Date:22/12/2005 URL: http://www.thehindubusinessline.com/2005/12/22/stories/2005122200880700.htm

Back Singapore polishing tourism strategy — To introduce casinos, high-value restaurants, bars

R. Balaji

The Merlion, part lion and part fish, Singapore's iconic symbol in front of the Central Financial District. Singapore is banking on tourism to contribute increasingly to its economy. — R. Balaji

Recently in Singapore

SINGAPORE is reinventing its tourism to stay ahead of the competition in the region and increase tourist arrivals.

Introducing new attractions such as casinos and entertainment concepts from the US and Europe and refurbishing some of its existing attractions are a part of its strategy to take on the competition.

According to Singapore Tourism Board officials, of particular interest are the tourists from China and India, arrivals from where are showing double-digit growth. Singapore hopes to attract the premium plus segment - that will be looking for high value restaurants, bars, concierge services and casinos. The attractions will cater to a wide range of tastes, from the staid to the titillating.

Addressing a group of journalists from India who were on a conducted tour organised by Jet Airways and the Singapore Tourism Board, Ms Kok Yul Chin, Assistant Director, Leisure Marketing and Events Management, Singapore Tourism Board, said that these were part of a master plan for tourism.

They are targeting a wide segment of tourists, including the entire family and the highly mobile individual. There will be something for everyone. Tourism contributes 3-4 per cent of Singapore's GDP and it hopes to hike this to 4-5 per cent, she said.

Among its major projects are two casinos expected to be operational by 2009. Leading players in this business in Australia, South Africa and the US have bid for these projects, which are to be awarded soon. Also in the pipeline are one of the largest 2D and 3D screens, the Singapore Discovery Centre, an edutainment attraction, and new highlights at the Singapore Zoo.

Asmara Spa, a chain of spas with a presence in Indonesia and Thailand, has opened a facility in Singapore.

The coming year will see a host of new and regular annual events, including the Great Singapore Sale 2006. It will include a transit programme to allow travellers in transit access to key shopping areas for six hours. No Visa will be needed to come out of the airport and free shuttle services will be provided, she said.

The World Gourmet Summit 2006 will be the 10th anniversary for that event which will bring together three iconic chefs, two celebrity chefs and six master chefs who will put together a six-course dinner. It would cost participants about $150 - 300.

They have chosen Christmas in the tropics as a theme for the current season to position Christmas holidays without snow as a selling point. A star attraction of this is the 6-km Orchard Road shopping area lit up with serial lights and Christmas theme design lights, she said.

Some of the new products it has introduced this season is the Crazy Horse dance troupe that features topless dancing as a part of its repertoire - nothing sleazy but `artistic nudity' would ideally express the concept, Ms Kok Yul Chin said. Along similar lines is The Cannery — the food and beverage outlet, an 80,000 sq ft area that is to be opened in phases with the food served by buxom waitresses.