range of brightly coloured boats on view along the harbour. There is also the option of a harbour cruise on a replica of an imperial Ming Dynasty boat.

For wide open spaces where kids can run around in there is Fort Canning Park, with picnic areas, an artificial lake and ornate sculptures to admire.

In the south of Singapore families can take a rickshaw ride to take in the sights and sounds of Chinatown then move along to Marina City Park along the river to fly a kite.

In the west of Singapore is Jurong Bird Park featuring more than 100 species of birds from Southeast Asia, while Jurong Reptile Park will fascinate kids with its anacondas, crocodiles, king Ccbras and myriad of other reptilian species.

Continuing the nature theme, Singapore Zoological Gardens in north Singapore is definitely worth a mention where the animals are situated in open enclosures rather than behind bars.

Visitors can even have tea with an Orangutan, an offer most children would be hard pressed to pass up on.

Agents can suggest Escape Theme Park in Singapore’s eastern region to clients who want to let their kids off the leash. The park has roller coaster rides and go-karts for bigger kids as well as kiddie bumper boats, a miniature train, and special more sedate rides for the younger kids.

Agents should also make sure they mention Sentosa Island, which boasts activities galore: suggest the aquarium at Underwater World, a meeting with exotic butterflies at the Butterfly Park; a stroll through the Orchid Gardens; a splash in a water park; a swim at the beach; or a game of miniature golf.

Families who stay the entire day will be treated to the Musical Fountain show in the evening, which is a light show with water. How to sell to shoppers

Singapore has worldwide reputation as a shopping paradise; in fact it remains one of the few destinations in the world where its malls that stay open 24 hours a day.

Late night shopping became a regular feature from September 2007 and participating malls line up music, magic, cabaret, mime and dance performances to add more buzz and vibrancy to the occasion to ensure visitors keep on shopping.

“The opportunities here for the shopping are amazing,” says STB’s Ong.

“There is so much on offer in Singapore, but our shops and malls have such a high reputation that some people come specifically for the shopping.”

Singapore is no longer a bargain hunter’s paradise, although it does offer good promotions and discounts throughout the year with good deals on electronic gadgets and fine fabrics to be had.

Agents should tell their clients about the central mall on the Southern waterfront district opposite Clarke Quay that opened in January this year. The five-storey mall has 600 shops.

But Orchard Road and Somerset Road remain the most famous shopping districts of Singapore hosting major malls like Ngee An City, Wisma, and Far East Plaza.

As part of Singapore’s urban renewal plan, Orchard Road is currently being rejuvenated to the tune of US $1.6 billion to make the shopping street one of the world’s best.

Other shopping complexes like Suntec City and Marina Square are located nearby. Marina Square is also the location of the five-star 778-room Pan Pacific Hotel, ideal accommodation for clients that want to stay in the heart of Singapore’s shopping district.

The Pan Pacific Orchard has 10 Pacific Club Suites and one luxury Penthouse, which is always very popular with our guests from the Middle Eastern region.” says Pan Pacific Hotels and Resorts senior vice president, sales & marketing Kevin Croley.

The Pan Pacific has recently undergone a multi-million dollar renovation and upgrade to further enhance its guest experience and it now boasts a 162m² presidential suite.

Other hotels strategically placed around Orchard Road are The Grand Hyatt, the Marriott, the Meritus Mandarin, the Four Seasons, the Shangri-La and Hilton Singapore, while there are a huge range of serviced apartments from which to choose for stays of more than one week.

The best time to shop in Singapore is during the six-week ‘Great Singapore Sale’ that usually kicks off in late spring. This is the time of the year when most shops offer the best possible discounts and are stocked up with leading as well as local brands.

For clients looking to pick-up bargains, advise them to venture out of the city centre to the suburbs where the goods on offer are much cheaper. Suggest Tampines, Bishan, Jurong East, and Yishu, which are accessible by Metro. For antiques suggest Pagoda Street, Smith Street and Chinatown. How to sell to couples and singles

Agents looking to sell to couples, especially young couples could not have picked a better time to be talking up Singapore. The destination is well on the way to shaking off its conservative image and offering a cool and hip visitor experience.

The republic, which is known for its cleanliness and uniformity is undergoing a transformation, giving rise to boutique and design-led hotels and edgy dining and shopping experiences.

These include the New Majestic Hotel, located on Bukit Pasoh Road in the now trendy Chinatown – home to production houses, cafes, pubs and boutiques and close to the shopping and financial districts and a 20-minute drive from the airport.

Dubbed “heritage chic”, the design savvy hotel, which occupies a building that was originally constructed in 1928, features 32 design-focused rooms, each created by local up-and-coming artists and featuring vintage and designer furniture, customised baths and some with private gardens.

There are attic-style suites and five of the rooms have been personalised by Singapore’s most influential talents, from cinema, theatre and fashion, and every detail has been re-imagined, hence aquarium-themed transparent bathrooms and a suite with floor-to-ceiling mirrors – for the narcissistic traveller, no doubt!

Agents should also recommend that couples stay at the 121-room Amara Resort Sanctuary located in 3.5 hectares of secluded tropical gardens on the hillside of Sentosa’s popular Palawan Beach and just 10 minutes away from central Singapore.

Agents should also recommend couples check out the Spa Botanica, Singapore’s first tropical garden spa and a romantic retreat offering beautiful gardens, outdoor mud pools, pavilions and Galaxy Steam baths.

Cruises from Singapore are also an option that will appeal to both couples and families. Earlier this year Royal Caribbean redeployed its Rhapsody of the Seas to Asia and is being home ported in Singapore, Hong Kong and Shanghai for a limited season, offering a series of cruises for a wide range of travellers – from those seeking a quick weekend getaway or a first time ‘taster’ cruise experience, to those wishing to take explore Asia on a longer multi-destination trip.

Cruises, some of which will be operated by Rhapsody’s sister ship, Legend of the Seas, include a selection of short trips such as the two-night preview cruises taking in Singapore and Kuala Lumpur.

“These [short cruises] are ideal for travellers who have never cruised before,” says Royal Caribbean International’s regional sales director, International Representatives, Helen Beck.

Singapore has a bustling nightlife scene. Recommend the cabaret show or the live jazz at Harry’s Bar for entertainment while couples seeking a romantic meal should be advised of the Indo Chine Waterfront Restaurant at the Arts House at Singapore’s old Parliament.

For those that want to dance the night away point them towards the triangle of nightspots Zouk, Mohammed Sultan and Boat Quay, all within a few minutes taxi ride from each other. The beauty of Bintan

Visitors to Singapore also have the chance to escape the city for some rest and relaxation to nearby island Bintan.

The largest of Indonesia’s Riau islands, Bintan is a resort destination with endless beaches and plenty of water- and land-based activities and can be reached by catamaran in less than one hour.

Bintan Resorts offers a wide range of accommodation on the island to cater to all tastes and budgets. For example, the large bungalows at Banyu Biru Villas caters well to Middle East travellers who are accompanied by their families.

Bintan Resorts is looking to court the Middle East market, reveals international director of marketing Asad Shiraz.

“Currently Middle Eastern visitors form less than 1% of the total arrivals, but we’d like to see initially at least a 10-15% growth rate for visitors from this region,” he says.

“Bintan Resorts is a family destination and has many aspects that will appeal to the Middle East visitors including the beaches, nature, greenery, eco tours, watersports and of course, Halal food is readily available.”

Activities on Bintan include a Mangrove discovery tour where passengers travel by boat up the Sebung River where they can take in the flora and fauna with the help of an expert guide. If clients choose the night tour the mangrove becomes beautifully illuminated by fireflies.

Bintan also has its very own elephant park – an ideal attraction for families.

All the Bintan Resorts hotels overlook the South China Sea and offer white beaches with extensive watersports facilities – from windsurfing, boogie-boarding, sailing, snorkelling, kayaking or canoeing to scuba-diving, jet skiing, wakeboarding, boating or fishing trips. Agents should be aware though, that different hotels offer different watersports programmes so checking property facilities in detail prior to arranging bookings is advised.

Bintan also hosts the Bintan Usahatama a miniature Go-Kart race-track with up to 17 UK-imported Go-Karts, each retro-fitted with a miniature engine that runs on petrol and can reach speeds of up to 50km per hour for the more adventurous.

At Nirwana Resort Hotel, there’s the chance to drive one of six All Terrain Vehicles (for one person only) or one of 10 Dual buggeis off-road along the designated jungle trail or on Nirwana Beach.

There is no experience required for this activity and recreation staff teach guests the basics on how to operate the vehicles.

For clients who prefer some simple relaxation, Bintan Resorts offers several spa experiences while the spa at Banyan Tree Bintan is also highly recommended. Singapore itinerary

The three-day ‘True blue experience’ package by Singapore tour operator Siam Express [email protected]

Day 1:Arrive in Singapore and check into the five-star Intercontinental Hotel. Evening cocktails at the club lounge.

Day 2:Buffet breakfast followed by a trip to Emerald Hill conservation area near the Orchard Road district. From there visit the Katong residential area famous for colourful Nonya kebayas (traditional dress of female Peranakans). Back to hotel for high tea.

Day 3:A half-day visit to Peranakan Museum with the best collection of Peranakan artifacts in the world (www.peranakanmuseum.sg/home/home.asp).

Then onto 1928 Baba House renowned architectural heritage site (www.nus.edu.sg/museum/baba) before transferring to Singapore’s Changi Airport.

Price:from SD $1160 (US $812) per person..