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At the China International Tourism Mart held in November in Shanghai, I saw the hunger among many countries competing for Chinese visitors. The global landscape has changed.
In 1990, Singapore, Thailand and Malaysia became the pioneer batch of nations granted the Approved Destination Status. Today, at least 116 have been granted this status, vying for a share of China’s outbound tourism.
Singapore received 1.72 million Chinese tourists last year, faring worse than our close rivals (“For first time in 6 years, number of visitors drops”; Feb 12). For example, South Korea received only 470,000 Chinese tourists in 2004 but six million last year, thanks to its coordinated strategies such as visa facilitation, medical tourism and K-pop branding.
With the increasing competition the Republic faces, the entire tourism industry should come together under the Singapore Tourism Board’s leadership to identify a strategic positioning of Singapore tourism.
Firstly, the Chinese are now free to travel widely. Only through distinctive brand positioning and unique destination appeal can Singapore sustain interest among Chinese tourists. Are we as uniquely Singapore as before in the eyes of tourists?
Secondly, since Singapore pioneered visa facilitation, giving Chinese tourists easier entry via innovative schemes, not much progress has been made in the past decade, while many others are catching up fast with visa waiver or visa on arrival.
Even the United States and Japan have announced plans to relax visa requirements for Chinese visitors.
With China’s outbound numbers soaring from 29 million in 2004 to 109 million last year, with a record S$223 billion spent overseas, Singapore should review visa facilitation to boost arrivals. To reciprocate Singaporeans’ 15-day visa-free travel to China would be a nice gesture in time for the 25th anniversary of diplomatic ties with China.
Thirdly, Chinese tourists are more discerning and demanding. Generic attractions such as aquariums are aplenty in China and elsewhere.
Singapore, which is facing structural challenges in tourism offerings, must regain its capability to develop innovative concepts such as the world’s first Night Safari and Formula One night race.
Strong government support and larger ownership are needed to view the industry as an important economic pillar, to deal with issues in long-term planning, manpower and funding.
Last year, China announced the ambitious US$40 billion (S$54 billion) Silk Road framework, including the development of a Maritime Silk Road covering South-east Asia and West Asia.
As an important sea hub, Singapore can lead in conceptualising regional tourism with ideas such as a visa-free zone and regional cruises, leveraging this theme with China’s backing.
Finally, a stronger currency and higher cost of living weaken Singapore’s competitiveness against rivals offering a quality experience. We must develop experiential and trusted tourism to counter the cost disadvantage.
There are still many discerning tourists willing to spend on a unique experience with peace of mind.
Edmund Chua Eng Heng
*Letter first appeared on TODAY, Voices (16 Feb)
http://www.therealsingapore.com/content/what-s’pore-can-do-attract-chinese-tourists
