Singapore swings into action

By this criteria, Singapore is stronger than ever. Over the past 12 months its share of the regional meetings and incentive (M&I) market has seen the rise and rise of up-and-coming destinations such as Vietnam and Malaysia, as well as the continued strengthening of traditional heavyweights like Hong Kong and Sydney. Yet Singapore has remained true to its roots, relying on its traditional image of unchallengable first-rate service and an enviable infrastructure while at the same time offering new and innovative ways for corporate groups to fully enjoy what it has to offer. Staying true to its values is paying dividends for the city-state, with M&I business showing continued improvement in the 12 months to March. "The incentive travel market is really picking up for Singapore at the moment, especially from growth markets like China and India," says Remy Choo, assistant director, incentive travel department of the Singapore Tourism Board (STB). Between 1999-2003, Choo says Singapore hosted an average of 1,100 incentive travel groups annually, contributing to a total of 19 per cent of all meeting and incentives events Singapore welcomed 732,359 visitors to its shores in March, an increase of 16.9 per cent over March 2004. The increase resulted in an estimated US$528.5 million in tourism receipts for the month, a 19 per cent increase over March 2004. Indonesia (151,000), the UK (53,000), China (52,000), Japan (52,000) and Malaysia (48,000) were the top five nations to visit Singapore. These markets alone accounted for 49 per cent of total visitor arrivals for the month. The strong growth in visitor numbers was driven by double-digit growth in arrivals from 10 of the top 13 visitor-generating markets including Hong Kong (up 67 per cent), India (up 50 per cent), Thailand (up 34 per cent), the Philippines (+28 per cent), Indonesia (up 19 per cent), Australia (up 17 per cent), the US (up 17 per cent), Malaysia (up 16 per cent), Germany (up 14 per cent) and the UK (up 12 per cent). The only point of concern is that visitor arrivals from China and Japan declined by two per cent each, while arrivals from South Korea dropped by nine per cent. Healthy market These figures represent a meetings and incentive market that is in rude health. Singapore has already welcomed several large corporate incentive groups in 2005. These have included 1,200 delegates from paharmaceutical giant AstraZeneca in January, an Australian group of 1,500 in February and 1,800 from Japan April. Meanwhile a group of 1,400 from Amway India is scheduled to arrive in November. The constant influx of high-end clients has left the SECB as well as destination-management companies searching for new and ever more inventive ways to make their stay and their experience more memorable. For example, to impress the Japanese incentive group, the SECB worked with several government agencies so that the group could enjoy night skydiving and fireworks at the Padang (a large field situated near the Parliament House). "We see meetings and incentives merging as companies become more aware of what can be achieved during such trips," says Choo. "It is not just an opportunity to reward top achievers, but also presents an opportunity for the company to provide a part-conference, part-incentive programme. Singapore is well placed to help companies achieve both within the short span of time the delegates gather." Leisure options While space is limited on the 654 sq km island, it also represents an opportunity precisely because it is compact. With the wide variety of cultural and leisure options, this means that incentive groups can achieve so much more for: (i) pushing the company's objectives; and (ii) pampering high achievers in Singapore. With creativity, possibilities are limitless and that is why many large or complex incentive groups have chosen Singapore as the incentive destination of choice. Furthermore, the STB has a pool of professional and experienced industry partners capable of catering to the requirements of corporate groups and helping them to exceed their expectations in the planning and execution of incentive experiences. Choo says the STB has been involved in arranging experiences which relax the the mind as well as those which stimulate the senses. For example, it can assist corporate groups with programmes that embrace rustic life and tradition such as Pulau Ubin trekking, Peranakan shoe beading, Chinese tea appreciation, and tai chi. Or it can offer guidance on programmes that embrace the new and modern, recorded the largest per centage of incentive travellers (13.6 per cent), followed by the medical, pharmaceutical and health industry (nine per cent) and the travel and tourism industry (6.2 per cent). "This reflects the strength of Singapore in these particular business sectors," says Choo. The SECB has continued to work closely with industry partners to ensure Singapore gets a maximum share of the regional C&I business, as well ensuring the delegates have an exceptional experience in Singapore. Choo says that while DMCs are responsible for coordinating and executing their events, the SECB liaises with the relevant government agencies for issues such as traffic control ("for the Japanese incentive group we'd recently welcomed, we had to arrange movement of 1,800 from hotel to the padang"), immigration clearances, securing of exclusive venues (e.g. Cavenagh bridge), etc. There is constant communication and teamwork. The SECB also assists in event enhancements. For example, welcome performances, welcome messages at the airport and souvenirs for delegates.