Singapore shows how “quality tourism” drives visitors and revenues dramatically
by Chris Reed
Here are some stunning numbers from Singapore that are the envy of every tourism marketing department in the world: year on year arrivals up 20%, tourism receipts up 49% to US$15 billion. 12 million people came to Singapore in 2010 a stunning figure which is continuing, 1.1 million came in January 20122, a record for a January. Sightseeing and entertainment revenue increased by a stunning 1,834%! Although the new super casino at Marina Bay Sands contributed to this figure it’s not the whole story with shopping up 17%, accommodation up 25%, F&B up 23% and medical up 19%. As with any purchase visitors will only part with more money if the product has become more aspirational which Singapore has become. The key to this continued success is introducing new innovative and eye catching products and services ranging from the first night time F1 race which advertises Singapore’s glittering landscape worldwide on prime time television to the new ArtScience Museum which dramatically lights up the Singapore horizon every night. Imagine the UK having 145million visitors and that’s the equivalent of what Singapore Tourism has done.
This article first appeared on